By Ankush Puri 20011 TPS - Finance

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 cant 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

Exotic scenery

Ethnic infrastructure Situated in Kerala one of the largest tourist destination

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.

Strange name for people Kozhikode too difficult to reach The hotel layout hinders delivery of services in time

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.

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 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.

STRENGTH Hotel cum convention center

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

THREATS Quality deterioration due to increase in the competition.

Natural Calamities like flood

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.

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