NATIONAL ECONOMICS UNIVERSITY

SCHOOL OF ADVANCED EDUCATION PROGRAMS

KRAMA RETREAT

COMPETITOR ANALYSIS

GROUP 11
PHAM THU Y DU ONG - 11196408

NGU YEN THAO NGUYEN - 11193894

NGUYEN PHUONG LINH - 11192929

LE DOAN ANH THU - 11194959

NGO QU ANG TRIEU – 11195468

TABLE OF CONTENTS
INTRODUCTION 1

COMPETITOR ANALYSIS 1
1. Information 1
2. Payment 1
3. Order Taking 2
4. Hospitality 2
5. Exceptions 3
EXPECTED AND AUGMENTED SERVICE ATTRIBUTES FOR KRAMA RETREAT 3
1. Expected Service 3
1.1. For yoga practitioners 3
1.2. For yoga teachers 4
2. Augmented Service 4
2.1. For yoga practitioners 4
2.2. For yoga teachers 5
REFERENCES 9
INTRODUCTION

The awareness of and demand for wellness tourism have risen dramatically around the world due to the
fact that more and more people pay attention to their health and want to keep up their healthy habits
when they travel. GWI estimates wellness tourism is a $639 billion global market in 2017, growing more
than twice as fast as general tourism (Global Wellness Institute, 2018). With this trend, Yoga tourism has
emerged, grown and can be viewed as a subset of wellness tourism.

Given this opportunity, Krama Retreat - a yoga tourism social enterprise has been proposed in Cambodia
and offers two main services: venue hire for international and domestic yoga studios, and classes and other
wellness services.

The objective of competitor analysis is to identify the expected and augmented service attributes for Krama
Retreat.

(1) The team will analyze the competitors to know what services most competitors are offering.
These services will be deemed as the expected service attributes for Krama Retreat, since these
are minimum requirements that customers would ask from a Yoga retreat location.

(2) From the expected services that we have extracted, we will recommend augmented service
attributes for Krama Retreat. These are services that only a few or none of the competitors have
offered, which helps increase the competitiveness and uniqueness of Krama Retreat.

COMPETITOR ANALYSIS

The team will analyze other competitors of Krama Retreat based on 8 clusters of the Flower of Service:
Information, Payment, Order Taking, Billing, Consultancy, Hospitality, Safekeeping and Exceptions.

1. Information

Other yoga retreat locations in the countries and regions in the data sheet all have 100% of the basic
information related to pricing including the price for private packages or the price for sharing packages
divided by number of days (include 3 - 5 - 7 days). Most centers have seasonality pricing and class-based
pricing, mainly divided into 3 classes: Executive, Standard and Deluxe. The yoga styles are also listed in the
data sheet to help customers understand the types of yoga that they will learn according to the package
they subscribe to. Competitors in Cambodia also provide the city address of the central headquarters,
mostly in Phnom Penh and Siem Reap.

2. Payment

All the facilities at rival centers are paid for via the most popular payment method today, which is online,
and all payments are applied via credit cards. In addition, the application used by most of the centers in
the competitor regions in the data sheet to serve the payment process is PayPal. In some Asian countries
such as Vietnam, Malaysia, Indonesia, Cambodia and in Mexico, the payment process is also applied
through Ideal.

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3. Order Taking

Only Costa Rica, Mexico and Portugal are the countries where more than 50% of the rival centers here
adopt pre books. In addition, in regions, rival centers also have a different percentage of centers applying
the cancellation policy, no cancellation policy as well as different application times. The waiting time for
booking time varies from region to region. In Asian countries, the proportion of requirement for booking
time centers is lower than in other regions except Malaysia with 57% centers.

