crafting strategy for kaup beach

CRAFTING STRATEGY FOR

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

ADESH TIWARI | DEBIDATTA SATAPATHY | PALLAVI PRASAD | SATISH JAIN | SHUBHAM GUPTA

Agenda1. WHO-WHAT-HOW Model

2. Porter’s Five Forces

3. Context Auditing

4. SWOT Analysis

5. Exploring the Possibilities

WHO• Domestic Tourist

• Local/ Manipal Students

• NH-17 • South Karnataka

Visitors• Foreign Tourist

WHAT• Need: Leisure• Benefits: Excellent

Experience• Expectation: Clean,

Beautiful, Relaxing Beach

HOW• Service: Experience• Price: Free of cost• Promotion: Events,

Billboard• Place: Travel Agencies

KAUP BEACH

CUSTOMER

DIRECT COMPETITOR

SUPPLIER

INDIRECT COMPETITOR

• Manipal students/Local• NH-17• South Karnataka Tourist• Foreign Tourists

• Local vendors• Restaurant & Bars• Transportation Org.• Light house authority• Beach authority

• Krishna temple• Shimoga forest• INOX

• 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 AnalysisSTRENGTHS WEAKNESSES

• 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

• 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

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

Exploring the possibilities

High Medium Low

High

Medium

Low

1. Volleyball court on the beach2. Opening up a better ambience

restaurant at the beach3. A better infrastructure in terms of

connectivity via bus4. A Better parking facility at the beach5. Advertising Kaup as “All day picnic

spot” 6. Opening up water sports7. Opening up of a large scale

resort/hotel8. Increased charges for the Light house

visit

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POTENTIAL IMPACT ON BUSINESS

LIKE

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D O

F IM

PLEM

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What Next?

1. To create sufficient footfall on

Kaup beach.

2. To develop a self-

sustaining model in terms of revenue.

3. To maintain and

promote cleanliness in and around Kaup beach.

Thank You