734 Kenya Tourism

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GlobalCountryStudyReport

On

TourismIndustry of Kenya

Business Opportunities for

Gujarat

/

India

Submittedto:-

GUJRATTECNOLGICALUNIVERSITY

InstituteName:MarwadiEducationFoundations Groupof

InstituteFacultyof Management

InstituteCode:734

Underthe Guidance of

Prof.MEERAMODI

Assistant Professor

InpartialFulfillment of the Requirement of theawardof the

degree of

MasterofBusiness Administration(MBA)

OfferedBy

Gujarat TechnologicalUniversity

Ahmedabad

Prepared

by:Students of

MBA(Semester-IV)

GroupNo.:7

Month&Year: May,2014

1


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Institute Certificate

Certified that this Global Country Study and Report T itled

Tourism Industry of Kenya Business Opportunities for Gujarat /

India is the bonafide !or" of atta#hed student list !ith

enrollment numbers$ !ho ha%e #arried out their resear#h under

my/our super%ision& 'e also #ertify further$ that to the best of my

"no!led(e the !or" reported herein does not form part of any other

proje#t report or dissertation on the basis of !hi#h a de(ree or a!ard!as #onferred on an earlier o##asion on this or any other

#andidate& I/!e ha%e also #he#"ed the pla(iarism e)tent of this

report !hi#h is 13.8 *& and the separate pla(iarism report in the

form of html /pdf file is en#losed !ith this&


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PREFACE

+s part of our ,B+ pro(ramme$ !e ha%e been assi(ned !ith some pra#ti#al and

theoreti#al proje#t !or"$ !hi#h are #alled Global/ #ountry study report& In partial

fulfillment of the proje#t$ !e ha%e prepared a #ountry study report on TOURIS

I!"USTR# OF $E!#A%&usiness O''(rtunitiesf(r )u*arat+I!"IA.

Study of the mana(ement !ill be immaterial if it is not #oupled !ith study of pra#ti#al

aspe#t of the business& It (i%es student opportunity to learn the #onne#tion bet!een

#omparison and e)e#ution to test and %erify appli#ation of theories and pra#ti#al& The

study (i%es a #han#e to "no! about industries$ trade relations$ fa#tors affe#tin(

e#onomy and %arious aspe#t of startin( business in Kenya&

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Ac-n(/e0e2ent

I !ould li"e to a#"no!led(e %i#e #han#ellor of Gujarat Te#hnolo(i#al -ni%ersity

,r& +"shai +(ra%al for (i%in( us an opportunity to (et e)posure and a#"no!led(e of

international mar"et and (lobal business throu(h this (lobal #ountry study report& 'e

are also heartily than"ful to GCR #oordinator S. eera2(0 for his all.time support&

I !ould li"e to a#"no!led(e and e)tend my heartfelt (ratitude to our respe#tful

ean r. S. Cinna2 rea0 for pro%idin( his %aluable input and (i%in( us spe#ifi#

I !ould li"e to a#"no!led(e the respe#ti%e fa#ulty (uide Pr(f.Fa/uni Se/ani

(i%en us an a#ti%e support and !ho has stand li"e pillars for #on#rete Global Country

Study report&

11


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Sr.n(.

A

&

1

3

4

5

6

7

8

9

1,

11

1

13

14

15

ist (f C(ntents

Particu/ars

SUAR# OF PART1 SE. 3

SUAR# OF PART SE%4

O:er:ie(fT(uris2 inIn0ia

O:er:ie(f$enaT(uris2

Intr(0ucti(n(f#atra.c(2P:t.t0.

S;OTAna/sis(f#atra.c(2

Intr(0ucti(n(f SA!$ARA


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E@ecuti:e Su22ar SE% III

The Global /Country Study Report onKENY!

COU!TR#0 K123+

CAPITA0 2+IROBI

OFFICIA A!A)UA)E0 12G4IS5$ S'+5I4I

!ATIO!AIT#0K123+2

AREA OF $E!#A678$9:; Km&

13


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14


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General

The Republi# of Kenya is an e?uatorial nation on the #oast of 1ast +fri#a$ nei(hborin(

Somalia$ 1thiopia$ Sudan$ -(anda$ Tan@ania$ and the Indian O#ean& Kenya has se%en

administrati%e pro%in#es plus the 2airobi +rea& Aro%in#es are further di%ided into

distri#ts& Kenya is a one.party state !ith 1)e#uti%e$ 4e(islati%e$ and udi#ial bran#hes&The Aresident is head of (o%ernment and #hief of state&

Kenyas population of more than 98 million is (ro!in( at an annual rate of


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2utrition pro(rams are based at the distri#t le%el& Some distri#ts ha%e implemented the

-2IC1 CS =Child Sur%i%al and e%elopment> pro(ram$ and some ha%e formed or

proposed nutrition sub.#ommittees of the istri#t e%elopment Committees =C>& In

other distri#ts$ %arious 2GOs #arry out nutrition a#ti%ities&

Kenyas main food #rops are mai@e$ !heat$ pulses$ roots and tubers& =+O> The normal

lean season is in une and uly& Se%ere drou(ht in 8;;;. In 8;;:$ Kenya imported 8


18/85

)!P 'er ca'ita at PPP

)!P annua/ r(t rate

&e/( internati(na/ '(:ert /ine

B1+0a

iterac

emales

,ales

)r(ss 'ri2ar sc((/ enr(//2ent (f

ae r(u'

emales

,ales

)r(ss sec(n0arsc((/ enr(//2ent (f

ae r(u'

emales

,ales

)(:ern2ent ?u0et s'ent (n

1du#ation

5ealth

So#ial Ser%i#es Total

IR 0eats 'er 1D,,, /i:e ?irts

Un0erfi:e (rta/it Rate 'er 1D,,,

eas/es i22uniati(n 1ear(/0s

;D6

:&8*


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R 0eats 'er 1,,D,,, /i:e ?irts

TFR ci/0ren 'er (2an

'renant (2enrecei:inA!C fr(2

0(ct(r (r (ter traine0 (r-er

?irts atten0e0 ? 0(ct(r (r traine0

nurse (r 2i0ife

?irts atten0e0 ? ?irt atten0ant

Pre:a/ence (f a0u/ts /i:in it AI"S

P('u/ati(n it access t( i2'r(:e0

sanitati(n

6;: =8;;:.8;;7>

9&6

DD

6:&6

86

89&;6*

;E

P('u/ati(n it access i2'r(:e0 ater 7D

E@'en0iture (n ea/t (f t(ta/ fr(2 Pu?/ic S(urces

EH&8

;eit+Ae G % sc(re

Grams meat a%ailable =(/person/day>

8;6;


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Grams fish and seafood a%ailable

=(/person/day>

TOURIS OF I!"IA

7&<


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medi#al$ business$ edu#ational and sports tourism&

