Preview

Business

Powerful Essays
Open Document
Open Document
1252 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Business
Business Report

EXECUTIVE SUMMARY
Taronga Zoo is acknowledged as one of the world’s leading Zoological Parks. This report is for the Board of Directors of ABC in relation to the corporate sponsorship of Taronga Zoo Conservation Society Australia, and will provide an analysis of the zoo’s marketing plan. It will also evaluate the marketing potential of the proposed sponsorship for ABC.

1. SITUATIONAL ANALYSIS

1.1 MARKET ANALYSIS
Taronga Zoo is classified as a place of entertainment, and given that is in amongst a number of different places for entertainment in Sydney, the zoo has many tough competitors. Internal factors that directly affect the operations of the zoo include adequate staffing, facilities available and financial stability. External factors that impact the zoo include transport, economic conditions, the strength of the Australian dollar, weather conditions, school holidays, competitors and the aging population.
***

1.2 SWOT ANALYSIS
Taronga Zoos strengths include spectacular views of Sydney Harbour, a collection of over 2600 animals, as well as being the winner of the 2010 NSW Tourism Award. Weaknesses are visitors’ expectations to see animals constantly in action and increased competition from similar businesses. Opportunities include the closure of Wonderland in 2004, which was a major competitor. Threats include increased competition, which occurs when big companies buy multiple smaller companies and sell budget tickets.

2. ESTABLISHING MARKET OBJECTIVES
The main objectives of Taronga Zoo include increasing customer loyalty, as well as making sure visitors are aware of the conservation efforts that the zoo enforces. At current, visitor numbers to the zoo peak during periods of new animal births, which is something Taronga Zoo is trying to change by promoting the zoo as an animal conservation centre, rather than just a place to seek entertainment.

3. IDENTIFYING TARGET MARKET
Taronga Zoos target market has been segmented into

You May Also Find These Documents Helpful

  • Powerful Essays

    Taronga Zoo

    • 4127 Words
    • 17 Pages

    Secondary research was used to establish Taronga Zoos competitors (Appendix 1), and their pricing versus Taronga Zoo, this provided an initial indication of Taronga Zoo’s price positioning in the market as a premium priced visitor attraction (Appendix 2). This was confirmed through primary research, in the form of an online questionnaire (Appendix 3 & 4). Refer to (Appendix 5) for key conclusions from this research.…

    • 4127 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    The main aim of zoos is to protect and conserve global biodiversity and wildlife. To do this they have four roles to play which are; research, conservation, education and welfare.…

    • 1708 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Bristol zoo is a register charity company and it relies on financial and other help to meet its conservation and key objectives. However, the zoo has a very strong dedicated team who can achieve these objectives according to their business plans to make sure objectives are achieved successfully and noticeably on time, example one of the biggest objective of Bristol zoo is that they want to be the most popular zoo in the southwest and they do this by bringing different fascinating animals around the world which allow them to attract and engage more customers, community, individual supporters, partners and foundation trusts from all over Britain such as royalmail, Lloyds STB, The treasure, first bus. This allows them to spread the word and raise their image. According to (Mant Head of Development) Furthermore, to raise its popularity 2007 Bristol zoo took part a programme or scheme called “businesses in the south west region” the main reason for this was to increase the support they get from partners and…

    • 479 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Laid-law had a more informational take on the subject. He gives you valid reasons and information as to why zoo’s deserve the criticism they are getting. He also gives you different counterarguments that can be asked with a good and reasonable refute.…

    • 140 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Business Report- Taronga Zoo

    • 3229 Words
    • 13 Pages

    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)…

    • 3229 Words
    • 13 Pages
    Good Essays
  • Powerful Essays

    Melbourne Aquarium

    • 7516 Words
    • 31 Pages

    To Increase Number Of School Groups Coming Through The Melbourne Aquarium From 65,000 To 100,000 Per Annum By Dec 2011. (Objective 1)…

    • 7516 Words
    • 31 Pages
    Powerful Essays
  • Good Essays

    Animals in captivity

    • 410 Words
    • 2 Pages

    The major problem with zoos is that the animals who live there are kept in enclosures that don't allow them to live their lives in a natural way. No matter how big some zoos try to make the enclosures, no matter how many branches they put in them, no matter how beautiful they make the background paintings on the wall, they don't compare with the natural habitat the animals were meant to be in. Zoo animals have to spend day after day, week after week, year after year in the exact same enclosure. This makes their lives very boring.…

