Banyan Tree (B)

• Main Authors: Xia, Yang, Gleave, Tom
• Other Authors: Nanyang Business School
• Format: Case Study
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: https://hdl.handle.net/10356/79502; http://hdl.handle.net/10220/13551; http://www.asiacase.com/case/ntuAbcc/banyanTree-B.html
• Institution: Nanyang Technological University

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 t...