DB745 Business Capstone: Wai Ora Adventure Ltd Project Analysis

This business capstone project provides an in-depth analysis of Wai Ora Adventure Ltd, a tourism company in New Zealand, focusing on identifying growth opportunities and strategies for enhancing its presence in the Maori tourism sector. The project assesses the company's current business operations, particularly its canyoning adventures, abseiling experiences, and skiing adventures, and proposes expansions into areas such as jet boating and mountain cycling. It examines the influence of population growth, geographical location, ethnicity, and visitor numbers on the tourism industry in New Zealand. Furthermore, the project explores how Wai Ora Adventures Ltd can leverage Maori culture to attract more tourists by organizing trips to historical sites and providing immersive cultural experiences. The analysis includes strategic management decisions, marketing plans, budget considerations, and organizational culture, culminating in actionable recommendations for Wai Ora Adventures Ltd to achieve sustainable growth and profitability. Desklib provides access to similar solved assignments and past papers.

Running head: BUSINESS CAPSTONE PROJECT
Business Capstone Project
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Task 2...............................................................................................................................................2
Three Areas of Growth................................................................................................................2
Two Areas for Growth for Maori Tourism..................................................................................7
Survey Questions.........................................................................................................................9
Task 3:...........................................................................................................................................12
Strategic Management...............................................................................................................12
Strategic Management Decisions in New Area.............................................................................15
Marketing Plan...........................................................................................................................17
Purpose of the Plan:...................................................................................................................17
Purpose of Target Market and marketing segment:...................................................................18
Market Segmentation:................................................................................................................19
Analysis of Next Year Budget and Organizational Chart.........................................................22
Two Models of Organizational Culture.....................................................................................26
Analyse Maori Tourism Market................................................................................................26
Conclusion.....................................................................................................................................27
Reference.......................................................................................................................................28

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Introduction
The main purpose of the assessment is to analyse se the business of Wai Ora Adventure
ltd which is engaged in tourism industry in New Zealand. The company is known for the
adventure sports services which is provided to the clients. The tourism market is on the rise in
New Zealand. The management of the company needs to appropriately assess the market
conditions and take decisions accordingly what activities need more focus for the management of
the company. The assessment would be discussing growth areas of the business. The assessment
would also be showing how Wai Ore Adventures ltd can be a leading player in the Maori
Tourism Industry.
Discussion
Task 2
Three Areas of Growth
The business of Wai Ora Adventures is recently opened in New Zealand which provides
the tourists with a place where they can enjoy different types of adventures sports and along with
other facilities. The business provides safe experience to the customers for all kinds of outdoor
sports to build self-esteem, confidence, leadership skills and the ability to work as part of a team.
The growth in tourism industry has been significant since last decade. The overall revenue which
is generated in 2018 was around $ 39.1 billion and the same has effectively contributed to the
total revenue which is generated by the economy as a whole. The total tourism rate showed an
increase of 7.7% which is 2.5% more than the previous year which shows significant
improvement for the business (Tourismnewzealand.com., 2019). New Zealand is ranked as one
of the leading countries who facilitates adventure tourism for the tourists and it is also considered

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to be the most sustainable form of tourism in the market. The government has a major role to
play in the development of tourism business in New Zealand and therefore meet the needs and
expectations of the tourist who are visiting the country.
In the case of Wai Ore Adventures ltd, there are certain areas of growth which the
management of the company needs to consider for making further improvement in the business
structure. The overall tourism industry in the New Zealand Economy is flourishing and the
management of Wai Ora Adventures can take advantage of such a situation and thereby enhance
the sales and profitability of the business (Wilks, Stephen & Moore, 2013). The analysis of the
business conditions of Wai Ora Ltd for the year 2018 shows that the three major attractions for
the business are Canyoning Adventure, Abseiling Experiences and Skiing Adventures. The
financial information which is available for the business reveals that the management of the
company is able to generate maximum revenue from adventures trips on Canyons. The business
provides both half and full Canyon trips which are guided by professionals and the same also
includes provisions for refreshments along the way. There are significant areas where the
management of the company can focus and further expand the operations of the business. Some
of the areas which the management of the company needs to consider are listed below in details:
 Canyon Trips: One of the major areas where the management of Wai Ora ltd can
capitalise further is canyon trips which is provided by the business. As per the case study
which is provided, it is clear that the business is doing extremely well in terms of canyon
trips as maximum of the revenue of the business is generated from such a source. It is
seen that adventure sports area can be further expanded by including some sports such as
Bungee Jumping which can be included in the trip. As per estimates, there are 34.8% of
international tourists who are attracted every year to the culture and adventure sporting

