Wai Ora Outdoor Adventures: Market Analysis and Strategic Report

This report analyzes Wai Ora Outdoor Adventures, a New Zealand-based company, focusing on its performance within the adventure tourism and Maori tourism sectors. The report begins with a market investigation, examining key areas of growth for Wai Ora, including walking activities, canyon trips, and sightseeing tours, as well as the company's involvement in Maori cultural tourism. It then delves into strategic management, suggesting ways to maximize performance in existing sectors and identifying areas beneficial to Wai Ora. A marketing plan is presented, outlining the target market, objectives, tactics, and a Gantt chart. The report also covers organizational change, suggesting an organizational chart for the company's growth phase. Finally, it addresses business communication, analyzing aspects of Wai Ora to enhance its prominence in the Maori Tourism sector and providing suggestions for future development. The report concludes with a summary of the findings and recommendations.

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: