Executive Summary
The purpose of this report is to review the appropriateness of ‘Adopt an Animal’, a special offer of Australia Zoo, for a target segment.
Zoological and Botanical Garden Industry is supposed to generate $975.8 million in 2013-2014. The major players of this industry are:
Merlin Entertainments (Australia) Pty Ltd,
Zoological Parks Board of New South Wales, and
Zoological Parks and Gardens Board
Australia Zoo is a private company held by Steve Irwin which has more than 100 species on display. It is affected by organization and competitorforces from micro environment, also, economic and natural forces from macro environment.
The strategy for Australia Zoo is to provide different products to different customers. It target on domestic visitors by providing better service of adopting an animal in order to compete with other companies.
Contents
Executive Summary 1
1.0 Introduction 3
1.1 Background 3
1.2 Purpose 3
1.3 Scope 3
1.4 Assumptions 3
1.5 Limitations 3
2.0 Background information 4
2.1 Industry identification 4
2.2 Microenvironment 5
2.3 Macroenvironment 6
3.0 Segmentation, Targeting, Positioning and Differentiation 7
3.1 Segmentation 7
3.2 Targeting 8
3.3 Positioning and Differentiation 8
4.0 Target Segment 9
5.0 Conclusion 9
6.0 Reference List 10
1.0 Introduction
1.1 Background
Australia Zoo is a 1500-acre zoo with over 500 staff located in the state of Queensland owned by Steve Irwin. It was first opened in 1970 by Steve’s parents under the name of ’Beerwah Reptile and Fauna Park‘(Australia Zoo, 2013). Today, Australia Zoo has become the biggest and the best wildlife conservation facility in Australia.
1.2 Purpose
This report is aim to review the appropriateness of ‘Adopt an Animal’, ...
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...ological needs to self-actualization needs (Kotler, Burton, Deans, Brown &Armstrong, 2013). The main target segment of Australia Zoo may be domestic customers aiming to satisfy their social needs. It can be seen from IBIS Report (2013) that 26% revenue of zoos are earned from domestic visitors while only 8% from international visitors. Many of domestic customers are busying with work or study. This characteristic makes them have bigger desire of social needs. Australia Zoo is more than a place to gain family togetherness and companionship. By adopting an animal, customers can also satisfy their social needs, like sense of belonging and love.
5.0 Conclusion
As a conclusion, the offer of ‘Adopt an Animal’ helps Australia Zoo satisfy target audience’s needs and maximum their profit. Customers not only can make a difference for the animals but also get what they want.
Considering the many challenges animals face in the wild, it is understandable that people may be eager to support zoos and may feel that they are protective facilities necessary for animal life. In the article “ Zoos Are Not Prisons. They Improve the Lives of Animals”, Author Robin Ganzert argues that Zoos are ethical institutions that enrich the lives of animals and ultimately protect them. Statistics have shown that animals held in captivity have limited utilitarian function resulting in cramped quarters, poor diets, depression, and early death for the animals thus, proving that Zoos are not ethical institutions that support and better the lives of animals as author Robin Ganzert stated (Cokal 491). Ganzert exposes the false premise in stating
Peoples Trust article “Zoos & Conservation” touched surface solely on zoos located in Britain. What about the rest of the world? Luckily there is a group called the World Association of Zoos and Aquariums (WAZA) that inspects zoos and aquariums making sure that they are fit for conservation. For instance, the Giza Zoo In Cairo was shut down for killing two gorillas that may have been infected with disease and for extra pay putting visitors in danger so they could pet any animal they requested. Now if one of these animals were to attack a visitor then they would put down the animal in which is just doing what its instincts tell them.
From a Ted Talk said by Gabriela Mastromonaco from the Toronto Zoo, she says “That zoos serve and important purpose beyond from this entertainment and are vital to the future of the animal world.” She tells us how the zoos today save many endangered species. “1. We care for and breed animals that have been wiped from the wild, or reduced to very small numbers. 2. We store genetic material, such as sperm and eggs, that can be used in the future to breed offspring.” She concludes by telling us how zoos save many species every year and how they can save a whole group of animals.
Have you ever seen an animal sitting in a cage all alone with nothing to do. Well, zoos are trying to change that fact. They will allow the animals to live in an environment that is like their home. Many people don't realize this, but zoo are keeping and breeding these animals because they would not survive in the wild alone. In the three passages, ¨The Stripes Will Survive,¨ ¨The Zood Go Wild from No More Dodos,¨ ¨Our Beautiful Macaws and Why They Need Enrichment.¨ All of these articles present one claim, that is that the role of zoos is no longer to keep animal, but to protect them.
Even though zoos try to imitate the natural habitat of each animal, the area for the zoo might not be able to support the animals needed environment. When visiting a zoo many people fail to notice that the animals have living areas measuring an acre or smaller. “Their enclosures are often small, barren, and without shade or privacy” (Laws). “Animals also need to endure dirty living conditions, stagnant water, and hard floors to sleep on at night” (Laws). It’s obvious that in the wild any animal has almost unlimited space to live in. They catch and forage for food naturally and mate naturally.
