Strategic Management for the International Hospitality Industry

This document provides an in-depth analysis of strategic management in the international hospitality industry, focusing on the vision, mission, and culture of Banyan Tree hotels. It discusses corporate level strategies, generic business level strategies, and conducts an industry analysis using Porter's five force model. The document also offers recommendations for the company's future growth.

Running Head: STRATEGIC MANAGEMENT 0
Strategic management for the International Hospitality industry
Student name
MARCH 8, 2019

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Contents
Introduction......................................................................................................................................2
Vision, Mission, and Culture of the organization............................................................................3
Vision and mission of Banyan tree..............................................................................................3
Organizational culture.................................................................................................................3
Strategy identification and discussion.............................................................................................3
Corporate level strategies............................................................................................................4
Generic business level strategy....................................................................................................5
There are three major strategies in this aspect, that is.................................................................5
Industry Analysis.............................................................................................................................7
Porter’s five force model.............................................................................................................7
Competitive analysis................................................................................................................8
Strategic group map.....................................................................................................................9
Analysis of organizational competencies......................................................................................10
Core competencies of Banyan Tree hotels................................................................................10
Value creation into product and services...................................................................................11
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
Strategic management of the company includes planning continuously, monitor the plan,
analyzing and assessing the activities and operations, which are required by the organization to
achieve its goals and objectives. The company success or failure in the market, largely depends
on the strategy that the top level manager makes for the company, towards which the company is
directed and would be liable to work. For creating and assessing the strategy of the company, it
is essential to analyze the internal and external environment of the company. Moreover, it is
important to analyze the current positioning of the company while understanding the industry, in
which the company has to exist and sustain (Feng & Chari, 2018). The report will include
strategic analysis through an organizational case for better understanding. Banyan tree hotel
group will be considered for this discussion in detail in the report further.

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Vision, Mission, and Culture of the organization
Banyan tree is one of the popular hotel group based in Singapore, which has the unique selling
proposition as a luxury spa and resorts in the Asian Market. The group was founded and initiated
in 1994, by Mr. Ho Kwon Ping. The company consists of 60 Spas, 41 hotels and resorts, 2 golf
courses, and 72 gallery outlets expanded over to 24 nations yet. The company was part of the
initial hotels to offer the customer with private villas along with Jacuzzi, private pool and spa
treatments to enhance the exclusivity and increase the privacy for their customers
(investor.banyantree, 2019). Initially, the two major issue that the company faced were
inadequate infrastructure and labour for the company, due to which expanding business in
various locations was a problem. Second major issue was risk of brand dilution due to expansion
of business, as it may result into loose of culture and banyan tree ethos (Cathy, 2009)
Vision and mission of Banyan tree
The company’s mission is willing to create the brand as globally recognized brand, which will
include most inspiring experiences for the customers, integrity in the associated brands, instilling
pride, and enhance both human and physical environment, where the company operates and also
working towards the attractive returns to the shareholders. Moreover, the company is willing to
the transformative journey for the achievement of optimum potential (investor.banyantree,
2019).
Organizational culture
Since the company is willing to introduce the customer offering through promoting innovation,
the company adopt the open culture, where every individual has their certain rights, and free to
communicate their ideas, though and open to sharing those with superiors. Moreover, the culture
includes the values that the company shares, which include sustainability, environmental
responsibility, and consider its corporate social responsibility to be integrated into the company’s
culture. Moreover, the company’s culture is aligned with good governance, which includes
ethical compliance, responsible strategic partnership, and cyber security to enhance the privacy
of stakeholders (banyantreeglobalfoundation, 2019).

