Tourism in Botswana Essay

8647 WordsMay 12, 201435 Pages
BUKAKHWE CULTURAL CONSERVATION TRUST BUSHMAN TRADITIONAL VILLAGE “Ancient in the new worlD” BUSINESS PLAN Prepared by: Conservation International P.O. Box 448, Maun, Botswana July, 2000 TABLE OF CONTENTS TABLE OF CONTENTS b EXECUTIVE SUMMARY 1 SUMMARY OF THE PROJECT 1 SUMMARY OF THE BUSINESS 1 MISSION STATEMENT 1 OBJECTIVES 1 KEYS TO SUCCESS 2 BUSINESS GOALS 2 CAPITAL REQUIREMENTS 2 STRATEGIC ACTIONS 3 DESCRIBING THE INDUSTRY 4 TOURISM IN SOUTHERN AFRICA 4 TOURISM IN BOTSWANA 4 MARKET SEGMENTATION 4 Segment “A” Customers 4 Segment “B” Customers 5 COMPETITIVE ANALYSIS 5 Industry Structure in the Okavango 5 Distribution Channels 5 Cultural Tourism Product Life Cycle 6 Strategic Competitive Group 6 ENVIRONMENTAL THREATS 8 Community Political Issues 8 Increased Competition 8 Lose of Marketing Support 8 Political Unrest 8 ENVIRONMENTAL OPPORTUNITIES 8 Few competitors 8 Customer demand 9 Government and institutional support 9 BUSINESS DESCRIPTION 10 BACKGROUND 10 MISSION STATEMENT 10 OBJECTIVES 10 COMPANY STRUCTURE 10 Ownership 10 Management (1 Full time) 10 Interpretive and Customer Service Staff (1 Full time + 4 part time) 11 Performing Talent (20 part time) 11 Support Staff (10 full time) 11 STAFF WELFARE 11 TRAINING PLAN 11 PRODUCT DESCRIPTION 11 Who are Bushmen? 11 The Traditional Village 12 Accommodation 12 Activities 12 INTERNAL ANALYSIS 13 STRENGTHS 13 A Unique Experience 13 Professional Marketing Support 13 Strong Financial Backup 13 Technical Support Assured 14 WEAKNESSES 14 Accessibility 14 Complex and Untested Logistics 14 Inexperience in the Land Adjudication Process 14 The Community is Politically Weak 14 ENVIRONMENTAL IMPACT ANALYSIS 14 MARKETING PLAN 17 RELEVANT ISSUE ANALYSIS 17 Strengths,

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