This document provides a strategic plan for a proposed eco-friendly lodge called Vuyiswa in the Eastern Cape of South Africa. Key points include: 1. Vuyiswa will be located on a farm near East London that can be rebuilt as a lodge with tents for families. 2. The vision is to become the most eco-friendly and family-friendly campsite in the region within 3 years. 3. Objectives include attracting 200 families per year, gaining social media followers, providing local jobs, and meeting sustainability requirements. 4. Competitors include nearby game reserves but Vuyiswa aims to offer high quality at low prices for families with children.

1. Vuyiswa
“Happy Together”
Daniëlle Besten
Eva Niens
Jenniek Smit
Lodge management
Pumza Sixaba
Module Assignment
03-04-2014

2. 2
Vuyiswa
“Happy Together”
3 April 2014
Author information
Name: Jenniek Smit
Relation number: 195723
E-mail: jenniek.smit@student.stenden.com
Phone number: 06-47922718
Name: Eva Niens
Relation number: 196843
E-mail: Eva.Niens@student.stenden.com
Phone number: 06-46324628
Name: Danielle Besten
Relation number: 196754
E-mail: danielle.besten@student.stenden.com
Phone number: 06-12632221
General information
Institute: Stenden University
Location Port Alfred
Module: Lodge Management
Assignment: Module Assignment
Principal: Pumza Sixaba

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Foreword
This report is about Vuyiswa. Research is done by the use of lectures and internet. This report is
written by Daniëlle Besten, Eva Niens and Jenniek Smit. Who are 3 students 3rd
years students of
Leisure management and doing the minor lodge management from Stenden University in Port Alfred.
We would like to thank Pumza Sixaba and the other lecturers for their help.
3 April, 2014
Daniëlle Besten Eva Niens Jenniek Smit

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Table of Contents
Contents
Foreword ..................................................................................................................................... 3
Table of Contents......................................................................................................................... 4
Figure list ............................................................................................................................................. 7
Literature Study ........................................................................................................................... 8
History of the lodge industry............................................................................................................... 8
Tourism in Africa ................................................................................................................................. 9
Rezoning............................................................................................................................................ 10
Environmental impact assessment ................................................................................................... 11
Requirements of the lodge................................................................................................................ 12
Executive Summary.................................................................................................................... 13
Introduction............................................................................................................................... 16
Overview............................................................................................................................................ 16
1. Strategic Plan...................................................................................................................... 18
1.1 Type of resort ........................................................................................................................ 18
1.2 Location................................................................................................................................. 18
1.2.1 Environment.................................................................................................................. 18
1.2.2 Our Lodge ...................................................................................................................... 19
1.3 Vision, Mission and Objectives.............................................................................................. 21
1.4 External analysis.................................................................................................................... 22
1.4.1 Competitors................................................................................................................... 22
1.4.2 Positioning..................................................................................................................... 24
1.4.3 The PESTEL analysis....................................................................................................... 25
1.5 Internal analysis..................................................................................................................... 27
1.5.1 Unique Selling Points..................................................................................................... 27
1.6 SWOT analysis ....................................................................................................................... 28
2. Marketing Plan ................................................................................................................... 30
2.1 Marketing mix ....................................................................................................................... 30
2.2 Target market........................................................................................................................ 31
2.3 Marketing objectives............................................................................................................. 32
2.4 Positioning............................................................................................................................. 34
2.5 Profile .................................................................................................................................... 35

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2.6 Use of media.......................................................................................................................... 36
2.6.1 Tools .............................................................................................................................. 36
2.6.2 Activity plan................................................................................................................... 39
2.6.3 Logbook ......................................................................................................................... 40
2.6.4 Kids club poster ............................................................................................................. 42
2.6.5 Vuyiswa Reserve............................................................................................................ 43
2.7 Costs ...................................................................................................................................... 44
3. Design of the Lodge............................................................................................................. 45
3.1 Floor plans............................................................................................................................. 45
3.2 Impression............................................................................................................................. 49
3.2.1 Main Lodge.................................................................................................................... 49
3.2.2 Accomodations.............................................................................................................. 50
3.2.3 Impression Outside........................................................................................................ 51
3.3 Tents...................................................................................................................................... 52
3.4 Logo ....................................................................................................................................... 54
3.5 Materials Lodge design.......................................................................................................... 55
4. Operations.......................................................................................................................... 56
4.1 Human Resources.................................................................................................................. 56
4.2 Organizational Structure ....................................................................................................... 56
4.3 Leisure activities and resources needed ............................................................................... 57
4.4 Food and Beverage................................................................................................................ 59
4.4.1 Breakfast........................................................................................................................ 59
4.4.2 Lunch ............................................................................................................................. 60
4.4.3 Teatime.......................................................................................................................... 61
4.4.4 Dinner............................................................................................................................ 62
4.4.5 Wines............................................................................................................................. 63
4.4.6 Drinks............................................................................................................................. 65
4.4.7 Service Blue Print........................................................................................................... 66
4.4.8 Uniform, table décor and atmospheric sketch.............................................................. 68
4.4.9 Scheduling ..................................................................................................................... 70
4.5 Entertainment and recreation............................................................................................... 71
4.6 Sustainable development...................................................................................................... 71
4.7 Ecological Considerations...................................................................................................... 72
4.8 Social responsibility............................................................................................................... 72

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4.9 Grading and certification....................................................................................................... 72
5. Financial Plan...................................................................................................................... 73
5.1 Initial costs............................................................................................................................. 73
5.1.1 Explanation.................................................................................................................... 74
5.2 Projected Occupancy............................................................................................................. 75
5.3 Rates...................................................................................................................................... 75
5.4 Income Statement................................................................................................................. 76
5.5 Net present value.................................................................................................................. 77
5.6 Payback period ...................................................................................................................... 77
5.7 IRR.......................................................................................................................................... 77
Conclusion ......................................................................................................................................... 78
Literature................................................................................................................................... 79

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Figure list
Figure 1.4.1 Positioning
Figure 1.4.2 Economic situation
Figure 1.6.1 SWOT analysis
Figure 2.1.1: The marketing mix
Figure 2.6.1 Website
Figure 2.6.2 Facebook
Figure 2.6.3 Twitter
Figure 2.6.4 Activity plan
Figure 2.6.5 Kids Club Poster
Figure 2.6.6 Vuyiswa Poster
Figure 2.7.1 Cost overview
Figure 3.1.1 Floor plan reserve
Figure 3.1.2 Floor plan main lodge.
Figure 3.1.3 Floor plan 6 people lodge.
Figure 3.1.4 Floor plan 4 people lodge.
Figure 3.3.1 Tent reconstruction
Figure 3.3.2 Tent impression
Figure 3.3.3 Tent impression
Figure 4.2.1 Organizational structure
Figure 3.4.1 Lodge sign
Figure 3.4.2 Logo
Figure 4.4.1: Breakfast
Figure 4.4.2: Lunch
Figure 4.4.3 Tea time drinks
Figure 4.4.4 Tea time sandwiches and cakes
Figure 4.4.5 Dinner
Figure 4.4.6 Design wine map
Figure 4.4.7 Wines
Figure 4.4.8 Drinks
Figure 5.1.1 Initial costs
Figure 5.4.1 Income statement

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Literature Study
This part is about the history of the lodge industry, the tourism industry, rezoning and the EIA. This is
important for the lodge concept.
History of the lodge industry
According to SAHO (2014) Jan van Riebeeck signed a 5 year contract for the VOC (Dutch East India
Company. He started to work on the Fort of Good Hope. In April 1652 Jan arrived at the Cape of
Good Hope, to establish a refreshment station for the Dutch East India Company’s trading ships that
were en route to the Asian market. The refreshmentstation was to supply the crew with fresh water,
vegetables, fruit, meat and medical assistance. When van Riebeeck and his ship the Dromedaris left,
they already established a bureaucratic governing structure and the Council of Policy for the
refreshment station. The minutes of the on board meetings with the officials are looked upon as the
first public or governmental record of South Africa.
Annetje de Boerin, the wife of van Riebeek’s gardener, asked to open an inn to assist with family
income. Which was the first start of the South African hospitality. In 1656 the Next innwas opened. In
1657 they had their first innkeeper’s license. Jan van Riebeeck was also founder of the first wine in
South Africa. In 1659 the gardens were constructed for growing vegetables and a few years later also
vineyards.
In the 1800’s Riebeecks Kasteel is renovated to be the Royal Hotel. Jan Smuts wrote the preamble for
the UN in this hotel and the last alteration was in 1927. In 1895 the Hluhluwe Umfolozi in Kwazulu-
Natal was established. It is the first South African Game Reserve and the first visitor cam was in 1934.
Today the reserve is called Natural World Heritage Site.
The Royal Hotel (van Riebeeck’s Kasteel)

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Tourism in Africa
According to South Africa (2013) Tourism is one of the most important industries in South Africa. 1
out of 12 jobs are from the tourism industry. They expect that the income out of tourism in 2020
499-billion rand is. The African tourist are the biggest market for the tourism industry, more than
73% of all the tourists is Africans.
The tourism industry in South Africa is very divers. Also the climate, culture, tourists activities,
infrastructure etc. Depends on the area you are. There are different kinds of tourism in South Africa.
They are business tourism, cultural tourism, eco-tourism, paleo tourism, adventure tourism and
sports tourism.
Business tourism
South Africa is a very popular destination for business travellers. Most of the business travellers
spend three times more than a leisure tourist. South Africa is an ideal location for international
congresses and conventions. South Africa has more than 1000 world class congress and conventions
rooms.
Cultural tourism
South Africa has very diverse cultures from the Zulus to the nomadic. Each culture has its own
traditions and religions. Besides the cultures South Africa has also many heritage sites. South Africa
has eight Unesco World Heritage sites.
Eco-tourism
The eco tourism is an upcoming industry. More and more people find sustainability important. South
Africa has a beautiful nature and animals. There are 19 national parks in South Africa. The most
famous one is the 20000 km2 Kruger National Park. There are also areas with the big five and is
supported by an extraordinary biological diversity.
Paleo-Tourism
Paleo Tourism is about archaeological things. There are a lot of historical buildings and places. The
most important ones are the Swartkrans, Sterkfontein and Kromdraai. There are many fossils here.
Other archaeological places are Drakensberg park andthe Mapungubwe Cultural Landscape. These
places are all Unesco World Heritage sites.
Adventure Tourism
There are many things to do in South Africa. South Africa has a 3000 km of coastline with high
mountains. Among this coastline are different outdoor activities, but also places for hunting. Other
activities are surfing, diving, climbing, horse riding, hiking, mountain biking, river cruises etc.

