MARKETING

MARKETING

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Assessment 2: Written Assessment
Weighting 40%
Due: Friday Week 6
Maximum length: 2000 words
Task Description
The Banyan Tree is a global company with hotels in many different countries but with an underlying philosophy. You are to research the websites accessed for www.banyantree.com for Banyan Tree Mayakoba in Mexico and Banyan Tree Samui. From an analysis of the websites,
1. What are the similarities between the two hotels? You need to consider as a minimum: location of hotel within the natural environment, the physical environment of the hotel, ease of access to the hotel for guests, facilities provided for guests, service offered, food and beverage as well as accommodation.
2. What are the differences between the two hotels?
3. How do the similarities and differences differentiate the hotel from its competitors or reinforce the hotel position in the market place?
4. What is your overall sense of the message being delivered to the potential customers?
5. Justify who you believe is the target market.
6. Why do you think this brand has been able to successfully expand its operations from the first Banyan Tree Phuket Spa Sanctuary in 1984 to 26 hotels in 10 countries by 2015?
You are expected to read widely to answer the questions and to justify your response. You must include at least 10 references to support your ideas. I suggest you use the CQUniversity library database and Google Scholar to find journal articles. Remember to reference them in-text as you use them and add them immediately to your reference list. You will find a link to Harvard Referencing on the Moodle website.
Marking Criteria
Criteria
Maximum marks
Your mark
Introduction to topic
2
Similarities identified and explained
4
Differences identified and explained
4
Critical analysis of differentiation or reinforcement
6
Personal interpretation of meaning and justified
6
Target market justified
6
Reasons for brand success justified
6
Conclusion
1
Correct referencing both in-text as well as in the reference list using Harvard Referencing
3
Professional presentation: no spelling or grammar errors, under word limit, English expression of a high standard
2
Total marks
40

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