Business Project Report: Wai Ora Outdoor Adventure's Growth Strategy

This report analyzes the business project for Wai Ora Outdoor Adventure's (WOOA), focusing on areas for growth and improvement. The report explores adventure tourism options like rafting, mountain biking, and scuba diving, as well as opportunities within Maori tourism. It includes a survey questionnaire to assess market opportunities, strategies for maximizing performance in existing sectors, and recommendations for adapting to technological changes and market demands. The report also develops a marketing plan, proposes a new organizational structure, and applies change management models. Furthermore, it addresses issues related to adopting changes, offers suggestions for WOOA's development in Maori tourism, and suggests a model for evaluating business and personnel cultural awareness. The report concludes with a summary of findings and recommendations for WOOA's continued success.

BUSINESS PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
Research adventure tourism........................................................................................................1
Research Maori tourism..............................................................................................................2
Questionnaire survey of market opportunity...............................................................................3
TASK 4............................................................................................................................................3
Maximising performance in existing sector................................................................................3
Key Area WOOA need to change...............................................................................................3
Benefits of New Area..................................................................................................................4
Companies progress in New Area...............................................................................................4
Issues to address to adopt changes & recommendation..............................................................5
TASK 5............................................................................................................................................5
Marketing Plan............................................................................................................................5
TASK 6............................................................................................................................................8
a) New organisational chart that suits new year financial figures and budget............................8
b) Kotter's and Lewin's Model of change....................................................................................9
TASK 7..........................................................................................................................................10
a) Aspects needed to be considered by WOOA........................................................................10
b) Two key suggestions WOOA could develop their interest in Maori Tourism.....................10
b) Model used to evaluate business and personnel to determine cultural awareness and
competencies.............................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Travel & tourism business is operated by various agencies to attract, entertain &
accommodate travellers. This report explains three adventures areas for growth of Wai Ora
Outdoor Adventure's. Further, this report investigate on two areas of Maori tourism.
Furthermore, this report includes survey questionnaire more market opportunity. Moreover, this
report elaborate ways of maximising performance in existing sector and recommendation on
areas need to change. Further, this report includes benefits of introducing of new areas and
progress of company with the entry of new areas. Furthermore, this report includes issues need to
be change and recommendation on resolving this issues. After this, the report develop a
marketing plan for more sales and changes in packages. Further, this report explains new
organisational structure of company. Furthermore, this report include two models for change in
organisational chart.
TASK 3
Research adventure tourism
 Rafting- Rafting is a most popular adventure area in which business operator use a raft
on rough water for navigating river. Rafting is done in groups of 6-9 individuals and it is
most risky. Thus, it gives an adventures experience. As Wai Ora Outdoor Adventure's
includes various adventures, education & cultural tour services in its portfolio and
company is providing skiing, abseiling & canyon trips. So, Rafting is the best option for
Wai Ora Outdoor Adventure's to include rafting in its adventure's service portfolio. This
is a good area for company to start in because it does not require promotion, best way of
earning money and there is less competition in this area of adventure trips. Thus, it also
enhances revenue of company and helps company in sustainable growth. For providing
Rafting company require a start-up cost of 10000 to 15000 dollars and equipments such
as rafts which can be paddle-style rafts or motorized rafts. Company also have to provide
life jackets and helmets to passengers. Employee’s of company who are operating must
have a certificate of river guide(Cravens and Piercy, 2016).
 Mountain Biking- Mountain biking is area of adventure tours & trips which includes off
road ridding of bikes. Mountain biking is mostly done with customised or designed bikes.
Starting business is very beneficial for Wai Ora Outdoor Adventure's because according
to market research it was found that there is high scope of mountain biking and there is