+sian #ountry may be a (iant #ountry and has ni#e potential for (ro!th in business

enterprise& The e#onomi# pro#ess !ill be in#reased !ith the (ro!th in business

enterprise& +s !ell as this trade (uarantees sensible infrastru#ture de%elopment and

hi(h employment&

'e tend to li%e in #ountry that additionally #ommands +tithi e%o Bha%&

Aeople from a#ross the planet #urrently #ome ba#" to +sian #ountry for !ritin($ yo(a

and mediT+Kion in Rishi"esh$ -ttaran#hal thats pra#ti#ed sin#e #enturies& In truth +sian

#ountry has ?ui#" emer(ed as a health business enterprise destination o!in( to these&

Sin#e past$ +sian #ountry has been (lorious for its spirituality and yo(a toleran#e and its

se#ular #hara#ter& +sian #ountry is termed the M3o(a.BhoomiM and therefore the entree

to the hea%ens&

+sian #ountry is internationally noted for its an#ient healin( pra#ti#es and different

therapies& or o%er thousands of years #urrently$ !e%e (ot follo!ed our o!n nati%e

healin( systems and mediT+Ki%e pra#ti#es li"e !ritin($ treatment$ and Aani# 5ealin( to#all simply some& its no surprise then that indi%iduals from e%ery!here the planet

s?uare measure turnin( to the Indian sub #ontinent for steerin( to!ards a lot of

spiritually satisfyin( approa#h of life&

,ajority of forei(n tourists %isitin( Rishi"esh belie%e that spiritual pla#es pro%ides a

pea#e of mind and that they feel spiritually happy& Thats !hy they li"e to #reate their

%isits to spiritual pla#es instead of darin($ histori#al or e)oti# sites&

Kenyas e#onomi# pro#ess has #reated opportunities for -&S& firms durin( a %ariety of

infrastru#ture se#tors$ to(ether !ith po!er$ tele#ommuni#ations$ and rene!able ener(y&

Kenyan #ustomers s?uare measure ma"in( opportunities for brand span"in( ne! sales

1


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of -&S& medi#al mer#handise$ #osmeti#s$ se#urity instrumenT+Kion$ food supplements

and a#ademi# ser%i#es& Kin(dom of Kenya additionally #ontinues to seem for -&S&

suppliers of automoti%e a##essories$ defense instrumenT+Kion$ broad#ast

instrumenT+Kion$ food pro#ess and pa#"a(in( instrumenT+Kion$ and en%ironmental

te#hnolo(y&

Tourism may be a boomin( trade in +sian #ountry& 'ith the amount of domesti# and

international tourists risin( on#e a year$ this is often one hot se#tor entrepreneurs

should spe#iali@e in& +sian #ountry !ith its %arious #ulture and !ealthy herita(e in#ludes

a heap to supply to forei(n tourists& Bea#hes$ hill sT+Kions$ herita(e sites$ life and rural

life$ +sian #ountry has e%erythin( tourists s?uare measure lon(in( for&

But this se#tor isnt !ell union& +sian #ountry la#"s trained professionals !ithin the

business enterprise and !el#ome se#tors& +ny business durin( this se#tor #an thri%e

!ithin the lon(.standin( time be#ause the demand injures to (ro! on#e a year& orei(n

tra%eler arri%als throu(hout anuary.,ar#h !ere fifteen&E9hundred thousand !ith a rate

of t!el%e&7 per#ent$ #ompared to thirteen&7E hundred thousand throu(hout the primary

9 months last year&


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T(uris2 (f

In0ia

E@ecuti:e Su22ar Part %

'TTC has named India as one of the fastest.(ro!in( tourist destinations in the !orld

for the ne)t 8:.86 years& rom 88 million tra%elers in


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T(uris2 in $ena

Kenya offers many %aried attra#tions& These in#lude di%in( sites$ sandy bea#hes$

hundreds of tropi#al islands$ ni(ht.life$ ar#haeolo(i#al sites$ museums$ hill tribes$

e)#eptional flora and bird life$ pala#es$ a lar(e number of Buddhist temples and

se%eral 'orld 5erita(e sites& ,any tourists follo! #ourses durin( their stay in Kenya&

Aopular are #lasses in Kenyan #oo"in($ Buddhism and traditional Kenyan massa(e&

or years$ Kenya has been ran"ed amon( the top tourist destinations of the !orld$

!ith about 6:* of tourists #omin( from 1ast +sia$ follo!ed by 1urope and +meri#a&

,ost forei(n tourists #hoose to tour Ban("o"$ follo!ed by the South and the #entral

re(ion$ !hile Kenyan tourists prefer tourin( the #entral re(ion$ follo!ed by the

2ortheast&

8& 1#otourism


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Intr(0ucti(n (f #atra.c(2 P:t. t0.

3atraom is Indias leadin( online tra%el #ompany& Aositioned as a brand Creatin(

5appy Tra%ellers$ it pro%ides information$ pri#in($ a%ailability$ and boo"in( fa#ility

for domesti# and international air tra%el$ rail!ay reser%ation$ hotel boo"in(s$ holiday

pa#"a(es$ buses$ and #ar rentals& 'e offer a host of tra%el ser%i#es desi(ned to ma"e

business and leisure tra%el easier&

3atra is a one stop shop for all tra%el related ser%i#es&

International L domesti# air ti#"et boo"in($ hotel reser%ations and #ar rentals

Jisa and Aassport fa#iliT+Kion$ RRO and orei(n e)#han(e ser%i#es

+ leadin( #onsolidator of tra%el produ#ts$ 3atraom pro%ides reser%ation fa#ility

for more than 6$::: hotels a#ross 99E #ities in India and o%er ;:$::: hotels

around the !orld&

Throu(h #ontinued e)#ellen#e in pro%idin( tra%el solutions$ responses to boo"in(

tra%el online throu(h 3atraom ha%e also rea#hed ne! hei(hts !ith the

#ompany doin(


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;ea-ness

-nable to attra#t #ustomers !ho are not internet sa%%y&

Relu#tan#e in #ustomers to a%ail boo"in(s throu(h online payments

#ompetiti%e mar"et

O''(rtunit

Customers #urrently usin( traditional methods of boo"in(s

Offer better tra%el pa#"a(es in line !ith #ustomer e)pe#T+Kion&

-ntapped se#tions of international tourism mar"et

Gro!in( (lobal mar"ets&

Treats

Aossible la#" of #o.ordination !ith tourism entities

Aresent #ompetitors ha%in( substantial mar"et share

2e!ly emer(in( online boo"in( portals !ith better offerin(s

in#reasin( #osts

Intr(0ucti(n (f SA!$ARA


27/85

to the heart of the ri#h #ulture and history of Kenya by surroundin( them in the

atmosphere of a traditional Kenyan %illa(e& 'e hi(hli(hted the e)perien#e !ith

intera#ti%e immersions in the #ulture of the destination$ throu(h #oo"in( #ourses$ fruit

#ar%in( demonstrations$ a !ee"ly floatin( mar"et and e%en instru#tion in the traditional

martial art of ,uay Kenyan&

Inspired by this su##ess and the positi%e feedba#" re#ei%ed from their (uests !orld!ide$

San"ara is proud to be brin(in( our uni?ue brand of laid.ba#" lu)ury$ intuiti%e ser%i#e

and sense of dis#o%ery to more breathta"in( destinations a#ross +sia&

S.;.O.T. A!A#SISOF SA!$ARA


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to be#ome an international brand alon( !ith a hu(e sum of forei(n re%enue&

Treats

International hotel #hains enterin( in Kenya mar"et

1#onomy flu#tuations affe#t tourism

omesti# #ompetition

ar-et O''(rtunities in $ena

+##ordin( to the Tourism +uthority of Kenya$ 66* of the tourists in


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Ca//enes =Ris- Ass(ciate0 it te C(2'an

8& ,ana(ement #oordination #osts

9


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Res(urces re>uire0 t( ta'te &usiness O''(rtunitin$ena

Ris" ,ana(ement

1ffi#ient Internal Control Systems

5uman Resour#es and Industrial Relations Ahysi#al Resour#es

1motional Resour#es

Strate(y

Alannin(

inan#e

5ospitality ,indset

Fin0ins =Resu/ts

India is ha%in( liberal poli#y for tourism so it is a (reat opportunity of the #ompany

for in%est or e)pand their ser%i#es in more #ountry&

The (o%ernments in%estment in tourism su#h as hi(h!ays$ hotels and tourism @one

in Kenya$ eastern and !estern seaside !ill mean that the future of Kenya tourism is

bri(ht&

So#ial net!or"in( L mobile internet are in in#reasin( trends in o%erall !orld&

In Kenya the internet is already a for#e to be re#o(ni@ed in terms of tourism

mar"etin(&

If !e #ompare the internet mar"etin( in tourism of both india and Kenya then !e

find that india is ha%in( lar(est online mar"et as #ompare to Kenya&

CO!CUSIO!

There is hu(e demand and tremendous potential for leisure tourism se(ment in the

Kenya destination$ proper strate(y implemenT+Kion plan is need for business plan&

3,


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T(uris2 O:er:ieinIn0ia

The laun#h of In#redible India #ampai(n in the last de#ade resulted in a %isible spurt in

the flo! of forei(n tourists into India and earnin(s there from =see Charts for T+s and

11 belo!>$ !hi#h (re! at double di(it rates until the onset of the finan#ial #risis in

predi#ted that T+s !ill #ross 88 million by


32/85

ebruary


33/85

tourists& This is refle#ted in the spurt in (lobal tourist inflo!s sin#e


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urin( the period anuary.ebruary


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T(uris2 Pr(0uct (fIn0ia

The reason !hy India has been doin( !ell in all types of tourism in India is that India has

al!ays been "no!n for its hospitality$ uni?ueness$ and #harm N attributes that ha%e

been attra#tin( forei(n tra%elers to India in hordes& The Indian (o%ernment$ in order to

boost tourism of %arious "inds in India$ has set up the ,inistry of Tourism and Culture&

This ministry re#ently laun#hed a #ampai(n #alled In#redible IndiaP in order to

en#oura(e different types of tourism in India&

The di%ersity that India is famous for$ ensures that there is somethin( to do for all

tourists in India$ no matter !hat their interests&

A0:enture t(uris2

+s a "ind of tourism in India$ ad%enture tourism has re#ently (ro!n in India& This in%ol%es

e)ploration of remote areas and e)oti# lo#ales and en(a(in( in %arious a#ti%ities& or

ad%enture tourism in India$ tourists prefer to (o for tre""in( to pla#es li"e 4ada"h$

Si""im$ and 5imalaya& 5ima#hal Aradesh and ammu and Kashmir are popular for the

s"iin( fa#ilities they offer& 'hite!ater raftin( is also #at#hin( on in India and tourists

flo#" to pla#es su#h as -ttran#hal$ +ssam$ and +runa#hal Aradesh for this adrenalin.

pa#"ed a#ti%ity&

;i/0/ifet(uris2

India has a ri#h forest #o%er !hi#h has some beautiful and e)oti# spe#ies of !ildlife N

some of !hi#h that are e%en endan(ered and %ery rare& This has boosted !ildlife

tourism in India& The pla#es !here a forei(n tourist #an (o for !ildlife tourism in India

are the Saris"a 'ildlife San#tuary$ Keoladeo Ghana 2ational Aar"$ and Corbett 2ational

Aar"&

35


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e0ica/ t(uris2

Tourists from all o%er the !orld ha%e been thron(in( India to a%ail themsel%es of #ost.

effe#ti%e but superior ?uality health#are in terms of sur(i#al pro#edures and (eneral

medi#al attention& There are se%eral medi#al institutes in the #ountry that #ater to

forei(n patients and impart top.?uality health#are at a fra#tion of !hat it !ould ha%e

#ost in de%eloped nations su#h as -S+ and -K& It is e)pe#ted that medi#al tourism in

India !ill hold a %alue around -S < billion by


37/85

tourism in India$ pil(rima(e tourism is in#reasin( most rapidly& The %arious pla#es for

tourists to %isit in India for pil(rima(e are Jaishno e%i$ Golden temple$ Char ham$ and

,athura Jrinda%an&

Ec(t(uris2

+mon( the types of tourism in India$ e#otourism ha%e (ro!n re#ently& 1#otourism entails

the sustainable preser%ation of a naturally endo!ed area or re(ion& This is be#omin(

more and more si(nifi#ant for the e#olo(i#al de%elopment of all re(ions that ha%e tourist

%alue& or e#otourism in India$ tourists #an (o to pla#es su#h as Ka@iran(a 2ational Aar"$

Gir 2ational Aar"$ and Kanha 2ational Aar"&

Cu/tura/t(uris2

India is "no!n for its ri#h #ultural herita(e and an element of mysti#ism$ !hi#h is !hy

tourists #ome to India to e)perien#e it for themsel%es& The %arious fairs and festi%als that

tourists #an %isit in India are the Aush"ar fair$ Taj ,ahotsa%$ and Suraj Kund mela&

37


38/85

)(/f T(uris2

India has se%eral (olf #ourses of international standards& urther$ (olf e%ents held in

India also attra#t domesti# and international tourists& 'ith international tourists

e)pe#ted to (ro! in the ne)t fe! years$ it is important that India has the ri(ht produ#t to

meet the need of the %isitors&

P(/( T(uris2

India has ri#h histori#al ties !ith many of the sportin( traditions in#ludin( Aolo& The

(ame of Aolo ori(inated in India is one of the fe! #ountries in the !orld !here this (ame

is still preser%ed and pra#ti#ed& The Kol"ata Aolo Club is the oldest Aolo #lub in the !orld

and is 86: year old& Therefore Aolo #an ri(htly be termed as M5erita(e SportsM of India&

Rura/ T(uris2

The de%elopment of infrastru#ture in rural areas ha%in( potential for tourism is bein(

supported under the e)istin( s#heme of destination de%elopment& The obje#ti%e is to

sho!#ase rural life$ art$ #ulture and herita(e at rural lo#ations and in %illa(es$ !hi#h ha%e

