Banyan Tree (B)

Abstract

Banyan Tree (B) is the second case in the Banyan Tree case series. In this case, the Banyan Tree Hotels and Resorts had engaged itself in an aggressive market expansion program. Major activities in the expansion program included the internal development of more resort and spa locations, as well as the establishment of some tie-up agreements with selected external parties who could facilitate rapid and wide market penetration.

Among the immediate tasks for finalising the expansion program is to determine the impact that these internal as well as the external efforts would have on the company's future. Period covered 1999 – 2001