possibility of growth in this business in up coming years. It also contributes to economic
growth of new-Zealand CAGR of this business tends to grow by 9.48%. which in turn
maximises profits of company and it does not require huge investment. Moreover,
youngsters also loves to ride and it excites them when they do off-roading. Company
needs to design bikes which are durable and safety to ride in rough terrain. Company also
require gears for safety of its customers which includes helmets, knee & elbow guards
and hand gloves.
 Scuba Diving- Scuba-diving is done for getting under water experience and freedom. It
is an adventure's activity in which divers dive under water and carry breathing gas with
them and this gas is supplied to divers with the help of regulator. As Wai Ora Outdoor
Adventure's is already offering various adventures services. Thus, company can also offer
scuba-diving service because company has skilled & efficient staff and this business is
most profitable and cannot operate buy anyone. Company can earn form this business by
charging money from its customers for diving classes and by giving diving equipments
on rent. For starting this services company require start-up cost of 10000 to 50000
dollars, commercial space, liability insurance, equipments and needed skills(Brewton
and Withiam, 2018).
Research Maori tourism
Maori tourism is tours for promoting awareness about culture of New-Zealand among
young generations and for developing well-fixed future for them.
 Rotorua- Rotorua is an area which describes Maori culture and it attracts tourism. Wai
Ora Outdoor Adventure's can organise trips to Rotorua because it also provides education
services and this village includes Tamaki village, Mitai maori village, Mourea marae,
Pohutu cultural theatre, Maori geothermal parks, rotorua healing tours and Te puia. This
all places shows culture of new-Zealand. Thus, it helps company in promoting awarness
of culture by providing trips to Rotorua.
 Bay of Iceland- It is the most popular historical place of New-Zealand, trips to this place
increases historical knowledge of youngsters. Thus, Wai Ora Outdoor Adventure's can
also organise trips to Bay of ice land and it is found that around 3.8 million visitors are
interested to experience culture & history of Maori which in turn increases profits of
company.

Questionnaire survey of market opportunity
1. Do travellers have an adventures experience with WOOA?
2. How customers rate services of Wai Ora Outdoor Adventure's?
3. What are the expectation of customers?
4. What changes are required in offerings of company?
5. Opinion of customers on introduction of new area?
6. Suggestions of customers for resolving issues?
7. Is Maori tourism helps customers in gathering information about culture of city?
8. Is services provided are affordable?
Company also conduct a survey through email & online websites.
TASK 4
Maximising performance in existing sector
Wai Ora Outdoor Adventure's offering skiing, canyon & abseiling adventure's services,
company can grow & maximize its profitability by enhancing & improving its performance.
Companies performance in existing sector can maximizes by attracting customers and enhancing
sales of Skiing area. Because, new-Zealand is the best place for skiing, travelers are more
interested in skiing & they stay longer in skiing which enhances revenue of company. From the
past data it is found that visitors are more satisfied with experience of skiing Thus, more sale of
skiing in by Wai Ora Outdoor Adventure's leads to increase in performance of WOOA.
Company can increase its sale by targeting young adventurers and professionals as they are more
enthusiastic and adventure's and they mostly travel with their friends or in groups. If sale of
skiing services increases than companies revenue and profits also increases. WOOA can also
maximize its sales by improving quality of its skiing service and by making it less risky &
adventures. Moreover, company has to provide access to all the equipment to visitors so they
adapt services of WOOA only(Chhabra, 2018).
Key Area WOOA need to change
Wai Ora Outdoor Adventure's facing various issues in offering its services and in
achieving higher profits. As company is not able adapt changes made in technology &
innovation made in adventures services provided such as skiing, canyon & abseiling. Thus,
company should do a market research and list out changes made in technology and innovations.
After that WOOA should find out different ways to adapt the changes, company can do this by

