Business Report: Market Investigation and Strategic Management

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 1 of
10
DIPLOMA IN BUSINESS (LEVEL 7)
MARKING SHEET
Course Title BUSINESS PROJECT - CAPSTONE Term 2 – 2019
Course DB745 Version 3
Title Assessment 3: Business Report
Level 7 Credits 20 Total Marks
[Weighting]
65
(65%)
Student Name
Student ID
Tutor’s Name
Week Due Due Date
Sections Report
T.3 T.4 T.5 T.6 T.7 Total
Questions Market
Investigation
Strategic
Management
Marketing
Management
Organisational
Change
Business
Communication
Total Marks 15 10 15 10 15 65
Marks Awarded
Assessor’s Overall Feedback
Student’s Signature: Date:

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 2 of
10
Overall Instructions:
1. “APA” 6th edition referencing and citation are compulsory.
2. Plagiarism would be dealt with zero tolerance and you would fail the assessment.
3. A soft copy of assignment must be submitted on Turnitin by the due date and a hard
copy must be submitted to the lecturer on date advised by lecturer.
4. Be advised that any similarity rate 15% or above will result in zero marks as stipulated
above. Your work should be free of errors with respect to grammar, spellings and
punctuation.
General Instructions
All three stages need to be completed to complete the capstone project.
Each stage has been allocated marks and will be graded.
You are to read the attached brief from the client and complete the tasks.
This entire project is based on the Wai Ora Outdoor Adventure and the case is attached to the assessment
instructions.
For this assessment there are three (3) stages)
Stage 1: The Draft Proposal
Stage 2: The Report Phase
Stage 3: The Presentation of Key Findings.
(Your tutor will give you the due dates for each stage of the assessment.)

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 3 of 10
STAGE 2: THE REPORT PHASE
MARKET INVESTIGATION (15 marks)
Task 3
COMMENTS MARK
a) Research the adventure tourism market for Wai
Ora and discuss the key areas of growth could
develop.
A minimum 3 areas of growth are to be
discussed.
The discussion should outline the growth areas;
the possible growth Wai Ora could anticipate
and other considerations such as geographical
location.
All discussion must be supported with
referenced literature.
Among the various tourism group in New Zealand, one of the well-known
tourism industry is the Wai Ora tourism group which mainly reflects the
cultural heritage of New Zealand and arranges for tours in order to deliver
educational guide and other adventurous services to its customers or the
tourists who arrive from worldwide (Kiráľová & Pavlíčeka, 2015). The entire
market of Wai Ora serves guests arriving from national countries as well as
from overseas market. The organization of Wai Ora is based on tourism
promotion promoting various tours including educational tours to students,
promotional events in tourism arranging for weekend and holiday trip that
suits the tourists depending upon their interest (Sharpley & Telfer, 2015).
The main focus of the organization of Wai Ora remains on providing a high
quality experience to its clients. With all its variety of offerings, the tourism
industry also comes up with various risks that need to be solved by forming a
proper development plan (Saarinen, J., Rogerson & Hall, 2017). The tourism
market of Wai Ora also excels in providing facilities including all types of
transport facilities to its customers and students who come up with the tour
package to them (Mason, 2015). The transport facility of Wai Ora is
committed to providing coaches with high quality services and comfortable
seats. The tourism organization provides accommodation to its tourists with
rooms decorated with Maori designs and also facilitates tents, bush huts and
many more features. The entire tourism market of Wai Ora in New Zealand
drove the total market buoyancy into about $39.1 billion in a year. According
to some recent researches, the international tourists that take service from
this organization spends about $16.22 billion. Due to the widespread of the
tourism market of Wai Ora, the entire short term tourist arrival in New
Zealand increased to about 7.8 per cent among all other competitors in the
market.
In spite of such a diverse impact on the tourism market of New Zealand, the
tourism organization of Wai Ora need to increase its development in certain
areas to hold its place in the global market and also within New Zealand. The
main area related to growth, that can be developed in the organization
includes-
1. Tourism as a whole can be utilized as the major development tool to
expand the economic growth within the country. It is thus required to
/5

