Stage 2: The Report Phase

The report analyzes the tourism market of Wai Ora and Maori Tourism, and provides a marketing plan for Wai Ora Outdoor Adventures.

Running head: STAGE 2: THE REPORT PHASE
Stage 2: The Report Phase
Name of the Student:
Name of the University:

1STAGE 2: THE REPORT PHASE
Table of Contents
Introduction......................................................................................................................................3
Task 3: Market Investigation...........................................................................................................3
1. Adventure Tourism Market and key areas of growth of Wai Ora...........................................3
2. Maori Tourism and two areas of growth to Maori Tourism Wai Ora....................................5
3. Development of questionnaire of Wai Ora..............................................................................6
Task 4: Strategic Management......................................................................................................10
1. Maximize the performance in existing sector and key areas Wai Ora Outdoor Adventures.10
2. Area beneficial to Wai Ora and key area of Wai Ora outdoor adventures............................11
Task 5: Marketing Management....................................................................................................11
1. Marketing plan.......................................................................................................................11
1.1 Purpose of the marketing plan.........................................................................................11
1.2 Proposed target market and market segmentation...........................................................12
1.3 Objectives and goals of the marketing plan.....................................................................12
1.4 Marketing tactics.............................................................................................................13
1.5 Gantt chart.......................................................................................................................14
1.6 Estimated project cost to implement the plan..................................................................15
Task 6: Organizational Change.....................................................................................................16
1. Organization chart for the business in growth phase.............................................................16
2. Implementation of organizational chart.................................................................................17

2STAGE 2: THE REPORT PHASE
Task 7: Business Communication.................................................................................................18
1. Analyzing aspects of Wai Ora Outdoor Adventures to become prominent in Maori Tourism
Sector.........................................................................................................................................18
2. Key suggestions Wai Ora should develop for interest in Maori Tourism.............................18
3. Model for Wai Ora outdoor adventures.................................................................................19
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

3STAGE 2: THE REPORT PHASE
Introduction
The report is based on analyzing the tourism market of Wai Ora based on the key areas of
the growth that they are developed in the New Zealand market. The areas of growth are also
related to Maori Tourism Wai Ora is considered. This report also analyzes the performance of
the Maori Tourism Industry and the researcher should identify the areas where the company is
required to make changes to get profit as well as increase the business sales. An organizational
chart is provided in terms of suitability along with reasons to choose the model. A marketing
plan is provided for the Wai Ora Outdoor Adventures so that they can achieve its strategic
objectives.
Task 3: Market Investigation
1. Adventure Tourism Market and key areas of growth of Wai Ora
Adventure Tourism is conducted tours which are performed by visitors those are like to
travel to New Zealand both the international as well as domestic group of people. The tours are
included hiking, skiing and others which are occurred around New Zealand. Wai Ora is a
growing industry into New Zealand based tour operator which is desired to grow their business
to at least 20% over first year. The report is based on improving the performance of the
adventure business so that their business can go forward (govt.nz, 2009). The business provides
exciting plus safe experiences which allow people to build the confidence and leadership skills of
the project team (Tpk.govt.nz, 2014). Wai Ora Outdoor Adventures provide different types of
tours such as international tours, students studying and specialty tours. The key areas of this
company are based on development market in tourism industry.

4STAGE 2: THE REPORT PHASE
The three key areas of growth of Wai Ora are:
Walking activities: Walking tour is a main popular in New Zealand with best ways to
explore pristine forests, clear the blue lakes, snowcapped peaks, sparkling rivers and others. It is
maintaining more than 12,500 km of tracks throughout the places over New Zealand such as
Hollyford track, Queen Charlotte track, Landsborough wilderness Hiking, and Tongariro World
heritage tour. The walking tour is also included national parks; therefore it is an attraction for the
visitors all over the world.
Canyon trips:It is considered as popular activity and one of the areas of growth for the
company as it provides good results between the years 2017-2019. There is an increase in sales
of the company due to this trip by 13% from the last year for international as well as specialty
group and 15% increase in 2018 for the student’s studying (New Zealand Tourism State of the
Industry, 2018).With mixing of the adventure as well as scenic beauties, the canyon trip offers
the visitors with chance to see thrilling landscapes of New Zealand with locations such
asWanaka and haast pass canyons, from the Queenstown Canyon, Routeburn Canyon, Earnslaw
Canyon or Dart Canyon.
Sightseeing tours:Most of the tourists of Wai Ora outdoor adventuresgo for the
sightseeing which leads to increase in their sales to 31% in total sales of this tour. The places are
Fiordland National Park and Milford Sound, South Island, Bay of Islands, North Island and
Queenstown, South Island.

