An evaluation into the feasibility of setting up an outdoor adventure activity business in Laikipia, Kenya
Cardiff Metropolitan University
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The aim of this project is to evaluate the feasibility of setting up a new outdoor adventure activity business called East African Adventures. In order to complete this project, the author has established a set of objectives detailed in the introduction. The project started with the author conducting extensive secondary research which has been compiled in the literature review. A range of sources was used for the research including journals, books and relevant articles. The information collected was used to gain further understanding of the scope and size of the market as well as to begin to establish a target market for the business. From there the author conducted primary research using both quantitative and qualitative methods. The quantitative research was collected through the use of questionnaires, which were distributed using an online platform and received 95 responses. For the collection of qualitative data, the author conducted two interviews with Kenyan adventure activity business owners. The information gathered from the interviews was used to gain an insight into the market in terms of demand and potential opportunities or threats. These results were then used to make important business decisions and financial assumptions. From the results collected the business plan was then compiled into a detailed document containing both a SWOT & PESTLE analysis, a competitor analysis, details of products and services, human resource needs, marketing strategy, legal issues and future developments. Essentially the business plan is the tool that determines whether the business is feasible or not. In the last section of the project, the author critically analyses and evaluates the business plan and process of completing it, giving commentary on success of the overall project and viability of the business plan.
BA Enterprise Project
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