4. Hospitality

• Accomodation. In general, the Krama Retreat Center's competitors are guaranteed and get 100%
accomodation except Vietnam which only has 88% accommodation.
• Language. All rival centers in the region use English as the language of communication in the
process of serving and interacting with customers (100%). In addition, some commonly used
alternatives include Spanish, French and German. In addition, depending on the location of the
centers to apply the mother tongue in those countries and regions. Moreover, in Costa Rica, there
is a center which has classes for learning French and German.
• Transportation. In most of the countries and regions in the data sheet not all of the rival centers
provide or have transportation except in India where 100% of the centers here provide
transportation.
• Food and beverage. Complementary food is almost available at all Krama Retreat's rival yoga
retreat centers in the countries and regions in the data sheet and in addition, Breakfast - Lunch -
Dinner are almost default dishes available in the food menu of those centers. In addition, in some
rivals of some countries, they also include brunch and tea (as in France and Vietnam), fruits and
snacks (as in Costa Rica, USA) and also some of them serve vegetarian food (as in Europe’s
countries).
• Second facilities. There is a variation in second facilities at all competitor centers in the regions in
the datasheet but almost all competitors have spa, pool and gym facilities included in the yoga
retreat except for the centers in Mexico and France, there is no gym service.
• Other facilities. Other facilities in rival centers are also very diverse from facilities to types of
services. Specifically, in addition to activities including yoga or spa, gym, rival centers also provide
other sports and activities such as cycling, surfing or tennis. Especially in Costa Rica, some centers
also offer hiking and fishing services. As for facilities, most centers also provide a variety of diverse
spaces to serve different requirements of customers such as garden, bar, tennis court (Portugal),
kitchen on-site or space for BBQ. In addition, accompanying special care services are also applied
and provided to users, the highlight of which is sauna and massage. Moreover, Wifi service – one
of the most necessary services - is also served well in some rival yoga retreat centers in Costa Rica
and Thailand. Finally, in some Portugal, India, Australia and Indonesia’s yoga centers, they serve
libraries as one of the services.

5. Exceptions

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Of the rival centers in the data sheet, only centers in Vietnam, Indonesia, Cambodia and Malaysia have
additional services under the Exceptions service section. Specifically, the exception service at the centers
here are mainly related to available time for packages and accompanied by a variety of accommodations
(many different places). In particular, in Vietnam and Indonesia, there are exception services related to
price including: based on the number of people (Vietnam) and discount for couples, groups and pre books
(Indonesia). Vietnam also includes 60 minutes of body massage and 1 offered complimentary vegan food.

Conclusion: The services that competitors currently offer in their centers seem to be very diverse and are
all necessary and important services. However, services related to Safekeeping, Consultancy or Billing
have not been mentioned or specified with specific information. In addition, the mentioned services are
generally aimed at all subjects, mostly for end users without special treatment for yoga teachers.

EXPECTED AND AUGMENTED SERVICE ATTRIBUTES FOR KRAMA RETREAT

Krama Retreat Center’s expected services are the services that customers expect and these are also the
minimum and required service for a yoga retreat location. Therefore, Krama Retreat Center has to offer
the least of what their competitors are offering to the customers. Our team will compare Krama Retreat
concept to other competitors to see what are the expected services gaps between Krama Retreat and its
competitors. From the Expected services, our team will recommend some Augmented Services for both
end-users and yoga teachers that are suitable and necessary to the development and prominence and
difference for Krama Retreat Center from the competitors.

1. Expected Service

1.1. For yoga practitioners

According to the concept note, Krama Retreat has already planned to offer expected services for end-
user on Information and Hospitality that are similar to what competitors are offering. However, Krama
Retreat has not planned for expected services on Payment, Order-taking, Safekeeping, Consultancy,
Billing, and Exceptions.

1.1.1. Information

• Block booking of the destination in combinations of 5 night (Sunday p.m. though Friday
a.m.), 2 night (Friday p.m. though Sunday a.m.), 7 night (combination of 5 & 2 night
booking), 2+ week (multiple of the above).
• Pricing: Prices would be based upon a block booking / time basis based upon optimal
utilisation (16 persons). Utilisation levels are determined by the client yoga studio. For
example, a five night block at $US4,500 equates to a per-capital nightly accommodation
only fee of US$56. For a mid to upper-mid range facility this represents a favourable
wholesale rate.

