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Zoo SWOT Analysis and Marketing Mix

3295 words (13 pages) Essay in Tourism

06/07/17 Tourism Reference this

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Jump to: SWOT Analysis | Marketing Mix Analysis

Executive Summary:

The new event of process scheduled in the recent era is the launch of e-Business. This process is basically an additional method for the growth of productivity and an increase in the zone of profit for the business that is involved. The key structure of the e-Business is the active utility of the computers and online transactions. This also involves various strategies to complete the process and handle the structure with core techniques for the best result. The acquired process of marketing and management in the recent years have grown and taken its place with latest techniques and new acronyms in the global touch.

E-Business is the new integration of the activities of the organisation or the company and their products along with their services and procedures in the internet. A old traditional business linked with the new growth of enables e-Business strategy integrating the activities of the organisation or the company featuring sales, accounting, marketing and many more operations that are concerned with the organization and their process involved takes us to the pride of achieving the future growth and their expansion.

Outline Segment:

This assignment includes the necessary of identifying the principles of marketing and a complete analysis of the structure of e-business in to the chosen illustration. The time to time market explains the product launch and their association with the market for the release. It redirects the right time for the consideration of launch of the project or practice in accordance with the implementation changes that has to take place within the organisation as a matter of fact.

Branding:

The process of branding shall be concerned as the part of sources provided in the internet and other resources about the brand and by the tasks of business of participation. The web page normally supplies the relevant scope of information about the brand and the organisation with its benefits and service provided on the real. A website establishes the fact of the company or the organization and creates awareness about the offers and availability of the schemes provided by the company. It also brings the latest key on notice to the immediate reach of the customers and creates a satisfaction among the customers. The process of branding not only has an impact on the customers but also enriches the source of customers with a build of trust and raises itself with a value of accreditation in the market of competition. The brand becomes a part of the quality and promise of the customers and the partners along with the employees as a part of flexibility, trust and growth.

Singapore Zoo:

The Singapore Zoo, Located at 80 Mandai Lake Road, is also known as Mandai Zoo or Singapore Zoological Garden. Popular for its Night Safari attraction, the Zoo has a reaped a long list of awards, both local and international.

”This has to be the one of the really beautiful zoos, of which there are all too few. It is brilliant laid out, so that the ceclosure fences are almost totally hidden. The expanses of the water of the seletar reservoir are a magnificent additional feature of the setting. The animals are beautifully maintained in good health, in spite of the climatic conditions. All in all, the Zoo shall receive a warn congratulation for the heads that are responsible for them, and declaring it for us was a great experience to see it.”

The gem of an idea to have a zoo was conceived by Dr. Ong Swee Law. Opened on 27 June 1973, the Singapore Zoological gardens caters to recreational, educational and social needs of Singaporeans and tourist to the republic. “The Open Zoo” which reflects the absence of physical barriers in enclosure design. Instead cascading waters, lush vegetation and moats cleverly mask the hidden barriers to enhance the illusion of freedom and natural jungle-like atmosphere for the animals. The Zoo began with the humble collection of 270 animals of about 72 species. To date, a total of over 2000 animals of 240 species are displayed in some 70 exhibits.

One of the more appealing attractions at the zoo is the animal show. The animal shows – Primate Reptile show s and Elephant and Sea-lion shows. Due to popularity and surge in crowds, an Amphitheatre was built in 1985 to centralize these shows and to seat visitors comfortably. The amphitheatre which has a long pool with glass panels for aquatic acts can seat 1,500 and can accommodate up to 2,000 spectators.

The Animal Shows are specially designed to incorporate the natural behaviours of the animals to educate visitors in an entertaining presentation. The conservation messages are disseminated to the audience during the shows to heighten their awareness of the environment. In 1987, the Zoo introduced the Special loan exhibit, where rare animals on loan from other Zoos are displayed for a short period. The animals which have been displayed at the special Loan Exhibit include the golden monkeys, white tigers and giant pandas. This novel idea gives visitor s an opportunity to view rare animals which cannot be exhibited permanently at the zoo. The enclosure was renamed Singaporean Press Holdings (SPH) enclosure following its adoption by the SPH group in 1990. Another major breakthrough for the Zoo was the introduction of underwater viewing exhibits. The first was in 1988 – the underwater viewing polar bear exhibit – enable visitors to “rub noses” with the Zoo’s polar bear. Since 1987, the Zoo passed the million marks in visitor attendance.

