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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
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
12
3 4
56
7
8
POTENTIAL IMPACT ON BUSINESS
LIKE
LIH
OO
D O
F IM
PLEM
ENTA
TIO
N
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