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Strategy identification and discussion
As discussed previously, strategy formation plays a vital role in a company’s success or failure
factors, an effective strategy can lead a company in a successful direction (Ahlin, 2014). There
are different types of strategy.
Corporate level strategies
These strategies are for the long term, providing company to position themselves as a major
factor of success. There are generally three major corporate level strategy, which are growth or
expansion strategy, stability strategy, and renewal strategy. The banyan trees were having
expansion strategy as their major corporate strategy (Aksoy, 2018).
There are further strategies within the expansion strategy, for instance, diversification strategy,
international expansion strategy, integration strategy, and intensification strategy. The banyan
tree has initiated the business in a single nation, and through international expansion strategy, the
company was able to reach out to around 24 nations until now, with the major objective to grow
the company to the global scale, and increasing the company revenue and brand recognition.
Moreover, since the opening, the company has brought diversification to the business that is an
increase in products and services to be offered to the customers (Alves & Sousa, 2018). The
company is not only dealing in the hotel but also offer some of the best luxury resorts and span,
moreover, the company has also provided the golf courses, which reflect the diversification
strategy of the company as part of the expansion strategy. Moreover, considering the integration,
the company has dealt in various strategic alliances, and increase the business partners to gain
various opportunities in this market, which reflect the horizontal integration strategy of the
company (Andersson, 2016).
The company has been beneficial by this strategy in various aspects like:
 New revenue potential for the company – the saturated domestics market, is the major
reason for the expansion of business to the international market, and the company was
able to increase the revenue through this effective strategy
 Enhanced the company’s brand positioning and reputation – through investing in more
number of nations, the brand awareness has been increased, and due to the global
business, the brand recognition has increased to the global level.

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 Access to good talent and sources globally – for staffing, the company can gain
advantage through talent across the globe, instead of personnel from one area, to increase
diversity and agility in the team
 Increase in customer base – through this strategy the company is able to approach a large
number of the customer, hence let the company increase the customer base
 Providing a luxurious experience to customers to various location across the globe
(Amabile & Rigolizzo, 2015).
Generic business level strategy
From the business level strategy, it can be identified that what would be the target customer of
the company, whom it will provide the services, and how the customer need can be considered
and satisfied by the company while implementing the strategy selected (Betton, 2017).
Figure 1: (Source: (Baker & Bowen, 2015)
There are three major strategies in this aspect, that is
1. Cost leadership strategy – from the figure it can be said that according to this strategy, the
strategy is opted by the company where cost is the major aspect while competing in the
market for the company, where the target market is broad. This means that the company
would be targeting the broad customer base while considering the low price to the
customer in order to gain a competitive advantage in the industry. The discount stores

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like Walmart are following this strategy. The company as per this strategy tends to keep
the cost of the company minimum, although not compromising the quality of product or
services (Bruns, 2013)
2. Differentiation strategy – this is one of the most popular strategies among these,
according to the figure, the strategy comes under grid where the company is targeting the
board customer base, attracting them through product or service uniqueness. According
to this strategy, the quality and uniqueness of the product are considered on the priority
basis and not the cost or price of the products (Chatzoglou & Chatzoudes, 2018). The
company prefers this strategy when they are aware that they are offering the customers
which their competitors are unable to copy or offer the same way to the customers. This
could also be in the case of property rights of the company to sell particular goods. For
instance, the IPR for a particular design cannot be copied in the market, which makes the
product unique, for which the customer can also pay a higher amount. For example,
apple, which has powerful designing skills, innovative process, and software which
another company cannot imitate, which make it a premium product, and can ask for
higher prices from the customers (Camison & Fores, 2016)
3. Focus strategies – this includes two sub-strategies that are considering cost or
differentiation, but the target market according to this strategy is narrow or niche market.
This is mostly approached by small companies, who are willing to focus over a smaller
area to serve the customers. These companies do not prefer to compete with large
companies or MNC’s, rather they want to serve limited customers while tailoring the
marketing mix of the company as well. They prefer to target the market where the
competition is low or are not vulnerable in nature (Chari & Feng, 2018)
Considering the banyan tree hotels, the company follows the differentiation strategy
according to the porter’s generic business level strategy discussed above. Some of the key
aspects of the company, which makes this strategy relevant and beneficial for the company
are:
 Quality service – the quality of the products and services provided by the brand is one
of the reasons for being able to differentiate from its competitors. The company is
offering the best quality service to the customers in order to make their experience