giving training & coaching to its staff as to use of new technology and motivate its employees to
learn innovative techniques & develop innovative ideas.
Another key area is increasing cost of maintenance, with the change in technology &
advancement WOOA has to invest much amount on maintenance. For this company should hire
efficient & skilled employees and educate its existing employees which minimises cost of
company(Lovelock, 2015).
Skiing is most popular adventures service in new-Zealand and it is provided by various
agencies which increases competition and profits of company. Thus, company should offer
skiing services in area where other agencies are not operating and Wai Ora Outdoor Adventure's
should also expand its offerings of skiing in more commercial areas which helps company in
generating revenue from this service.
Benefits of New Area
Introduction of new adventures areas in Wai Ora Outdoor Adventure's portfolio is
important for company because new area diversify offerings of companies services and attract
tourist because they have many areas to experience. If WOOA introduces new areas such as
rafting, mountain biking & scuba diving than it strengthen brand image of company. Thus,
increase in brand image & customer base leads to increase in profits & market share of
WOOA(Day and Wensley, 2015).
Companies progress in New Area
WOOA's profits & revenue is showing an upward trend because of introduction &
expansion of mountain biking services. Currently 45.8% visitors are interested in mountain
biking and this is increasing day by day. Thus, company is investing more & more on designing
bikes because unique designs attract customers. Company is also made progress in this area by
offering more off-roading places to visitors so that visitors can feel adventures. Now WOOA is
providing 110 mountain bikes and company offers all type of bikes such as electric bikes & bikes
on rent. Beside that Wai Ora Outdoor Adventure's make a process by providing shuttle services
to the individuals who want guidance. Expansion of mountain bike services increases profits of
WOOA because it requires less cost and having a high demand as there is less competition for
this area in market.

Issues to address to adopt changes & recommendation
Wai Ora Outdoor Adventure's faces various issues in providing mountain biking services
and such as issue regrading maintenance of bikes, making innovation in designs of bikes and
finding staff at tourist places in new-Zealand such as bay of Iceland. Company also faces issues
when there is an advancement & innovation in bikes which is difficult for company to follow the
changes and if company is not able to adapt the changes than travellers does not get attracted
which in turn reduces profits of WOOA.
For resolving this issues Wai Ora Outdoor Adventure's should study new designs
trending in market and develop techniques so that company can make changes in designs of
bikes accordingly. Company should check durability of bikes on regular basis so any defect can
be eliminated without involving huge cost. HR department of WOOA should conduct interviews
time to time so that company is able to retain & acquire efficient staff and company should also
conduct training & coaching programs for its staff to enhance their skills and performance. Most
of the issues of company is resolved if its is capable of retaining efficient staff at work place. It is
also recommended to company to provide all the gears to ensure safety of riders which reduces
risk(Cravens and Piercy, 2016).
TASK 5
Marketing Plan
GANN Chart-
Example Expansion of new areas
Start Date 1/02/2018Brewton, C. and Withiam, G., 2018
Finish Date 31/10/2018
Month 9 months
Advertisement on social media Instagram, twitter & Facebook.
Purpose of Marketing Plan
Purpose of making developing a marketing plan is to assess how company can increase
its sales and change packages of its services and this plan is beneficial for company in
maximising its profits or not. Marketing plan also helps Wai Ora Outdoor Adventure's in
achieving its objectives & goals.
Marketing Marketing Mix Responsibilities Time Budget

Objectives Activities line
Marketing
objective of
WOOA is to
maximizing
sales of
companies
services
Price- For achieving
objective company has to
provide its services at a
affordable prices and it
also has to offer its
services at a discounted
price in holidays.
Products & Services
provided by company
should less risky &
adventures. Wai Ora
Outdoor Adventure's
introduces new areas in
its offering which also
helps company in
increasing its
sales(Moorman,
Deshpande and Zaltman,
2015).
Promotion- WOOA has
to promote its services by
using social media, print
media and radio so that
customers get attracted
and which in turn
maximises profits of
company.
Place- WOOA will
provide its services in the
area in new-zealand
It is a responsibility of
company to check
whether the customers
are getting attracted
from the promotion
strategy used by
company and customers
are satisfied with pricing
strategies & offerings of
company or not.
Marketing manager of
WOOA is also
responsible to make
changes in plan
according to the
feedbacks received from
customers.
6-8
mont
hs
1500 to
3000
dollars

