Sustainability of a Brand During Rapid Global Expansion

Read the case “Banyan Tree: Sustainability of a Brand During Rapid Global Expansion” and analyze the following issues:

Analyze the external environment as well as the internal organization; determine the key success factors and the distinctive

competencies that Banyan Tree Hotels & Resorts (BTHR) has been developing over the years.
Identify the service vision elements that Ho Kwon Ping has developed. In which ways does his service vision make BTHR a superior

service provider?
If you were Ho Kwon Ping, which operating strategy would you pursue and which further steps would you take to implement it?

Then, prepare an executive report of at least than 2,000 words (do not merely answer the above case questions) using the following

layout:

Cover Page
Executive Summary
Table of Contents
List of Tables and Figures
Background
Issue Statement
Analysis of the Problem
Alternatives Analysis and Selection Criteria
Recommendations
Action and Implementation Plan
Reference List (focus on 7 to 12 for this assignment)
Appendices

Additional instructions:

Be sure to remain concise and write in a business style.
Support your analysis of the problem with reference to the case and rely on conceptual frameworks and models found in the textbook

reading and supplemental resources.
Base your recommendations on clear and specific decision criteria (qualitative and quantitative).
WHAT has happened with Banyan Tree since this story was published?
Use the APA referencing system.

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