#ore #ompeten#e in art L #raft$ handloom$ and te)tiles as also an asset base in the

natural en%ironment& The intention is to benefit the lo#al #ommunity e#onomi#ally and

so#ially as !ell as enable intera#tion bet!een tourists and lo#al population for a

mutually enri#hin( e)perien#e&

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Cruise T(uris2

Cruise Shippin( is one of the most dynami# and fastest (ro!in( #omponents of the leisure

industry !orld!ide& It is fast emer(in( as a ne! mar"etable produ#t& India !ith its %ast and

beautiful #oastline$ %ir(in forests and undisturbed idylli# islands$ ri#h histori#al and #ultural

herita(e$ #an be a fabulous tourist destination for #ruise tourists& 'ith the Indian e#onomy

de%elopin( at a steady pa#e$ middle #lass (ro!in( in number and in#reasin(ly possessin(

disposal in#omes !hi#h #ould be spent on leisure a#ti%ities$ Indians #ould also ta"e on #ruise

shippin( in a bi( !ay&

!e Accessi?/e T(uris2

Aeople !ith different abilities and older persons are no! be#omin( a (ro!in( (roup of

#onsumers of tra%el$ sports and other leisure.oriented produ#ts and ser%i#es& In an effort to

tap the potential of this (roup for promotion of tourist destinations in the #ountry$ the

,inistry of Tourism has ta"en an initiati%e to ma"e tourist destinations barrier.free&

Guidelines ha%e been issued for ma"in( the tourist.fa#ilities !hi#h are bein( #reated !ith

#entral finan#ial assistan#e$ barrier.free&

Sect(rOut/((-'TTC has named India as one of the fastest.(ro!in( tourist destinations

in the !orld for the ne)t 8:.86 years& rom 88 million tra%elers in


40/85

$enas T(uris2 In0ustr

TOURIS I!"USTR#(f $ena

SAFARI

Kenyas e#onomi# freedom s#ore is 6D&6$ ma"in( its e#onomy the 8:9rd freest in the


41/85

-nited Kin(dom$ the 2etherlands$ Bel(ium and South +fri#a are the main in%estor

#ountries&

T(uris2 'r(0uct (f $ena

Ec(t(uris2

Kenya abounds in pristine natural attra#tions$ in a surprisin( di%ersity of forms$

embra#in( forests$ mountains$ !aterfalls$ ri%ers$ and seas#apes$ as !ell as islands lar(e

and small$ all of !hi#h suit ad%enture tourism a#ti%ities su#h as ro#" #limbin($ ridin( the

rapids$ and di%in(& They #an also a##ommodate e#olo(i#al tourism$ from tre""in( to bird

!at#hin($ and they #an learn about the !ays of life shared by humans and animals at

%arious elephant #enters& +(ri#ultural tourism$ another industry on the rise$ in#lude su#h

a#ti%ities as %isits to or#hards$ tea planT+Kions$ and %ineyards&

C(nser:ati(n t(uris2

Conser%ation tourism is a (ro!in( trend$ be#ause of the (lobal !armin( phenomenon&

+nd the uni?ueness of Kenyas natural and #ultural resour#es helps ma"e both %isitors

and hosts "eenly a!are of the need to #onser%e and preser%e the !orld they are passin(

on& or this type of tourism$ %isitors tour natural and #ultural sites !ith a sense of

responsibilityF their obje#ti%es are to learn about and enjoy the destinations$ as !ell as

#reate opportunities for residents and the Kenyan e#onomy$ so that resour#es of the

#ountry are used sustainably&


42/85

be felt$ or the ar#heolo(i#al sites of Ban Chian( and the inosaur ,useum$ !hi#h ta"e

%isitors ba#" to an#ient times&

Cu/tura/t(uris2

Tourists find mu#h of interest in Kenyan art and #ulture& Therefore$ numerous attra#tions

in Kenya (i%e tourists the opportunities to learn about Kenyan #ulture$ in#ludin( the

lifestyle of residents or ethni# hill tribes by leadin( the same !ay of life$ pra#ti#in( #rafts

or a(ri#ulture throu(h the home.stay a##ommodations$ or e%en learnin( muayKenyan

bo)in( and Kenyan #oo"ery& ,any tourists spend days tourin( Buddhist temples andmuseums to see the important !or"s of art on %ie!&

Rest an0re/a@ati(n t(uris2

'hether rela)in( in nature$ or restin( to enjoy the #on%enien#e of the a##ommodations$

tourists may simply ta"e a lon($ tran?uil sojourn in Kenya$ !ith di%erse beautiful

lands#apes perfe#t for pea#eful rela)ation$ !hether restin( in isolation to enjoy nature

by the sea$ on an island$ up on the mountain$ or enjoyin( fi%e.star ser%i#es at hotels and

resorts all o%er the #ountry&

Recreati(na/ t(uris2

The uni?ue art and #ulture of Kenya ha%e been #ombined !ith the ne! ad%an#es of the

modern !orld& Thus$ all "inds of #on%enien#es and fun.filled a#ti%ities are ready to

!el#ome tourists$ !ho$ apart from enjoyin( pea#eful rests$ #an also un!ind !ith e%ery

"ind of a#ti%ity a%ailable in Kenya$ !hether they find themsel%es at (olf #ourses$ @oos$

amusement par"s$ or ni(ht entertainment pla#es

4


43/85

S(''int(urs

Kenya offers an unbelie%able ran(e of mer#handise for tourists !ho !ant to shop to

their hearts deli(ht& There are !orld.famous brand.name produ#ts side by side !ith

Kenyan produ#ts$ Kenyan brands$ forei(n brands$ and lo#al fol" produ#ts$ all made

a%ailable at leadin( #ompartment stores$ alon( !al"in( streets$ !ee"end mar"ets$ or at

many %illa(es and to!ns$ not only in Ban("o"& Tourists #an enjoy shoppin( in all major

pro%in#es in Kenya$ all #omplete !ith forei(n and Kenyan (oods for their shoppin(

enjoyment&

T(urst(nei?(rinc(untries

Situated at the heart of Southeast +sia$ and ser%ed by e)#ellent #ommuni#ation systems$

on land$ !ater.borne$ and air.borne$ Kenya has an ed(e as a tra%el #enter for tourists$

!ho #an #hoose to tra%el in Kenya and ma"e a trip o%er to nei(hborin( #ountries$

in#ludin( the 4ao AR$ Cambodia$ ,alaysia$ ,yanmar$ or e%en J ietnam and China&

Festi:a/s an0E:ents

Kenya abounds in traditions and festi%als$ either as Kenyas o!n festi%als or international

festi%als mar"ed around the !orld$ #elebrated in su##ession throu(hout the year& The

e%ent that may refle#t Kenyanness the most is Son("ran or the traditional Kenyan 2e!

