The Impact Of Customers On Zoos Victoria

This essay is conducted to analysis the impact of customers on Zoos Victoria success.

10.7% of market share in the Gardens category in Australia owned by Zoo Victoria (IBIS-World 2016). Zoo Victoria has three branches or zoos;

1. Melbourne Zoo.

2. Healesville Sanctuary.

3. Werribee Open Range Zoo.

However, there is a significant change occurred in one of the main external environmental factor (Political factor). Lately, the estimated limited finding from Australian’s government forced Zoos Victoria to search for more financial support from other sources like calibrates, private sponsors or increase the membership with more marketing efforts (Zoos Victoria 2012-13).

Therefore, Zoos Victoria focuses to gain 65% increase in membership by the

Awareness.

2. Purchase.

3. retention.

• Focus on a specific target segment to find what the causes of less interest in membership program.

• Suggest some solutions that might increase the memberships and revenue especially after the current limited government funding.

• Show some factors that might motivate visitors.

A visit to the Zoos Victoria locations, Zoos website and social media accounts showed that there is a lack of awareness of the membership programs in Zoos Victoria, not-for-profit community and conservation efforts.

Therefore, this essay will briefly analysis the impact of customers on Zoos Victoria success with support of reliable sources.

There are three main frameworks will be used in this essay:

• Managerial functions.

• Mintzberg's Managerial Roles.

• importance of managerial roles in small and large businesses.

It will show how Zoos Victoria faced this changes and how it can positively deal with it. Especially, to increase the number of membership. Also, what options that Zoos Victoria uses to increase revenue and suggestions to reduces the lack of awareness

Zoos Victoria is highly influenced by Australian government support but in the last few years, there is a significant decrease in government funding. This financial issue showed their weakness of using technological elements that leads to lack of awareness (Which might consider as a reason of low membership) (Zoos Victoria report 2014/15).

Therefore, Zoos Victoria facing a problem of low membership in the last few years and it aims to increase the membership as in a short time. In addition to the current limited government funding, this shrinking of membership number is due to the lack of awareness about membership programs, not-for-profit community and conservation efforts amongst Australian society. Misusing the technological environmental factor are impacting the Zoos Victoria annual membership average (Zoos Victoria report 2014/15).

The current huge improvements in technology spread the content of advertising quickly and make it easy to access. Around 70% Australians access their social media accounts by using their cell phones (Sensis 2015). However, many visitors in Zoos Victoria are unaware about the Zoos Victoria conservation efforts and it is a not-for-profit zoo. (This is some results from the Visitors’