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ASSUMPTION UNIVERSITY

INTERNSHIP REPORT
START DATE 01 NOVEMBER 2012 FINISHING DATE 31 JANUARY 2013 BANYAN TREE RESORTS & SPA

RINI MARY THOMAS ID 5519040

MBA (DAY)

TABLE OF CONTENTS

Title page 1 Acknowledgment............3 Executive Summary...4 Table of contents..... 4.1. Description of the Company.5 4.2. Company Profile.6 4.3. Company's Products and Services10 4.4. Industry Analysis..11 4.5 Five Force Factor Analyses.12 4.6 Competitors Analyses...14 4.7 SWOT Analysis. 15 4.8 Job Duties & Responsibilities..16 4.9 Problems encountered in assigned tasks and handling job assignment ..16 4.10 Solutions & Recommendations.17 4.11 Contribution & Final Status of the Project17 4.12 Reality of the Internship..17

References.......................................................17

ACKNOWLEDGEMENT
I would like to thank few people for their love, support and guidance without which I couldnt have had completed my three months internship. I thank God for guiding me through every now and then. I thank my family for their constant encouragement and prayer. The internship would not have been complete without the help of my manager Khun Joyce Ong, Khun Erica Campbell and other team members; Khun Maude, Khun Patareya (HR Manager) and a lot more. They have taught me, guided and supported me throughout every work and making the working environment and giving the professional path a new outlook. I express my gratitude to Banyan Tree Resorts & Spas for giving me an opportunity to prove my capabilities and be resourceful and keeping faith in me.

EXECUTIVE SUMMARY
This is the final report of the work experience of the intern in Banyan Tree Resorts & Spa, Bangkok. The work period was from November 1, 2012 till 31st January, 2013. The intern work in the Marketing Communication Department (Public Relation) Section was to reach out to the customers and the guests. The work involved creating promotional write ups and creative work for the promotion of the spa. The intern faced slight problems like lack of local language skill, lack of field expertise etc but was able to fulfill all the required needs of the work through training. The solutions put forth are overcoming linguistic barrier and proper training to complete the work provided. The intern has been able to apply the concepts and experience of the work with the theories learned in the course and vice versa.

4.1 DESCRIPTION OF THE COMPANY Banyan Tree is a developer of premium luxury resorts, hotels, and spas throughout the Asia Pacific. Banyan Tree is primarily concerned with the development, management, and ownership of resorts and hotels, but is constantly improving and expanding the market. Banyan Tree is associated with 42 resorts, 65 spas, 65 retail galleries, and 3 golf courses. In 1994, the first Banyan Tree Resort opened in Phuket, Thailand and since then they have received over 300 awards for the facilities managed by Banyan Tree. In addition to receiving awards for their luxury accommodations, Banyan Tree has been recognized for its dedication to preserving the environment and its emphasis on social responsibility. Department Marketing Communications (Public Relations) Period of internship 1st November 2012 31st January 2103 Company supervisor K.Joyce Ong/ K.Erica Campbell Designation Assistant Director/ Marketing Executive Company Address & Contact Number Banyan Tree Resorts & Spas (Thailand) Co., Ltd. 21/100 Thai Wah Tower II, 22nd Floor, South Sathorn Road, Bangkok 10120, Thailand Tel: +66 2 677 3100 ext 1600

4.2 COMPANY PROFILE Through the years, Banyan Tree Spa has been recognised as the Worlds Best Spa in numerous international awards, strengthening our brand presence in the regional spa industry, and increasing awareness amongst global travellers.