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Sport tourism
The last type of tourism is sport tourism. This is when people came to South Africa for an
international sport event and combine this with a vacation. More than 10% of the foreign tourists
come to South Africa to watch or participate in sport events. There are many world-class sport event
in South Africa. The best known are the Cape Argus Cycle Race and the Comrades marathon. South
Africa had in the past shown that they can organize big events. The most important example is the
2010 fifa World Cup.
Family tourism
There are more and more families who travel around in South Africa. There are two reasons. The first
reason is for South Africans who travel to their family in other parts of South Africa. The second
reason is for vacation and come closer to each other.
After the types of tourism you should define what for kind of accommodation you want. In this case
it is about the lodge.
Rezoning
In South Africa are there different zones in relation to property. According to entrepreneur south
Africa (2012) you have to make a zoning scheme and show this to the council. You have to apply for
the rezoning. This can take three months.
According Zoning Scheme Regulations city of Capetown (n.d.) you need a rezoning application.
Before the application, you should first have a pre application conversation with the municipal
official. You may apply for an approval, and submit an application for the council.
According to Provincial Zoning SCHEME model BY-LAW (2004) The type of Zone where Vuyiswa Lodge
will be in is the Resort zone. The objective of resort zone is to promote tourist and holiday facilities in
areas with special environmental or recreational attributes. It is also needed that they minimize the
negative effects on the environment.
There are some restrictions apply to the property in the resort zone. The accommodations primary
use is holiday accommodations, private open space and nature conservations. Consent uses are
hotels, tourist facilities, holiday housing, conference facilities and commercial antenna.

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Environmental impact assessment
According to environmental-mainstreaming (n.d) there are different steps in the EIA procedure. The
first step is the screening. This should be done by an EIA Authority or they should use a published
checklist. They look to the resources, impacts and input. Official EIA guidelines mostly contain lists or
schedules specifying which developments require an EIA.
The second step is alternatives. They look to possible alternatives. This is related to location,
activities, process, design and scheduling. This should be done before a choice is made.
The third step is preliminary assessment. This is neede if thre is uncertainty about the nature of
potential impacts. Afterwards they evaluate their importance for decision making.
The fourth step is scoping. Scoping is undertaken by an assessment team. This team identify the key
issues of the project. Scoping should involve all interested parties of the project.
The fifth step is the main EIA study. There are various methods for the EIA study this includes:
questionnaires, checklists, matrices, overlays, networks, simulations and models. The study should
incorportate considerations of mitigating measures. The conclusions are written in an Enviromental
impact statement. This is a document with the findings of the EIA.
The sixt step is review. This is the assesment of the EIA.
The last step is monitoring. During the project they monitoring the implementations and the process
of the project.
The whole EIA study can take a lot of time. The EIA can be difficult and maybe you should change our
plans. It is important to start soon for applying to a EIA.

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Requirements of the lodge
According to the TGSCA (2013) the requirements which are shown below are the requirements for a
lodge. It is not especially for a 3 star but for all stars.
 Scenic or natural vista
 Separate living rooms
 24/7 contactable
 Check in/ out no more than 10 minute’s drive from the property.
 Daily services in the room; Every day they get new towels etcetera.
 Guest dining room and lounge area.
 Bathroom facilities;.
 Meals and beverages provide

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Executive Summary
Vuyiswa: The most beautiful African experience for the whole family.
The goal of the report is to make a plan for an eco-friendly lodge somewhere in the Eastern Cape. In
order to do this we set up the following statement and research questions.
How can we build Vuyiswa in a sustainable way and how can it operate to make profit eventually?
- What is the strategic planning of Vuyiswa?
- What will the marketing be?
- What is the design of the lodge?
- How can we operate?
- What is the financial planning of Vuyiswa?
Vuyiswa means “Happy Together”. Vuyiswa will be located on a farm in Kwelera. A small place near
by East –Londen and the Kwelera game reserve. The building can be rebuild as a lodge and around
them there will be tents for the families.
The vision of our lodge is as follows; To become the most eco-friendly and family-friendly campsite in
the eastern cape of South Africa within 3 years.
The mission of our lodge is Vuyiswa wants to make families happy by making them aware of the
sustainability, by involving the community and by be payable for families. (by reliable and safety)
Vuyiswa has some objectives which are;
- 200 families per year.
- 150 FB likes within 2 years.
- 50 filled in feedback forms.
- Our lodge/project ensures jobs for minimal 40 local people within two years.
- Vuyiswa meets all the requirements of sustainable development within one year.
- Our lodge will make families happy and give them an amazing time at our lodge. The
feedback forms will show if this goal is achieved.
The competitors of Vuyiswa are Swamwari Game reserve, Kariega, Amakhala Game Reserve and
Lalibela game reserve. Vuyiswa wants to offer high services and quality to families with children for
the lowest price as possible.
One of the social problems in South Africa is the gap between poor and rich people. Another external
factor could be the sustainability trend in the hospitality industry.
Unique selling points are;
- Family lodge
- Payable
- Eco-friendly
- Location
Out of the SWOT came;
Strengths
- Eco friendly
- Family focused
- Location

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Weaknesses
- No (brand) awareness
- Not that much capital
- Weather dependent
- Location
- Specific target group
Opportunities
- Sustainability becomes more important
- Social media
- Online and mobile bookings
Threats
- Economic crisis
- Criminality
The rooms are tents with place for 4 or 6 people. Including the product are the services like children
garden, catering, laundry etc. The price in low Season for 4 people are 3600 ZAR per room per night,
which includes breakfast, lunch, teatime, dinner and drinks. In high season the price is 4200 ZAR. For
6 people it is 4000 ZAR in low Season and 4600 in High Season. To promote Vuyiswa the strategy is
based on the use of social media, word of mouth, publicity and public relations.
The average number of children in a family is in Europe 1,6. The average number of children per
family in South Africa is 2,23. The target market of Vuyiswa are families with 2 children or more. The
marketing objectives are;
- 65% booked in the first year
- Reach 5% of the families in the Eastern Cape in 5 year
- Reach 5000 families in Europe in 5 year
The tools that will be used are;
- Facebook
- Twitter
- Flyers
- Website
- Tripadvisor
In order to make it payable for the families that we can keep our price low Vuyiswa has 3 times a day
a buffet. Breakfast is served between 7:30 till 10:00, they can have lunch between 12:00 and 13:30.
Dinner is served between 18:00 and 20:00. In between the lunch and dinner, Vuyiswa offers tea time
between 14.15 and 15:15.
The organization exist of 1 lodge manager 1 administrative employee, 4 rangers, 1 cleaner, 1
maintenance person, 2 chefs and 2 F&B employees. There are 2 shifts for employees. One from 8 am
till 16 pm and one from 16 pm till 12 am.
The activities are;
- Game drive tours
- Cultivating fruit and vegetables
- Play area outside

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- Kids club
There is a kids club for children with entertainment and animation for the children. For our ecological
considerations there is waste separation and a green house.
The total initial cost will be around 25 million. According to the marketing plan the projected
occupancy is 65% in the first year. This means that there are 6.643 bed sells in the first year.
The payback period will be 6.8 year.

