Wai Ora Tourism: Strategic Management and Marketing Plan (DB745)

This business report provides a strategic management analysis of Wai Ora Tourism, focusing on various aspects of the tourism industry. It begins with an overview of the importance of location, customer needs, and the role of awareness programs in the tourism sector. The report then delves into str...Read More

WAI ORA TOURISM OF
MAORI CULTURE

STRATEGIC MANAGEMENT
THE TOURISM INDUSTRY PLAYS A VITAL
ROLE IN THE GROWTH OF THE COUNTRY.
A VITAL ROLE IS PLAYED BY THE
LOCATION IN TOURISM INDUSTRY.
THE NEEDS OF THE CUSTOMERS MUST
COME AS FIRST PRIORITY.
IMPROVEMENT BASED ON FEEDBACKS IS
ALSO CRUCIAL.
AWARENESS PROGRAMS ALSO HELPS IN
IMPROVING SUCCESS OF THIS INDUSTRY.

STRATEGIC MANAGEMENT (CONT.)
THE OUTDOOR ADVENTURE ACTIVITIES MUST
BE PROMOTED TO INCREASE BUSINESS.
THE STAFF AND CUSTOMER RELATIONSHIP
SHOULD BE FURTHER IMPROVED AND
MAINTAINED.
SOCIAL MEDIA AND VIDEO MARKETING CAN BE
IMPLEMENTED TO INCREASE COMPANY REACH.
LOCATION, QUALITY OF SERVICE AND
ACCOMMODATION MUST BE THE FOCUS POINT
OF IMPROVEMENT.
THE IMPROVEMENT MUST BE TOTALLY
CUSTOMER BASED.

PURPOSE OF THE PLAN
THE MAIN PURPOSES OF THE PLAN ARE:
 THE PRIMARY AIM IS TO DEVELOP AND
IMPROVE MARKET STRATEGY.
 THE GOALS OF THE ORGANISATION MUST
BE SET FROM BEFORE.
 THE MARKET PLAN MUST SATISFY THE
CUSTOMERS AND IMPROVE INDUSTRY
EFFICIENCY.
 THE USE OF SOCIAL MEDIA CAN BE
IMPLEMENTED TO IMPROVE MARKET
STRATEGY.

AIM OF THE PLAN
 THE MAIN OBJECTIVE OF THE PLAN IS TO IMPROVE
CUSTOMER RELATIONSHIP.
 THE CUSTOMER RELATIONSHIP CAN BE IMPROVED BY
MEETING NEEDS OF CUSTOMERS.
 THE DRAWBACKS AND ADVANTAGES MUST BE
EVALUATED WHEN DEVELOPING THE PLAN.
 DIFFERENT MARKET STRATEGIES HELP UNDERSTAND
THE REQUIREMENT OF THE BUSINESS.
 THE OBJECTIVE IS TO FOCUS ON SPECIAL CUSTOMERS
TO INCREASE BUSINESS.

MARKETING TACTICS OF WAI ORA
 VIDEO MARKETING TECHNIQUES
CAN BE USED TO IMPROVE THE
OPERATIONS.
 SOCIAL MEDIA LIKE INSTAGRAM
AND FACEBOOK CAN ALSO BE USED
TO IMPROVE REACH.
 BLOGGING SITES ALSO PLAY A
CRUCIAL ROLE TO IDENTIFY
CUSTOMER NEEDS.
 THESE PLATFORMS CAN BE USED
TO STUDY THE POSITIVE AND
NEGATIVE FEEDBACKS OF