The innovation of the tropical garden spa concept has not only spurred the phenomenal growth of the regional spa industry, it has also made visiting spas a needed addition to lifestyle preferences. The popularity of spas has seen not only resorts, but every city hotel, town club, retail complex, residential condominium or even office adding a spa to their wish list of leisure facilities. When Banyan Tree Spa opened in Phuket in 1994, it pioneered the tropical garden spa concept with its Eastern therapies and holistic focus on spiritual, mental and physical harmony. As the first luxury oriental spa in Asia, it reintroduced an exotic blend of ancient health and beauty practices which have been passed down from generation to generation. In its early years, Banyan Tree Spas were found exclusively within Banyan Tree resorts and hotels. Taking the business to new directions, strategic partnerships and business development opportunities were formed, leading in 2001 to the creation of the Oberoi Spa by Banyan Tree brand, the introduction of Elements Spa by Banyan Tree brand in 2007 and in 2009, the first Okura Spa by Banyan Tree. With the creation of sister brand Angsana Hotels and Resorts brand, Angsana Spa was conceptualised to embrace the contemporary, holistic and non-clinical tropical garden spa concept. The flagship Angsana Spa was introduced at Dusit Laguna Resort, Phuket in 1999, and subsequently, Angsana Spa flourished globally. More than 40 Angsana Spas can be found in Angsana resorts and as standalone spas in countries like Australia, China, Egypt, Guam, Hong Kong, India, Indonesia, Ireland, Japan, Laos, Malaysia, Maldives, Mauritius, Morocco, Portugal, Qatar, South Africa, Sri Lanka, Taiwan, Thailand, United Arab Emirates and Vietnam. Training and Expansion Banyan Tree Spa Academy was established in Phuket, Thailand in 2001 to ensure a high level of consistency and quality that is synonymous with the Banyan Tree Spa

experience. The Banyan Tree Spa Academy trains hundreds of therapists annually for both Banyan Tree and Angsana Spas. The training programme encompasses all areas of spa therapy, including knowledge of the human anatomy and important pressure points, modern and traditional massage techniques, variation of body weight for different techniques, knowledge of skin epidermis and facial applications, properties of different herbs and spices, preparation of spa ingredients, setting up of treatment rooms and spa pavilions, and standard greeting procedures. The Academy is accredited by Thailands Ministry of Education and Ministry of Public Health. Innovation and Spa Treatments Based on the knowledge and expertise it has accumulated over the past 19 years in handling some of the most exclusive international clientele, Banyan Tree Spa has developed its own signature techniques, treatment recipes as well as training philosophy. To maintain its leadership position in the spa industry, the Banyan Tree Spa Academy actively functions to identify international trends, develop experienced trainers, and carry out research and development for new treatments, recipes, techniques and products. In 2006, Banyan Tree Spa introduced its signature Rainmist experience, an innovation that luxuriously and ingeniously combines body treatments with steam and shower facilities at the treatment bed. In 2009, with the opening of Banyan Tree Mayakoba in Mexico, Banyan Tree Spa revealed its latest innovation The Rainforest, which integrates unique wellness and rejuvenation concepts through a trail of state-of-the-art hydrothermal wellness therapies and facilities. To date, the Banyan Tree Group operates over 60 Banyan Tree and Angsana Spas worldwide, including affiliate brand Elements Spa by Banyan Tree. Mission - "We want to build a globally recognised brand which, by inspiring exceptional experiences among our guests, instilling pride and integrity in our associates and enhancing both the physical and human environment in which we operate, will deliver attractive returns to our shareholders." Values I Innovation Encourage associates at every level to innovate and make it real

D Diversity Valuing cultural and individual differences and views E Empowerment Allowing associates to use their initiative and judgement A Accountability Encouraging and fostering ownership L Learning Learning from the internal and external environment S Synergy To gain positive results from teamwork CSR As a socially responsible business, Banyan Tree was founded with the core value of driving sustainable development. The company seeks to continue being an agent of social and economic development through responsible tourism. Banyan Trees triple bottom line (financial, social and environmental) helps direct the companys sustainable development by inspiring associates, guests, and partners to take a wider consideration encompassing a long term view when making business decisions. Some of the activities undertaken are Greening Communities, a programme to plant 2000 trees per Banyan Tree Group property, over 10 years from 2007 to 2016, t o promote the companys efforts in raising awareness for climate change; Seedlings, a three-phase community support programme which enhances the Groups and its associates abilities to be an agent of social and economic development; and Resource conservation, to explore efficiency initiatives with the aim of reducing energy and water consumption at Banyan Tree Group properties. Company Objectives Moving into 2013, Spa Marcom will continue to focus and heighten the corporate branding of Banyan Tree Spa, Angsana Spa and Banyan Tree Spa Academys consistent training, development and innovations.

