Strategy Management of Banyan Tree Hotel and Resort

Strategy Management of Banyan Tree Hotel and Resort
Research the topic “Strategy Management” and find an argument (two clearly contrasting perspectives) on that topic. Analyze, assess, compare and contrast the different perspectives then give your opinion and justify it.
Please ensure that your link the contrasting perspectives you are writing about to relevant theories that support your opinion and its justification. You should not merely describe the perspectives but critically assess their influence on thedevelopment of resort and spa business.

Introduction:
Purpose of this report
Brief introduction of resort and why resort wants to expand
Report structure

Literary Review: (different point of view of the strategy)
-what is cooperate strategy
-how many types of cooperate strategy and brief explanation: growth strategy. Stability strategy. Renewal strategy
-importance of cooperate strategy
-main corporate strategy: concentration, vertical integration, Horizontal integration, Diversification (very brief definition)
-state that resort usually use market penetration(concentration)/ market development (brief explanation and why)
-Advantages and disadvantages of market penetration
-Advantages and disadvantages of market development
-Definition of TOWS’ matrix and state that it is a tool to analysis the findings below.

Findings and analysis: Based on Banyan Tree Hotels and resort
1. Resort background
2. Use TOWs matrix to analysis the market situation
3. What did the resort company plan to do itself? Market Penetration or development?
4. Give own opinion on the strategy used, is the strategy used by the company the best for its situation now? Or actually the other one is better?

Conclusion:
-What did the company did well by apply the chosen strategy and recommendations

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