3ear$ !hi#h falls on 89 +pril ea#h year& Kenyans uphold their tradition of sprin"lin( !ater

as feli#iT+Kions for their elders$ merit.ma"in($ and alms.(i%in($ and the !ater.splashin(

has made the festi%al famous around the !orld& The other uni?uely Kenyan #elebration

is the 4oy Krathon( esti%al$ on the full moon ni(ht of the 8uisiti(n

3atraom has made three a#?uisitions till no!Qti#"et #onsolidator Tra%el Ser%i#es

International =TSI> in O#tober pro%ider

,a(i#Rooms&in$ and Indian e%ents and entertainment portal Bu@@InTo!nomQall for

undis#losed amounts& In une


46/85

Ser:ices (ffere0& #atra.c(2

3atra is a one stop shop for all tra%el related ser%i#es&

International L domesti# air ti#"et boo"in($ hotel reser%ations and #ar rentals


+ leadin( #onsolidator of tra%el produ#ts$ 3atraom pro%ides reser%ation fa#ility

for more than 6$::: hotels a#ross 99E #ities in India and o%er ;:$::: hotels

around the !orld&

Throu(h #ontinued e)#ellen#e in pro%idin( tra%el solutions$ responses to boo"in(

tra%el online throu(h 3atraom ha%e also rea#hed ne! hei(hts !ith the

#ompany doin(


47/85

Ser%i#e 4e%el a(reements and #ontra#tin(

Tra%el des" implemenT+Kion ser%i#es

3atras o!n Online Corporate Boo"in( Tool

3atra ,iles =re!ard points> on e%ery domesti# airline boo"in( that #ould be

redeemed for dis#ounts


edi#ated #ustomer #are ser%i#e L #orporate relationship mana(ement

Charters$ meet$ and (reet ser%i#es at airports =

Off shore ti#"etin(

uarterly re%ie! meets/Ser%i#e Camps/eedba#"

Cruise/5oliday/4eisure/+#ti%ities L 1%ents&

47


48/85

Strents

S.;.O.T. Ana/sis (f #atra.c(2

Aartnerships !ith reputed and reno!ned #ompanies

Aresen#e in the international business s#enario

Se#ure and trusted #hannel for fa#iliT+Kin( payments

Aro%ides ma)imum options in bud(et hotels$ tar(etin( middle #lass

3atra has the (ood produ#ts su#h as fli(hts$ #ruises$ hotels suites et# and !ell

%ersed and #ompetiti%e partners !hi#h has (rabbed the major mar"et of the

tra%el industry&

Corporate tour is (reat opportunity for 3atraom

Aro%ides reser%ation fa#ility for more than 9$7:: hotels a#ross 9:: #ities in India

and o%er ;:$::: hotels around the !orld

hi(h (ro!th rate

s"illed !or"for#e

Salman Khan as Brand 1ndorser/ +mbassador

;ea-ness

-nable to attra#t #ustomers !ho are not internet sa%%y&

Relu#tan#e in #ustomers to a%ail boo"in(s throu(h online payments

-n"no!n

48


49/85

IT is not fo#usin( on rural areas and Indian rail!ay net!or"&

4a#" of #orporate offi#es L small #ity offi#es a#ross the nation &

hi(h loan rates are possible

in%estments in resear#h and de%elopment

ta) stru#ture

#ompetiti%e mar"et

O''(rtunit

Customers #urrently usin( traditional methods of boo"in(s

Offer better tra%el pa#"a(es in line !ith #ustomer e)pe#T+Kion&

-ntapped se#tions of international tourism mar"et

(ro!th rates and profitability

in#ome le%el is at a #onstant in#rease

(ro!in( demand

(lobal mar"ets

Treats

Aossible la#" of #o.ordination !ith tourism entities

Aresent #ompetitors ha%in( substantial mar"et share

2e!ly emer(in( online boo"in( portals !ith better offerin(s

(lobal e#onomy

(ro!in( #ompetition and lo!er profitability

in#reasin( #osts

49


50/85

(o%ernment re(ulations

ta) #han(es

finan#ial #apa#ity

in#rease in labor #osts

5,


51/85

Intr(0ucti(n (f San-araD


52/85

Strent

S.;.O.T. A!A#SIS OF SA!$ARA


53/85

Openin( up some hotels in the international mar"et !ould (i%e it an opportunity

to be#ome an international brand alon( !ith a hu(e sum of forei(n re%enue&

Treats

International hotel #hains enterin( in Kenya mar"et&

1#onomy flu#tuations affe#t tourism&

omesti# #ompetition&

ar-et O''(rtunities in $ena

Tourism is a major e#onomi# fa#tor in the Kin(dom of Kenya$ #ontributin( an estimated

E&D* to Kenyas GA in


54/85

4ondon$ -nited Kin(dom =-K> and Aaris$ ran#e !ere se#ond and third respe#ti%ely&

+##ordin( to the Tourism +uthority of Kenya$ 66* of the tourists in


55/85

tourists& Runjuan Ton(rut$ the T+Ks dire#tor for 2orth and 1ast India$ Ban(ladesh$

Bhutan and 2epal$ says more than half of Indias population is less than


56/85

Te a:erae t(urist stas 1, 0as in $ena.


57/85

+s it #an be seen that the lots of tourism is #omin( in are from the 1ast +sian #ountries L

India&

So$ 3atraom ha%e (ood business opportunities to attra#t Indian tourist !ho

57


58/85

!ants to tra%el in Kenya$ Be#ause India is leadin( #ountry !ho %isited Kenya&

So$ 3atra&Com ha%e a opportunities to tie up !ith any 5otel L resort #ompany

be#ause as from the abo%e #hart !e #an analy@e that most of the Tra%ellers !ho

%isist Kenya spend their money mostly into a##ommodation L food&

So in%estin( into Kenya ood L +##omodation is not a 'ron( eal&

58


59/85

(0es(fEntrt(Internati(na/ ar-et

1. Strateic A//iances

+ strateic a//iance is an a(reement bet!een t!o or more parties to pursue a set of

a(reed upon obje#ti%es needed !hile remainin( independent or(ani@ations& This form of

#ooperation lies bet!een ,er(ers L +#?uisition ,L+ and or(ani# (ro!th&

Aartners may pro%ide the strate(i# allian#e !ith resour#es su#h as produ#ts$ distribution

#hannels$ manufa#turin( #apability$ proje#t fundin($ #apital e?uipment$ "no!led(e$

e)pertise$ or intelle#tual property& The allian#e is a #ooperation or #ollaboration !hi#h

aims for a syner(y !here ea#h partner hopes that the benefits from the allian#e !ill be

59


60/85

(reater than those from indi%idual efforts& The allian#e often in%ol%es te#hnolo(y

transfer =a##ess to "no!led(e and e)pertise>$ e#onomi# spe#iali@ation$ shared e)penses

and shared ris"&

+n arran(ement bet!een t!o #ompanies that ha%e de#ided to share resour#es to

underta"e a spe#ifi#$ mutually benefi#ial proje#t& + strate(i# allian#e is less in%ol%ed and

less permanent than a joint %enture$ in !hi#h t!o #ompanies typi#ally pool resour#es to