Strong awards focus with intensified efforts on keynote international and regional awards submissions.

Spa Marcom will look into some CSR initiatives so that more spa outlets can play a bigger role towards being eco-friendly.

To develop new contemporary and user-friendly BTS and ANS websites, integrated with an advanced content management system for quick timely information upload.

Besides online EDM campaigns, the explosive growth in social media network is another fast and cost-effective way to create brand awareness. To enhance the Facebook experience and engage fans.

Embark on new spa photo-shoots for selected BTS and ANS and use these hero shoots to re-create and refresh existing Spa Marketing Collaterals.

Expansion Plan for Chill Chill - A new spa brand Malaysia Location in Shah Alam, target opening is July 2013. Target to have another Chill Chill in KL by Q3 year 2013.

LekLek Have opened 4 stores in Bangkok since August

3 new shops to be open as follows:

1. Lek Lek BTS Siam 2. Elements at BT Bangkok Lobby floor 3. Lek Lek BTS Asoke

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4.3 COMPANYS PRODUCTS AND SERVICES Banyan Tree spa offers various products and services to its customers. These are Services Ayurvedic Massages Aromatherapy Beauty Treatments Facials Oils Body Scrubs Hair Spa Depilatory Waxing

Products Incenses Burners Batik Essential Oil Essential Oil Burner Face Oil Massage Oil Lacquerware Miniature Oil Burner Cone Incense

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4.3 INDUSTRY ANALYSIS

FIVE FORCE FACTOR ANALYSIS Threat of New Entrants Very High Necessity of high initial investment Hard to build the brands value Entrance of big spas in BTS field. Bargaining Power of Buyers Medium

There is no uniformity in pricing or product. Hence the end user has limited bargaining power when it comes to pricing or bundling in of additional services. Easy access to information Bargaining Power of Suppliers High

Easily find supplier substitutes low bargaining power from suppliers Possibility of monopoly supplier high bargaining power from suppliers Threat of substitute Low

Low cost spas Different concept of spas Individual massage parlors

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4.4 COMPETITORS ANALYSIS Banyan Tree spas major competitors are Six Senses Spa and Como Shambhala. Six Senses Spa Strength Six Senses Spa focuses on social and environmental responsibility. It has a policy of using less chemicals, replacing the chlorine used for the swimming pool, with sodium chloride (salt). A pump separates sodium from the chloride. In housekeeping and laundry work, the use of detergents is limited, and biodegradable washing detergents and cleaning substances are used. An organic farm has been planted for their own use which is Used to prepare food and some herbal beverages for the hotel guests and employees. The water management system does not pollute the ocean or the natural streams.

Weakness The hotel needs to increase public awareness in order to attract more green customers who appreciate the value of a natural environment. The name of the resort does not give an accurate impression of the type of resort or its location. The company cannot rely on customer recommendations alone to attract new clients. Como Shambhala Strength Hotel has gain enough reputation and goodwill from its existing customers There is constant upgrading of hotel management Perfect and unique hotel locations Differentiating facilities Strong hotel service and customer value Cultural staff/personnel relations with guests COMO shambala health treatments Small chain which means better and easier management

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Weaknesses Lack of other sources in terms of increasing sales and profit like for example, for the purpose of conferences and wedding venues The struggle involving care of everything Low employment overhead Lack of differentiation of reception from other hotels Difficulties to reach target customers Tough visa regulations in some locations of the resorts Lack of self owned online sales channels