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best with the hotel. This leads the company to ask for higher prices in the industry
from the customers (Chiang et al., 2016).
 Product uniqueness – the company is providing the customer with uniqueness among
the products. Innovation is the key for the company, which leads the company with
this strategy to opt. For example, the company offers the products like couple special
services, like arranging special dinner for the couple, especially at the places which
are popular for the couples or honeymoon places, which included the arrangement of
events with popular musicians (Coulson-Thomas, 2017).
 Geographical diversification – the company’s expansion strategy leads the company
to expand the business internationally in around 24 nations. which has increased the
customer base of the company
 High customer satisfaction and loyalty – customer satisfaction in one of the major
strength of the company, which leads the company to go for the diversification
strategy. Moreover, the brand positioning and brand loyalty of the customers has also
lead the company to follow this strategy (Cheranpanukorn & Focken, 2014)
 Staff capabilities – the capabilities of the staff of the company are the reason for the
innovation in the process and services. The staff was one of the major reason for
which the experience of the customer was excellent
 The first mover – as already discussed, the company was the first mover to provide
the customer with innovative products like luxurious spas and resort in hotels (Davis
et al., 2016)
Industry Analysis
Porter’s five force model
The hotel industry is one of the competitive industry, this can be analyzed through the porters
five force model. One of the potential markets for the company would be Auckland, for which
the industry analysis would be conducted
The five forces include:
1. The threat of new entrants – the influence of this factor is low for the company, the
reason being the investment in this industry is very high which restrict the companies to

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compete in this industry in a premium range of hotels. However, there are new entrants at
average product and service quality, which are not a threat to the company. Moreover,
even if the company is entering, the customer loyalty of the company is high. In the case
of Auckland, brand recognition is high, for which this force in the industry is not a major
problem (Hafenbrack et al., 2017)
2. Bargaining power of suppliers – the influence of this force is not very high. The reason
for the same would be an agile supply chain of the company. The brand is serving the
customers with luxury experience internationally, where the company procure raw
materials locally, that is the company is not depends on one supplier for its hotels and
resorts across the globe, which means the bargaining power is not in hands of suppliers,
instead the hotel is more of independent in this aspect
3. Bargaining power of customers – the influence of the customers are medium in nature.
The customers are the major stakeholder for whom the services are been created and
offered. Moreover, the competition in this industry is high, due to which the company
cannot take chance with customer satisfaction, and have to provide what the customer is
expecting from the company. However, the power is not too much in the hands of
customers because the company is linked to premium customers, where the prices are not
the aspect to compete.
4. The threat of substitute services and products – the influence of this force is medium, the
major substitute for the same would be high-end restaurants, banquets for the business
conferences. Other entertaining places, where the customers can experience and have fun.
Although, these do not effect largely to the luxury hotels in the industry, due to unique
experience from the hotels.
5. Competitive rivalry – this is one of the major force in this industry, which can influence
the business to a greater extent. Some of the major competitors in Auckland for banyan
tree hotels would be Holiday Inn, Four points, and Crowne Plaza, which are providing
similar services to the customers and also popular brands in the nation. This affects the
company’s business, as any change in the competitor's strategy leads to a huge difference
in customer satisfaction, the risk of losing customers, decrease in market share of the
company, and decrease in company’s revenue. Therefore, it is recommended to the

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company to have a track over a competitor’s move and strategy and take strategic
decisions accordingly (Du & Bstieler, 2016).
Competitive analysis
Four seasons – the major strengths of this company, which can be a threat to banyan tree are
strong brand equity of the company, strong management team, innovation through its products
and services, and it is the market share leadership across the globe. Although there is a weakness
of the company as well that is the communication of the company is weak, which can be taken as
diseconomies to scale.
Hilton Auckland – the major strength of the company observed is the product innovation. Since
years the company has been innovating the product and services it offer to the customers.
Moreover brand image is another major aspect that can be competitive advantage for the
company. Moreover if rating at the social media or websites like trip advisor is concern, the
customer satisfaction seems to be another plus point for the company (tripadvisor, 2019). One of
the weaknesses that have been observed for this group is that the company is serving only high
income group due to which new entrants in niche market have led to decrease in market share of
company a bit (He, 2017).
Cordis hotel, Auckland – considering the rating of the company reviews on trip advisor, some of
the strengths observe are the service quality provided by the company and the placing strategy of
the company as the customers are mostly attractive due to the location at which the hotel is
situated (tripadvisor, 2019). The only weakness of the company is that the competition is very
high and the global leaders like Hilton are in more leading position due to more brand awareness
and promotions (Hawkey, 2017).
Strategic group map
The strategic group map of the company in Auckland while competing with four seasons, hilton
hotel and Cordis would be as follows:

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As per the diagram, it can be said that when two major aspects that are brand awareness and
segment served are considered. The company would position, where the company is serving
broad segment in the industry, but the brand awareness is not very high, which the company
must increase in Auckland, and strategize to enhance the brand recognition and brand awareness.
The ways through which the company can position itself would be effective promotional
strategies that are the extensive promotion in order to create brand awareness in the nation,
moreover through enhancing customer satisfaction (Muller & Nagle, 2017).
Analysis of organizational competencies
Core competencies of Banyan Tree hotels
While analyzing the organizational competencies, it is essential to assess what is the unique
competencies of the company that is making it different from its competitors and is responsible
for completive advantage.
 Product and service quality – the quality of the service provided by the company is the
major aspect of the company that is making the experience of the customer memorable,
and create brand loyalty thereafter. This is one of the core competence of the company, as
the company being customer oriented, tries to understand the needs of the customers and
adding value to the experience of the customers (Jaworski, 2018)
 The ability for product differentiation – the company has the ability to create the product
differentiate from that of the competitors, through innovation in services and products.
Cordis
Hilton

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For instance, the company focuses on the interiors of the places, like the villas for
providing a more romantic ambiance. Moreover, the company is not in alliance for
building resorts like its competitors and built by its own in order to make the experience
of the customers more in control and enhance the same (investor.banyantree, 2019).
 Costly to imitate – the imitability of the company’s services and products are not easy by
the competitors, and if they are able to, the imitability cost for them would be very high,
making this as its core competency. The reason for the same would be the combination of
activities that are responsible for high service standards, which make it costly for other
companies to adopt (Shen, 2015)
 Not substitutable – the experience provided by the company is a unique combination of
service standards and the product mix, which any other thing would not be able to act as a
substitute for the same. The company is offering a large number of services at one roof,
which the substitute would not be able to provide to the customer, therefore it can be said
that the “banyan tree experience,” is nonsubstitutable.
 Strong management – the success of the company largely depends on the efficiency of
the management of the company. It has been observed that the management of the
company is very strong. For instance, the company offers various training programs for
the employees, effective policy for the staff, recruit competent employees, which will
eventually lead to better performance of the company and considered as core
competencies for the company
 Conducting business with transparency, fairness, and dignity – another aspect of the
business, which makes it unique is that the company is very much indulged in
sustainability, corporate social responsibility while conducting business, which leads it to
create a positive brand image
 Connect customers to local heritage and culture – the company is not only providing
high-class services to the company, but the company is also serving in various nations
and indulged the culture of the country to the product and service to be offered. For
example, special Thai food dinner for couples are arranged. This provides the customer
the luxurious experience to the customer, with the integration of local culture (Kaur &
Ma, 2015)

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Value creation into product and services
The company is creating value to the products and services for the customers to enhance the
experience of the customers. This may include the use of technology by the company which will
enhance the experience of the customers. The technology plays a vital role in today’s world, this
includes providing payment options for the customer, use of high-quality internet for business
travelers. Other technological advancements would enhance the value of the service provided to
the customer. Moreover, digital use could also be responsible for the value creation, like after
service in order to maintain and improve customer relationship management. Moreover, the
training programs conducted in the company are majorly responsible for creating value for the
services and products for the brand (Menon & Edison, 2015).
Recommendations
The major recommendations to Banyan tree to ensure success in future
 Promotional activities – to enhance brand awareness and brand recognition, it is
important for the company to include the promotional activities to the marketing
strategies of eth company while using various promotional tools
 Expansion to unattended market – the market which has not been taped by the company,
and seems to be an attractive market, can be seen as the opportunity by the company and
expand in more international boundaries (Muller & Nagle, 2017)
 Additional offers for repeated guest – it is important for the brand to retain the existing
customers, the company must offer some additional offers to the customers, for
attracting the customer to use the same service again. This is important for the company
to sustain
 Customer relationship management – it is recommended to the company to improve its
customer relationship management in order to sustain in industry. This will eventually
helpful for the company to enhance customer loyalty in the future. Moreover, this is
important for the company to increase customer database and understand their needs,
requirements, and expectations from the company, which can be helpful for the company
to improve its services (Zahay, 2015).
 New product or service development – it is recommended to the company to bring
innovation to the product and service and develop new product and service to offer to the

