Banyan Tree

university of american college skopje |

Services Marketing Case study: Banyan Tree Hotel & Resort |

Professor Svetlana Petrovska |

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Pepica Mancheva |

12/24/2013 |

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Content:

* Introduction 3

* Literature review for positioning, a segment of the marketing plan for services marketing 4

* Review of the Banyan tree Hotels and resorts case in aspect of positioning 6

* References 8

* Introduction

The aim of this paper is to elaborate about a segment of creating the marketing plan for services marketing. Moreover, to discuss the positioning as a part of the whole marketing plan, its purpose, and its value for the same. The first part will be concentrated on a literature review for the positioning as method and its development. In the second part of this paper will be discussed the positioning of an existing service, Banyan tree Hotels and resorts.

* Literature review for positioning, a segment of the marketing plan for services marketing

“Positioning defines who you are, what values you communicate, how you’re different from others offering similar product sets, and why your constituencies should prefer you to your competitors.” - Evelyn Ehrlich, Ph.D., and Duke Fanelli

Positioning is a basic strategy and a concept in marketing which was first introduced by Jack Trout. Positioning is a basic strategy and a concept in marketing which was first introduced by Jack Trout ("Industrial Marketing" Magazine- June/1969). It is important for a business manage to attain good position and to sustain the same. That is what will make it different and notable among others. To differentiate is the easiest way to create sound positioning. Therefore, it is crucial for a business to clearly know their competitive advantage, and where they want to be positioned at in order to deliver the appropriate message to their customers.

‘-Positioning defines who you are, what values you...