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 cant 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

Its 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 childrens 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

COST

BROADER
MARKET

NARROW
MARKET

UNIQUENESS OF
PRODUCT

Cost leadership

Differentiation

Focus
(Low Cost)

Focus
(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 resorts perceived/psychological value

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

THANK YOU