1.1.2. Hospitality

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 • Accommodation. Krama Retreat offered four x two-story residences with mid-upper-mid
range accommodation for up to 16 people located around the perimeter of the property
and Building combining traditional Khmer wooden houses with sleeping/living areas on
the first level and open ground-floor level living area, with private bathrooms and laundry
facilities.
• Transportation. Local transport (bicycle/moto/tuk tuk/taxi hire), Airport and local
transfers.
• Food. On site organic vegetable gardens, fruit and nut trees, eggs for consumption;
Optional catering services – onsite or booking for off-site dining.
• Second facilities. Tropical garden with ornamental pond/swimming pool; Central dual
purpose covered secondary space for yoga practice/dining or social space.

1.2. For yoga teachers

Compared to the competitors, Krama Retreat has already planned to offer expected services on
Information and Hospitality for yoga teachers. However, these expected services are not sufficient.

1.2.1. Information

Pricing: Full retail packaging costs would be determined by the client yoga studio and would
assume that client would provide the teachers and expertise to run all classes.

1.2.2. Hospitality

Manager / teacher accommodation and supporting facilities including storage, laundry.

Conclusion: Krame Retreat needs to add more services that are lacking with respect to what the
competitors are offering, to satisfy target customers (both yoga practitioners and yoga teachers)
minimally.

2. Augmented Service

2.1. For yoga practitioners

About Augmented services for end-users, Krama Retreat has not stood out, except for some Exceptions
services such as:

• Tour/retreat packaging support including provision of local cultural / tourism activities; local
attractions including river tours; Bokor Hill, local history tours, pepper farms and others as required
• For extended retreats, the option of a Phnom Penh-based cultural exchange for tours wishing to
include participation in NGO activities such as workshops

2.2. For yoga teachers

Krama Retreat has planned to offer augmented services that help yoga teachers operate their
activities in a smoother way, which can attract them to use Krama Retreat’s services.

2.2.1. Hospitality

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 • Customised promotional print/web-based/video collateral to support the recruitment of
retreat participants in home-country; for use by participating off-shore studios
• Promotional support; provision of optional/supplementary retreat participant
recruitment via networks and online platforms such as BookYogaRetreat.com, Trip
Adviser and other online booking platforms

2.2.2. Consultancy

• Planning support – proforma project planning charts & checklists, tour budgeting
templates, client service agreements/contracts, retreat timetabling, banking and other
information tools to assist yoga studios with planning their retreat activities including a
planning support help-line.
• Suggested providers of ancillary support services; travel, insurance etc.

Conclusion: Krama Retreat needs to develop further on the other aspects (Payment, Order-taking,
Safekeeping, and Billing) in order to distinguish itself from the competitors and gain competitive
advantages.

(The table listing expected and augmented service recommendations for Krama Retreat will be attached
below)

