Banyan Tree Research Essay Example for Free

Banyan Tree Research Essay 1. Growth and development of Banyan Tree. Banyan Tree Holdings Limited is a leading, international hospitality brand that manages and develops premium resorts, hotels and spas. From a single boutique resort in Phuket in 1994, Banyan Tree has grown into a multi-business operator globally. Listed on the Singapore Stock Exchange since 2006, the group currently consists of 30 hotels and resorts, over 60 spas 80 retail galleries and two golf courses in 27 countries, with aggressive expansion plans for the future. Below shows the milestone of Banyan Tree Resort: Banyan Tree Group garnered some 117 international awards and accolades in 2010, bringing the total number of awards it has received close to 640 since the first Banyan Tree property opened in Phuket in 1994. In 2010, Banyan Tree Phuket and its Spa continue to be recognised by industry experts, having won 14 prestigious awards and accolades The Banyan Tree organization has seen very dynamic and expansive growth in the last few years. Banyan Tree attributes is success as a company to their strong brand recognition, command pricing, and superb management. Revenues increased from $187.3 (million) in 2005 to 335.3 (million) in 2006, which is an increase of 79%. In 2007, Revenue increased another 26% to $429, 859 (million). 2. Success factors of Banyan Tree Banyan Tree Capital has its own dedicated construction, project management and cost management capabilities, enabling it to fulfill the role of a developer and assume full ownership of any projects. * Brand Building Branding has started right from the locations of the Banyan Tree resorts and has been consistent through the designs, the facilities offered, and the ambience created in each of the resorts. In line with the â€Å"romantic escape for couples† theme, Banyan Tree has placed a strong emphasis on the locations as a key element of the brand identity. The company has chosen exotic locations with exclusive access to sun-bathed beaches, exciting environment around and a good transportation infrastructure to connect the resorts to the main destination highlights. * Company Growth and Health The Banyan Tree is a rapidly growing company with lots of investment all across the globe. Their expanding nature, coupled with a positive stock price, solid financial earnings, and continual success at all resort locations, is exceptional in the competitive hotel and resort industry. Not many hotel companies can brag about recent success like the Banyan Tree. * Good Brand communications Banyan Tree promotes their product through mass international media. They invite travel editors and writers who could potentially increase editorial coverage on Banyan Tree to use the service. This can make â€Å"Banyan Tree Experiences† distribute to people by word of mouth and it is more effective. It is also make brand awareness and brand value that generated largely through public relations and global marketing programs. * Being a socially responsible and environmentally sensitive organization Banyan Tree Exercise caution with respect to the environmental impacts of their operations, and taking an active role in the protection and remediation of our global ecosystem. * Creating a good culture By combining the Asian culture and heritage with world-class service and luxury, Banyan Tree has been able to build a brand that has appealed to people across countries in Asia and beyond, and successfully been capitalizing on the pan-Asian sentiment. 3. Marketing Strategies * Collaboration with marketing agencies Banyan Tree Holdings appointed a few key wholesalers in each targeted market and worked closely with them to promote sales. Rather than selling through wholesale and retail agents that catered to the general market, they chose to work only with agents specializing in exclusive luxury holidays targeted at wealthy customers. Global exposure was also achieved through Banyan Tree’s membership in the Small Luxury Hotels and Leading Hotels of the World. Targeting high-end consumers, they represent various independent exclusive hotels and have sales offices in major cities around the world. * Winning awards Banyan Tree resort management believe that to publicize their properties, word of mouth is more important than advertisement. Therefore, one of the marketing strategies they adopting is to win awards. Banyan Tree sought recognition in service, innovation and, more importantly, its environmental efforts. To date, it has won more than 570 awards, with two given last week for its excellence in social and environmental responsibility. * Expanding Brand portfolio Banyan Tree to come out with a brand extension in the form of Angsana Resorts (launched in 2000), targeted towards young families and at different price points – typically 20-30% lower than Banyan Tree resorts themselves. It also operates stand-alone Angsana Spas. These measures not only allow Banyan Tree to increase its awareness in new markets and gain international momentum, but also create a strong platform for a portfolio of sub-brands that can be a source of long-term revenue generation. * Online marketing Banyan Tree sets up company website to conveniently update latest information and offers for customers. In additional, the online website allows customers to do bookings for their holidays. Online bookings rapidly increase over the year and it definitely generated more revenue. 4. Future Challenges * Competition There is only one other resort that is comparable to the Banyan Tree: Amanpulo. Amanpulo is situated on a private island in Palawan. The island boasts white sand, crystal clear water and tropical vegetation. They, too, respond to a leisurely lifestyle for the affluent and rich worldwide. In addition, Amanpulo is just as concerned as we are in building environmentally friendly and aesthetically pleasing resorts. * Copycats The market is crowded with many entrants running similar branded resorts in the upper-end. Particularly in Asia Pacific, where Banyan Tree has its stronghold and traditional base, new entrants are facing only small barriers-of-entry other than huge capital requirements and availability of good locations. A new entrant can always try to copy the â€Å"romance-intimacy-rejuvenation† theme and replicate the serene locations with beautiful villas providing it at lower prices to gain foothold in the market. * Natural Hazards The Philippines sits astride the typhoon belt, which means it’s prone to be struck by dangerous storms. In addition, the country is known to be home of active volcanoes. Other natural hazards known to occur are landslides, earthquakes and tsunamis. * Environmental Issues Existing issues that the Philippines are dealing with, and trying to combat, are uncontrolled deforestation, soil erosion, air and water pollution, coral reef degradation and increasing pollution of coastal mangrove swamps.

