KADAVU RESORTS

CASE STUDY
ANALYSIS
MOS GROUP 4(MBA-G)
GROUP MEMBERS:-

-ASHISH SINGAL-G09
-NIHARIKA SETHI-G25
-NITIN PARSWANI-G26
--SONALI KAPOOR-G50
-VANDANA CHAUHAN-G54
-PRIYANKA VASON(GROUP LEADER)-G57
Kadavu Resort as an intangible
service product
 All services are intangible. By intangible, we mean that service which cannot be measured, it can only be felt
and which satisfies the customer.

 Kudavu Resort, in order to differentiate itself and gain an edge over its competitors in the area, offered a
variety of services which were unique and attractive

 The rooms offered by the resort are centrally air-conditioned with a beautiful view of crystal clear backwaters
surrounded by coconut plantations .

 Hotel also provides services like ayurveda therapies, amphitheatre, library and other various games and
activities for the in-house guests which would along with comfort give them a leisurely stay.

 All these services would give satisfaction to the customer as they would feel that apart from just a comfortable
stay they have been offered with a lot more other benefits.

 Kudavu Resort also focuses a lot on providing the staff with training to develop a customer friendly attitude.
In the service industry, the politeness of the staff or smile to the guest makes the customer feel satisfied but
this can’t be seen and measured
 “STP analysis”
Segmentation-Targeting-Positioning Analysis of
Kudavu Resorts

Segmentation of Kudavu resorts:-

 Kadavu has segmented its customers on the basis of status and income. In accordance to the same
it caters to the affluent upper class - high income segment.

 It attracts a psychographic profile of customers looking for a sense of peace and privacy, both of
which are offered through the picturesque setting and personalized cottages.

 It is looking at a geographical expansion of its customer base through an extended sales

promotion network.
Target Analysis of Kudavu resorts:-

 Targeted to the premium segment of the customers i.e. the rich and the affluent.

 It also targets the Corporate and has various resources at its disposal to cater to their
needs. These include conference halls, board room and an art convention complex.
Positioning Analysis of Kudavu resorts:-

 Kadavu positions itself as a premium luxury resort.

 It is also positioned itself as a business resort for Corporates

SWOT Analysis
 PLACE
STRENGTHS

 Exotic scenery
 Ethnic infrastructure
 Situated in Kerala one of the largest tourist destination

OPPORTUNITY

 Kozhikode resource with its share of resources is a contender for largest tourist inflows
with untapped potential.
 Kadavu has the image of a luxury hotel that satisfies the ego and pride of the elite and
hence has maximum turnover.

WEAKNESS

 Strange name for people

 Kozhikode too difficult to reach
 The hotel layout hinders delivery of services in time

THREATS

 Better and central locations of competitor which enable customers to have business deals
and avoid boredom is a serious threat to the Kadavu resort.
 Resentment due to non-employment of locals at the hotel.
 PEOPLE

STRENGTHS

 Well-paying jobs an attraction to the prospective employees

OPPORTUNITY

 If it provides training to its employees to improve skills, it can come up as a best

among all the hotels in Kerala

WEAKNESS

 Untrained manpower
 Difficulty in hiring talent from outside state as Kozhikode was a distant location.
 Managing human resource
 Maintaining the service quality standards.
 High attrition rates

THREATS

 Skilled professionals with experience in the hotel industry hired by competitors.

 PRODUCT
STRENGTH

 Hotel cum convention centre

 Facilities by way of recreational activities
 Ayurvedic rejuvenation centers

WEAKNESS

 Only focus to the niche market

OPPORTUNITY

 Improvement in service quality process as well as design

 Improvement in operational efficiency of service delivery process

THREAT

 Quality deterioration due to increase in the competition.

 Natural Calamities like flood
 PRICE
STRENGTH

 Premium pricing and exclusive image

 High revenue generation which can easily make out the loss during off season.

WEAKNESS

 Restricted to only nice segment

 It’s service was not complied with existing services.

OPPORTUNITY

 Managing the demand thru differential pricing strategy

 Attracting the customers at time of off season.

THREAT

 Distract the pricing strategy and further their focus on target market.
 PROCESS

STRENGTH

 Separate children’s park , play area and a tennis court.

 Encouraged to visit restaurants and coffee bars
 Facilities like Chaliar-the conference hall and thekkini the board room and pather- the
bonquet space and pool side lawn

WEAKNESS

 Lack of appropriate design so as to provide quality services with in acceptable time limits
 Lack of formal training programme

OPPORTUNITY

 Improvement in their service delivery process and standards

 By engaging their employees into training and development programme

THREAT

 Deterioration in service quality standard

 PHYSICAL EVIDENCE

STRENGTH

 The unique appearance of Kadavu with Hindu style and ethnic architecture, spread
over 10 acres of waterfront land present it as luxurious and cozy place due to which
people find it worth for high charges

WEAKNESS

 Use of technology and modernization can attract more customers and can provide
competitive advantage.
COMPETITIVE ADVANTAGE OF KADAVU RESORT
UNIQUENESS OF
COST PRODUCT

BROADER Cost leadership Differentiation

MARKET

Focus Focus
NARROW (Low Cost)
MARKET (Differentiation)
 Focus Differentiation

 The things which differentiate it from other hotels as it saw itself as a luxury resort in
Kerala.

 Differentiating factors of Kadavu Resort was its architectural and picturesque setting
which gives the resort an absolutely unique appearance

 Raj resorts and royal resorts can not compete with Kadavu in terms of quality of
services offered.

 It should try to use its location to its advantage “ A quite place where u can get away
from your hectic life”
 Is the premium priced Kadavu Resort actually
sustainable in a place which is not yet a preferred
tourist destination?

 The location of Kadavu resort, Kozikhode, was such that the huge tourist market was
untapped and also it had to compete with two other major city hotels-Raj hotel and Royal
hotel for the share of tourist and business inflow in the city.

 Kadavu follows a pricing strategy that targets the premium segment. The idea behind this
kind of strategy design is to satisfy status symbol and ego of that segment of users.

 Kadavu saw itself as a luxury resort and thereby adjusted in pricing with various premium
resorts in Cochin and Kumarakum in Kerela as competing resort in Kerela. For the local
market it offered the product and services as almost twice the price of its competitors.
 The resort provides attractive packages to its customers and their families within
and around the resort. The quality of these services is perceived & primarily
judged by the price for the service

 Situated at a place which is not yet a preferred tourist destination, the ‘premium pricing’ is
what adds exclusivity to the resort’s perceived/psychological value

 Thus, the resort must keep its pricing standards and rather concentrate on promoting the
brand for its services
THANK YOU