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Introduction
“Vuyiswa: The most beautiful African experience for the whole family.”
South Africa, the country of wine, game reserves and luxury has a lot of lodges all over the country. In
the Eastern Cape you can go on safari and sleep in a luxury lodge. A lodge is according to TGCSA
(2013) a formal accommodation facility providing full or limited services, located in natural
surroundings beyond that of an immediate garden area, without any game. Most of the lodges are
not payable and only a few people can stay for a night. What we want is to create a lodge especially
for families, which is payable and a unique experience for the whole family. Where children can play,
parents can enjoy and we make their holiday.
This report is about the lodge Vuyiswa. Vuyiswa means “Happy Together” which is the basis of the
new lodge which will be for families. The goal of the report is to make a plan for an eco-friendly lodge
somewhere in the Eastern Cape. The report is written by Daniëlle Besten, Eva Niens and Jenniek
Smit, who are students from Stenden University in Port Alfred.
In order to build this lodge we would do a research and use the information from the lecturers. To
set up a plan to build a new lodge we will set up a problem statement. The problem statement is
shown below;
How can we build Vuyiswa in a sustainable way and how can it operate to make profit eventually?
To be able to answer this problem statement we formulated research questions which are shown
below:
- What is the strategic planning of Vuyiswa?
- What will the marketing be?
- What is the design of the lodge?
- How can we operate?
- What is the financial planning of Vuyiswa?
Below you find an overview of the report.
Overview
The first chapter is about the strategic plan. First the type of resort is given, than the location,
followed by the vision, mission and objectives. Than the external analysis can be found, inhere there
is an analysis of the competitors, after that you find a positioning scheme and the PESTEL. The
PESTEL is a method to analyse the environment based on Political, Economical, Social, Technological,
Environmental and Legal factors. Than we analysed the internal analysis by the use of Unique Selling
Points. After the Internal analysis and external analysis the SWOT analysis is given. In the SWOT
analysis give a good overview of the strengths, weaknesses, opportunities and threats of the lodge
and is based on information from the internal and external analysis.
The second chapter is about the marketing plan. In the marketing plan the marketing mix, target
market, objectives, positioning and profile can be found. After that it shows the use of media, which
tools are used, the activity plans and a logbook. In the end the costs can also be found, which gives a
brief overview of the costs of the marketing.

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The third chapter is the design. In this chapter several floor plans can be found. Such as a tent for 4
people and a tent for 6 people. Than the impression can be found.
After the design, chapter 4 will be about the operations. In the operations, the human resources,
organizational structure and leisure activities can be found. After this it will show the Food &
Beverage which exist of breakfast, lunch, teatime, dinner, wines, drinks, the service blue print,
uniform, table décor and atmospheric sketch and the schedule of the employees. The F&B is
followed by entertainment and recreation, sustainable development, ecological considerations,
social responsibility and grading & certification.
Chapter 5 is about the financial plan. Which exist of the initial costs, occupancy, rates and the income
statement.
At the end the conclusion is given, followed by the literature.

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1. Strategic Plan
This chapter is about the strategic planning of Vuyiswa. At first you will find the type of the resort,
followed by the location, mission, vision and objectives. Then there will be the external analysis, which
exist of the competitors, positioning and PESTEL analysis. Then the internal analysis can be found,
here the USP’s are explained. After this the SWOT can be found
1.1 Type of resort
There are a lot of resorts in the eastern cape of South Africa. We will set up a campsite in the eastern
cape. The main building of the eco campsite lodge is an old farm we will buy. Surrounding the farm
we will set up small cabins/huts.
1.2 Location
This part is about the location of our lodge. First we explain the environment of the lodge. The
Eastern cape, East London and kwelera.
1.2.1 Environment
Eastern cape:
According to South Africa (2012) The Eastern Cape is a
place lying on the Eastern South African Coast. (see
figure 1) The region has a lots of animals, rugged cliffs,
rough seas and bushes. There are 6562053 inhabitant of
the Eastern cape. The most important cities are Port
Elizabeth and Nelson Mandela Bay. The languages are
78.8% isiXhosa, 10.6% Afrikaans and 5.6% English.
Agricultural is very important within the Eastern cape.
The most important sources are fruit, sheep farming,
coffee and thee and fish.
According to Sa-venues (2014) The Eastern cape is a
very good place for a family holiday. It is large enough
to offer all the amenities of a city and small enough to be cosy and friendly. Especially Port Elizabeth
and East London are good for family holidays.
For this reason we choose to build our family lodge in East London.
East London
According to East London (n.d) is East London, also
named Buffalo City by the local community. East
London is situated thousand kilometres from Cape
town on the South East coast of South Africa. East
London is lying in between the Nahoon River and
the Buffalo river. This is the only river port in South
Africa. East London has a sub-tropical climate. It is a
tourist destination for local South Africans and
international tourist.
East London, the city, has some 400 000 residents.
The metropolitan area East London has 1.4 million,
East London
Eastern Cape

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and is the second largest city in the province of the Eastern Cape after Port Elizabeth. There are only
a few hotels in the city. So it is a great place to start up something new.
Kwelera
Kwelera is north of East London and only 20 minutes
drive(see figure 2). Kwelera is a travelling spot for
people from Port Elizabeth or East London. It is called
Kwelera, because of the river. The village become
more and more popular. Kwelera is only 40 minutes
from Khamanga Bay and because of its elevated
position has spectacular views of the coast.
Kwelra Reserve
Kwelera Coastal Nature Reserve is located in Kwelara.
This is one of ten nature reserves that collectively make
up the East London Coast Nature Reserve. The East
London Coast Nature reserve is a stretch of coast from the Great Kei River to the Tylomnga River.
It is around the 160 hectares between the Kwelera and Gonubie rivers, roughly 20 kilometres
northeast of East London.
There are different animals, birds and plants. It is also popular for launching boats, surfing and
snorkelling.
1.2.2 Our Lodge
Farm
We choose for a farm in Kwelera. The farm is our main building. Around the farm we build tents for
the families. We have one building we can rebuild as a lodge and we make from the barn a children
play ground. In the greenhouses we grow our own vegetables.
The main building Building and Ground
Kwelera

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Ground for the tents
Ground for Tents Play Ground
Greenhouses
Combination Lodge and Nature reserve
We organize special trips to the Kwelera nature reserve

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1.3 Vision, Mission and Objectives
Vision
According to Johnson, Whittington and Scholes (2011) a vision is the goal that an organization wants
to achieve in the future. The vision of our lodge is as follows; To become the most eco-friendly and
family-friendly campsite in the eastern cape of South Africa within 3 years.
Mission
According to Johnson, Whittington and Scholes (2011) a mission is the overall purpose of an
organization. The mission of our lodge is as follows; Our lodge wants to make families happy by
making them aware of the sustainability, by involving the community and by be payable for families.
(by reliable and safety)
Objectives
There are also some objectives a game lodge wants to achieve. Below the objectives of our lodge are
described.
- Families have visit our lodge with a minimum of 200 families within two years.
- People have visit the Facebook page of our lodge with a minimum of 150 likes within two
years.
- People have visit the website of our lodge with a minimum of 50 filled in feedback forms.
- Our lodge/project ensures jobs for minimal 40 local people within two years.
- Our lodge meets all the requirements of sustainable development within one year.
- Our lodge will make families happy and give them an amazing time at our lodge. The
feedback forms will show if this goal is achieved.

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1.4 External analysis
1.4.1 Competitors
Swamwari Game Reserve
According to Swamwari Game Reserve (2014) the reserve is based in Paterson which is nearby Port
Elizabeth. It is a luxury lodge also based on families in a wildlife area. They offer kids safari, which is
unique, educational and fun for the whole family. They also offer other kids activities. There are 7
different game lodges, which are 5 star graded. The rates in summer are from 4150 till 5750 rand per
adult per night which depends on the kind of lodge. Children from 4-11 years old are paying 2300 per
night per child. Under 4 years; are in some lodges free of charge and in other they pay 300 rand.
Amakhala Game Reserve
According to Amakhala (2014) Amakhala Game Reserve is a lodge situated in the Greater Addo and
Frontier Country area of the Eastern Cape in South Africa. They offer some of the most luxurious &
unique, child-friendly family lodges in the Eastern Cape. They have a lot of different lodges, some
especially for the whole family. The rates are from 2000 ZAR per adult per night till 4480 ZAR per
adult per night, which depends on the different lodge and time in the year. Children from the age of
2 till 11 are paying 50% of the price, which depends on the lodge they are staying. They offer
different safari tours and do a lot about conservation.
Lalibela Game Reserve
Lalibela (2014) is a Big five game reserve located in Port Elizabeth and addo. Families with children
can go on a family safari, which optimizes the quality family time. Lalibela created a special short
game drive vehicle for children. The children’s program include arts and crafts, bush skills, African
stories, food and babysitting. Rates per adult per night difference between the 3750 ZAR and 4500
ZAR per adult per night. A child in the family lodge until 12 year pays 50% of the adult rate.
Family lodge Educational safari

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Kariega Game Reserve
Kariega (2014) is a game reserve nearby Kenton On Sea. With 10,000 hectares and some of the
richest biodiversity in the reserve it is a great experience for families. Each day begins with a morning
safari and ends with a evening safari. The two rivers make the game reserve completely unique.
Quests can go on a boat cruise or into a kayak. Children under 3 years are free of charge and children
under 12 pay 50% of the usual rate in the family lodge. Rates are between 1850 per person till 6300
per person per night.

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1.4.2 Positioning
Current
Figure 1.4.1 Positioning
Lalibela and Swamwari offer a special “camp” for families and children, there are different
activities that they organize for the children, that’s why they have high quality. Amakhala has
some different lodges for the family but no special activities for children. Kariega offers a family
lodge but no special activities for children or the whole family. Vuyiswa wants to offer the same
quality as Swamwari and Lalibela, with a low price so that every family can come and enjoy the
beautiful nature of South Africa.
Future
Vuyiswa wants to offer high services and quality to families with children for the lowest price as
possible. Vuyiswa wants to be the number one eco-friendly family lodge in the Eastern Cape. The
whole family should leave with a smile and a wonderful experience where they became one with
the beautiful nature of South Africa.