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Table 1: Expected and Augmented service recommendations for Krama Retreat
Table 1.1. For end-users
Criteria Expected Service
+) Give the specific and basic information
of the Center for the customers: price
(private packages and sharing packages),
1 Information the types of class, the yoga styles include
each class, the location of the Center.
+) Present a clean and informative bill
which includes the entire and correct sort
2 Billing of offerings consumers have used in
addition to the amount and the charge of
every service
+) All the facilities have the same
3 Payment payment method: by online and through
popular payment apps such as PayPal,
Ideal and Credit Cards.
4 Order Taking +) Have the pre books option with
cancellation policy in specific amount of
time (days)
+) Also have a specific amount of time to
wait after booking
5 Consultancy +) Suggested providers of ancillary
support services; travel, insurance etc.
+) Install the video surveillance (CCTV) in +) The system provides safe security for young
6 Safekeeping every corner of the room and in the yoga children.
room to monitor all the work process.
+) Provide safe and convenient parking
services for customers’ cars.
+) Use many different languages, prefer +) Optional catering services – onsite or
the most popular languages to
communicate with the customers (
English, Spanish, French).
7 Hospitality
Augmented Service
+) Give the specific direction for customers to
head to the location of the Center.
+) Give some more details for the price’s
information, for example: Sliding allowances
and discounts may be available based upon
longer duration bookings, …
+) Implement the customers various fast
payment options: take the customers’ credit
cards details in advance and document the
debits later by post and after that, put the bills
under clients’ doors on the morning of check-
out and view current charges.
+) Discount if using different credit cards
+) Build a customer service center which is
available to customers both online and offline
at any time to provide advice on the selection
of packages and answer questions in the
booking process.
+) Support to find other exceptions services:
Skydiving, Tour, etc.
+) Due to the Covid-19 pandemic, support
necessary medical equipment for customers to
ensure the health and safety of everyone.
+) Security has a full range of fire prevention
and fighting equipment to prevent bad cases or
fire incidents.
+) Provide necessary medical pieces of
equipment for customers to ensure their
physical health in the presence of the Covid-19
pandemic.
booking dining
+) On-site organic vegetable gardens, fruit and
nut trees, eggs and other nutrition food for
consumption.
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 +) Make choices for customers in every
meal of the day (breakfast, lunch, dinner,
supper).
+)Provide different outdoor & sport
activities from yoga such as renting
bicycles, table tennis, …
+) Provide the facilities such as swimming
pool, gym room, spa, library and open
health club for customers who want to
enlarge their knowledge and also the
relationships.
8 Exceptions +) Provide some sauna and massage
package (60 minutes)
Table 1.2. For yoga teachers
Criteria Expected Service
+) Provide yoga teachers with basic
information needed by tourists, as well as
contract terms for conducting business
and using the services provided.
1 Information +) Full retail packaging costs would be
determined by the client yoga studio and
would assume that the client would
provide the teachers and expertise to run
all classes
2 Billing +) Same as end users
+) Accept popular global payment
3 Payment systems, such as VISA, Mastercard,
Paypal, Ideal, American Express
4 Order Taking +) Same as end users
+) Provide a customer service
department to advise you on yoga
5 Consultancy teachers' questions-to develop suitable
+) Four x two-story residences with mid-upper-
mid range accommodation for up to 16 people
located around the perimeter of the property.
+) Building combining traditional Khmer
wooden houses with sleeping/living areas on
the first level and open ground-floor level living
area, with private bathrooms and laundry
facilities.
+) Be mentally prepared in case there are
complaints about the customer's facial skin as
well as problems related to the customer's
body when participating in a yoga course or
course.
+) Be prepared for complaints about customers’
face skin or body problems when participating
in yoga classes.
Augmented Service
+) Planning support – pro formal project
planning charts & checklists, tour budgeting
templates, client service agreements/contracts,
retreat timetabling, banking and other
information tools to assist yoga studios with
planning their retreat activities including a
planning support help-line.
+) Translate information into languages other
than English to help yoga teachers choose the
right language.
+) Create a member account for each company
customer so that they can view a summary of
their account activity.
+) Discount for yoga teachers
+) Create chat channels between yoga teachers
and providers to plan lessons effectively
+) Organize a small seminar or dialogue to
share knowledge and contact yoga teachers
from all over the world.
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 schedules for different types of yoga
practitioners, etc.
+) Same as end users
6 Safekeeping +) Ensure that the personal information
of yoga teachers and their students is
kept confidential.
+) Customised promotional print/web-
based/video collateral to support the
recruitment of retreat participants in
home-country; for use by participating
7 Hospitality off-shore studios.
+) Related wellness services provided by
local NGO partners including massage
and related treatments/services.
8 Exceptions +) Same as end users
+) Same as end users
+) For extended retreats, the option of a
Phnom Penh-based cultural exchange for tours
wishing to include participation in NGO
activities such as workshops.
+) Promotional support; provision of
optional/supplementary retreat participant
recruitment via networks and online platforms
such as BookYogaRetreat.com, Trip Adviser and
other online booking platforms.
+) Prepare a team of teaching assistants and
staff to support lecturers in the teaching
process
+) Prepare a team of teaching assistants and
staff to support teachers in the teaching
process
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REFERENCES

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trending-for-2021-travel

Global Wellness Institute (2018), Global Wellness Tourism Economy

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Nicholas Shipley & Lia Burns, Concept note: Yoga for Social Development in Cambodia

Tuzunkan, D. (2018), Wellness Tourism: What Motivates Tourists to Participate?, International Journal of
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10448.html

Xiran, Y. Lheto, S.B., Chen, Y. Morrison, A. (2006), Yoga Tourism as a Niche Within the Wellness Tourism
Market, Tourism Recreation Research, 31:1, 25-30, Routledge