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4.5 SWOT ANALYSIS

1. STRENGTH High quality and recognition of their brand Provide good spa experiences to the customers based on local culture Social responsibility as a brand value Know-how in hotels and resorts spa management Within hotel and resort premises Centralized services

2. WEAKNESS Geographical location mostly in Asia High vulnerability to Thailand workers strike

3. OPPORTUNITIES 4. THREATS Price War Changing Technology Economic instability Exchange rate fluctuations Lower cost competitors Maturing categories Worldwide expansion Create a new brand to penetrate into other business segments Partnership with international airways

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4.8 JOB DUTIES AND RESPONSIBILITIES

The spa being a small section of the resort is handled by few people in the country and across the world. The marcoms department of Thailand, Singapore and China basically caters to the common needs of spa. The marcoms team together work with the designing team and the merchandising and purchase department to decide and deliver spa services to the consumers. As an intern the duties and responsibilities undertaken were: Creating and editing seasonal promotions for spa in Bangkok and for overseas outlets. Create templates for outlet members easier use. Preparing write ups for guests turndown gifts. Make gifts for media. Create content for award submission. Updating generic company background and help in press releases. Administrative functions: Re-arrange and keep all the necessary files, documents and magazines required for work, printing scanning and binding of important documents and presentations. Operational functions: Stock taking of products and managing cheque requisition forms.

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4.9 PROBLEMS ENCOUNTERED IN ASSIGNED TASKS AND HANDLING JOBS ASSIGNED

Multiple tasks: Definition: Multiple works are assigned at times from outlets all over the world. Cause: Lack of language skill to meet the requirements of writing and editing and less number of staff to attend to such needs. Effect: Work is to be hurried to meet the deadline so sometimes slight errors are seen. More workers are to be employed.

Repetition of work: Definition: Since the main aim is to provide information to customers regarding the spa and its promotions, promo write ups are being constantly repeated. Cause: Lack of employees in every office and not every outlet has a marcoms team. Effect: Due to repetition work gets boring and not much concentration is given to the work thinking mistakes wont happen. Efficiency reduces.

Language barrier: Definition: Communication between staff and customers is difficult sometimes. Cause: This is mainly due to lack of knowledge of foreign language. Effect: Miscommunication is observed most of the time leading to problems in understanding the promotions properly or booking time of treatment and the course of treatment. Confusion also arises when trying to book a treatment.

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4.10

SOULTIONS AND RECOMMENDATIONS

Encourage Thai staff to indulge in communicating in English more often. Employe more staff according to the business needs. Try to maintain goodwill and continue a good rapport with the customers. Employ an associate who has command over various languages while dealing with overseas customers.

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CONTRIBUTION AND FINAL STATUS OF THE PROJECT

The project handled made the work easier and as they are trying to enter new markets and required a lot of focus on these markets. Even though the brand name is well known it is the duty of the team to publicize its entry in order to maintain their brand image. The final status of the project is still in process and will slowly establish itself in more markets.

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REALITY OF THE INTERNSHIP

The internship program helped me understand the professional work style in another country. I was resourceful to the company and so was the company to me. I understood the importance of working in a team, about cooperation and coordination and to be more disciplined. It has helped me to focus on my leadership abilities, my creative skills and in dealing with customers worldwide. The internship gave me an opportunity to interact with foreign colleagues and work for outlets in other countries each having its own traditional and cultural aspect. I have been able to apply my course theories Advertising and Promotion, Internet Marketing, Consumer Behavior, Strategic Management, Marketing Management, Financial accounting and Organizational Behavior REFERENCE http://www.banyantreespa.com/about_us.php http://www.banyantreespa.com/index.php http://www.banyantreegallery.com/banyan_tree_gallery/hotel-spa-amenities