KADAVU RESORT CASE STUDY
By Ankush Puri
20011TPS - Finance
KADAVU RESORT 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 back waters surrounded by coconut plantations .
Hotel also provides services like ayur-veda therapies, amphi-theatre, 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 altitude.
• 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
Segmentation of Kudavu resorts:-
Kadavu has segmented its customers on the basis of status and income. In accordance to the sameit 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 theirneeds. 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
STRENGTH
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 andhence 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.
PEOPLESTRENGTHS Well-paying jobs an attraction to the
prospective employeesOPPORTUNITY If it provides training to its employees to
improve skills, it can come up as a bestamong 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.
PRODUCTSTRENGTH Hotel cum convention center
Facilities by way of recreational activities
Ayurvedic rejuvenation centers
WEAKNESS Only focus to the niche marketOPPORTUNITY Improvement in service quality process as
well as design
Improvement in operational efficiency of service delivery process
THREATS Quality deterioration due to increase in
the competition.
Natural Calamities like flood
PRICESTRENGTH 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.
THREATS Distract the pricing strategy and further
their focus on target market.
THANK YOU
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