Business Report: Market Investigation and Strategic Management

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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 Repor
t
T.3 T.4 T.5 T.6 T.7 Tota
l
Questions Market
Investigati
on
Strategic
Managem
ent
Marketing
Managem
ent
Organisati
onal
Change
Business
Communica
tion
Total Marks 15 10 15 10 15 65
Marks Awarded
Assessor’s Overall Feedback

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Student’s Signature: Date:

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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.)

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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.
Wai Ora Tourism Market is solitary of the well-known tourism group in
New Zealand which reflects the tourism culture of both the New
Zealand and Maori Culture. Wai Ora tourism is uniquely one of the New
Zealand based operator promoting touring while delivering education
guide, adventure and other services related to culture. The tourism
market of Wai Ora consists of International tour groups, promotes
weekend and holiday tour programmes to pupils who are learning in
New Zealand and some exceptional tours that suits the travelling
groups. Wai Ora Adventure market is overall an outdoor magical place
that also comes up with a set of some risks. The tourism market excels
in managing, eliminating as well as minimising the risks and ensures
high client experience. The tourism market of Wai Ora also provides
transport facility to tourism groups and students and is committed in
providing high quality coaches and comfortable seats (Roberts, Hall &
Morag, 2017). The Wai Ora tourism market provides the best
accommodation to its tourists decorated with Maori sleeping rooms,
tents small bush huts and even luxury private rooms. With its
widespread growth in overseas market, the number of guests and the
buoyancy of the domestic tourism market drove the tourism market of
Wai Ora to about $39.1 billion in a year as reported by the statics of
New Zealand travel market. According to the travel market of Wai Ora,
the international tourists spend to about $ 16.2 billion which rates up to
9.6 per cent. Due to the tourism market the amount of short term tourist
advents to new Zealand increased to about 7.8 per cent with a
continued increase in the number of visitors across the international
market.
The key capacities of progress that Wai Ora tourism can develop
includes the following:
1. A major part of the tourism market can be used as the development
tool for economy and it contributes mostly in the developing countries.
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The Wai Ora tourism need to entail its contribution while collecting
goods and services that are offered to the visitors.
2. Another development area that needs to be initiated within the
tourism market of Wai Ora includes initiating analysing plan for
increasing the tourism, This the major development area that needs to
be anticipated within the travel market of Wai Ora as the lack of having
reliable statistical data often hampers the growth of tourism market as
well as ceasing its potential development in the overall tourism market
in New Zealand (Mason, 2015). In order to initiate this development
area, the Wai Ora tourism needs to carry out further researches in their
preceding plan and will need to initiate long term programs that will
facilitate long term tourism development design for the tourism market
at New Zealand as well as in the tourism marketplace of Wai Ora.
3. The Wai Ora tourism market need to invest its capital more on the
nature and heritage development. The development area in this respect
includes improving access to the attraction sites where the
geographical location of the tourism market does not interfere with any
sensitive habitat or any type of historic area of that location.
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
The business of Maori Tourism wanted to expand its tourism industry
and wanted future markets to understand their basic needs in terms of
development and growth. Maori culture is an important part of the
visitor experience from international experiencing in New Zealand’s
tourism.
The possible growth areas that could be initiated within the Maori
Tourism includes-
1. Improving long term plans for business:
Improving the long term plans for tourism business is an essential
aspect as it helps in enhancing the overall quality of the environment
both for the tourists as well as for the residents. Within the planning
process, of the development of plans for the business, initiatives should
also be taken in terms of market analysis, assessing available
resources, analysing financial and economic analysis and developing
plan to analyse the social and the environmental impact (Ateljevic &
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location.
All discussion must be supported with
referenced literature.
Page, 2017).
2.Strategic , financial, leadership development to enhance business
capability
Most of the tourism markets that are present are moving towards
sustainable development (Kiráľová & Pavlíčeka, 2015). Tourism
industries are one if the fastest growing industry both in terms of
economy and social development. Thus adopting development
strategies is one of the growing area that needs to be considered for
the Maori Tourism Industry (Medlik, 2016). Besides developing
strategies it is also necessary that the industry focus in developing
effective leadership roles in order to enhance the business capability in
facing risks that are related to the tourism industry.