There are many places where people can go to see live animals such as aquariums, zoos, and safari parks. A pleasant way to define a Zoo is to call it “an establishment that maintains a collection of wild animals”. (Google def) Another way to say that is a facility in which animals are “enclosed in cages for public exhibition”. I believe zoos are ethical; however, changes need to be made to eliminate problems I have discovered. In this argumentative essay, I will be arguing the ethics of zoos and certain problems that need to be addressed that people are not aware of. Zoos are great places to take the family out for the day to have entertainment; however, problems such as captive breeding, length of life, and animal stress need to improve.
Living conditions are crucial to an animal’s survival. Captivity cannot begin to replicate what it means to be free. Living in an enclosed prison cell, animals are prevented from natural activities like running, roaming, flying, climbing, foraging, choosing a partner, and being with others of their own kind (“Pitiful Prisons”). Zoos also cannot provide the amount of space animals have in the wild especially for species who roam larger distances in their natural habitat. “Tigers and lions have around 18,000 times less space in zoos than would in the wild. Polar bears have one million times less space” (10 Facts About Zoos). The federal Animal Welfare Act establishes only the most minimal standards for cage size, shelter, health care, ventilation, fencing, food and water. A zoo is no place like home.
From our loving pets that welcome us home every day, to the birds chirping in the morning, to the exotic animals we admire; animal safety and animal rights is a priority that gathers attention across the world. Being up close and personal with animals is a coveted experience that zoos try to bring to everyday life. While it is breathtaking to see these glorious animals it can possibly bring danger to their lives and call into question someone’s morals. The Denver Zoo claims that they rescue endangered or suffering animals from hostile environments and bring them into a safe, nurturing facility where they cater to the animals’ needs. With the demands of the people it is truly amazing that the Denver Zoo can properly care
The zoo is the place to see some of the most dangerous predators, majestic birds, skittish herbivores, and the sheer beauty of the animal kingdom and some of the deadliest snakes in the world just on the other side of a glass or just observed from a couple yards away. People say that the animals should be freed and sent back to their natural habitats. Others say that these animals should stay there because they are protected from poaching, bring the numbers back from endangered species, getting good nutrients from the foods they eat there. However that is not the truth of what happens when the gates are closed to the public, or what goes on behind the scenes.
What about zoos in other regions of the world? This question is a good one; as it applies to regional views. Zoos all over the world have different rules; for visitors and their animals, depending on who and where they are located. China has a main focus on saving their giant pandas from extinction; note they are vulnerable, but can end up endangered once more. Some zoos run on donations; Cheyenne Mountain zoo and Dartmoor zoo, while others are federally paid; Denver zoo. Each zoo has a mascot to be the main view; Cheyenne mountain has a giraffe, Denver has a lion, Australia zoo has a crocodile, but under that mascot are other animals branched out. This means that no zoo is a like; they may have the same animals, but their rules and lifestyle are entirely different.
Zoos today say that one of their main goals is to conserve endangered species and eventually reintroduce them back into the wild. However, Benjamin Beck, former associate director of biological programs at the National Zoo in Washington, found that over the past century only 16 of 145 reintroduction programs worldwide ever actually restored any of the animals back to the wild (qtd. in Fravel). He also found that a majority was carried out by the government and not the actual programs themselves. Beck noted that the billions of dollars the zoos were receiving were going towards hi-tech exhibits and marketing strategies to get people to go to the zoos. So which zoos are actually attempting to save the lives they claim to be? According to David Hancocks, a former zoo director with 30 years’ experience, many zoos that are not affiliated with the AZA do not spend hardly any of their fu...
As a kid, I had always looked forward to days at the zoo. I was, however, far more interested in the jungle-themed surroundings than the educational parts. I was told that zoos protected animals and took good care of them. Now I'm not too sure that's the truth. Animals like tigers, lions, and elephants are born to live and grow up in the wild. They aren't meant to live inside of a cage in a zoo. Not only that, but the animals' health isn't as good as you'd expect. Although lots time and money has been spent on zoos, animals are still suffering. Zoos are fun and exciting for kids and tourists, however, the animals aren't enjoying it as much as us.
Some people may argue that zoos protect animals and species under this polluted world, however, do animals in zoos really need our “help”? Yes, but surely not that many. According to Captive Animals Protection Society (CAPS), 79% of animals in United Kingdom zoos and over 70% of elephants in European zoos are wild-caught. It seems that zoos need them rather than they need zoos.
Supporters of zoos argue that they help to conserve endangered species, but in fact they are not very good at this. Even the world famous panda-breeding programme has been very costly and unsuccessful. Also, zoo life does not prepare animals for the challenges of life in the wild. For example, two rare lynxes released into the wild in Colorado died from starvation even though the area was full of hares, which are a lynx’s natural prey.
Some zoos, on the other hand, manipulate the animals to acquire as much revenue as possible rather than being concerned with the welfare of each animal. In “The White Heron” the heron was protected from the hunter by a girl. The girl could represent a zoo, while the young hunter could represent people who exploit animals for personal reasons, such as money. Zoos promote the awareness of animals that are going extinct. This would allow people to help fund the repopulation of those animals.