which attracts travellers
such as bay of Iceland as
it is the most adventures
place and it leads to
increase in demand for
services of company
which in turn increases
sales of WOOA's
services.
Make changes
in packages
offered by
WOOA
according to the
market demand
and customers
requirement.
Price- Wai Ora Outdoor
Adventure's set different
prices for different
packages which helps
customers in choosing a
package which is suitable
for them.
Products & services-
company offers different
services & it also
introduces new services
which helps company in
making different
packages and make
changes in packages
according to the
requirements of services
by customers.
Place- Change in
packages helps company
in providing different
packages according to the
Marketing manager of
Wai Ora Outdoor
Adventure's is
responsible to check the
packages provided
company is in
accordance with needs
& requirement or not
and make changes in
packages accordingly.
Marketing manager is
also responsible to make
new packages which
attracts
customers(Kotler,
Makens and Baloglu,
2017).
4-6
mont
hs
500 to
1000
dollars

needs of different areas.
Promotion strategies-
WOOA promotes its
changing package
services by using online
websites which includes
Instagram &
Facebook(Cohen, 2015).
TASK 6
a) New organisational chart that suits new year financial figures and budget
This is the model which will suit for the business in new growth phase and this model
help in the smooth functioning of the organisation. In this model there has been change in the
structure of the chart as compared to the previous chart and certain roles and responsibilities has
been added within the structure of the model. Entire model follows the divisional structure which
has become complex as roles and responsibilities has been for the employees in a structure. Max
Chong is the President which remains unchanged but Penny Chong has been sifted to be
manager who will manage the entire functions of tourism process. She will head four
departments such as Finance department that will be headed by Manpreet Singh, Marketing
department which will be headed by Patrick Neal who has an experience technology and will

also be responsible for digital marketing. Another department is Maintenance department which
will be headed by Jack Mitchell which is the most experienced employee and he will be head of
two most vital departments i.e. Help Desk and Drive team leader. Another department which is
added to the structure is Operations department which will be headed by Ian Hanson under
which there are two Guide leaders which lead their guide teams.
This structure will prove beneficial for the growth as it will allow the entire team to focus
on the entire single service and it will also support the strategic objectives (Huml, 2018). Having
the president will make divisions to receive the resources and guidance will come from top to
lower levels of the management. This will also help in developing a common culture which
increase the performance of the employees and it is preferable to have services dispersed within
multiple departments of the organisation (Lee, Kozlenkova & Palmatier, 2015).
b) Kotter's and Lewin's Model of change
Kotter's model of change: It includes 8 steps which can be implemented for the change in the
organisational chart which includes
Step 1-Creating Urgency: this can be done by highlighting the potential threats like loss within
the business and making the employees to understand the potential opportunities.
Step 2-Developing a team: Identifying the effective change leaders which will help in building
a strong team (Small, A & et.al., 2016).
Step 3-Developing a vision and strategy: The change within the organisational chart is made
for the purpose such for growth and should develop a strategy for achieving the growth which
can be done by new organisational chart.
Step 4-Communicating the vision: Change in the vision should be communicated convincingly
and powerfully which will motivate the employees towards the change.
Step 5-Remove obstacles: Ensure that while developing a chart or implementing the model any
kind of hurdles should be addresses and problems should be minimised.
Step 6-Creating short term Wins: Creating short term wins in the early stage of change process
can give a feel of victory (Kotter's 8 Step Process, 2019).
Step 7-Consolidating Gains: Make the continuous improvements by analysing the individual
performance after implementing the model.
Step 8-Anchoring change: Ensuring the changes made in the model becomes the integral part
and should be visible within the every departments.