GANTT CHART OF WAI ORA
ID Outline
Number
Task
Mode
Task Name Duration Start Finish Predecessors
0 0 Wai Ora Outdoor
Adventure
163 days Thu 27-06-19 Mon 10-02-20
1 1 Phase 1 73 days Thu 27-06-19 Mon 07-10-19
2 1.1 Collecting Data related
to expectation of
customer
43 days Thu 27-06-19 Mon 26-08-19
3 1.2 Content creation 10 days Tue 27-08-19 Mon 09-09-19 2
4 1.3 Analysing the content 10 days Tue 10-09-19 Mon 23-09-19 3
5 1.4 Brand awareness
creation
10 days Tue 24-09-19 Mon 07-10-19 4
6 2 Phase 2 35 days Tue 08-10-19 Mon 25-11-19
7 2.1 Initiation of programs 10 days Tue 08-10-19 Mon 21-10-19 5
8 2.2 SEO application 5 days Tue 22-10-19 Mon 28-10-19 7
9 2.3 Implementing social
media strategies
20 days Tue 29-10-19 Mon 25-11-19 8
10 3 Phase 3 55 days Tue 26-11-19 Mon 10-02-20
11 3.1 Market planning
related to inbound and
outbound
30 days Tue 26-11-19 Mon 06-01-20 9
12 3.2 Brand awareness and
re-targeting
25 days Tue 07-01-20 Mon 10-02-20 11
M T W T F S S M T W T F
02 Jun '19 21 Jul '19 08 Sep '19 27 Oct '19 15 Dec '19 02 Feb '20

COST ESTIMATION
BUDGET REQUIRED DIFFERENT PLANS
TO BE USED FOR OPERATION SYSTEM
OF WAI ORA.
EACH DIVISION OF THE MARKETING
PLAN HAS DIFFERENT COSTS.
THE MARKETING PLAN WILL HAVE NEW
TEAMS ADDED.
INVESTMENT WOULD ME MADE IN
ADVERTISEMENTS.
A PROPOSED PLAN AND BUDGET HELPS
IN IMPROVING THE ORGANISATION.

MARKET INVESTIGATION
• TOURISM CAN BE THE BEST WAY TO INCREASE
THE ECONOMY OF THE COUNTRY.
• THE TOURISM IS ONE OF THE BEST WAY TO
PROMOTE THE DIFFERENT DIVERSITY OF THE
PLACE.
• THE TOURISM HELPS IN ACHIEVING THE
OVERSEAS MARKET.
• THE ADVERTISEMENT NEED TO BE MADE IN
DIFFERENT PLATFORM.

DIFFERENT AREAS OF GROWTH
• IT FOCUSSES ON THE BASIC NEEDS.
• IT DEVELOPS THE GLOBAL MARKET PLATFORM.
• THE MAORI CULTURE PLAYS A VITAL ROLE.
• THE DIFFERENT ADVENTURE RELATED ACTIVITIES IS ONE OF THE MAJOR FACTOR
FOR THE GROWTH.

QUESTIONNAIRE
• 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?

QUESTIONNAIRE
• DOES THE TOURISM INDUSTRY OF WAI ORA SPEND ITS PROFIT FOR THE SURROUNDING AREAS FOR
THEIR DEVELOPMENT?
• DOES THE ORGANIZATION CONTRIBUTE TO THE PRESERVATION OF ITS RESOURCES?
• HOW MANY TOURISM CAMPAIGN HAS BEEN ORGANIZED BY THE ORGANIZATION FOR PROMOTIONAL
PURPOSE OVER THE LAST 5 YEARS?
• WHAT ARE THE EXPECTED CHANGES THAT NEED TO BE DONE WITHIN THE INDUSTRY WITHIN TE
COMING YEARS?
• WHO ARE THE CURRENT POTENTIAL MARKETS STANDING AGAINST WAI ORA?
• ANY SUGGESTION TO IMPROVE THE FACILITY THAT IS PROVIDED BY WAI ORA OUTDOOR ADVENTURE
TO ITS PRESENT TOURISTS NATIONALLY AND OVERSEAS

ORGANIZATIONAL PLAN
• THE ORGANIZATIONAL PLANS HELPS TO OVERCOME THE DRAWBACKS.
• THE ORGANIZATIONAL PLAN HELPS IN THE IMPLEMENTATION OF THE
DIFFERENT STRATEGIES.
• ORGANIZATIONAL PLANS HELPS IN EMPLOYING DIFFERENT SKILLS IN THE
ORGANIZATION.
• ORGANIZATIONAL PLANS HELPS IN PROPOSING DIFFERENT BUDGETS FOR THE
ORGANIZATION.
• ORGANIZATION IS THE PILLAR OF THE INDUSTRY.

