Target Market

Geographic
34% Asia 20% Japan 38% European 8% American

Demographic
Couples and families High education

Psychographic
Middle to Upper class Enjoyable Life Style

Behavior
Romance Leisure Honey Moon Anniversary

Mission Statement
With the call to arms of embracing the environment and empowering the people, we seek to continue being an agent of social and economic development through responsible tourism. Our triple bottom line (economy, society and environment) help direct our sustainable development by inspiring associates, guests, and partners to take a wider consideration encompassing a long term view when making business decisions.

Business strategy
Differentiation
High level of Asian personal service and discretion Create intimate retreat experience that offer a signature blend of romance, rejuvenation and exotic sensuality

Positioning
For the wealth person in Asia and European aim to leisure and romance, providing integrated and holistic experience, the two most important benefits are excellent service and acceptable price, Because compare to Amen resort, we are offer extraordinary experience with reasonable price for the middle class.

4Ps
Product
Excellent guest rooms Asian traditional Harmonious with their surroundings Good service Excellent Spa Gallery

4Ps
Place
SLH Global Distribution System Advertisement Agencies Cooperate with Singapore airline

4Ps
Pricing
Situation in 1994 (280US)
Between Amen resort (400US) and 5 star luxury hotels (120US to 140US).

Since 1994
Room rate climbed by 20US to 30 US each year

1999
Changing to 360 US per night 100US less than Amen resort

4Ps
Promotions
Promotion agency in Asia and European Event relate to advertisement Travel Magazine target high in come earners Multimedia CDs and publication of various broachers Downloading file for BTR website CEO personal knowledge and contact within the press

SWOT
Strengths : The background of the owner Good Brand reputation Environmental Partnership Weakness: Lot of Cost Asian Style

Opportunities: Growing tourism in Asia Asian Luxury Market development

Threats: Competitors Economic threats

TOWS
SO: Benefits from the development of tourism, customer will be increase because of the good image of BTR ST: Great leadership and the good image helps BTR to compete with others hotel and resort

WO: Because of the development of luxury market in Asia and increase the confident of investors

WT: Better service, facilities and management to improve the situation of financial.

PEST
Political: Economic:
Government pay attention to tourism Development of the Asia Relatively stability Economic Crisis

Social Cultural:

Technology:

The increasing of the Asia tourist Cultural identify Environmental

Renovation of facilities Development of transportation

Product Life Cycle

Product Life cycle

Peak Sales Product Diversity Competitive Price Product Differentiation

The BCG Matrix

Pricing
In 1994
Positioning and brand

Since 1994
Complementary Services Cost

In 2002
Competition