This case describes Banyan Tree Resorts & Hotel's rapid growth starting from a single resort converted from a disused tin mine in Phuket, Thailand, to become an international resort operator and one of Asia's top 20 brands. It explores the realisation of an innovative lifestyle concept, the subsequent challenges involved in replicating its original success in different parts of the world, the company's marketing strategy, and the development of service operations capabilities to back the brand, as well as the challenges faced in extending the brand into new businesses including branded goods and a travel portal.

【書誌情報】

ページ数：26ページ

サイズ：A4

商品番号：HBSP-INS715

発行日：2003/2/1

登録日：2015/9/28