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.