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CRAFTING STRATEGY
FOR
KAUP BEACH
“A Fun Filled day with Family & Nature”

ADESH TIWARI | DEBIDATTA SATAPATHY | PALLAVI PRASAD | SATISH JAIN | SHUBHAM GUPTA
Agenda
1. WHO-WHAT-HOW Model

2. Porter’s Five Forces

3. Context Auditing

4. SWOT Analysis

5. Exploring the Possibilities
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
•
•
•
•

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
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
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
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
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.
Crafting Strategy for Kaup Beach

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Crafting Strategy for Kaup Beach

  • 1. CRAFTING STRATEGY FOR KAUP BEACH “A Fun Filled day with Family & Nature” ADESH TIWARI | DEBIDATTA SATAPATHY | PALLAVI PRASAD | SATISH JAIN | SHUBHAM GUPTA
  • 2. Agenda 1. WHO-WHAT-HOW Model 2. Porter’s Five Forces 3. Context Auditing 4. SWOT Analysis 5. Exploring the Possibilities
  • 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. • • • • 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. 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. 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. 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. 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.