ORGANIZATIONAL CHART
MAX CHONG
MANPREET SINGH GURPREET SINGH
APRIL WAIMANA JACK MITCHELL SAMICHOU
MAX CHONG
MANPREET SINGH GURPREET SINGH
APRIL WAIMANA JACK MITCHELL SAMICHOU

BUSINESS COMMUNICATION
• THERE ARE DIFFERENT MODELS WHICH ARE USED.
• BUSINESS COMMUNICATION HELPS IN ATTRACTING THE STAKEHOLDERS.
• THE CULTURAL DIVERSITY IS OVERCOME.
• THE INSIDE MODEL IS USED TO STUDY THE BUSINESS COMMUNICATION.
• MAORI IS A MIXTURE OF CULTURE , HISTORY AND ADVENTURES.

BUSINESS COMMUNICATION
• COMMUNICATION IS ONE OF THE IMPORTANT ASPECTS.
• COMMUNICATION HELPS IN ACHIEVING MARKET POSITION.
• COMMUNICATION HELPS IN SPREADING THE BUSINESS.
• COMMUNICATION HELPS IN ATTRACTING MORE CUSTOMERS.

REFERENCES
ALBRECHT, J. N. (2017). CHALLENGES IN NATIONAL‐LEVEL TOURISM STRATEGY
IMPLEMENTATION–A LONG‐TERM PERSPECTIVE ON THE NEW ZEALAND TOURISM
STRATEGY 2015. INTERNATIONAL JOURNAL OF TOURISM RESEARCH, 19(3), 329-338.
ARTHUR, J., JONES, M., & STILLMAN, J. (2015). USING A MEASURED FRAMEWORK TO
PLAN AND IMPLEMENT YOUR ASSET MANAGEMENT PROGRAM. PROCEEDINGS OF
THE WATER ENVIRONMENT FEDERATION, 2015(4), 1-11
CARR, A., RUHANEN, L., & WHITFORD, M. (2016). INDIGENOUS PEOPLES AND
TOURISM: THE CHALLENGES AND OPPORTUNITIES FOR SUSTAINABLE
TOURISM. JOURNAL OF SUSTAINABLE TOURISM, 24(8-9), 1067-1079.
DRUCKER, P. (2018). THE EFFECTIVE EXECUTIVE. ROUTLEDGE
GORDON, R. T., & BREZINSKI, M. H. (2016). THE COMPLETE RESTAURANT
MANAGEMENT GUIDE. ROUTLEDGE.
JARACH, D. (2017). AIRPORT MARKETING: STRATEGIES TO COPE WITH THE NEW
MILLENNIUM ENVIRONMENT. ROUTLEDGE.
KIRÁĽOVÁ, A., & PAVLÍČEKA, A. (2015). DEVELOPMENT OF SOCIAL MEDIA
STRATEGIES IN TOURISM DESTINATION. PROCEDIA-SOCIAL AND BEHAVIORAL
SCIENCES, 175, 358-366.
NEYOY, J. E. G., RODRÍGUEZ, L. F., & CASTRO, L. A. (2017, JUNE). DECISION SUPPORT
SYSTEM FOR A SME IN THE RESTAURANT SECTOR: DEVELOPMENT OF A PROTOTYPE.
IN 2017 12TH IBERIAN CONFERENCE ON INFORMATION SYSTEMS AND
TECHNOLOGIES (CISTI) (PP. 1-6). IEEE
ROBERTS, L., HALL, D., & MORAG, M. (2017). NEW DIRECTIONS IN RURAL TOURISM.
ROUTLEDGE.
SMITH, M. K. (2015). ISSUES IN CULTURAL TOURISM STUDIES. ROUTLEDGE.