Marketing Chester Zoo to 16-to-24-year-olds
At the moment, Chester Zoo is the leading zoo in the country. It is a non-profit organisation and its mission is to support and promote conservation by breeding threatened animals, providing excellent animal welfare, high quality public service, recreation, education and science. Currently, their main source of income is from the admissions (see appendix 2B)
Currently, the zoo is facing a marketing problem: The 16-24 year old age group is not visiting the zoo as much as expected to. (See appendix 7B)
My task is to analyse the situation and come up with a solution. I shall do this by looking at the marketing strategy of Chester Zoo.
Marketing is a continuous process of learning about and understanding a business’ customers and competitors, anticipating their customer needs, providing a suitable product at the right place, with the right price and the right promotion to attract customers.
A marketing strategy is a plan that is evaluated carefully, for the future marketing of a business. It takes into account the company’s strengths, weaknesses, opportunities and threats, together with the
4P’s (Price, Product, Place and Promotion), with these two areas in mind, a suitable plan is thought out.
In this case, Chester Zoo will be looking to improve their marketing strategy to attract and keep more 16-24 year olds.
My main research methods will be by:
-Going to the zoo and interviewing the staff there. This is for me to judge the level of their service without any bias from other sources.
-Consulting a range of sources, which have both primary and secondary evidence, including articles of quality from different media. This will help me see any trends over the years, and hopefully, their weaknesses and strengths.
-I will also conduct a survey in form of a questionnaire aimed at
16-24 year olds. This will be to get a better perspective of the situation, to understand the reason behind the low visiting rate by this age group, anticipate their needs, and hopefully as an eye-opener to the solution.
-Reading through various news report (related to Chester Zoo)
-Reading about / visiting some of Chester Zoo’s key competitors to understand / see how they attract their customers of this age group.
-Consulting some relevant business textbooks to further understand and improve my knowledge, especially about m...
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...rket was students, so a ‘Student Card’ could be used. But what about the non-students?
Some people may feel like their privacy is being intruded upon if they have to prove their age before gaining entrance into a zoo; as a result, they may choose to go elsewhere, and Chester Zoo would lose out. Some forms of identification could be false/ forged without the knowledge of Chester Zoo, and unfair entrance gained.
There’s also a potential risk of losing customers from the other sectors, especially if they feel that the zoo has “changed”- they may lose the familiarity they already have.
If Chester Zoo decides to carry out this scheme temporarily, when they revert to their “usual” fees, there is a chance that this situation will go back to the old problem of the 16-24 year olds not visiting as expected to but they may have retained some of the age group who may be visiting them regularly.
As with most ventures, this is risky and daring. In theory, my proposal should work well, and serve to improve Chester Zoo’s marketing strategy. However, in practicality, this may not be the case, and in the end it will be up to Chester Zoo to decide whether or not this proposal is worth executing.
This paper reviews and analyzes three main issues with the first one being leadership. Other sub-issues involve lack of vision, coercive leadership style, using taxpayer’s money for personal benefit and irresponsible top management. The organizational structure, mixed communication, and no clear indication to who to report to is the second. The third being communication, this paper tackles lack of the ability to speak about the actual problems in fear of being ostracized; if you’re not with us; you’re against us. We suggest a solution based on our SWOT analysis, star bursting, brainstorm, mind map, and rational decision making tool. With the use of these five tools we hope to help solve the problem at hand by making the city zoo a more engaging and dynamic experience for both employees and the public.
Citizens visit thousands of zoos worldwide to admire and satisfy their curiosity of the beautiful wild animals that mother nature has to offer. Zoos have been around for hundreds of years and have become a known tradition for numerous school field trips and family outings. The ongoing debate between animal rights activists along with zoo officials remains to be a question of concern, should wild animals be removed from their natural habitats to live in city zoos for education and entertainment purposes?
I have always loved animals and enjoyed going to zoos the see exotic animals that I don't see in every day life. Today people think that zoos are harmful to the animals. Zoos are more helpful than harmful to the animals in them. We can save zoos and the animals in them by remembering that zoos take care of animals and protect them.