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1.4.3 The PESTEL analysis
In this part of the strategic plan the PESTEL analysis is described. According to Johnson, Whittington
and Scholes (2011) the PESTEL shows the external environment of an organization. It is important to
do this research, because the external environment can have an influence on our lodge.
Political
According to Patel (2013) the Corruption Perception Index (CPI) makes clear that the level of
corruption is stable in the past two years. South Africa is now ranked at place 72. In 2001 South
Africa was ranked at place 38. (Patel, 2013)
Economic
According to Jones (2014) South Africa is still not out of the economic crisis. The article says: “The
South African economy is underperforming as it slips into continued tepid growth” (Jones, 2014).
According to Emerging Africa (n.d.) the BBP has an increase in the last years. In 2009 there was a
decrease of the BBP. In 2012 there was an increase of 3,9%. The table below shows the increase of
the BBP. (Emerging Africa, n.d.)
Figure 1.4.2 Economic situation
According to Emerging Africa (n.d.) there is still a high unemployment in South Africa. Officially the
percentage of unemployment is 25. (Emerging Africa, n.d.)
Social/Cultural
According to Emerging Africa (n.d.) there is a huge gap between rich people and poor people.
(Emerging Africa, n.d.)
According to Mannak (2013) there is still a lot of criminality in South Africa. Here an overview of the
criminality in South Africa in 2012-2013:
- Arrests for serious crimes (murder, robbery, rape): 896298. In the year before it was 777140.
- Violent robbery: increase of 1.2%
- Murder: increase of 0.6%
- Home burglary: increase of 3.6%
Technological
According to Hotelmarketing (2011) the online booking is become more popular. More of 50% of the
travel bookings are made on the internet. (Hotelmarketing, 2011).
According to Hotelmarketing (2011) more mobile bookings will take place. In 2008 till 2010 mobile
bookings have increased four-fold. A lodge has to take that into account. (Hotelmarketing, 2011).
According to Hotelmarketing (2011) the social media is a very important marketing tool. 50% of the
hospitality industry will use social media in 2016. A lodge has to use social media as well to get more
revenues and bookings. (Hotelmarketing, 2011).

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Ecological
According to Meade (n.d.) the hotel industry is becoming more and more sustainable. There is a
green revolution all over the world. In the hospitality industry there is a movement to improve the
environmental performance of the organizations. Also in the lodge industry a good way to get
revenues is to invest in eco-friendly things. (Meade, n.d.).
According to Duurzaam Toerisme (2014) it becomes more and more important to be sustainable as a
company. In the tourism industry the sustainable aspect has becoming a very important thing. The
future of the tourism industry is be a sustainable organization. (Duurzaam Toerisme, 2014).

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1.5 Internal analysis
1.5.1 Unique Selling Points
According to Johnson, Whittington and Scholes (2011) unique selling points are factors that
differentiate an organization from competitors. The factors are unique and most of the time
inimitable. (Johnson, Whittington and Scholes, 2011).
Below the unique selling points of our lodge are described and explained. The things that make our
lodge unique are mentioned.
First of all we are a family lodge. We will focus on families with our lodge. According to the
competitive analysis there are not that much family lodges all ready. The unique factor is that we
have a lot of activities for children and adults together.
Another unique point is that Vuyiswa is a payable lodge. It is already mentioned in the mission of the
lodge. There are a lot of lodges who are really expensive. Most of the families cannot afford that
expensive amount. The lodge will be less expensive for families, but with a lot of comfort. That is why
Vuyiswa is very unique.
Furthermore the lodge is eco-friendly. The conservation of the nature is a very important aspect of
Vuyiswa. Each aspect will be as eco-friendly as possible.
Also the location of our lodge is an unique selling point. There are not a lot of lodges in East London,
this can be a great opportunity. There is not a lot of tourism yet in East London, this can be a big
challenge for our lodge.

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1.6 SWOT analysis
In this chapter the SWOT analysis of the lodge is described. According to Johnson, Whittington and
Scholes (2011) a SWOT analysis is divided in four parts. The SWOT analysis shows the strengths,
weaknesses, opportunities and threats of our lodge. The Strengths and weaknesses are the internal
factors and the opportunities and threats are the external factors.
Strengths
- Eco-friendly
- Family focused
- Location
Weaknesses
- No (brand) awareness
- Not that much capital
- Weather dependent
- Location
- Specific target group
Opportunities
- Sustainability becomes more important
- Social media
- Online and mobile bookings
Threats
- Economic crisis
- Criminality
Figure 1.3 SWOT analysis
Strengths
- Eco friendly
According to the unique selling points the lodge is as eco-friendly as possible. This can be a strengths,
because there are not that much lodges who are entirely eco-friendly.
- Family focused
According to the unique selling points the lodge is family focused. This can be a strengths, because a
lot lodges are focused on the couples and not on the families.
- Location
According to the unique selling points in East London there are not a lot of lodges. This can be a
strengths for our lodge. There is not a lot of rivalry.
Weaknesses
- No (brand) awareness
The lodge has yet to be set up, so it is completely new for all the people. The awareness is not big.
- Not that much capital
The lodge has to find investors who can help to set up the lodge. It is a big investment and at the
beginning there is not a lot of money. It can be difficult to find some people who want to invest in
the lodge.

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- Weather dependent
The weather has to be nice, because our lodge is a campsite with a lot of tents. If it is extremely
warm the tents are not nice to stay in, but if it is extremely cold it is also not nice to stay in a tent.
Because of this, the weather dependent can be a weaknesses for the lodge.
- Location
The location can be a strengths, but can also be a weaknesses. East London is not very touristic. The
tourist have not find this place yet, so it is hard to get the tourists to East London. Furthermore there
is more criminality nearby East London. That is why the location can also be a weaknesses for the
lodge.
- Specific target group
The specific target group can be a weaknesses. This because the lodge will focus only on the families.
Couples would not easily go to the lodge, because of the family focusing.
Opportunities
- Sustainability becomes more important
According to the PESTEL sustainability becomes more and more important in the hospitality industry.
The lodge becomes eco-friendly. So it is a nice opportunity to become an entirely sustainable lodge.
- Social media
According to the PESTEL the social media is an important tool to attract more guests to the lodge. For
the lodge this can be an opportunity as well. The lodge can attract more visitors with social media.
- Online and mobile bookings
According to the PESTEL a lot of people book their holiday online or with a mobile phone. It can be an
opportunity for the lodge, to set up an app and a website to attract more families.
Threats
- Economic crisis
According to the PESTEL the economic crisis is still a problem in South Africa. This can also have an
influence on the lodge.
- Criminality
According to the PESTEL the criminality is still high in South Africa. This can have an influence on the
lodge. The lodge has to take the high criminality into account.

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2. Marketing Plan
This chapter is about the Marketing. First you will find the marketing mix, than the objectives,
positioning and profile. Followed by the use of media, which exist of the tools, activity plan, logbook,
kids club poster and Vuyiswa poster. At least there is a cost overvie.
2.1 Marketing mix
This part is about the marketing mix. The marketing mix exist of the 4 parts product, price, place and
promotion. See figure 2.1.1.
Product
The product is a family lodge in the Eastern cape. The rooms are tents with place for 4 or 6 people.
Including the product are the services like children garden, catering, laundry etc.
Price
Low Season
3600 ZAR – 4 people
4000 ZAR – 6 people
High Season
4200 ZAR – 4 people
4600 ZAR – 6 people
Place
The lodge is situated in Kwelera. Kwelara is near to East London. This is situated in the Eastern Cape
of South Africa.
Promotion
The strategy of the lodge is based on the use of social media, word of mouth, publicity and public
relations.
Figure 2.1.1: The marketing mix

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2.2 Target market
According to South Africa Tourism (2013) is South Africa in the top five countries in the world who
has a high number of tourism growth. The tourism industry in South Africa is growing at 3 times the
global average.
The second quarter of 2013 saw just over 2,1 million tourist arrivals to South Africa, an increase of
1.5% compared to the same period in 2012. Tourist arrivals increased during all the months of this
quarter. April saw an increase of 0.1% , May increased by 1.1% and June increased by 3.6%
There was growth in tourist arrivals to South Africa from nearly the most regions. The highest
percentage of growth was from Africa Air at 4.9% while Africa Land grew by 1.8%. Asia & Australasia
grew by 0.8%. The Americas grew by 0.5% while Europe declined by 0.3%, but Europe still remains
the main source of overseas tourists.
On the basis of these data, we choose to focus on the local market and international market and
then especially the Europe market, because Europe still remains the main source of overseas tourists.
We choose for the local market, because this is fast growing.
According to refdag (2013) the average number of children in a family is in Europe 1,6. The average
number of children per family in South Africa is 2,23. According to this statistics we focus us on
families with 2 children or more.

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2.3 Marketing objectives
65% booked in the first year
Specific
65% booked in the first year. There is room for 28 per night. So 28*365*0,6= 6643 bed sells.
Measurable
At the end of the year in the administration you can find how many people stayed in the lodge.
Acceptable
It is acceptable, because you don’t lose much money with this amount of people.
Realistic
It is Realistic, because in the first year it is not possible to have a higher bookings percentage and
with our marketing tools we can reach the 65%.
Time
The time is 365 days.
Reach 5% of the families in the Easter cape in 5 years
Specific
Reach 5% of the families in the Easter cape. There are 687 385 house holdings. So 0,05*687385=
34.369 house holdings.
Measurable
Look to the scope of the social media, newspaper and flyers.
Acceptable
It is acceptable, because you need this amount for your brand awareness and bookings.
Realistic
It is realistic, because you can reach so many people in 5 years.
Time
The time is about 5 years.

