Taronga Zoo- Marketing research
Uploaded by joeydaprof on Jun 12, 2006
Executive Summary
Taronga Zoo – officially opened on the 7th of October 1916 – has been able to withstand the test of time, and today – some ninety years after being established – remains a prime tourist attraction in the heart of Sydney. By remaining open daily from 9am to 5pm (365 days a year, even Christmas Day!) the zoo is able to ensure that all zoo goers (including tourists and families) have plenty of time to explore the zoo, to take in the amazing scenery and views and even attend a show or two! Included in the price of entry is a free Newspaper (Sydney Morning Herald), access to the Cable Car and free access to several shows the run throughout the day at the zoo (most notable of which is the improved Free Flight Bird Show)
Taronga Zoo has expanded in recent times to further accommodate for business and social functions (with the development of function rooms), families (with the introduction of Roar and Snore) and all other visitors with the continuous additions being introduced (such as the new Snow Leopards and Wild Asian Wetlands exhibit) that add to the exponential reputation of Taronga Zoo as a great day out for all.
The management team have asked that this marketing report be compiled in an effort to determine the effectiveness of the current marketing strategies, and to provide any possible feedback about how much of a positive or negative influence the current marketing schedule is having on the business as a whole.
Mission Statement
The Management of the Zoological Parks Board has determined the following as the Mission Statement for Taronga Zoo.
“We will demonstrate a meaningful and urgent commitment to wildlife, our natural environment and the pursuit of excellence in our conservation, recreation and scientific endeavours.”
Situational Analysis
Business Life Cycle
At the current point in time, Taronga Zoo is in the Post Maturity (Renewal Stage) (See Figure 1.1) with the large number of new ventures being undertaken by the owners such as the Wild Asia Exhibit and Oceanarium
Fig 1.1
SWOT Analysis
The purpose of a SWOT Analysis is to evaluate the current situation the business is in. The SWOT Analysis consists of Strengths, Weaknesses, Opportunities and Threats. The internal strengths of the business should be matched with external opportunities. The Business undertaking the SWOT Analysis also needs to put into place strategies in order to take control of weaknesses and eliminate any threats from external...