#reate a separate business entity& In a strate(i# allian#e$ ea#h #ompany maintains its

autonomy !hile (ainin( a ne! opportunity& + strate(i# allian#e #ould help a #ompany

de%elop a more effe#ti%e pro#ess$ e)pand into a ne! mar"et or de%elop an ad%anta(e

o%er a #ompetitor$ amon( other possibilities&

A0:antaes

The ad%anta(es of formin( a strate(i# allian#e in#lude0

+llo!in( ea#h partner to #on#entrate on their #ompetiti%e ad%anta(e&

4earnin( from partners and de%elopin( #ompeten#ies that may be more !idely

e)ploited else!here&

+de?uate suitability of the resour#es and #ompeten#ies of an or(ani@ation for it to

sur%i%e&

To redu#e politi#al ris" !hile enterin( into a ne! mar"et&

Staes (fA//iance F(r2ati(n

+ typi#al strate(i# allian#e formation pro#ess in%ol%es these steps0

Strate "e:e/('2ent0 Strate(y de%elopment in%ol%es studyin( the allian#es

feasibility$ obje#ti%es and rationale$ fo#usin( on the major issues and #hallen(es and

de%elopment of resour#e strate(ies for produ#tion$ te#hnolo(y$ and people& It

re?uires ali(nin( allian#e obje#ti%es !ith the o%erall #orporate strate(y&

Partner Assess2ent0 Aartner assessment in%ol%es analy@in( a potential partners

stren(ths and !ea"nesses$ #reatin( strate(ies for a##ommodatin( all partners

6,


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mana(ement styles$ preparin( appropriate partner sele#tion #riteria$ understandin( a

partners moti%es for joinin( the allian#e and addressin( resour#e #apability (aps that

may e)ist for a partner&

C(ntract !e(tiati(n0 Contra#t ne(otiations in%ol%es determinin( !hether all parties

ha%e realisti# obje#ti%es$ formin( hi(h #alibre ne(otiatin( teams$ definin( ea#h

partners #ontributions and re!ards as !ell as prote#t any proprietary information$

addressin( termination #lauses$ penalties for poor performan#e$ and hi(hli(htin( the

de(ree to !hi#h arbitration pro#edures are #learly sT+Ked and understood&

A//iance O'erati(n0 +llian#e operations in%ol%es addressin( senior mana(ements

#ommitment$ findin( the #alibre of resour#es de%oted to the allian#e$ lin"in( of

bud(ets and resour#es !ith strate(i# priorities$ measurin( and re!ardin( allian#e

performan#e$ and assessin( the performan#e and results of the allian#e&

A//iance Ter2inati(n0 +llian#e termination in%ol%es !indin( do!n the allian#e$ for

instan#e !hen its obje#ti%es ha%e been met or #annot be met$ or !hen a partner

adjusts priorities or re.allo#ates resour#es else!here&

+s per the Business operation of of both the #ompany$ its Good de#ision to enter into

forei(n mar"et !ith Strate(i# allian#es&

Strate(i# allian#e ha%e more ad%anta(es than other mode of entry L its also benefi#ial

for both the #ompany&

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P(/ic = !(r2s f(r In0ians t( Tra:e/ $ena

Kenya and Cambodia are a(reed to implement a sin(le %isa s#heme$ "no!n as

ACECS Sin/e Hisa$ !hi#h allo!s tourists to %isit both the #ountries on a sin(le%isa from e#

Fee

I2R


63/85

prepare your do#uments as a##urately as possible&

It is mandatory to submit #he#"list alon( !ith all %isa appli#ation forms and supportin(

do#uments at the time of submission&

"(cu2ents Re>uire0F(rA''/icati(nsu?2itte0inTeR(a/$enanE2?assD !e

"e/i.

The appli#ants must submit the follo!in( rele%ant do#uments$ dependin( on the

purpose of their %isit0

1. Aassport or tra%el do#ument !ith %alidity not less than E months !ith T'O

OAAOSIT1 B4+2K A+G1S

a(ainst !hite ba#"(round&

H& 1%iden#e of TransporT+Kion =+ny of belo!>

#onfirmed ti#"ets in and out of Kenya

6& 1%iden#e of ade?uate finan#e =+ny of belo!>

Ori(inal re#eipt of endorsement of D::/person or

Ori(inal Ban" ST+Kement from last month !ith minimum balan#e e?ually as

D::/person !ith ban" stamp and si(nature orCredit Card issued by a ban" or finan#ial institution alon( #redit #ard sT+Kement

from last month&

E& Aroof of hotel/a##ommodation reser%ation in Kenya

D& Reser%ed under appli#ants name #o%erin( total number of days !ished to say in

Kenya

7& If intend to stay !ith relati%es or friends must pro%ide in%iT+Kion letter alon( !ith

their I/passport photo#opy& In #ase they are not Kenyan$ must pro%ide their

!or"in( re#ords in Kenya$ e&(& !or" permit$ letter from #ompany they are !or"in(

!ith %alid at least si) months;& international 5ealth Certifi#ate on 3ello! e%er Ja##ination for appli#ants tra%elin(

from H6 #ountries

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. P(t( S'ecificati(n

!(.(fP(t(s SieTransitHisa

9&6 ) H&6 #m

T(uristHisa

9&6 ) H&6 #m

!(nI22irant

Hisa

9&6 ) H&6 #m

T!o re#ent =not older than 9 months> #olor photo(raphs ta"en a(ainst a !hite =#lothes

#olor should be different from ba#"(round> so that your features are #learly

distin(uishable&

+ person !ho al!ays !ears !hite for reli(ious purpose$ the photo(raphs #an be ta"en

a(ainst a li(ht blue ba#"(round&

The photo(raphs should be #lear and of (ood ?uality$ and should be printed on normal

photo(raphi# paper& Alease note that !e !ill be unable to a##ept photo(raphs that do

not meet these spe#ifi#ations&

3our full fa#e should be %isible& The photo(raph should be ta"en !ithout sun(lasses and

!ithout a hat or any other head #o%erin($ unless you !ear su#h an item be#ause of your

reli(ious beliefs or ethni# ba#"(round&

3. HISA 'r(cessinti2e

1. "e/i

Indian residents and forei(n nationals applyin( for Transit$ Tourist and 2on.