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Reach 5000 families in Europe in 5 years
Specific
Reach 5000 families in whole Europe with the marketing tools.
Measurable
Measure how many European people you have on social media, how many flyers they have in Europe
and ask the tour operators.
Acceptable
It is acceptable, because a average European family exist of 4 people. So you have 20.000 perhaps
future customers.
Realistic
It is Realistic, because you can use social media and the tour operators to reach 500 families.
Time
The time is 5 years.

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2.4 Positioning
According to BusinessDictionairy (2014) Positioning is a marketing strategy to make a brand in a
distinct position, relative to competing brands, in the mind of the customer. Companies apply this
strategy by emphasizing the features of their brand, to create an image.
The target group of Vuyiswa is international as well as national families with children in the age from
3 till 12. Vuyiswa facilities are well adapted and prepared for being a home for the families. Offering
great services with high quality for a low price to make the perfect stay for families. There are special
attractions for the little guests as well as for the whole family to make a stay at Vuyiswa the ultimate
experience.
Slogan;
The most beautiful African experience for the whole family.

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2.5 Profile
Father Harry Keenan (43), mother Margret (41) are happy married and have two children Luzy (6)
and James (8). They live in the United Kingdom. Together they are a close family and want to hang
out and do nice things with each other. They save a lot of money to go once in the two year to a far
destination to have a great holiday for 2 weeks.
Harry has a good fulltime job as financial advisor by the Royal
Bank of Scotland Group. Important to him is the financial
guarantee within the family and is therefore careful to spend
money. Harry is interested in history and is a real adventurer. He
doesn’t have that many leisure time and the time that he has, he
wants to spend with his family. Besides that Harry wants to take
care of other people and wants to feel useful. That’s why he is
since 2 year referee by the soccer club of his Son. Together with
his family they have been to the United States and Asia and now
they want to discover the beauty of Africa.
Margret is part-time teacher in the primary school. With
pleasure she teaches 3 different groups 2 times in the week. Most important for her is her family and
health. She thinks it is important that her children study well and wants to take care of them. All of
her leisure time goes to her family and friends. She is very organized and likes regularity. She takes
care of the sports of the children and bringing them to school. Margret is very interested in culture
and is looking forward to explore the culture of South Africa. She also loves to learn something about
the history of South Africa.
James is a nice boy of 8 years old. He is very social and interested in other
people and cultures. At school he’s willing to learn and works hard to get
good marks. Since a short time he plays soccer at the soccer club in the
neighbourhood. He has a lot of friends and likes to play outside with them.
He even build a treehouse with his father. He loves to spend time with his
father, but Harry is always working. James also have a dog, Loeloe and he
likes to have a walk with him. He is crazy about his younger sister and wants
to take care of her. But sometimes when they are having a fight, she is
doing like she is innocent. James loves nature and is so excited to see Africa
and all the beautiful animals.
Luzy is a curious cocky girl from 6 years old.
The youngest of the family and a real epicurean. Despite her age, she
knows exactly what she wants. She loves to dance, gymnastics and
painting with her friends. Most of the time she paints animals, together
with James she takes care for Loeloe. She likes to do things with her
family and spend time with her big brother. She also loves to do girlie
things with her mam! She is exited to go to South Africa and can’t wait
till it she is finally there! She wants to meet new kids and play with
them.

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2.6 Use of media
2.6.1 Tools
Flyers
According to njr (n.d) flyers are a good way to reach a big target group. The downside is that you
have to pay to print your flyers, but when you design a very good flyer it is worth.
Website
According to Noordhoek (2013) a website is an important marketing tool. You can sell you product to
the customers, create brand awareness, show your product. Besides that it is also a good way to
communicate with your potential and current guests.
Figure 2.6.1 gives an impression of our website
Figure 2.6.1 Website

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Facebook
According to Meijrink (2013) there are 5 important benefits of Facebook for you company. The first
one is to keep in contact with your customers. People who are interested can easily look to your
information and get some more affinity with your lodge. The second one is attract customers. It is for
people a lot easier to go to a lodge that they have seen on facebook then to go to a lodge they don’t
know. The third benefit is to spread your content more easily. On Facebook you often place more
easily than a message on your website. If your message is really unique and interesting , it is very fast
liked and shared. The fourth is the interaction with your customers. People are more and more
online and can ask questions through facebook. It is easy for them to set up a conversation with you.
The last one is that it is good for your find ability. Facebook likes are better for you position in google.
Figure 2.6.2 gives an impression of our facebook page
Figure 2.6.2 Facebook

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Twitter
According to the marketing academy (2012) many large companies already communicate with their
customers via Twitter. For small businesses like a lodge is twitter a powerful medium to promote
itself without costly advertising campaigns. You can also increase engagement with your audience.
When you use it the right way, via Twitter you get to know what is happening with your target group
and what is being said about your lodge. But it is also a way to attract, find, gather information, or to
get new ideas.
Figure 2.6.3 gives an impression of our twitter page
Figure 2.6.3 Twitter
Trip Advisor
According to TripAdvisor (n.d) Trip Advisor is the world's largest travel site, which allows travellers to
plan the perfect trip. Trip Advisor provides reliable advice from experienced travellers. Trip advisor
has a wide range of travel and provides tools for planning a trip with a direct link to booking
functions. Websites with the Trip Advisor brand make up the largest travel community in the world,
with more than 60 million unique monthly visitors, 44 million members and reach over 150 million
reviews and opinions.

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2.6.2 Activity plan
What When Who
Build a website A month before the opening Web designer
Set up a Facebook account A month before the opening Lodge manager
Set up a Twitter account A month before the opening Lodge manager
Make a Flyer Two months before the
opening
Designer
Figure 2.6.4 Activity plan
Below are different logbooks for the website, Facebook, Twitter, Flyer and trip advisor. They activity
plan shows the things that should be done once and the logbook shows what should be done every
week or month.

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2.6.3 Logbook
Flyer
Activity Priority Details Frequency Spending time
Flyer printing 1 Local print
shop
Once in the
two months
Flyer delivery 1 By shops and
sights
Once in the
month
Facebook
Activity Priority Details Frequency Spending time
Post new
messages
1 -Messages
about the
Vuyiswa Lodge
itselfs.
-Messages
about subjects
which are
interesting for
facebook
followers
One time a day 5 minutes
React on
facebook
followers of
the facebook
page
2 -Answering
questions from
visitors.
-React on
comments
Two times a
day
5 minutes
Link other
social media to
this facebook
account
3 -Twitter
-Website
One time a
week
5 minutes
Promoting
contest
1 -Explaining the
contest on
facebook
-Updates of
the contest
Two times a
week
5 minutes
Total spending
time per week:
20 minutes

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Twitter
Activity Priority Details Frequency Spending time
Posting tweets 1 -Tweets about
Vuyiswa Lodge
-Tweets about
other subjects
which are
interesting for
followers
Two times a
day
3 minutes
React on
followers
2 -React on
questions of
followers
-React on
comments of
followers
Two times a
day
5 minutes
Link other
social media to
this twitter
account
3 -Facebook
-Website
One time a
week
5 minutes
Promoting
contest
1 -Explain the
contest
-Updates of
the contest
Two times a
week
5 minutes
Total spending
time per week:
18 minutes
Website and tripadvisor
Activity Priority Details Frequency Spending time
Improve the
website
1 -Renew the
website
-Update the
website
Once in two
weeks
10 minutes
Promoting
contest
1 -Explain the
contest
-Updates of
the contest
Once a week 5 minutes
Set up an
automatic e-
mail to visitors
of the Dolphin
Dance Lodge
1 -Visitors will
receive a e-
mail with a link
to tripadvisor.
The visitors
can fill their
experiences.
One-off 15 minutes
Total spending
time per week:
30 inutes

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2.6.4 Kids club poster
To promote Vuyiswa for kids and the kids club Vuyiswa made a poster which is shown below in figure
2.6.5
Figure 2.6.5 Kids Club Poster

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2.6.5 Vuyiswa Reserve
Figure 2.6.6 shows the Vuyiswa reserve poster, which can be by the local community, on schools
etcetera.
Figure 2.6.6 Vuyiswa reserve

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2.7 Costs
This part is about the costs. The costs are based on the average costs of each part.
What Price in ZAR How often
Webdesign 15.000 Once
Hosting website 560 Every year
Domain name 14 Every year
Website maintenance 5.000 Every year
Design flyer 1.000 Once
Print flyer 2.199 Every two months
Total First Year 34.768
Figure 2.7.1 cost overview

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3. Design of the Lodge
This chapter is about the design of the lodge. First you will find the different floor plans, an impression
of the main lodge, accommodations and outside. Then there will be something about the tents, logo
and finally about the materials.
3.1 Floor plans
Figure 3.1.1, which is shown below shows the hole reserve. There is a main lodge with a Kids Club on
the right. First the main lodge was a farm, but now we rebuild it as a main lodge.
Figure 3.1.1Floor plan reserve

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Figure 3.1.2 shows the main lodge floor plan. The main lodge is divided in a kids club, a dinner area
and a lounge area.
Figure 3.1.2 Floor plan main lodge.

