Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Crafting Strategy for Kaup Beach


Published on

How to prepare stage one strategy for beach industry.
Here we have taken the Kaup (Pronounced as KAPU), a beach from Karnataka, India.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Crafting Strategy for Kaup Beach

  2. 2. Agenda 1. WHO-WHAT-HOW Model 2. Porter’s Five Forces 3. Context Auditing 4. SWOT Analysis 5. Exploring the Possibilities
  3. 3. WHO HOW • Domestic Tourist • Local/ Manipal Students • NH-17 • South Karnataka Visitors • Foreign Tourist • Service: Experience • Price: Free of cost • Promotion: Events, Billboard • Place: Travel Agencies WHAT • Need: Leisure • Benefits: Excellent Experience • Expectation: Clean, Beautiful, Relaxing Beach
  4. 4. • • • • Manipal students/Local NH-17 South Karnataka Tourist Foreign Tourists CUSTOMER • • • Krishna temple Shimoga forest INOX • • • • • Local vendors Restaurant & Bars Transportation Org. Light house authority Beach authority INDIRECT COMPETITOR KAUP BEACH SUPPLIER DIRECT COMPETITOR • • • • Malpe Delta Goa Murudeshwar
  5. 5. Context Auditing POLITICAL • Scrutiny and political permissions ECONOMICAL • Tier-3 city , lower scope of local tourism SOCIAL • Not seen as a heritage LEGAL • Place of public heritage
  6. 6. SWOT Analysis STRENGTHS WEAKNESSES • • • • • • Distant from Manipal, Udupi and Mangalore • Inaccessible i.e. lack of economical transportation to and fro • Lack of any proper eating joints nearby • No sports encouragement • No dustbins around anywhere on the beach • No nearby sight-seeing places • No incentive to spend entire day there, except distance Century old lighthouse Rocks present, adding to the beauty and thrill White-sand beach Ample space nearby to construct restaurants etc. Ample space at beach for sports opportunities, e.g. a volleyball net OPPORTUNITIES THREATS • Capitalize on natural beauty, which is relatively quite high • Economic accessibility can be arranged easily, e.g. buses • Basic cleanliness measures (dustbins) available quite economically • Sports encouragement can be done at a very low cost • Festivals such as Kite flying could be encouraged and promoted • Other beaches may receive more people due to accessibility ease • Roads leading to it not well developed • Mall-culture, or in this case Restaurant-culture may take away a big share of customers from beaches • Increase in fuel prices • Littering may generate negative publicity • Other beaches may develop on sports encouragement and drive away the student crowd
  7. 7. LIKELIHOOD OF IMPLEMENTATION Exploring the possibilities POTENTIAL IMPACT ON BUSINESS High Medium 1 High 2 3 Medium 5 Low 8 4 7 6 Low 1. 2. 3. 4. 5. 6. 7. 8. Volleyball court on the beach Opening up a better ambience restaurant at the beach A better infrastructure in terms of connectivity via bus A Better parking facility at the beach Advertising Kaup as “All day picnic spot” Opening up water sports Opening up of a large scale resort/hotel Increased charges for the Light house visit
  8. 8. What Next? 1. To create sufficient footfall on Kaup beach. 2. To develop a selfsustaining model in terms of revenue. 3. To maintain and promote cleanliness in and around Kaup beach.