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 4 of 10
increase its development in the economic sector while providing good
services to its tourists internationally.
2. It is the responsibility of the tourism market to spend their share on the
local development of nature and heritage. In this respect, the development
area that can be initiated includes improving the access of tourists to the
attraction sites. It is very important for tourism organization to look into the
geographical development of the tourism market so as they do not interfere
within the sensitive habitat surrounding it and also the historic area located to
the geographical region of the organization.
3. Initiating and analysing development pan is another important
development area that needs to be initiated to proceed with the other two
development areas and needs to do within the market of Wai Ora. The
development plan of Wai Ora can be initiated by taking considerable steps in
facilitating long term tourism programs that adds to the development and
designing of the tourism market in New Zealand.
b) Wai Ora would also like to be a leading player in
the Maori Tourism industry.
Outline two further areas of growth-related
specifically to Maori Tourism Wai Ora could
consider, and the potential Maori Tourism has for
the future.
A minimum 2 additional areas of Maori growth
are to be discussed.
The discussion should outline the growth areas,
the possible growth Wai Ora could anticipate
and other considerations such as geographical
location.
All discussion must be supported with
referenced literature.
The tourism market of Maori organization is free to welcome any
organization who would help them in developing in certain areas so that they
can stand out within the global tourism market. The tourism industry of Wai
Ora focuses on developing the basic needs that are required in order to
facilitate the growth in the Maori culture as well as in the tourism industry.
Maori culture plays a unique role in attracting tourists and thus development
areas need to be initiated accordingly.
The possible areas of development that can be initiated within the
organization of Maori tourism include the following:
1. Developing the organization strategically enhancing the leadership roles
and the business capability (Moutinho & Vargas-Sanchez, 2018). The
tourism industry is one of the fastest growing sector in developed areas and
needs to be initiated with a proper strategy to gain profit from the internal as
well as from the overseas tourists (Vellas, 2016). Effective strategies are
directly linked with efficient leaders and hence the leadership role within the
organization has to be developed so that it may lead to the development of
business capability while facing the possible risks in the tourism industry.
2. Another important development area that needs to be initiated is the
development of Maori tourism is by improving the overall planning strategy of
the required development of the organization (Liu & Chou, 2016). It is very
much important for the tourism industry that they develop a proper plan to
identify the areas of growth and this helps then in implementing measures
that can be initiated within the organization (Benur & Bramwell, 2015). It also
helps in enhancing the experience of the tourists with the quality of service
/5

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 5 of 10
that is provided to them both to the internal and the residential tourists
(Valente, Dredge & Lohmann, 2015). A thorough market analysis needs to
done concerning the tourism market of Maori to identify the areas that the
competitors are aware of and pays attention to stand out in the global
market. Maori Tourism should also take steps in further analysing the
financial and economic development plan to analyses their impact on the
social environment.
Tourism planning is as important as any other planning and development
process and helps in providing quality to both the tourists as well as to the
residents. The planning process of the tourism industry is the same as that of
the city planning process and is a long-term initiative (Kiráľová & Pavlíčeka,
2015). It is overall a complex process as it considers the various aspects and
segments of tourism (Belias et al., 2017). Properly planning of the legal,
environmental, physical, promotional and financial aspects is thus very much
important to develop the industry for the benefit of others as well. The
application of planning practices within the organisation of Maori tourism is
an important step to identify its growth areas as it provides the basis for the
country of New Zealand to achieve a number of tourists with successful
development plan (McGehee, Knollenberg & Komorowski, 2015).
Unexpected and unwanted impacts may arise if the planning is not done
properly at all level of the tourism industry.
This is very much essential that Maori tourism pays attention to all these
development areas to increase their number of tourist encounters in the
coming years.

©Aspire2 International – DB745 Assessment 1 – v.3
2019
Page 6 of 10
c) Develop a questionnaire of survey Wai Ora
could use to assess the potential of the suggested
market opportunities.
The questionnaire is to be developed on a
recognized survey tool like Survey Monkey or
Office 365 forms.
No more than 20 questions are to be used in
the survey.
The tourism industry of Wai Ora can use a list of survey questions in demand
to assess the potential capability of the business and the marketing
opportunities of Wai Ora. The following set of questions is thus prepared to
identify the platforms that need to develop as to assess the business
capability. Completing these survey questionnaires would take no more than
5-10 minutes and will help the organization to better analyses their position.
1. What is the current size of the Wai Ora organization? What ideas do you
have about its potential market position?
2. What areas need to improve within the Wai Ora organization?
3. How well do the tourists connect with the services as offered by the
organization of Wai Ora?
4. How will you are the strategic capability of Wai Ora?
5. How will you rate the financial and business capability of Wai Ora?
6. How much the long term plans adopted by the organization are effective?
7. Who are the major competitors in the market of New Zealand with respect
to tourism industry?
8. What is some type of unique offerings offered by the other competitors?
9. How fast is the current market of Wai Ora tourism declining or emerging?
10. How well are you aware of the current offerings of Wai Ora?
11. Is Wai Ora able to develop right products for its targeted market?
12. How do you place the position of Wai Ora among all other tourism
industry in New Zealand?
13. What are the shortcomings in the current offerings of Wai Ora?
14. How will you rate the quality of services as provided by Wai ora?
15. Does the tourism industry of Wai Ora spend its profit for the surrounding
areas for their development?
16. Does the organization contribute to the preservation of its resources?
17. How many tourism campaign has been organized by the organization for
promotional purpose over the last 5 years?
18. What are the expected changes that need to be done within the industry
within the coming years?
19. Who are the current potential markets standing against Wai Ora?
20. Any suggestion to improve the facility that is provided by Wai Ora
Outdoor Adventure to its present tourists nationally and overseas?
/5
TOTAL /15