Immi(rant Jisas #an submit their appli#ations at the JS Kenya J isa +ppli#ation

Centre (eo(raphi#ally #on%enient to them

$enaHisaA''/icati(nCentre

811D U)FDT(/st(


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66/85

Ca//enes =Ris- Ass(ciate0 it te C(2'an

There are many (lobal strate(y problem fa#ed by 3atraom&

1. anae2ent c((r0inati(n c(sts

In pra#ti#e$ mana(ers and !or"ers of India L Kenya often need to be #onsulted$

issues need to be e)plored and dis#ussed$ and lo#al %ariations in ta) and le(al issues

need to be addressed& This means that senior mana(ers operatin( a (lobal strate(y

need to spend time %isitin( #ountries& It #annot all be done on the telephone and

!orld!ide !eb& This ta"es a tremendous toll of people personally&

. P(tentia/c(nf/icts ?eteen:ari(us?usiness functi(ns

3atraom and San"ara Both ha%e (ood position in their business fun#tion& But in

strate(i# allian#es it is ne#essary to understand the fun#tion of both the #ompany$ if

any one of the #ompany fails to understand the business fun#tion than it leads to

potential #onfli#t bet!een both the parties&

3. ac- (f tecn(/(ica/ e>ui'2ent f(r 2(nit(rin cust(2er acti:ities after teca2'ain

5ere both the #ompany re?uires buildin( su#h a me#hanism that !ould help both

the firm to a#hie%e abo%e a%era(e return& In tourism business its ne#essary to

e%aluate results of promotional and mar"etin( #ampai(n done for enhan#in(

#ustomer a!areness and loyalty to!ards the brand& But if #ompany fails to e%aluate

results of the #ampai(n than entire in%estment be#omes !orthless for the firm&

4. ac- (finterna/ 2ar-etinstrateica//s-i//s

3atraom L San"ara Both the firms set ben#hmar" in their operation& But to

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in#rease the tourism L #ustomer loyalty to!ards his brand is #hallen(in( tas" for

both the firms$ be#ause both the firm re?uires lots of resour#es L mar"etin( Strate(y

to +ttra#t Customer to!ards Company&

5. Safet =Securit

Credit #ard fraud is the most #ommon type of #rime affe#tin( %isitors& -se #ash

!here%er possible and only use +T,s atta#hed to ban"s or major hotels& ont lose

si(ht of your #redit #ard if you use it& Some tra%elers e)perien#e problems usin( their

#ards on arri%al in Kenya !hen their ban"s automated fraud prote#tion system

blo#"s transa#tions& It may be possible to a%oid this by informin( your ban" in

ad%an#e of your intended tra%el arran(ements& There are plenty of money.#han(ers

in tourist areas if you !ant to #han(e #ash&

6. Inf/ati(n

Kenyas headline inflation is fore#ast to rise to 9NH per #ent in #omin( year& Inflation

pressures are in#reased by the hi(h pri#e of #rude oil$ in parti#ular$ but the problem

is (lobal&

The rise in the pri#e of #rude oil is in#reasin( the #osts of air transportation$ !hi#h in

turn is #ausin( pressure to raise the pri#e of air ti#"ets& On the other hand$ fuel #osts

in airlines are only a part of total #osts$ althou(h one of the bi((est items of

e)penditure& ,oreo%er$ air#raft ener(y.effi#ien#y is impro%in(0 for e)ample$ the ne!

air#raft en(ines #onsume in#reasin(ly less fuel and emit fe!er pollutants& The bi((est

#osts in#urred by households are housin($ transport and food& The rise in the (lobal

mar"et pri#es of #rude oil and foodstuffs are raisin( the #osts of these items$ hen#ethere may be less disposable in#ome for tra%el abroad&

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7. En:ir(n2enta/Issues

1n%ironmental issues ha%e arisen and intensified as air. pollution le%els ha%e be#ome

so bad that people !al" the streets of Ban("o" !ith hand"er#hiefs a#ross their fa#es&

+dded to this are the traffi# jams of #ars and buses$ !hi#h add si(nifi#antly to air and

noise pollution in 2airobi and$ in#reasin(ly$ in other de%eloped urban areas su#h as

,ombasa& 1n%ironmental issues ha%e #reated ne(ati%e results !ithin the Kenyan

tourism industry&

Cleanin( bea#hes and tourism destinations =su#h as 'orld 5erita(e site at

+yutthaya> !ill help relie%e en%ironmental #on#erns and impro%in( the ?uality of

sea!ater at bea#h areas are !ays to maintain the number of international tourists

and #reate positi%e responses to the #ountry&

8. P(/itica/insta?i/it

The politi#al s#enario in Kin(dom of Kenya is unpredi#table and (enerally %olatile&

O%er re#ent years there are instan#es of #i%il and politi#al unrest leadin( to lar(e.

s#ale demonstrations and$ in some #ases$ %iolen#e& British nationals ou(ht to e)er#ise

898 #aution throu(hout Kin(dom of Kenya and a%oid demonstrations or (iant

(atherin(s$ !hi#h #an flip %iolent&

+rri%als !ill fall by half to 8 million this month$ ,inister of Tourism and Sports

Somsa" Ahurisisa" said re#ently$ !ith some hotels in the #apital and nearby Aattaya

and 5ua 5in 9: per#ent full& The re%enue loss #ould amount to


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demonstrations #ontinue$ a##ordin( to a senior Kenya ,etropolitan +dministration

=K,+> offi#ial&

9. S(cia/ ="e2(ra'ic issues

emo(raphi# stru#ture has #han(ed !ith more ad%an#ed in years persons

e)pandin($ !hile the more youthful and !or"in( popula#es ha%e diminished&

Kenya !ill be an a(ein( so#ial order in


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;innin Strate f(r #atra.c(2= San-ara

1. TraininT( E2'/(ee

Staff trainin( and de%elopment pro(rams ha%e to be #ondu#ted in order to

impro%e the employees "no!led(e and s"ills !ith re(ards to online tra%ellin(

strate(i#ally #ampai(n

. utua/ Un0erstan0in(f&usiness Functi(ntr(uHari(usTecni>ues

Team buildin( pro(rams$ personality buildin( #ampai(n !ould help to minimi@e

#onfli#ts amon(st team members and impro%e the internal mar"etin( s"ills and

leadership s"ills of the employees to o%er#ome the ris" of potential #onfli#ts

bet!een %arious business fun#tions

3. &ran0in= ar-etin Ca2'ain

o a Brandin( of +ma@in( Kenya0 It be(ins !ith the Aeople 'ith San"ara$ Kenya

5ospitality #ompany&

Communi#ate emotional %alue of %isitin( the #ountry L to stay in the San"ara

To ma"e #ommuni#ation and ,ar"etin( Strate(y by Keep in mind the #ulture and

Kenyan.ness& of Kenya

4. Cust(2ercentricA''r(ac

Both the Company must "eep #ustomer at #enter&

Company must #hoose the destinations and ser%i#es that satisfy deeper needs for

parti#ipation$ #reati%ity$ #ommunity$ and idealism&

Aro%ide produ#t and ser%i#e that #rate uni?ue e)perien#e for %isitors

7,


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5.Aff(r0a?/e=Cust(2ie0 t(ur Pac-ae

Both the #ompany #an (i%e the #ustomi@ed ser%i#es in terms of tra%ellin($

a##ommodation$ food L entertainment&

It also possible throu(h strate(i# allian#e that both the #ompany redu#e the #ostof operation and other e)penses so its redu#ed #ost of tourism pa#"a(e offer to