Affirmative Action and Racial Tension Essays -- Argumentative Persuasi

Affirmative Action and Racial Tension    Affirmative action. What was its purpose in the first place, and do we really need it now? It began in an era when minorities were greatly under represented in universities and respectable professions. Unless one was racist, most agreed with the need of affirmative action in college admissions and in the workplace. Society needed an active law that enforced equality during a period when civil rights bills were only effective in ink. With so much of America ¹s work force spawned from integrated schools now, some may question whether racism really is the problem anymore, and many college students might answer yes. They see it on college campuses today, and they are not sure why. Subconscious prejudices, self-segregation, political correctness, reverse discrimination, and ignorance all wade in the pool of opinions surrounding affirmative action and racial animosity. With racial tensions ever present in this country, one might question whether the problems can be solved by affirmative action. Some feel that affirmative action in universities is the answer to the end of racism and inequality. If more black students get into and graduate from good colleges, more of them will go on to even out the lopsided numbers in the work force. Prejudice secretly slips through everyone ¹s thoughts. Or so Barbara Ehrenreich believes when she writes of a quiet, subliminal prejudice that is caused by statistics that prove the fewer numbers of blacks in high profile jobs. When we see ninety percent of leadership roles in the corporate world held by white men, we begin to doubt other ¹s competence in that field. With so many minorities in menial roles, people begin to believe the white man is best for ... ...uys. ² Time 13 March 1995:114. Irvine, Reed, and Joseph C Goulden.  ³The Å’Blame Whitey ¹ Media. ² USA Today Magazine January 1994: 78+. Landes, Alison, et al. Minorities - A Changing Role in America. Wylie, Texas: Information Plus, 1994. 93-111. Martin, Anna. Student Survey. 30 October 1996. Page, Clarence.  ³We, the Indigestibles: The Campus Culture Wars. ² Showing my Color: Impolite Essays on Race and Identity. New York: HarperCollins, 1996. 257-282. Price, Hugh B.  ³The Black Middle Class: Past, Present, Future. ² The State of Black America 1995. Eds. Paulette J. Robinson, and Billy J. Tidwell. New York: National Urban League, 1995. 181-197. Zuckerman, Mortimer B.  ³The Professoriate of Fear. ² US News & World Report 29 July 1991: 64.  ³Going, Going ... ² National Review 29 July 1996: 12.  ³Thumbs Down. ² The Economist 30 March 1996: 30+.