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customer, for retaining the existing customer and attracting new customer. Moreover, it
is relevant for the brand to sustain in the industry (Quirke, 2017)
 Managing online presence – in today’s scenario, and with the digitalized world, it is
important for the company to maintain the online presence to interact with the customer.
Moreover, the value of the service can be increased by the company, through providing
services online, like books, and getting feedback from the customer. Moreover, online
promotions must also be included in the promotional tools of the company for reaching
out to the maximum customer at the same time (Puck & Mudambi, 2016)
 Enhanced communication channel – communication is very important for creating brand
awareness, and in order to increase the recognition and awareness of the brand, it is
suggested to the companies to improve their marketing communication channel and opt
for suitable communication tool (Robson & Zeriti, 2014)
 Continuous innovation – innovation is the key to sustainability in the industry, the reason
being every competitive brand is providing similar service to the customers, in order to
gain competitive advantage, it is recommended to the company to innovate through
service, product, or operations continuously, and for this the company must have
innovative organizational culture, and organizational structure as per the requirement
 Benchmarking – it is recommended to the company to benchmark their services to
improve them to a greater level, and able to maintain the high standards to sustain
success in the market (Shen, 2015)
 Motivate personnel – the key to the success in this industry is the staff competency and
efficiency to serve. For keeping the services of the hotel effective, it is important to keep
the personnel in the company motivated to perform. This can be done by the company
with effective HR policies, and incentive pay system (Solman, 2017).
 Authorizing employees to share their perspective and thoughts in strategic planning – as
already discussed the company can be successful through implying innovation to a
greater extent, for which it is important for the company to get ideas from everywhere.
This can be possible if the employees in the organization are free to share theirs through
to the superiors or others in the organization. The staff is directly in contact with the
customer, therefore they can understand the customer behavior closely, and can provide
the idea for an improvement to the management, only if they are free to share that

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thought. Therefore, it is recommended to the company to promote innovative culture and
environment in the origination (Schlegelmilch, 2016)

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Conclusion
From the report, it can be concluded that the Banyan tree is one of the popular hotel group based
in Singapore, which offers a luxury spa and resorts in the Asian Market. The strategy
effectiveness of the company largely affects the company’s success rate in the market. The report
included the strategic analysis, any hospitality industry analysis, to understand how the company
can improve in order to ensure success in the future.
Considering the corporate level strategy, it was identified that the company is following
expansion or growth strategy, as the company has expanded its business in 24 nations till now.
Considering the banyan tree hotels, the company follows the differentiation strategy according to
the porter’s generic business level strategy. The major benefits through this strategy to the
company were an increase in customer base, increase in revenue of the company, avoid domestic
saturated market and gain opportunity through market development. Through analyzing
hospitality industry, it can be said that among five forces the competitive rivalry influences the
business to a greater extent, whereas the influence of the threat of new entrants, and bargaining
power of suppliers are low. However, the bargaining power of customer and threat from
substitute products has the medium influence to banyan tree business.
The core competencies of banyan tree identified were product and service quality, the ability for
product differentiation, costly to imitate, not substitutable, strong management, conducting
business with transparency, fairness, and dignity, and connect customers to local heritage and
culture. The main competitors of banyan tree in Auckland would be four seasons, Shangri- La,
and Holiday Inn. However, the banyan tree hotel are bale to create value to the service and
products through technological advancement, integrating local culture to offer to customer along
with luxurious experience.

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