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environment of New Zealand. In addition to this the tourist always enjoy water sports
which forms a part of the canyon trips. The management of Wai Ora ltd can take
necessary steps for expanding the operations relating to canyon activities. This is to be
done so that the business is able to generate maximum revenue from such a source. The
management can enhance the promotion of such activities or even offer special coupons
discounts for such packages.
 Jet Boating Activities: Another major activity which can be introduced by the business is
jet boating. It has been noticed that most of tourist prefer jet boating sports as this
provides thrills to the tourists. The management of the company can offer different types
of boating experience to the tourist such as rapid jet boating, Huka falls Jet, Wilderness
jet. The jet boating activities further provide an appropriate scope as there are different
sites in New Zealand which is apt for Jet Boating Activities. The implementation of such
a practice would help the management to enhance the revenue which is generated by the
business and make the business more profitable in nature. Therefore, it can be said that
jet boating is an area which the management of a company must consider as an area for
development for ensuring the growth of overall business.
 Mountain Cycling: Cycling in the mountains is also considered to be a good adventure
activity. It is noted that most of the tourists like to do cycling activities as this allows
them to witness nature and also travel. It is estimated by Tourism New Zealand 2017 that
around 138,000 tourists engaged in cycling activities which also included off road
cycling activities. The cycling activities which is along the road is preferred by middle
aged tourists as these are much easier and it is also a form of work out for them. The
management of Wai Ora ltd can organize cycling activities and even cycle races for the

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tourists which would definitely be generating revenue for the business. Therefore, the
management of the company needs to take appropriate steps so that Mountain Cycling
Activities is included in the list of Adventure sports activities which is offered by the
business.
Other Considerations for the Business
In recent years the tourism industry in New Zealand has achieved significant growth
which has caused a number of tourism businesses being established all over the regions. The
management of the company also must survey the strengths and weaknesses of the competitors
who are entering the market. In addition to this, there are also other considerations which can
affect the tourism business and the same are discussed below:
Population Growth: The growth rate in the population is a big factor which affects the
operations of the tourism industry. As the population grows more residential area is required and
in a way population growth also affects the natural resources of the country which are an
important element for the tourism businesses. A graph which is presented below shows the
growth rate of tourism in New Zealand and makes comparison from previous years.

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Figure 1: Graph Showing Population growth of New Zealand
Source: (Worldometers.info. 2019)
The above graph effectively shows that the growth in population in the country has been
significant and therefore the same can affect the tourism business in New Zealand.
Geographical Location: New Zealand is a land of great contrasts and diversity. Active
volcanoes, spectacular caves, deep glacier lakes, verdant valleys, dazzling fjords, long sandy
beaches, and the spectacular snow-capped peaks of the Southern Alps. The country has niche of
rich habitat and is a brilliant place for a calm holiday away from work. This is a reason why the
country is becoming a major tourist attraction. These factors can be capitalized by the tourism
businesses and also by Wai Ora Ltd and thereby attract more tourist to the business. New
Zealand also has a unique array of vegetation and animal life ranging from flightless Kiwis to
other animals. The diversity and culture of New Zealand is appropriate to attract more tourist on
year to year basis. Therefore, there is an opportunity for businesses to expand the operations and
thereby earn more revenues.

