5.2Internal: Value Chain Analysis Market Demand
According to research, the world is separated into various sectors. Demographically, 97% belongs to the population of the average, the normal as well as the rich. The remaining 3% belongs to the population of the prestige and the wealthiest (Norman 2004). This 3% sector
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decides to live their life with a definition rather than have life define them. They are motivated towards dreams and passion. It is the 3% that Banyan Tree wants to focus on. The wealthier people prefers living in a quieter place, remotely away from the urban city, more towards rural and country sides. This unique group of customers has found that they would want to have the uniqueness, exclusiveness, rarity and scarcity. The willingness of their high spending depends on the luxurious feel that the surrounding has to provide. In a nutshell, the wealthy people are willing to pay for the provision of high service standards, the best service culture and the place that can maximize these attributes.