Diploma in Business (Level 7) Business Project Report: Analysis

This business report, part of a Diploma in Business (Level 7) capstone project, assesses Wai Ora Outdoor Adventure. The report includes a market investigation exploring growth areas in the adventure tourism market, particularly focusing on international and Maori tourism. It proposes strategic recommendations for maximizing performance in an existing sector and suggests a new area of competition, providing rationale and implementation strategies. A survey questionnaire is developed to assess market opportunities. The report analyzes the current market, identifies areas for improvement, and provides recommendations for strategic management. The report references relevant literature to support its findings and recommendations, providing a comprehensive analysis for the business project.

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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.

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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 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 &
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.
/5

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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.
A questionnaire of investigation the tourism industry of Wai Ora can
use in order to measure the potentiality of the recommended
marketing opportunities includes the following-
1. How large is the current market or the potential market of tourism in
New Zealand?
2. How fast is the current tourism market of Wai Ora is growing or
declining and is it an emerging market?
3. What are the greatest area of need overall in the Wai Ora tourism?
4. How well the Wai Ora tourism be able to connect with and generate
strong sales in each of their targeted markets?
5. How much the long term plans of the tourism business are clear
and effective?
6. How much strong are the strategic, leadership, financial and
business management capabilities of Wai Ora ?
7. Who are the major competitors in the market of travel in New
Zealand and what are their offerings?
8. How well do you know about the current customers and markets of
the Wai Ora tourism industry?
9. How well Wai Ora is able to develop the right products and
experience for their target markets?
10. How well do you place the position of Wai Ora tourism industry
based on their offered products and experiences as compared to its
competitors?
11. What are the shortcomings in the current offerings of the Wai Ora
Outdoor Adventure and what frustrations are caused for clients or
customers?
12. What is the current size of the Wai Ora tourism market? What is
the potential size of the market? Will it grow or contract?
13. Evaluate the quality of services provided by Wai Ora tourism.
14. Does the tourism industry invest in the area where it operates?
15. Does the Wai Ora tourism contribute to the preservation of
resources?
16. Any international tourism promotion campaign has been
developed by Wai Ora in the last 5 years?
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17. What are the expected changes in development that needs to be
done in this industry within the coming 5 years?
18. Rate your opinion on the promotional measures taken by Wai Ora
tourism in a 5 point scale- Excellent, Very good, Good , Average,
Poor.
19. Do you have suggestions for the improvement in facilities to that
provided by Wai Ora Outdoor Adventure tourism?
20. Who are the current or potential customers of the tourism
industry?
TOTAL /15

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STRATEGIC MANAGEMENT (10 marks)
Task 4
COMMENTS MARK
a) Using your research in the previous task Wai
Ora Outdoor Adventures (WOOA) wants you
to suggest ONE (1) sector in which it is
already competing and make strategic
recommendations on:
i) how to maximise its performance in the
existing sector
ii) Key areas Wai Ora Outdoor Adventures
will need to address or change to adopt
your recommendation.
Tourism industries are gaining a lot of importance nowadays while
influencing growth and development in sectors of economy and
contemporary societies (Whitford & Ruhanen, 2016). Although the
geographical position and other natural resources plays an essential
role in the development of a tourism segment, but doing that is not
enough to mandate to maximise the presentation of type Wai Ora
tourism industry.
For the tourism industry of Wai Ora, the recommended strategy is to
offer better quality service to both national and international clients
while using several marketing plan within the business of Wai Ora
tourism (Sigala, 2017).
In order to maximise their performance in serving better quality to its
customers, certain techniques can be used such as key enactment
pointer, regular inducements to the members associated with the
serving of better quality to the customers, arranging for regular
meetings with the members who are responsible to conduct various
tourism related activities, reorganising the staffs and arranging a good
relationship with the staffs including the guides and drivers (Carr,,
Ruhanen & Whitford, 2016).
For tourist industry measuring the service quality level is an important
stage to be improved by using various strategies like implementing
innovative and incremental improvements. For this the key areas Wai
Ora Outdoor Adventure should focus on includes developing right
products and experiences for the target markets, featuring innovative
designs to appeal to the targeted customers, improving products and
experiences based on the feedbacks received from the customers and
most importantly staying updated with the latest trends and key market
changes in the area of tourism so as to adopt the recommendation by
addressing these changes (Ying, Norman & Zhou, 2016).
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b) Using your research Wai Ora Outdoor
Adventures (WOOA) wants you to propose
ONE (1) new area which it can compete in
and make strategic recommendations on:
iii) why this area would be beneficial to Wai Ora
iv)how Wai Ora might progress their entry into
this new area
v) Key areas Wai Ora Outdoor Adventures will
need to address or change to adopt your
recommendation.
Strategic recommendation for the Wai Ora Outdoor Adventure so as to
propose a new area include enhancing business area of this
organisation using several strategies with respect to marketing plan and
numerous strategies related to social and media.
For the business tourism of Wai Ora one of the key development area is
to increase the tourism by planning strategic management plan which
will be simultaneously initiated with the adoption of strategies to
enhance the business area of the organisation.
In command to progress in this fresh area, Wai Ora need to invest in
tactics that directly aligns with the ideal customers of the business. Ideal
customers are the most profitable prospect in the tourism business. Wai
Ora can take advantage of these customers in adopting strategies that
aligns directly with the business objectives (Camilleri, 2018). Another
way by which Wai Ora can adopt this strategy is by increasing its
business areas in infrastructures that underpins the growth of tourism
with international connectivity with high quality of accommodation
offerings, airports and telecommunication facilities (Whitney-Squire,
2016). The business of Wai Ora should also effort on the area of
marketplace growth while offering products that meets the value of the
visitors and offers them with high experience. This is one of the
strategic growth that helps the tourism industry to ensure their growth in
a sustainable way while enhancing the business area globally.
/5
TOTAL /10