#ustomer and in#rease the sales re%enue of both the firm&

6. Use (f A0:ertisin

In#rease the a!areness of ser%i#es pro%ide by the both the #ompany !ith the

help of mar"etin( #ampai(ns in so#ial media $print media and other leadin(

mediums of ad%ertisin( !ith option of lo! #ost but lu)uries tour e)perien#e&

7. User Frien0/(n/ine '(rta/

By ensurin( that #ompany offers the most rele%ant ran(e of #ontent a%ailable for

#ustomer also Company must enhan#e the sear#h and boo"in( e)perien#e %ia

personali@ed offers and intuiti%e user e)perien#e&

8. ;H per#ent of Indian tourists are Smartphone users and #an a##ess the mobile

Internet$ so 3atraom and San"ara #an use the online #hannel to promote the

produ#ts and ser%i#es of #ompany& Company #an also (oes for mar"etin( and

promotions throu(h di(ital and online net!or"s as !ell as online (ames and mobile

appli#ations&

9. To #apture the hi(h.end mar"et in India$ San"ara L 3atraom #an promote

honeymoon and !eddin($ be#ause most of the Indian population are youn( L

San"ara is !ell "no!n for 5otels L resorts so they #an able to #apture the attention

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Res(urces re>uire0 t( ta' te &usiness O''(rtunit in$ena

Ris- anae2ent

Ris" mana(ement is an inte(ral part of the Companys business pro#ess& 'ith the help of

e)perts in this field$ ris"s are #arefully mapped and ris" mana(ement frame!or"s

e%ol%ed& Aertinent poli#ies and methods are set forth to miti(ate su#h ris"s&

The Company must ta"e se%eral measures at all le%els to beef up its se#urity

preparedness& In addition to the physi#al se#urity measures$ the Company also ta"es #are

about ade?uate insuran#e #o%er to meet finan#ial obli(ations !hi#h may arise from any

unto!ard in#idents&

To #ounter the ris" from (ro!in( #ompetition$ both the Company must reno%atin( and

#ontinuously repositionin( its properties& It is also impro%in( its ser%i#e standards to

pro%ide e)#eptional ser%i#es$ #onsistently$ a#ross all its hotels and tra%el business&

Efficient Interna/ C(ntr(/ Sste2s

The Company has re?uired establishin( a !ell.stru#tured internal #ontrol system& Jarious

poli#ies and standard operatin( pro#edures #o%erin( all #riti#al and important a#ti%it ies

%i@& re%enue assuran#e$ hotel operations$ pur#hase$ finan#e$ human resour#es$ et#& These

poli#ies L pro#edures are updated from time to time&

The fo#uses of effi#ient #ontrol system are as follo!

Identifyin( !ea"nesses and areas of impro%ement

Che#"in( of #omplian#e !ith defined poli#ies and pro#esses

Safe(uardin( of tan(ible and intan(ible assets

,ana(ement of business and operational ris"s

Complian#e !ith appli#able sT+Kutes

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Strate

The ne)t step is to "no! ho! #ustomers !ill ans!er the ?uestion M!hy my hotelM

5o! !ill you tailor your ser%i#es to the #ustomers you !ant to attra#t$ !hether they

are families !ith "ids$ #ouples on romanti# %a#ations$ businesspeople$ or

international tourists Consider the #ombination of amenities$ atmosphere$ lo#ation$

and ser%i#es that !ill be ri(ht for your #ustomers& +l!ays "eep in mind that strate(y

means ma"in( tradeoffs . it is almost impossible to be e%erythin( to e%eryone and

su##eed& 3ou mi(ht ha%e to for(o #ertain #ustomer tar(et mar"ets in order to ma"e

your ser%i#e offerin( perfe#t for your most desired #ustomers&

P/annin

+ simple$ #lear$ but persuasi%e business plan !ill be ne#essary not only for #ompany

to thin" throu(h ho! they !ill ta"e on the opportunity$ but for #ompany to #on%in#e

any in%estor or lender that they ha%e the ability to do so& 2o sa%%y in%estor !ill be

attra#ted by a la#" of plannin(& There is no e)#use to not #reate a plan !ith the

!ealth of information a%ailable on !ritin( business plans and e%en business plan

templates tailored to the hotel business se#tor&

Finance

'hether you buy an e)istin( hotel$ build one from s#rat#h$ or reno%ate a buildin(

into a hotel$ or start a online tra%el #ompany you !ill need millions of dollars to

in%est& +ssumin( you do not ha%e this money$ you !ill need to see" ban" loans

and/or an(el in%estment in your business& +s you !ill be !or"in( !ith #onsiderable

assets$ dependable and e)perien#ed le(al and a##ountin( help is a must as you

#reate deals !ith in%estors&

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Fin0ins = Resu/ts

India is ha%in( liberal poli#y for tourism so it is a (reat opportunity of the

#ompany for in%est or e)pand their ser%i#es in more #ountry&

The (o%ernments in%estment in tourism su#h as hi(h!ays$ hotels and tourism

@one in Kenya$ eastern and !estern seaside !ill mean that the future of Kenya

tourism is bri(ht&

So#ial net!or"in( L mobile internet are in in#reasin( trends in o%erall !orld&

In Kenya the internet is already a for#e to be re#o(ni@ed in terms of tourism

mar"etin(&

If !e #ompare the internet mar"etin( in tourism of both india and Kenya then !e

find that india is ha%in( lar(est online mar"et as #ompare to Kenya&

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&usiness (0e/

ar-et O''(rtunities in $enaT(uris2

+ report by Tourism +uthority of Kenya =T+K> says that in $ some ;&8H la"h

Indian tourists %isited Kenya in


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T+K proje#ts the number of %isitors from India !ill rea#h 8&9 million this year& The

spendin( per head of Indian tourists is estimated around 6$


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Attract T(urist f(r#atra.c(2= San-ara

1. F(cusin(n


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4. UseOf "iita/Tecn(/(

;H per#ent of Indian tourists are Smartphone users and #an a##ess the mobile

Internet$ so 3atraom and San"ara #an use the online #hannel to promote the

produ#ts and ser%i#es of #ompany& Company #an also (oes for mar"etin( and

promotions throu(h di(ital and online net!or"s as !ell as online (ames and mobile

appli#ations&

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Suppliers


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CO!CUSIO!

This resear#h has identified the mar"et opportunities and !ea"ness of Kenya

Tourism Company and Indian Tourism Company& +s !e !ants to in#rease our

re%enue so for that !e ha%e made business plan to impro%e the finan#ial as !ell

as operational #ondition of #ompany !ith the help of #ooperati%e strate(y

adoption and (i%in( #on#ept of +ma@in( Kenya0 It be(ins !ith the Aeople for

enhan#e their leisure and lu)uries tourism se(ment&

There is hu(e demand and tremendous potential for leisure tourism se(ment in

the Kenya destination$ proper strate(y implemenT+Kion plan is need for business

plan&

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Documents

734 Kenya Tourism