The string of awards bagged by the Singapore Zoo attests to splendid inhabitants and services: 2002 Asean Tourism Association (ASEANTA) Awards for Excellence, Best New attraction in ASEAN (Singapore Zoo for Hamadrya’s Baboons – The great rift valley of Ethiopia). 2001: STB (Singapore Tourism Board) Tourism Awards: Leisure Attraction of the Year 2001 (Singapore Zoo). 2001 – The Singapore Totalisator Board Excellence – Singapore Award: Internationally acclaimed “open zoo” design and excellent in-situ conservation achievement. 2000: Where Singapore magazine’s Concierge Choice Awards: Best Place to Take the Kids. 1999: IMA (Incentive & Meeting Asia) Awards: Best Theme Attraction.

Important Campaigns in the process of integration of the organisation in e-Business are as follows;

  • A new architecture of strategy and launch of business automation by the process of e-Business.
  • An enhanced view and recommendation of the developed solution in the web and front-end legacy applications.
  • A new format of the developed portals of the organization or the company with the update of the latest information.
  • New value chain integrated through the web based application for the company or the organization.

SWOT analysis:

The SWOT analysis is an understanding of the total result of the current position of the business. It defines the Strength, weakness, opportunities and the threats of the organization matching the external opportunities with the internal strengths. The company or the organization involving for the SWOT analysis has to order the strategies and strengths to hold in control the weaknesses and eliminate the threats in any from the external sources.

(S)trengths:

They are open 365 days all around the year and it is considered as a most entertained tourist attraction. They open at 8:30 am in the morning and close at 6:00 pm in the evening creating an enthusiastic environment for all ages from 6 to 90 daily all around the year. The last ticket sale everyday is available at 5:30 pm enabling the visitors to enter at the event of closing for short time enjoyments too.

The cost of the entry is also reasonable for the attractions available in the theme forest, the Singapore Zoo.

Rental of the stroller is available enabling a hassle free travel until the Zoo and the charges are also reasonable as $9 only.

Complimentary admission for DDR(Disability Development Registry) card holders and entitlement of beneficiary programmes chosen by the Voluntary Welfare associations.

Protection and conservation comes with education. The visit enhances us to understand the necessary of conservation and protection raising awareness.

Organising events such as wedding and parties for own reason with reasonable cost guaranteeing the success of the occasion conducted.

Sponsorship and adoption also remains as a part of the team along with small donation initiating the success of protection and conservation of wildlife.

The location suits the entry itself with a night safari and orchid gardens roaring itself with pride for visiting.

Shows are unique and visiting Australian outback, cat country, critters Longhouse, Fragile forest, Elephants of Asia, Hamadryas Baboons, Orang Utan, Polar Bear, Proboscis Monkeys, Primate Kingdom, Rainforest Kidzworld, Reptile Kingdom, Wild Africa, White tiger are the main attractions.

(W)eaknesses:

Weather: The weather circumstance may be the stop point, as prediction is never accurately right hence the market prediction refers accordingly.

Cost: This cost may sound reasonable when considering the factors of the total value and convenience referred in the place.

Place: The location depends convenient on consideration upon the general factors but the unique thoughts upon the each visitor vary.

Shows: Visitors though they are happy with the shows and preferences that are given or organised by the organisation but they prefer to have more shows.

(O)pportunities:

The Singapore Zoo is said to be an organised theme with shows, events and attractions. They tend to have increased in their growth along with the years. Now they have become a part of the wildlife protection and conservation creating awareness in the social media. There are quite a lot of opportunities and competition that exist in the field in and around the world.

(T)hreats:

There are no huge threats when concerned with the whole of the organisation whereas some exist such as the competition between the other themes around the area. There exist another night safari and orchid gardens for visiting. The location Singapore itself refers itself for a calm and roaring entertaining area.

The visitor can become a sponsor or a member, he can involve himself as a part of the team enriching the lives of animals the wonder and an escape for the reality in admiration. They are the sources of a living entertainment and they have to be preserved.