Zoos have been with us throughout our history, and can provide a good barometer of public beliefs and values at any given time. Therefore it seems necessary to explore whether in today’s society contemporary zoos are a means of educating and conserving or still seek to control and exhibit animal others for human benefit. In order to make this assessment there are a number of contributing factors. Firstly it is important to establish context by considering the history of zoos and looking at the changes from the early menageries to contemporary zoos who strive to be institutions of refuge for animals facing twenty-first century global challenges. This links into how the physical space of zoos has changed over time and whether these advancements have made any crucial difference to the welfare of animals. Following this conservation, education and scientific research will be explored in detail in order to assess whether they provide good enough motives for keeping animals in captivity. I will seek to argue that although attempts have been made to point zoos in the direction of conservation and education, in my opinion the concepts of dominance and human superiority are still at the core of modern zoos.
A few cool facts I found on the zoos website about its animals are that it was only the seventh zoo in the world to have twin gorillas born in 1999. It is one of only six zoos in the US to exhibit Indo Chinese sika deer. They also have the most diverse collection of cats, both large and small, in the region. We’re pretty lucky to have a zoo with so much to offer in our
Over the years, we have seen propaganda, documentaries, misinformation, beliefs and choices that have been made in and by zoos. With all of this, it means our judgement and others have been clouded by what media has told us. If we look at zoos in other regions, and those affected by war, then does your viewpoint change on what and how you see zoos?
Starting thousands of years ago, zoos attracted large crowds around the world (Fravel). Because of that, everyone today has seen, been to, or heard of a zoo at least once in their lifetime. However, people are missing valuable information that they need to know about zoos today. Do the zoos really do what most people think?
The program I am working with will be the Petting Zoo put on by the National Exchange Club every summer from the end of May to the beginning of summer. This program started in the 1980’s and it has evolved drastically over the past few decades. They don’t have personalized website for their branch, but they do have a website within The National Exchange Club main page. There website is: http://www.nationalexchangeclub.org/category/wisconsin-upper-peninsula-district/fond-du-lac-wi/.
Zoos could be considered wonderful, as well as being considered unacceptable. Either way zoos are a massive part of society, as millions of people visit them worldwide. Zoos have had their positive parts and their critical parts. Despite the negative parts that have taken place over the years. Zoos should be recognized as an extraordinary thing. As well as a thing that is up in arms for the animals that inhabit them. Accordingly zoos keep animals safe and alive.Shirley McMarlin a staff writer at the Tribune-Review states the following on her opinion on zoos.“Zoos are an essential resource for the consecration of many endangered and threatened species.” Afterwards goes on to cite
"Zoos: Myth and Reality." Opposing Viewpoints Resource Center. Gale, July 2000. Web. 10 Nov. 2011.
Although many families have argued that zoos are educational buildings that aloud children and adults to gain knowledge about wild life and are not harmful for animals, closer examinations show that zoos are just entertainment centers that should be shut down. However, debate about whether the zoo should be shut down or not has become more serious. Zoos should be shut down. Animals suffer from mistreatment, malnutrition and murder, also people don’t gain the right knowledge about these animals because zoos aren’t educational and the horrific stories about the animals are all the reasons why zoos should be shut down.
The Zoo and Its Benefits Zoos bring humankind closer to wildlife. Though, sometimes that means taking the animal out of its natural habitat. Some animals have lost most of their habitat and are on the verge of extinction. In this way, the zoo helps the animals rather than using them as a form of human entertainment. Zoos also allow humans to study different kinds of animals more closely.
“Cigarette Smoking-Attributable Mortality and Years of Potential Life Lost—United States, 1990” 19 Sept. 1998 Centers for Disease Control and Prevention. 18 March 2004 <http://www.cdc.gov.mmwr.preview/mmwrhtml/00021441.htm>.
Zoos are public parks that claim to display animals for the purpose of education and procreation of endangered species; but in reality Zoos area actually doing more harm than good. Animals that live in zoos are more likely to suffer from illness or injury as opposed to those who live in the wild, and they also have shorter lifespans.
One of the biggest problems that people are faced with on a day-to-day basis is cigarette smoke. The sole cause for 480,000 deaths each year just in the United States is accredit to cigarettes(CDC). For a lot of the smokers the habit of smoking happens to assist them when under stress and dealing with issues that are unmanageable. Some smoke to appeal to their peers or simply because it “feels good.” Smoking one cigarette can lead to a major addiction. The effects of smoking hurt oneself and those amongst us. Smoking Kills as the ad portrays this revolver and cigarettes as the bullets, and also lists the side effects of smoking. Cigarettes causes cancer, increases the risk of you getting a stroke, highly addictive and causes a lot of health problems. Nearly 16