5STAGE 2: THE REPORT PHASE
2. Maori Tourism and two areas of growth to Maori Tourism Wai Ora
Maori Tourism is provided an understanding of the Maori culture of New Zealand. The
attractive of this tourism is cultural awareness among the visitors, traditions as well as cultural
environment over New Zealand. The tourism is provided information related to their Maori
ancestors by means of telling story about their culture. Therefore, it is an attraction over the
visitors comes to travel New Zealand (Tpk.govt.nz, 2014). The development of the Maori
Culture into the Wai Ora Tourism makes a growth of the company in two ways such as:
Cultural performance:There is an engagement into the Maori cultural performance
where it takes the visitors on the journey through the story of the Aotearoa New Zealand and
Tāmaki Makaurau Auckland. The performance of museum is being identified as one of the best
within New Zealand with spinetingling versions of the worldwide popular haka. The cultural
performances are available three times in a day with last for 30 minutes (Tpk.govt.nz, 2014).
There is a growth of the international visitors into the Maori cultures activities.
Marae complexes:Maori Culture is connecting to the ancestral marae. It is a meeting
place, celebration; educational workshops as well as other cultural events are occurred. It is
incorporated with meeting house with open spaces in the front, dining hall as well as cooking
space and a shower block. When the visitors visit marae, they are welcomed with powhiri, a
welcoming ceremony.

6STAGE 2: THE REPORT PHASE
3. Development of questionnaire of Wai Ora
https://www.surveymonkey.com/create/?
sm=TmM0Y8PQQrihJqWg689XLokjSiAJ9w77Wpl7rYKPBVI_3D

7STAGE 2: THE REPORT PHASE

8STAGE 2: THE REPORT PHASE

9STAGE 2: THE REPORT PHASE

10STAGE 2: THE REPORT PHASE
Task 4: Strategic Management
1. Maximize the performance in existing sector and key areas Wai Ora Outdoor
Adventures
In the current situation, Wai Ora Outdoor Adventures is prominent into the Mari Tourism
Sector in New Zealand. They are playing a key important role into the visitor experience of New
Zealand. It provides a unique difference for the tourism market of New Zealand. The industry is
maximizing the market performance as they are provided services to both international as well as
domestic visitors aged 15 years and above (Vellas, 2016). The areas which are assessed by the
tourism industry is knowing the customers as well as markets, developing the products and
tourism services, connect as well as increase into sales of the products and market positioning of
the products. It is done by making improvement over the employee training area and employee
recognition.
The employee training is provided so that they can gain new skills as well as knowledge
to improve their current skills regarding offering tourism services to the visitors of the company.
Improvement over the current goal would help the company to attract the customers and students
those are interested in their conducted tours and adventure activities. The training should be
conducted on Each Saturday for 2 hours in a week. After improvement over the skills, the
employees are required to recognize among the employees by providing them rewards,
incentives based on their overall performance (Fetscherin& Stephano, 2016). It would increase
the company performance as the rewards would motivate them to work more.

11STAGE 2: THE REPORT PHASE
2. Area beneficial to Wai Ora and key area of Wai Ora outdoor adventures
Wai Ora should complete in the New Zealand tourism market with the online booking
trips option and they should develop a website for their company where the company should
provide information about the tours information. For each of the respective tours, they should
provide information on its prices and times of each tour. The company should require making
improvement in its discount plans to their customers (Orchiston & Higham, 2016). They should
provide high discounts to their regular visitors for customer loyalty. It will increase the brand
value of the company and make a competitive advantage in the tourism market. Due to the
development of website, it will remove the job agents as the customers can book their trip from
anywhere and anytime. Removal of the agents from the services would save amount of wages
that they are provided to agents or the dealers as a form of commission (Goryushkina et al.,
2016). They are not required to visit the agency for any queries. Online chat services should
provide to the customers so that they can ask any queries related to the tours the company is
conducted. It becomes as easier way to book the tour and flight tickets by online mode. It saves
the time as the customers can book their tickets from their home and they are no need to travel to
any other places.
Task 5: Marketing Management
1. Marketing plan
1.1 Purpose of the marketing plan
Wai Ora has developed a marketing plan so that it helps the business organization to achieve
its strategic objectives. Based on its strategic management, the two main strategic objectives are
as follows:

12STAGE 2: THE REPORT PHASE
A. Wai Ora is required to implement strategies so that it can increase its market revenue by
making improvements in abseiling tours. This tour experiences is not popular among the
customers, therefore the company is required to introduce fun activities by analyzing the
current demands of the customers (Edgell Sr, 2016).
B. The company should also come up with the online booking of the trips and develop a
website to provide tours related details to the customers.
1.2 Proposed target market and market segmentation
The proposed target market of the Wai Ora Outdoor Adventures is high end visitors those
are interested to go for tour over New Zealand. The satisfaction level of the visitors are regarded
to cost as well as quality of the accommodation, quality of food as well as beverages, cost of
public transport as well as access to the free internet (Lumsdon, 2016).
Based on the geographic segmentation, the tourists are targeted for the countries such as
Australia, UK, and Germany along with other countries. The local tourists are targeted for
Auckland, Dunedin and others so that they can experience the adventure tours of Wai Ora. The
demographic profile are age between 25-34 years and 55-64 years both males and females. This
target group is selected so that both full time employees and retired person can enjoy their tours.
The customers can have lifestyle to try activities like Skiing (govt.nz, 2009).
1.3 Objectives and goals of the marketing plan
The goals of the marketing plan are:
 Develop in addition to build a high brand for the marketing campaigns
 Maintain a stronger brand reputation as the New Zealand’s premier destinations with a
world class experiences

13STAGE 2: THE REPORT PHASE
 Promote the company offering business events as well as international education tourism
The objectives of the marketing plan are:
 To identify the level of the customer satisfaction by using the tourism services of Wai
Ora
 To detect the aspects of the services the customers are satisfied or unsatisfied
1.4 Marketing tactics
For the tourism industry, there is importance of the social media which is required
strategy into the tourism sector of Wai Ora. The visitors are selecting the destinations based on
opinions which are shared throughout the social network (Nella & Christou, 2016). The company
should increase its online presence so that they can provide value to the products plus
destinations.
Video marketing is other alternative of marketing strategy. Higher quality video is
provided to influence the visitors to select the destination over other. The video should show
beautiful as well as qualities destination pictures (Battour & Ismail, 2016). It is a stronger visual
stimulus to attract the tourists as well as promote the services.

14STAGE 2: THE REPORT PHASE
1.5 Gantt chart
ACTIVITY PLAN
START
PLAN
DURAT
ION
ACTUA
L
START
ACTUA
L
DURAT
ION
PERCENT
COMPLETE PERIODS
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Perform a market research 1 9 1 6 25%
Analysis a competitive advantage
1 9 1 8 100%
Analysis of social media presence of the
company 2 4 2 9 100%
Audience analysis 4 7 4 8 100%
Strategic development of the market 4 3 4 3 85%
Implementation approaches 4 8 4 8 85%
Monitoring plan 5 5 5 6 50%
Budget analysis 5 9 5 5 60%
Development of marketing presentation 5 9 5 8 75%
Final preparation of the plan 6 6 6 4 20%
Client review 6 5 5 2 60%

15STAGE 2: THE REPORT PHASE
1.6 Estimated project cost to implement the plan
Category Estimated
quantity
Estimated cost
per unit
Estimated
total
Research
Research fees 2 $3,000 $6,000
Research from the internet 1 $1,500 $1,500
Other research 1 $450 $450
Total research cost: $7,950
Communications
Promotional brochures 3500 $0.10 $350.00
Television 7 $5,000 $35,000.00
Internet 1 $500 $500.00
Total communicational
cost: $35,850.00
Networking
Memberships 3 $100 $300
Subscriptions 2 $50 $100
Total networking cost: $400
Total budgeted cost: $44,200.00

16STAGE 2: THE REPORT PHASE
Task 6: Organizational Change
1. Organization chart for the business in growth phase

