Subject category:
Marketing
Published by:
Asian Business Case Centre
Version: 5 Feb 2003
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https://casecent.re/p/20306
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Abstract
This is the second of a two-case series (504-032-1 and 504-031-1). In this case, the Banyan Tree Hotels and Resorts had engaged itself in an aggressive market expansion programme. Major activities in the expansion programme 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 programme was to determine the impact that these internal as well as external efforts would have on the company''s future.
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Abstract
This is the second of a two-case series (504-032-1 and 504-031-1). In this case, the Banyan Tree Hotels and Resorts had engaged itself in an aggressive market expansion programme. Major activities in the expansion programme 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 programme was to determine the impact that these internal as well as external efforts would have on the company''s future.