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.
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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
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Furthermore, while zoos should conserve and encourage educational experiences within their parks, Allen points out it’s also important to take a compassionate approach in caring for each individual animal. As zoos focus more on education and conservation, they sometimes forget that animals are not alive in terms of population and individual welfare is important. Thus, it appears that Allen is taking a middle ground approach to the ongoing debate about zoos, because she is open to zoos, when they are compassionate, yet fully recognizes the downside of animal cruelty.
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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...
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
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.
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.
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>.