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MARKETING MANAGEMENT (15 marks)
Task 5
COMMENTS MARK
Wai Ora Outdoor Adventures (WOOA) wants you
to develop an outline marketing plan to help it
achieve its strategic objectives.
The marketing plan is to be for the two strategic
directions outlined in the previous task.
The marketing plan needs to include:
- The purpose of the plan
- The proposed target market(s) and any market
segmentation
- Objectives and goals for the plan
- Marketing tactics to be used including social
media
- A GANNT chart showing when each marketing
activity will be implemented
- An estimated cost for implementing the plan
The notable determination of this unit of the assignment is to
outline a marketing plan which will be very much beneficial for Wai Ora
Outdoor Adventures (WOOA) which is New Zealand d based business
providing a wide range of service in the country (Arthur, Jones &
Stillman, 2015). This marketing plan will be having numerous sections
and each of the section will be very much significant to understand the
need for having a new marketing plan. It can be said that the marketing
plan will be very much compatible with the business process of this
commercial establishment.
Purpose of the plan
There is different perseverance of this publicizing plan and
understanding expectation of target market is one of the main
commitments of this advertising plan. The other significant purpose of
this promotion plan is segmentation of the market which are already
used by this commercial establishment (Huang, 2018). It can also be
said that the potential clients can be attracted using this marketing plan.
The promotional activities can also be modified using this marketing
plan. Consumer engagement can also be enhanced using this
marketing plan.
Both the two strategic direction which was described in the previous unit
of the paper such as the enhancement of the business area of this
organization and offering better quality services to both the national as
well as overseas client can be enhanced using this new marketing plan
which will also consider the use of numerous social media strategies.
Proposed target market(s) and any market segmentation
The target market of this commercial establishment includes both the
local tourists of New Zealand as well as the overseas clients. Both the
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international study groups as well as the student’s studying in New
Zealand (Scott & Scott, 2016). The other target area of this commercial
establishment is the tourists of the specialty tours. Most of the
accommodation issues of these students and other consumers can be
addressed using the service provided by this commercial establishment.
The cultural activity of Maori can be used to determine the target market
of this commercial establishment.
The different categories of services provided by this commercial
organization can be significantly enhanced using the market
segmentation which is done using the famous Maori culture (Melchiorre
& Johnson, 2017). The market segmentation of (WOOA) depend
entirely of four factors such as demographics, geographic, behavioral
graphics and psychographics. All these four categories of market
segmentation are used to find the potential clients of this organization,
at the same time it must also be said that the heritage maintained in the
Maori culture can be effectively maintained using these four types of
segmentation. The current market position can also be determined
using the market segmentation and target marketing.
Objectives and goals for the plan
Understand the expectation of the consumers and managing most of
the available resources are the prime objectives of having a new
marketing plan for WOOA. The target audience and the set of activities
required to attract the potential clients can be easier to monitor using
the new marketing plan. Detailed description of each of the client
required can be studied using the new marketing plan (Fine, 2017).
Evaluation of the situation analysis of this organization as compared
with the strength and weakness of the other similar organizations in
New Zealand. Setting the budget for the future expenses are the other
goals of this marketing plan.
The goals of this marketing plan are sale, increase in the units
sold in the productions, enhancement of the market share of this