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Figure 3.1.3 shows the 6 people lodge. There is living room with a couch and a table. Furthermore
there is a bathroom, a bedroom for the adults and a bedroom for the children. The dotted line shows
the places where you can open up the tent and have a great view.
Figure 3.1.3 Floor plan 6 people lodge.
Figure 3.1.4 shows the 4 people lodge. This lodge is the same as the 6 people lodge, but with only
four beds. The décor is totally the same as the lodge for 6 people.
Figure 3.1.4 Floor plan 4 people lodge.

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Figure 3.1.5 shows the lounge area and the restaurant.
Figure 3.1.5 Restaurant

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3.2 Impression
3.2.1 Main Lodge

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3.2.2 Accomodations

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3.2.3 Impression Outside

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3.3 Tents
The tents are from cristy outdoor. This is a company for lodge tents. Our lodge tents are from the
cabin type (figure 3.3.1). The size of our tents is 3,6 m by 5 m for 4 persons and 5 by 5 for 6 persons.
The veranda is 1,5m by 4,0m. The frame is from local wood. The rest of the tent exists of waterproof
canvas. The economic live spend is 10 year.
Figure 3.3.1 Tent reconstruction
Figure 3.3.2 and 3.3.3 show an impression of our tents.
Figure 3.3.2 Tent impression

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Figure 3.3.3 Tent impression

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3.4 Logo
Figure 3.4.1 shows the logo which will be in the beginning of the lodge as a sign. It is simple but you
see the nature because of the rocks and blue is because of the water.
Figure 3.4.1 Lodge sign
Figure 3.4.2 shows the logo which will be on the website, tripadvisor, booking agencies, facebook
and twitter. It is a simple logo, which shows professionalism.
Figure 3.4.2 Logo
Vuyiswa

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3.5 Materials Lodge design
As already mentioned the tents and platforms are build out of waterproof Canvas and local wood. All
of the tents are built on a wooden platform. This is because the environmental impact is then as less
as possible. There are only wooden poles who have to be in the ground. Overall the main lodge is
already eco-friendly, because Vuyiswa uses recycled materials.
Furthermore the materials Vuyiswa use for the main lodge are recycled. The farm who was already
build on the land is used for the main lodge. The materials are already there, so Vuyiswa does not
have to buy new materials. Vuyiswa needs only new materials for the renovation of the main lodge.
The materials Vuyiswa have to buy are wood, reed and
The greenhouse is already there. This greenhouse would be reused by Vuyiswa. There are no
materials need for the greenhouse.
For the landscape Vuyiswa uses ecological materials such as gravel, stones etc. In that way Vuyiswa is
also eco-friendly.
All the materials inside the lodges are as eco-friendly as possible. The chairs and tables are build out
of wood. Also the floors are made out of wood.

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4. Operations
This chapter is about the operations of Vuyiswa. It will start with the human resources, organizational
structure and leisure activities. Followed by Food & Beverage which consists breakfast, lunch, diner,
teatime, wines, drinks, service blue print, uniform and scheduling. Then it continues with the
entertainment, sustainable development, ecological considerations, social responsibility and grading
and certification.
4.1 Human Resources
Management
In total there will be one lodge manager who is responsible for the overall operations, he takes care
of the right people on the right place, he controls everything and takes care of the employees. Under
him is the administrative person, who is responsible for the reservations, HR and financial
administration.
Operational
In total there are 6 lodges in Vuyiswa. The purpose of Vuyiswa is to be small and personal, therefore
we have 2=4 rangers, 1 for each 3 families. The ranger welcomes them and will be host for the rest of
the stay. Together with the family the ranger will make plans, for activities and also explain
everything over the park and about dinner times etcetera. On Vuyiswa there will be a kids club, there
is 1 employee. He is responsible for activities and child care. There will be 4 people in the restaurant.
One chef and one F&B employee. It is a self- service buffet, so the restaurant employees will be able
to make the buffet, do the dishes, serve drinks, take plates and take the empty glasses.
Maintenance / cleaner
On the lodge there will be one maintenance person and one cleaner.
4.2 Organizational Structure
Figure 4.2.1 Organizational structure
2
2
2 2

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4.3 Leisure activities and resources needed
In the reserve of Vuyiswa there are some leisure activities. Below the leisure activities are described.
- Cultivating fruit and vegetables
This is a project which is set up for the children. Together with the local people the children can
cultivate fruit and vegetables. The children can crop the fruit and vegetables later on. The Vuyiswa
lodge want to bring the local people and the guests together, that is why the local people work in the
greenhouse.
Resources:
 The greenhouse. The greenhouse is already there when Vuyiswa bought the land.
 Seeds. The seeds are needed for the vegetables and fruit.
 Garden tools. The garden tools are needed to ensure the greenhouse. For example a rake, a
shovel and some other tools.
- Game drive tours
Vuyiswa offers tours to the game drive location in Kwelara Game Reserve. This is to stimulate the
contact between the guests and the Game Reserve. It is also to stimulate the guests to visit a game
reserve and get connected with the nature.
Resources:
 Bus. This bus can drive the guests to the Game Reserve, therefore it is necessary to have one.
- Playing volleyball
At the Vuyiswa reserve there is a volleyball field for the guests. There they can play volleyball with a
beautiful view.
Resources:
 A volleyball net. This is needed to play volleyball.
 A volley ball.
- Play area outside
There is also a play area for the children. Here is a slide, a wipwap and a lot more play grounds.
Resources:
 A slide
 A wipwap
 Sand
 Sandbox
- Kids Club
The Kids Club is inside the main lodge. Here the children can play with others and with the animation
employee. More over the Kids Club can be found at the Entertainment part.
Resources:
 Playground
 Craft materials
 Music player

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Special offer to Kwelera Reserve.
Every Monday and Thursday we offer a trip to Kwelera Reserve. This is a special reserve near to
Vuyiswa. We have a partnership with the owners of Kwelera reserve and they take care of our
guests. Kwelera Reserve is a good place for families to see some animal like dolphins, whales,
monkeys, impala’s and more. Besides that they can do some water activities with a boot or when the
children are of an higher age with a canoe.

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4.4 Food and Beverage
In order to make it payable for the families that we can keep our price low Vuyiswa has 3 times a day
a buffet. Breakfast is served between 7:30 till 10:00, they can have lunch between 12:00 and 13:30.
Dinner is served between 18:00 and 20:00. In between the lunch and dinner, Vuyiswa offers tea time,
where all our guests can come to taste the delicious cakes from South Africa!
Below you can read our varying dinners, which diverse every day. After a meal you can choose a
delicious desert. We also have some drinks included and excluded, the maps are shown below.
4.4.1 Breakfast
Every day between 7:30 and 10:00 our guest can have breakfast in buffet form. The buffet is shown
below. Drinks are self-service. There is a coffee (tea) machine, a fridge with some soft drinks and
juices.
Toppings *Ham
*Cheese
*Marmalade
*Chicken filet
*Butter
*Bacon
Vegetables *Salad
*Cucumber
*Tomato
*Mushrooms
Specials *Fried egg, scrambled eggs or omelette
*Beans in tomato sauce
*Sausage
*Yoghurt, different kinds of muesli
bread *Croissant
*Pistoled
*Toasted sandwiches
Fruit *Fruit salad or any of the following fruits;
Peer, Apple, Banana, Kiwi, Orange, Melon
For our little guests *Ham, cheese, marmalade, butter
*Pancakes
*Toasted sandwiches
*Scrambled egg
*Fruit salad
Figure 4.4.1: Breakfast

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4.4.2 Lunch
Lunch is daily between 12:00 and 13:30. The buffet is shown below. Drinks are self-service. There is a
coffee (tea) machine, a fridge with some soft drinks and juices.
Daily
Different breads like; toasted
bread, croissants, ciabatta,
pistoled
Toppings
*Ham
*Cheese
*Marmalade
*Chicken filet
*Butter
*Bacon
Others
*Fresh salad
*Fruit salad
*Fried, baked or scrambled
egg
*Yoghurt & muesli
*Different vegetables
Monday *Mushroom soup
*Hamburger
*Wedges
*Pickle
*Onions
Tuesday *Tomato soup
*Garlic bread
*Fried chicken
*Feta
*Pesto
Wednesday *Chips
*Beef
*Pepper sauce
*White beans in tomato
sauce
*Broccoli
Thursday *Pasta
*Parmesan cheese
*Bolognaise sauce
*Ham/mushroom sauce
Friday *Salmon
*Cream cheese
*Garlic bread
Saturday *Rice
*Chicken sauce
*Bobotie
*Beef sauce
*Baked vegetables
Sunday *Pizza with different toppings *Vegetable soup
For our little guests *Ham, cheese, marmalade, butter
*Pancakes
*Toasted sandwiches
*Scrambled egg
*Fruit salad
*Hamburger
*Chicken nuggets
*Chips
*Pizza
Figure 4.4.2: Lunch