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Ethnicity: New Zealand us a place where a diversity of culture exists and all the same contribute
to the tourism business in a way. In many cases, tourists such as group of students and even
travellers visit New Zealand due to the rich culture it occupies and also due to the Maori Culture
which is present in New Zealand. The tourists are often attracted to the rich culture which is
present in the country and simply want to have experience for the same. Therefore, it can be said
that businesses are able to generate revenues in excess and thereby attain growth.
Number of Visitors: The number of visitors has enhanced significantly that are visiting the
country and a bulk of such tourists are Australian. By encouraging more visitors to areas like the
West Coast, the tourism board of New Zealand contributing to a multi-agency effort to help
regional growth. These activities have resulted in enhancement of air travel in the country and
thereby the number of visitors who are visiting the country have enhanced significantly.
Therefore, these also play a vital role in the revenue generation of a tourism business and
therefore the management of Wai Ora Ltd needs to considers such factors as well before
formulating any strategies for expansion of the business.
Two Areas for Growth for Maori Tourism
The tourism in New Zealand is heavily supported by its rich culture and ethnic tribes
which also contribute to the culture of the country. There has been significant growth in the
Tourism Industry in New Zealand which is due to numerous factors but most important is the
Maori Culture which has attracted most of Tourists in the area (Roberts, Hall & Morag, 2017).
The number, variety and quality of Māori tourism businesses has increased dramatically over the
past few years and the sector now make an important contribution (Tourismnewzealand.com.
2019). This is a clear that the Maori Tourism sector is developing and growing and thereby

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attracting new customers (Orchiston, 2013). The Maori Tourism as a product allows the tourists
to interact with the Maori Tribe people for the purpose of learning their culture and listen to their
stories. Some of Adventure sport such as hiking, white water rafting, art and cultural tours are
made possible in their area. There is certain area where Maori Tourism Business has more
potentials to achieve growth and the areas are explained below in details:
 Trips to Historical Places of Maori: Maori Culture is a unique culture which is present
in New Zealand. The management of Wai Ora ltd can organize trips to certain areas of
New Zealand which is rich in Maori Tourism such as Maraes. It is estimated by Tourism
New Zealand that around 118,000 visitors or the same is 30% of the total tourists who are
visiting New Zealand (Williams & Shaw, 2013). The tourists can enjoy the rich culture of
Maori by visiting areas like Maraes. The role of the management of Wai Ora can make
use of the ltd is to effectively include promotion tactics which can effectively meet the
requirements of the tourists. The management can arrange meetings with the local people
in such areas and engage in activities which are traditional in such culture such as
traditional dance. These activities can attract more customers to the business and their
lead to growth of Maori Tourism.
 Maori Culture and Experience: The Maori Tourism Industry provides significantly to
the total revenue which is generated by the country from Tourism. The management of
Wai Ora ltd organize a separate tour for tourist who want to experience Maori Culture.
This package would further attract more customers to the business and thereby lead to
expansion of the business revenue. A majority of Tourist from China and South Korea
are interest in vising such sites which are rich in Maori Culture.

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In addition to the above growth factors there are other factors which have contributed to the
tourism expansion in New Zealand and the most important of them all is the epic geographical
location of the country which is a scene most of the tourists are attracted to in an instance. There
is a unique beauty and epic design of the region of Te Tarata and the same also have culture of
its own. Therefore, it can be said that there are lot of potential in such type of tourism as well and
the management of Wai Ora Ltd needs to focus on the same so that they can potentially use this
for their own advantage and earn more revenues.
Survey Questions
The survey Questionnaire on the basis of which appropriate responses have been collected are
provided below in point form:
Q1. Which types of Tourism do you prefer in New Zealand?
 Tourism
 Adventure Tourism
 Maori Tourism
Q2. How often do you Travel?
 Once in a year
 Twice a Year
 More than Two Trips
 Rarely
Q3. In which group do you belong as given below
 Student

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 Adventure Tourists
 Business Class
 Retired Person
Q4. Adventure sports is a highly demanding sports in the current time period
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q5. Which Adventure Sports do you prefer?
 Canyon Trips
 Jet Boating
 Skiing Adventures
 Bungee Jumping
Q6. With whom do you like to travel with in case of Adventure Sports?
 Alone
 Family
 Friends and Colleagues
 Tourist Group
Q7. Do you think the prices which is charged for the Adventure sports activities is appropriate?
 Strongly Agree

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 Agree
 Neutral
 Disagree
 Strongly Disagree
Q8. The company has properly trained professionals available in order to guide the tourists
during the time of sports
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q9. Adventure sports are able to build self-esteem, confidence and leadership skills among the
ones participating
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q10. Wai Ora Adventure offers other facilities over providing adventure sports services to their
customers
 Strongly Agree