Makoye Safaris: Marketing Tanzanian Safari Tours

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Case

Reference no. W32228

Subject category: Strategy and General Management

Authors: Makarand Gulawani (School of Business, Grant MacEwan University); Liliane Pasape (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 2024

Version: 2024-01-30

Length: 15 pages

Data source: Field research

Topics: Jungle Safari Tours; Safari; Tours; Tanzania; Makoye Safaris; Private Safari Tours; Custom-designed safaris; Flexible safari packages; Environment-friendly tours; International tourism; COVID-19; Safari experience; Accommodation; Transport services; Tourist attractions

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Abstract

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.