Dream: Electrical Engineering and Hard Work

Some people may say that dreams are hard to follow and it's impossible to be able to achieve them. But, that's actually not true. The fact is that dreams are the most amazing things in life; we all love to dream, love to hope and love to see our dreams come true. Our dreams are in our hands. We are the ones who control them; we are the ones who can make them either come true or not. In the article â€Å"A Vision of Stars, Grounded in the Dust of Rural Indian,† Somini Sengupta talks about Anupam Kumar, an Indian boy who lives and grows up in a poor family but has a big dream. He wants to works at NASA. In the article, the author describes the road to fulfill his dream as well as the difficulties he met such as poverty, difficulty gaining acceptance to go to college, the intensity of competition, and his failure on the first exam. However, Anupam never gives up on his dream and finally achieves his dream with his own determination and hard work as well as support from his parents and his teacher. Like Anupam, I also have my own dreams. My dream is to become a computer engineer because I love technology and I believe that in the future, computers will become indispensable to human life. I will definitely reach my dream because of the support from my mother, my determination and my passion for computers. I will reach my goal thanks to the support from my mother. When I was a child, I was introverted. I hardly left the house and often spent my time in boredom, I did not have a goal and I also did not know what kind of person I would be in the future. Despite all of this, my mother is a person who changed me and helped me determine a goal of my life. My mother is the first person who realized my passion for computers. Whenever we went to my uncle’s house, I always asked him to teach me how to use his computer. At the time, I did not realize that I loved to study computers so much. I thought it was just because of my curiosity, but my mother did not. She saw through my heart and she knew what I needed. Living in Vietnam, computers were outrageously expensive, but my mother worked very hard in other to give me a chance to a new world of technology. Since I have my own computer which I got as a result of a lot of sweat and hard work by of my mother, I feel like a fish returned to the ocean. I became a new person. I studied hard and got good grades and my life became more interesting because I have more friends not only in Vietnam but also all over the world. I think that my life wouldn’t turn a new page if I did not receive my mother’s support. Therefore, I always try my best to reach my dream and deserve my mother’s faith. Determination is one of my qualities which will help me reach my goal and one of the aspects of determination is hard work. I still remember the hard time I had when I tried to use a computer the first time. It was written in English and at that time, English was one of the courses I hated the most in school. But I liked computers more than anything else, so that I decided to study seriously. Every day, I tried to remember and understand ten computer’s vocabulary words. I tried to read book in English one page or two pages a day. That really was a hard time for me. It took me hours to complete two pages with help from a dictionary and I followed it day by day. After three months, I could read more than five pages in an hour because I knew more vocabulary than before. My computer skill also got better and I really enjoyed it. Another aspect of determination is persistence. Persistent people will not give up the things they follow or they believe in even if in front of them are a lot of difficulties. I am one a persistent person. For example, when I was in college, I had a difficult time with a programming course; it was too new for me. I could not understand at all and for that result I got only three points (out of 10) on the first exam. I wasn’t the only one who did badly; almost seventy percent of the students had the same grade like me. For that reason, almost half of the students gave up on that course after two months. But I did not give up so easily. I tried to understand and remember lessons in class. After school, I read a book, practiced at home on the material which our teacher showed us, and read the next lesson for the next day so that when I had a question, I could ask my teacher immediately. I believe that I can do better if I follow the things I believe in. Finally, I passed that course with 8. 5/10 on the final exam, whereas others students had to study again for the next semester. I think that hard work and persistence will still help me in the road to fulfill my dream. Passion for computers is also one of my qualities which will help me reach my goal. Since I knew how interesting computers are. I was excited by this machine. I had so many questions about this machine. I wondered how one machine could do so many things. However, computers were very expensive in the past; it was only for rich people and my family could afford it. My dream looked like impossible at that time, but the passion for computers in me did not let me stop thinking about it and it helped me believe in the future that I will have my own computer. The hope of having my own computer followed me in two years and finally my mother helped me make it come true. Since I have gotten my own computer, I have begun studying seriously; I knew what my dream is and what I need to do to make it come true. I borrowed books from my uncle and read it when I have free time. When I had a problem with my computer, I tried to fix it, but it was useless. My mother had to hire a computer engineer to fix it, and at that time fixing computer was very expensive. Therefore, I learned how to fix the computer by watching the engineer so that I will be able to do this myself in the future. Now, I am learning computers in the U. S. where the first computer was born. I believe that if we really love something we can achieve it by passion and hope. After read the article about Anupam Kumar and the road to fulfill his dream, I have more confident, hope, and power to make my dream come true. I am deeply gratitude my mother who did everything for me so that I have more opportunity to accomplish my dream. My experience with computers has taught me to be patient and persistent and never to give up. This is a lesson I can apply throughout my life – not just for computers.

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