Makoye Safaris: Marketing Tanzanian Safari Tours

Name: Makoye Safaris: Marketing Tanzanian Safari Tours
SKU: W32228_P

Makarand Gulawani, Liliane Pasape

Product #:W32228_P

Supplier:Ivey/MacEwan

Discipline:International Business, Marketing

Setting:Tanzania, 2022

Details:Case (PDF) • 15 pages • 2024-01-30

Subjects:

Covid Health and wellness Business management Sales and marketing International business Marketing

Geography:

Africa Tanzania

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$9.71

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Makoye Safaris, a jungle safari tour company based in Tanzania founded by Vicent Makoye, offered fully guided, safe, and environmentally friendly tours largely to international tourists. The tours were private, custom designed, and flexible and included airport pick-up and drop-off, accommodation, transportation, and three meals daily. Makoye wanted the company to grow and acquire a larger market share. However, in 2020, the COVID-19 pandemic spread worldwide, and Tanzania’s tourism sector went into a downturn. Although the number of tourists started to increase in 2021, Makoye Safaris needed a good marketing plan to achieve its target of doubling the number of international tourists it served by 2025.

Learning Objectives

This case is suitable for undergraduate courses in marketing, international business, and international marketing. This case helps students compare marketing, international business, and international marketing theories with practice. Students can analyze the challenges and opportunities for attracting tourists from Western countries into an African country and develop a marketing plan for Makoye Safaris. This case is meant to generate open-ended discussion and increase knowledge of international marketing theories and concepts rather than presenting complex data. The instructor can also use this case to explain service marketing concepts. After working through the case and the assignment questions, students will be able to:

Understand the business environment in Tanzania in which safari tour companies operate.
Understand the international marketing challenges for an enterprise, particularly a safari tour operating company in Tanzania.
Identify Western tourists’ expectations of a safari tour operating company in Tanzania as a service provider.
Explain the process of developing of marketing strategy for a safari tour operating company in Tanzania to attract Western tourists.