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 strategic management, emphasizing outdoor adventure activities, staff-customer relationships, and the use of social media for marketing. It outlines the purposes and aims of the plan, including improving market strategy and customer relationships. The report also includes marketing tactics such as video marketing and social media promotion. A Gantt chart and cost estimation budget are presented, along with market investigation insights. The report further explores different areas of growth, organizational plans, and business communication models. The report includes a questionnaire to gather insights, and concludes with references to relevant academic sources. The assignment is a comprehensive analysis of Wai Ora Tourism, covering strategic management, marketing, and organizational aspects.

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