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4.4.3 Teatime
Figure 4.4.3 which is shown next, shows the different
drinks the guests can order during tea time which is
daily between 14:15 and 15:15. Guest can order 2
times a drink during tea time. The cakes and
sandwiches are in buffet from. Under the drinks you
find the variety in sandwiches and cakes per day which
will be on the buffet. The children can also eat from
the buffet, for them there will be also a ice-creams
machine and some mars mellows, chocolates and 2
types of drinks.
Figure 4.4.3 Tea time drinks
Day Sandwiches Cakes
Monday *Chicken, tomato, lettuce,
cucumber, honey mustard
*Cheese, tomato, lettuce
*Salmon, cream cheese, rocket,
capers
*Cupcakes
*Carrot cake
*Cheese cake
Tuesday *Ham, cheese, tomato, cucumber
*Tuna salad
*Pesto, tomato, rocket,
mozzarella
*Brownies
*Apple pie
*Malva pudding
Wednesday *Brie, honey, walnut, rocket
*Turkey, lettuce, tomato
*Ham, cheese
*Apfelstrüdel
*Chocolate cake
*Tiramisu
*Lettuce, egg, tomato, ham,
cheese, cucumber
*Cucumber, cream cheese, rocket
*Buffalo Mozerella, country ham,
Pesto, Tomato
*Vanilla cake
*Cupcakes
*Crumbled apple pie
Thursday *Ostrich, rocket
*Cheese, bacon, egg, lettuce
*Tuna Salad
*Nuts cake
*Brownie
*White chocolate cheese
cake
Friday *Carpaccio, sun-dried tomatoes,
balsamic, rocket, parmesan
cheese
*Ham, cheese, tomato
*Chicken, tomato, lettuce,
cucumber, honey mustard
*Raspberry cake
*Cupcakes
*Malva Pudding
Saturday *Cucumber, cream cheese, rocket
*Chicken, mushroom, chili sauce
*Salmon, cream cheese, capers,
rocket
*White Chocolate cake
*Apple Pie
*Vanilla cake
Sunday *Chicken Mayo
*Buffalo Mozerella, country ham,
Pesto, Tomato
*Cheese, lettuce
*Brownies
*Carrot cake
*Cupcakes
Figure 4.4.4 Tea time sandwiches and cakes

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4.4.4 Dinner
Lunch is daily between 18:00 and 20:00. The buffet is shown below. Drinks are self-service for the
children. Every Sunday there will be a braai around the fire place.
Starters Main Dessert
Daily *Bread
*Garlic bread
*Different vegetables
*Fresh salad
*Potato salad
*Cream
*Vanilla ice
*Caramel, carrot,
chocolate sauce
Monday *Cheese Mushrooms-
large flat mushrooms
with stilton or
cheddar cheese
*Tomato soup
*Durban curry
*Rice
*Cape Bobotie
*vegetables
*Fresh fruit
*milk tart
Tuesday *Prawns
*Cheese roll
*Chicken and bacon
Bombay
*Pot Luck
*Snappy Crocodile
*Vegetable pasta
*Malva pudding
*Fresh Fruit
Wednesday *Frikkadel – meat ball
in tortilla flower
*Peri Peri chicken
*Roasted Cheese of
goat
*Springbok
*Game Africa
*Mixed Roasted vegetable
Parcels
*Fresh Fruit
*Guava ice cream
Thursday *Tomato’s with
mozzarella
*Crocodile Bites
*Rib Eye
*Tuna steak
*Vegetarian Potjie
*Cheese Cake
*Fresh Fruit
Friday *Mussels
*Melon with country
ham
*Pasta
*Roast Kudu
*Pap pastei
*Carrot Cake
*Fresh Fruit
Saturday *Duck- with sweet
honey and feta
*Mushroom soup
*Ostrich
*Fried Chicken
*Soetkoekjes
*Fresh Fruit
Sunday *Vegetable soup
*Springbok Carpaccio
BRAAI, different kind of
meats and vegetables
*Apple pie
*Watermelon
For our little guests Monday, Thursday Tuesday, Friday Wednesday,
Saturday
*Pizza
*Pancake
*Cupcakes
*Toasted sandwiches
*Fresh Salad
*Vegetables
*Ice Cream
*Chips
*Hamburger
*Chicken nuggets
*Fresh Salad
*Toasted sandwiches
*Ice Cream
*Fruit Salad
*Hotdog
*Pizza
*Wedges
*Vegetables
*Pudding
*Toasted
sandwiches
Figure 4.4.5 Dinner

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4.4.5 Wines
Below the design of the wine map can be found. The next paragraph is about the drinks which are
included. The wines shown below in figure 4.4.7 are not included. The design is professional and on
the wine list there will be a lot of South African wines. In the drink menu, there will be some house
wines which are included.
4.4.5.1 Text for on the wine map
Already in 1659 the first wine was grown in South Africa by the Dutch! Jan van Riebeeck founded in
1652, commissioned by the Dutch East India Company a refreshment station at the Cape of Good
Hope to supply ships sailing trips made to and from the Dutch East Indies. There nurseries were
constructed for growing vegetables and a few years later vineyards.
Yet were the first wines were not really to write home about. Thanks to the arrival of the French
Huguenots came more expertise and sophistication in wine region towards South Africa. The last 15
years has this South African wine has received an enormous (quality) momentum and there is more
than 100,000 hectares of vineyards, especially in the southwest. There are 750 million bottles
produced annually of which 40% is exported.
Figure 4.4.6 Design wine map

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Below the wines and specials are shown. Vuyiswa selected some wines based on information from
Wines of South Africa (2014)
Red wines
Pinotage R120
A local cross between Pinot Noir and Cinsaut (hermitage)
Carbenet Sauvignon R100
Spicy, full and complex wine
Muscadel R90
Sweet red wine
Rosé
Nederburg Rosé R80
Sweet and fruity Rosé
White wines
Chardonnay R110
Nouvelle
Grassy, green pepper character
Sauvignon blanc R100
Classic crisp, dry Sancerre and smoky Pouilly-Fumé
Semillon R90
Green grape
Specials
Cape pink R100
Non-muscat grapes, matured for at least 6 months
Cape White R100
Non- muscat grapes, wooded-aged for a
minimum of 6 months, any size vessel
Cape Ruby R100
bBended, fruity, components aged for a
minimum of six months up to three years
Figure 4.4.7 Wines

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4.4.6 Drinks
Cola, Cola Light
Ice tea
(Peach, Lemon or Raspberry)
Fanta, Sprite
Sparkling water, still water
Lemonade
Orange juice
Tea
(Rooibos, black or green)
Coffee
Cappuccino
Ciders
Haunters Dry / Gold
Savanne Dry
Black Label
Heineken
House wines
Red wine
Rosé
Chardonnay
Sweet white wine
Excluded
Fresh Orange Juice R25
Brutal Fruit R17,5
(Mango, Lemon, Peach)
Vodka R20
Whisky R30
Amaretto R30
Malibo R20
Figure 4.4.8 Drinks

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4.4.7 Service Blue Print
Below you find the service blue print during dinner time.

67. 67

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4.4.8 Uniform, table décor and atmospheric sketch
This chapter is about the atmosphere in Vuyiswa. First you will see the recommended uniform, than
the table décor and finally the atmospheric sketch.
Uniform
The uniforms are very formal and properly in the restaurants. The whole body must almost be
covered up in a 3 star lodge. Below you see the uniform for a men and a female.
Table décor
Below you can find the table décor. The table and the chairs are made of the same wood. In the chair
and the tables are different prints which shows the culture of South Africa. On the table the standard
décor will be a napkin with 2 kinds of cutlery (for starter and meal course), wine glasses and a candle.
Because the sphere in the restaurant is very colorful and cozy, the tables are easy made up.

69. 69
Atmospheric sketch
The restaurant
As can be seen the atmosphere is very cozy. The restaurant is made of beautiful wood, which is the
basis of the restaurant. To make the restaurant comfortable we have also some sofa’s with different
prints to feel the real African experience. The lantern lights are for the cozy and relaxing atmosphere.
The Toilets
Below you can see the toilet wash basins. The dressoir is made of wood, the mirrors are made of the
same wood.
The Kitchen
Here you can see the kitchen which is very luxury and also an impression of the food service.

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4.4.9 Scheduling
In this chapter you will find the schedule per day. You can see the early shift and late shift.
In total the restaurant has six waitresses, four bartenders, two chefs, two cooks and two cleaners.
The staff is divided in two shifts. There is an early shift and a late shift. The early shift starts at 08.00u
AM and ends at 16.00u PM. The late shift starts at 16.00u PM and ends at 00.00u PM.
Below the scheduling per day is described. For every day the same number of staff is scheduled.
Sometimes the employee has an early shift and some days the employee has a late shift.
Monday early shift (08.00u-16.00u):
- 1 Food and beverage employee
- 1 chef
- 1 cleaner
- 1 administrative manager
- 2 rangers
- Maintanance
Monday late shift (16.00u-00.00u):
- 1 chef
- 1 f&B employee
- 1 lodge manager
- 2 rangers

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4.5 Entertainment and recreation
There is a Kids Club where Vuyiswa entertains the children. Here the children can play, can craft etc.
The animation employees can also do a lot of activities with the children. Sometimes the animation
employees organize games and sometimes they gonna sing with the children. There is always
something to do at the Kids Club.
There is always one animation employee at the Kids Club.
Lodges/accommodation
There is always one employee who welcomes the guests and bring the guests to their
accommodation. The planning process is as follows:
What Time Who
Check-in Every day on every
time except the
Sunday
Reception employee
Check-out Before 12.00u every
day
Reception employee
Cleaning
accommodations
Every day. Depends on
when the guests leave
their accommodations.
Cleaner
Big cleanup When the guests leave
Vuyiswa, the
accommodation needs
a big cleanup. Most of
the time the big
cleanups are around
13.00u.
Cleaner
4.6 Sustainable development
One of Vuyiswa’s Unique Selling Points is being sustainable as possible. To ensures that the Vuyiswa
reserve is sustainable, there is a planning process.
Every month the sustainable tools, like the sun panels and the water container, will be checked by an
expert. If there is something wrong, the expert can immediately make it.
Every three months there is an expert who visit the Vuyiswa Reserve. The expert set up a plan to
develop the sustainability.

