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Black Water Rafting, Internal And External Environment. Strategic Management

8971 words - 36 pages

1. IntroductionThe following report illustrates the development of Black Water Rafting which is an adventure cave tubing trip company in the district of Waitamo, New Zealand. BWR was created in October on 1987 by John Ash who was 52 and Peter Chandler who was 37 as the New Zealand's first cave tubing/rafting tour.The report will initially analyse the organisation's non-existent mission statement. Following this it appreciate the internal and external context of the business demonstrating the analysis of the resources and environment that the organisation has. Following this, future potential strategies will be identified.Concluding the report…2. Internal environment2.1. Mission ...view middle of the document...

" (Black Water Rating Ltd- 1999, University of Manitoba)According to Johnson & Scholes (1999) in the mission should be a statement of the key values of the organisation and BWR has these core values:Non-negotiable safety of clients and guides, conservation and sustainable management of resources, superior personal and professional service to clients, development of unique and innovative products and an enjoyable, challenging and rewarding employment environment. A business culture which is flexible, never bureaucratic and has a sense of history, honesty, integrity and ethics in all aspects of business and support for the Waitomo community in which the company operates.It has to be said that the fact that BWR does not have a mission does not mean it is not a serious organisation due to the very strong culture that it possesses.2.2. StakeholdersAccording to Johnson & Scholes (2002, p. 206) "Stakeholders are those individuals or groups who depend on the organisation to fulfil their own goal and on whom, in turn, the organisation depends"There are different types of stakeholders:Internal stakeholders, which are the employees, shareholders and managers.External stakeholders that can be subdivided in two categories. These are the market place stakeholders and other external stakeholders:The Market Place Stakeholders include the clients/customers, suppliers and competitors.In Other External Stakeholders it is possible to find government institutions, financial institutions, trade unions, employers unions and pressure groups.Low Interest High Interest
Minimal Effort

Keep Informed
Employees (Staff)
Competitors (directs and substitutes)
Suppliers (catering, material, etc)

Keep Satisfied
Loyal customers

Key Players
Owners/ Managers
Museum of caves
NZ Government
Waitomo District and regional Council

The bank is located in "minimal effort" because BWR has a positive financial performance; they have paid all their long term debts and they changed their mortgage in order to make the company's payments easier. BWR have a priority on loan repayment.For BWR it is possible to divide competitors into two categories - substitutes and direct competitors- located in the same square. (See previous page)Direct competitors, which are at the moment 4 companies, are located in "keep informed". They have a vested interest in BWR due to it is the leader in the cave tubing market, although they do not have "high power" in the company.Substitutive competitors focused on adventure tourism activities which can lead to a potential chance of partnership or a marketing agreement between BWR and these companies.Suppliers are located in "keep informed". Although they are interested in BWR, for the company this is not essential as it would be possible to find other companies that offer the same products and services.Employees have "high interest" but at the moment "low power", although in the future this power might be increased if the managers...

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