Lewin's Model of change: This model is based on 3 step process which will help in
implementing the model within the organisation it includes:
Unfreeze stage: In the stage people should be made realise that something is going to change
and employees are dealing with the strong emotions like denials, impatience and doubt and at
this stage it is advisable to involve the employees so that they can take positive approach towards
the change process.
Change Stage: It is the stage at which change is implemented and this is referred as move stage
and it done by implementing the change in a short time so that people can become aware of
importance of the change (Archer, Fuller, Cox, & Swearingen, 2019).
Refreeze stage: It is the change is solidified which means change in the model is implemented
permanently
TASK 7
a) Aspects needed to be considered by WOOA
There are the various aspects which WOOA needs to be considered if it want to be the
prominent part of tourism are it should provide the best hospitality services to the tourists which
will be to bring delight to the tourists and make their experience good. It should provide all the
necessary benefits to the tourists which keep them attracted so they can visit again and again
(About the Tourism, 2019.). It should improve the security levels in order to provide the security
to the tourists. It should provide the adventurous experience to the tourists which come to
experience the destination. Another aspect is food and beverage which is the important part of
tourism, it should serve the nutritious food with good quality to the tourists. With providing the
quality food it should provide the rooms which are well furnished and attractive for the hosts
which will be able to improve their experience (Mason, (2015). Also, another aspect is the
transportation facilitates which it has to provide to the guests for the various destinations in order
to improve their experience. So, these are the aspects which needs to be considered in order
beome one of the prominent part of the Maori Tourism sector.
b) Two key suggestions WOOA could develop their interest in Maori Tourism
One of the key suggestions is that Maori tourism sector is flourishing and it provides the
huge economic opportunity for WOOA as it is tourism forms the major part of the Maori
economy which even benefits entire New Zealand. So, achieving the huge profits is the best
suggestion for WOOA for developing an interest in Maori tourism. Even in the recent study of

University of Canterbury which pointed that Maori tourism is continuously providing
opportunities as number of tourists are increasing year after year which are attracted by the
Maori culture.
Another key suggestion is that WOOA can build a strong organisation which is toatly
based on the Maori culture which increase the value of the organisation for enhancing the Maori
culture. With this it can help in building the capability of Maori tourism business which in turn
will benefit WOOA. This is another key suggestion for taking interest in Maori tourism and they
can raise the awareness of Maori tourism products.
b) Model used to evaluate business and personnel to determine cultural awareness and
competencies
In the present scenario it is important for the companies especially for the tourism
companies to be aware of different culture and to have the competence in order to achieve the
ability to provide the effective tourism services. Also, it is important for tourism company to
work within the cultural context of family, individual or community which come from diverse
cultural backgrounds. WOOA can use the model of Cultural competence in order to determine
the cultural awareness and competencies, as the term cultural competence simply refers to the
issues which is sensitive to culture, sexual orientation, race, gender, etc (Shen, 2015). There are
four components of the models by which WOOA can determine the competencies are as follows:
Cultural awareness: It is the process by which the business and personnels become aware of
culture and become sensitive to the values, lifestyles, problem solving strategies and practices of
other cultures.
Cultural Knowledge: In this process both business and personnels have to seek out and obtain
the education about the various cultures of the world as its goal is to become aware or familiar
with the culturally diverse groups.
Cultural Skills: Its is the ability to work alongside with people which belong to different
cultures, attitudes and behaviours and it is important to do so effectively.
Cultural Encounter: It involves the interactions and contacts of various types of the people which
belong to different cultural backgrounds and it typically refers the social relations, objects and
places which needs to be acquired by business and personnels without making any conflict.
So this model can be used by WOOA in order to determine the cultural competence and
gain cultural awareness which can be beneficial for the company, and this will help in operating

the business successfully (Olaussen & Renzaho, 2016). With the help of this model it can face
the challenges of cultural differences and can mitigate them easily.
CONCLUSION
This report outlined three adventures areas where company can grow its operations.
Further, this report conclude two areas of Maori tourism and develop a questionnaire survey for
market opportunity. Furthermore, this report outlined ways of improving performance of firm in
existing business. Moreover, this report summarises key areas needed to change and
recommendation regarding change. Further, this report outlined benefits of introduction of new
areas in business. Furthermore, this report concludes issues & recommendation on resolving the
issues. Moreover, this report outlined a marketing plan. Further, this report concluded new
organisational structure of firm. At last, this report outlined two models for change in structure of
organisation. It can also be concluded from the report that divisional organisational structure can
suitable for the business which can help business to grow. Present report also concludes that
there has been a significant change within the role and responsibilities of the staff and to
implement the change in a successful manner two models of change is used. It can also be
concluded from the report that there are various aspects for WOOA which it need to consider in
order to be more prominent in the Maori Tourism sector.

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