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4.7 Ecological Considerations
In the beginning the Environmental Impact Assessment will take place. After this assessment the
Vuyiswa reserve takes always the ecological considerations into account.
There is a planning process to take the ecological considerations into account. The process is as
follows.
- Waste separation
There are three different waste bins. One for the plastic waste, one for the green waste and one for
paper. This waste separation ensures that Vuyiswas takes the ecological considerations into account.
Every day the waste bins will be checked.
- The Greenhouse
To keep the greenhouse, which was already at the land before Vuyiswa bought the land, Vuyiswa has
already chosen to take the ecological considerations into account. The greenhouse ensures to take
care of the environment. Furthermore Vuyiswa brings local people to the reserve. This is a good
point to take care of the country and the society.
4.8 Social responsibility
Vuyiswa is responsibility for everything that happens in the reserve it selves. That is why Vuyiswa has
to take care of the play grounds, the accommodations, the land etc. The Vuyiswa reserve has to be
save.
Outside the reserve Vuyiswa is not responsible for things that happen, but the Vuyiswa reserve is
always able to help the guests when it is necessary.
4.9 Grading and certification
According to the Tourism Grading Council South Africa (n.d.) the lodges can be graded by the TGCSA.
Vuyiswa wants to be graded as well. Therefore Vuyiswa needs a three years membership. Vuyiswa
gets an assessor from the TGCSA. That person will grade the Vuyiswa reserve with an explanation as
well.
Vuyiswa wants to be graded, because of the publicity. According to the Tourism Grading Council
South Africa (n.d.) it helps also, because of the direct access to travelers all over the world with travel
sites. For example TripAdvisor. Furthermore the graded establishments of the TGCSA will
automatically appear at the top on Google. The grading is also given a positive competitive
advantage in comparison with the ungraded establishments. (Tourism Grading Council South Africa,
n.d.)

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5. Financial Plan
This chapter is about the financial plan. Paragraph 1 is about the initial cost, then there will by the
projected occupancy, rates, income statement, net present value, payback period and Internal rate of
investment.
5.1 Initial costs
Below the initial costs for the Vuyiswa lodge are described. The explanation can be found below
figure 5.1.1.
Costs (in ZAR) Total
Main Lodge
Building 21.000.000
Renovation of the building 2.200.000
Furnishings 130.000
Kitchen equipment 1.200.000
Total Main Lodge: R 24.530.000
Kids Club
Playground 3.000
Music player 750
Craft materials 3.000
Furnishing 11.250
Total Kids Club: R 18.000
Accommodation
Tents + Building platforms 150.000
Furnishings 77.000
Shower, bath, wash basins, 176.000
Matresses, Sheets, Blankets,
pillows
105.000
Total Accommodation: R 508.000
Operational costs
Food 30.000 Per week
Employee costs 11.500 Per week
Others
Marketing costs 35.000
Total Others: R 35.000
Total initial costs: R 25.091.000
Total costs operations per
week:
R 41.500
Figure 5.1.1 Initial costs

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5.1.1 Explanation
The furnishings of the main lodge includes:
- 35 Chairs (25.550 ZAR)
- 10 Tables (14.600 ZAR)
- 2 Lounge sets (43.800 ZAR)
- 1 Bar (15.000 ZAR)
- 3 Toilets + Wash basins (17.500 ZAR)
- 20 Lights (8.760 ZAR)
- Pillows (4.500 ZAR)
The kitchen equipment includes:
- Pots
- Cutlery
- Plates
- Electronic devices
The furnishings of the kids club includes:
- 10 Chairs (1.500 ZAR)
- 1 Table (750 ZAR)
- 3 Play sets (9.000 ZAR)
The furnishings of the accommodations includes:
- 8 Bunk Beds (30.000 ZAR)
- 6 Twinbeds (17.500 ZAR)
- 28 Chairs (20.500 ZAR)
- 6 Tables (9.000 ZAR)
Operational costs:
Employee costs: 12 employees x R 17 x 8 hours x 7 days

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5.2 Projected Occupancy
According to the marketing plan the projected occupancy is 65% in the first year. This means that
there are 6.643 bed sells in the first year.
In total there is space for 28 guests at the same time.
In the months January – April there is a peak, so then the projected occupancy would be 70%.
In the months May – September it is low season, so then the projected occupancy would be 60%.
In the months October – December there is again a peak, so then the projected occupancy would be
70%.
5.3 Rates
The prices are per night per tent. Vuyiswa wants to be payable for families, so the rates would be not
that expensive.
The rates are calculated as follows:
Projected occupancy
The projected occupancy is 65%, this means that in a year the occupancy of Vuyiswa is:
65% x 365 days = 237,25 days
Breakeven
After six years Vuyiswa wants that the total costs are the same as the revenues. This means that
Vuyiswa calculated the breakeven point as follows:
Total initial costs / six years / 237 days of occupancy / six lodges
= 25.091.000 / 6 / 237/ 6
=2940, 811..
= R 3.000
Food and employee costs / seven days / 28 persons
4 people lodge: 41500 / 7 /28 x 4 = R 900
6 people lodge: 41500/ 7/28 x 6 = R 1.300
Rates
The total price for a 4 people loge per night = R 3.000 + R 900 = R 3.900
The total price for a 6 people lodge per night = R 3.000 + R 1.300 = R 4.300
Different seasons
Because there is a difference in the occupancy between the different seasons, the rates are also
different from each other. In the high seasons the rate would be higher than the calculated rate and
in the low seasons the rate would be lower than the calculated rate.
January – April May – September October - December
4 people lodge per night R 4.200 R 3.600 R 4.200
6 people lodge per night R 4.600 R 4.000 R 4.600

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5.4 Income Statement
The income statement is in ZAR.
1
Depreciation exists of the following costs: tents have a live spend of ten years. The total costs of the tents are
150.000. 150.000/10=15.000 depreciation a year. The inventory has a total amount of 1.706.000 with a live
spend of 8 years. So 1.706.000/8=213.250. Total depreciation is 1.706.000+213.250 = 1.919.250
2
The other income exists of extra payments for exclusive drinks.
2015
Gross revenue R 5.905.200
Refunds R 20.000
Net revenue R 5.885.200
Food costs R 1.560.000
Employees R 598.000
Depreciation1
R 1.919.250
Marketing R 34.768
Total operating expense R 4.112.018
Operating profit / loss R 1.773.182
Other income2
R 35.600
Profit before tax R 1.808.782
Taxes R 361.756
Profit after taxes R 1.447.025
Figure 5.4.1 Income statement

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5.5 Net present value
To calculate the net present value the following things Vuyiswa has to know:
Sales: R 5.885.200
Costs: R 2.192.768 -
Cash flow: R 3.692.432
Depreciation: R 1.919.250 -
Net profit: R 1.773.182
Net present value = Present Value of all Cash flows – Investment
Present Value of all cash flows =
= Cash flow x (1 – 1/1,09^6)
= 3692432 x (1-1/1,09^6)
5.6 Payback period
Investment / Cash flow
= 25.091.000 / 3.692.432
= 6,795.. Years
= 6,8 years
5.7 IRR
Cashflow x (1-1/1,09^10/1,09) – Investment

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Conclusion
As a conclusion we can say according to the strategic plan that it is difficult to start up a lodge in the
Eastern Cape of South Africa. There are a lot of lodges and game reserves in the Eastern Cape, which
means that there are a lot of competitors. However, there are also a lot of opportunities. According
to the PESTEL the external environment has opportunities as well as the internal environment.
According to the SWOT analysis Vuyiswa can have a strong position in the lodge industry. The
Vuyiswa reserve is focused on families and is also payable for families. Furthermore Vuyiswa is as
eco-friendly as possible. As a conclusion we can say that despite of the difficulties Vuyiswa has a lot
of opportunities to become a successful lodge.
Furthermore we can conclude according to the marketing plan that nowadays social media an
important aspect is in the lodge and hospitality industry. Therefore Vuyiswa uses social media to
become a successful organization. It is important that people find Vuyiswa and that people come visit
the Vuyiswa reserve. Also we can conclude that a good marketing strategy is important to become a
successful organization. Therefore Vuyiswa have set up a great marketing strategy, which ensures
success.
We also concluded that the design of a lodge has to fit in the environment. This is not that easy as
expected. Also the materials we want to use have to fit in the environment. This a very important
aspect.
At least we can conclude that it is important, when someone wants to set up a lodge, there are some
investors who can help with the startup of the lodge. If there are no investors, then it is difficult to
set up a lodge.

79. 79
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