    • 410 Words
    • 2 Pages
    Good Essays
  • Good Essays

    This agreement provides a significant advantage to the company, essentially outsourcing responsibilities of managing licensing agreements and adding a powerful network of opportunities. The licensing contract with Sony Plaza is an excellent example of how this agreement benefits the company and spreads its unique characters.…

    • 536 Words
    • 3 Pages
    Good Essays
  • Good Essays

    San Diego Zoo

    • 996 Words
    • 4 Pages

    Zoos in general offer so much to the public, but zoos such as The Sand Diego Zoo and The Smithsonian National Zoological Park, exceed the expectations of any other zoo. Not only do they provide us with a huge variety of different species, introducing us to animals we would only dream of seeing, they go above and beyond, always keeping the animals’ best interest at heart to ensure them happiness. It’s always rewarding to witness the bliss and joy each animal displays, but a lot of hard work is behind each furry, little smile through all the conservation work behind the scenes. The San Diego Zoo and the Smithsonian National Zoological Park may be two completely different zoos, but they have one important similarity: their passion…

    • 996 Words
    • 4 Pages
    Good Essays
  • Better Essays

    One option would be to not visit zoos. This can lead to zoos eventually closing down. They cannot run a zoo if not enough people go. If all zoos were to be closed down, the animals would most likely be sent to sanctuaries where the animals could be properly cared for. Animal sanctuaries are typically better than zoos because it offers more room for animals to roam, provides a permanent home for the animals, prohibits the chaining of animals, offers the animals the choice of companions, and offers much more funding for the animals (“Zoos vs Sanctuaries - In Defense of Animals” 1).…

    • 1275 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    London Zoo can achieve their organizational objective(“the advancement of zoology, the conducting of scientific research, the promoting of conducting of conservation of biological diversity and the welfare of animals, the care for and breeding of endangered and other species, the fostering of public interest, the improvement and dissemination of zoological knowledge and participation in conservation worldwide.”(ZSL website, 2015).…

    • 63 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    The purpose of this report is to describe how each of these places, the London Zoo and the Nottingham Castle, are run in terms of operations management, then to identify possible flaws and ways to improve upon their current operational methodology. Though these two places are both tourist attractions, but their appeals are unique to their own. The zoo offers exciting and dynamic interactions with live animals, so it needs to capitalize on the animals it has or through possible new animal acquisitions. The Nottingham Castle on the other hand should cater to what the visitors would be most interested in knowing about the place. To wrap up this report, a comparison between the two locations will be done.…

    • 2259 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    They have not succeeded on making the animals feel like they belong and have failed to make it an exciting place. “Over 10,000 zoos have hundreds of animals held captive.” (Tuyl, 12) While being in their cages and in an area based on their species, they are very unhappy due to small enclosures. Animals such as lions and tigers do very poorly in captivity because they are all in the same area rather than being separated. Although many zoos have made “better”(Tuyl, 13) and “larger”(Tuyl, 13) enclosures, they do not necessarily understand that they may or may not have reached the animal's needs.…

    • 1145 Words
    • 5 Pages
    Good Essays
  • Good Essays

    James Dondero Case Study

    • 254 Words
    • 2 Pages

    Since 1993, James Dondero ushered in a new era of investing with Highland Capital Management. Moreover, his company has remained instrumental in developing collateralized loan obligations. Moreover, it remains equally important in creating credit solutions for several business entities. In addition, James Dondero remains extremely popular in the Dallas-Forth Worth area. Throughout his career, James Dondero has delved into several philanthropic projects. In particular, Dondero and his company have donated $1 million dollars to help fund the return of hippos to the Dallas Zoo. Each year, the zoo attracts millions of people. Also, these people come from all around the world. Furthermore, the zoo remains in recovery from a downturn regarding their hippos. In closing, James Dondero continues to bring hope to the communities that he…

    • 254 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Secondly, zoos can preserve animals. Apparently, animals can evade not only predators but also natural disasters like earthquake, hurricanes and so on so forth. This helps them to breed. Then, animals are not endangered or to face extinction. We can now protect what the nature gives us, as this is also our responsibility. In order to safeguard a diversity of species, it is of no alternatives but to keep some of them in zoos. Ladies and gentlemen, we have destroyed the nature enough since industrial revolution, it is time for us to repay and protect animals by simply…

    • 612 Words
    • 3 Pages
    Good Essays