17STAGE 2: THE REPORT PHASE
Figure 1: Organizational chart
In order to make growth in the business company, the tourism industry is required to hire
sales supervisor who would provide them supervise how to increase the sales of the company so
that more customers are attached towards their tourism services. It is responsible of the sales
team to include the sales representative so that they can help to increase the market revenue as
well as market share of the company. The sales supervisor should lead, direct as well as motivate
the sales team to achieve the sales objectives. They are providing professional level of the
customer services with new customers to be attached towards their tourism business.
2. Implementation of organizational chart
In order to make changes into the organizational chart, it is required to make changes in
following:
a. There should be changes in the roles of the technology and in that place there is sales
supervisor so that they can help the company to increase its sales. The sales director
(John Smith) is responsible.
b. There should be hiring of business manager to develop the business goals as well as
objectives to make growth in the tourism business (Buhalis & Foerste, 2015). They also
ensured that the company should have enough resources to complete its marketing
activities. The president (Max Chong) is responsible.
c. There should be hiring of promotional supervisor to select an advertising plan in addition
to promotional campaigns (Butzmann & Job, 2017). The sales director (John Smith) is
responsible.

18STAGE 2: THE REPORT PHASE
d. There should be hiring of logistics supervisor to oversee delivery of the marketing
materials as well as warehouse personnel. They are involved to manage the loading of
trucks and setting the routes for delivery. The sales director (John Smith) is responsible.
In order to make changes into the organizational chart, two change models are
implemented such as Lewis change model and Nudge Theory. Lewis change model involved
of three steps such as unfreeze, change and refreeze. The process of the changes is created
perception that change is required, and then moved towards desired level of the behaviors as
well as solidifies behavior as norm (Wikman, 2016). In unfreeze stage; Wai Ora is required
to need changes into the organization as there are problems into current chart. In change
stage, new organizational chart is created along with the employees are informed about
communication process and team management. At refreeze stage, the chart is required to
provide support to the employee’s availability. Nudge theory is based on flexible concept to
understand mindset of employees, their decisions as well as change management (Isusi et al.,
2017). It helps to make attractive changes into the business organization which is effective to
make growth into the business. In Wai Ora, the business is required to change the
organizational chart so that they can meet with its organizational objectives.
Task 7: Business Communication
1. Analyzing aspects of Wai Ora Outdoor Adventures to become prominent in
Maori Tourism Sector
The company should require increasing its attraction on the private accommodation so
that they can attract newly married couples more to their business in case of the international
Maori cultural tourists (McKercher, 2016). The company is required to offer discounts to the

19STAGE 2: THE REPORT PHASE
domestic tourists as based on the analysis, it is found that domestic Maori cultural tourists are not
only using the services for holiday and visiting friend’s reasons, while they are not using it for
the business and education purposes. If the company should provide discounts to them, then it
will lead to increase the customer satisfaction levels.
2. Key suggestions Wai Ora should develop for interest in Maori Tourism
Offer unique promotions
In order to compete in the tourism industry, it is required to offer promotions which can
enhance the customers to book with the company. There are providing discounts for the tours,
promo codes which are used online, gift cards as well as vouchers which are used to attract the
customers and then motivate them to book with the company for getting the tourism services.
They can able to apply for it online (Minazzi, 2015).
Optimization of website for the mobile usage
The company should provide mobile friendly websites for the customers as most of
people are mobile users. With this mobile friendly website, it boosts to increase booking abilities
so that it can increase the number of travelers those are using the mobile devices.
3. Model for Wai Ora outdoor adventures
Hofstede's Six Dimensions of Culture is the cultural model for the cross cultural
communication which describes the effects of the societies’ culture on the business values. The
values are related to the behaviour of the person (Shao et al., 2016). The dimensions of this
model provide impact of the culture into the society on value of the employees of the society. It
describes relations between the values plus behaviors with help of the structure based on
analyzing the cultural factors. It is based on power distance, uncertainty avoidance,

20STAGE 2: THE REPORT PHASE
individualism vs. collectivism and masculinity vs. femininity. It provides a study on aspects of
the international business plus communication.
Conclusion
It is concluded that Wai Ora should develop as well as build the brand reputation of its
marketing campaigns so that they can maintain a brand image in the tourism market of New
Zealand. The company is also required to attract the customers by providing them online
services, mobile based services as well as discounted tours. The company is focused on the skills
of the customer services plus improves over the productivity of the organization. The customer
services are playing a key role to provide better quality products which can result in better profit
margins. The company can attract the customers through the social media services.
References
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Fetscherin, M., & Stephano, R. M. (2016). The medical tourism index: Scale development and
validation. Tourism Management, 52, 539-556.

21STAGE 2: THE REPORT PHASE
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