Marketing Mix:

The most important elements of marketing are defined as the 4 P’s. They are Product, promotion, price and place. An organization may change the elements of marketing according to their requirements and tendencies. The target for their own caste in the market is set with official designation with the alteration of the principles of marketing mix if required and are taken in to consideration for the fact of earning their benefits in the resource implemented. The main component to be considered is the addressing of the competitive market and the implementation and the process of support by the operations merged to prove the reach of the target through the marketing mix principles.

Taking the marketing mix in this instance for this organisation comprises of the products, place, promotion and distribution. The products offered are the actual offering that is present in the location and the price is the value that remains exchanged for the offering present in the place. The promotion includes the targeting of the audience with the mix of promotions for the attraction of visitors. Distribution covers the place where the product is being offered and located for the targeting of the audience.

Place:

The location is been chosen as the best suited place for the construction of the Zoo and it’s the perfect place for the process chosen by the organization. The organization built has various ideas such as scheduling events and wedding ideas indoor or outdoor events. They also categorize themselves in organising the events and catering and all sources for the booked events. The location sets scenic view and way for the other places of attraction such as the night safari and orchid gardens that cover the tourist spots.

The major point discovers the area as a whole of tourist attraction and determines itself with a variety of attraction such as night safaris and gardens on way to the Rainforest zoo. They also become a part of other organisations such as the zoo’s and wildlife conservation within the country. The animal encounters and rides, feeding times, animal photography, zoo shop plays an important role in the pride of being unique among the other attractions.

Price:

The cost of the entry is effective when considered the shows and features of the Zoo. The price is $20 per adult and $13 for the Child aged within 6-12. Students concession and group allowances are available when booked as a whole and has to be contacted the organization. They have some plans for the disabled and authorised visitors allowing a free entry for the DDR card holders.

Product:

The zoo comprises of various shows in exhibiting the wildlife of the organisation and other specific animals such as White tiger, fragile forest, wild Africa, Elephants of Asia, cat country, Orang Utan, Reptile Garden, Polar bear, Proboscis Monkeys, Rainforest Kidzworld, Primate Kingdom, Hamadrya’s Baboons, Critters Longhouse, Australian outback. It is also considered as the finest zoo in Asia and ranks top among the beautiful zoo of the world too. The animals adopt an open concept of living in the landscape and spread across the vivid and spacious environment separated for the curious spectators with wet and dry moats.

The shows are of varieties and the spark for enthusiasm lie in high potential for customers to return often in visiting the zoo. It is considered to be the world’s first zoo with night wild life park on may 26th 1994. It covers the second place for the dense forest divided among the east and west loops. An extraordinary experience with the nocturnal species of more than one thousand animals within a count of 100 species toggled in the technique of soft light of visibility.

The night safari is said to the wholesome and popular entertainment in the night attracting almost all the visitors of tourist attractions present in the city. Over the past decade it has not let itself one percent down with the novelty. It has loaded itself with four awards in the recent past including the local and international being a part of the IFEA Pinnacle award of the 2001 with a present title as the Gold winner. The Night safari process is also famous for its Gourmet safari Express.

Promotion:

The promotions of the organisation comprises of the animal photography, guided tours, Animal encounters and rides, feeding times, foods and beverages, shops in zoo, friendly facilities for the disabled and shows organised according to the periods of season. Education and conservation are part of the promotional scheme for the visitors to get involved with the social space.

The children’s world was created in the year of 1973 consisting of the play land and the animal land. The famous miniature train ride that connects the lands together and the animals are placed in such a manner that they exist in their natural habitat unlike the artificial influence and stimulation. The animal land in entitled for the children’s to play and with a real life experience as the domestic animals participate in the play. The domestic animals include the chickens, rabbits and sheep. The play land is efficiently placed with conventional equipments used for play enhancing the space of life. The children’s world has been voted the best location for the kids in the magazine “Where Singapore” inaugural concierge choice 1999 awards.

This is the first world wide entertainment promotion among the other specimens in the same category all around the world to introduce the varieties of elements such as the underwater exhibits an opportunity to view the rare animals within the short span of time as the zoo is just 37 years old. The zoo is amphitheatre centralised that was built in the year 1985 and now it has reached the heights of audience including the primate, reptile and elephant shows starting in the 1970’s and helping the launch of amphitheatre with more than 1500 to 2000 seats of accommodation.

Awards:

The awards have been contributed for the specialised services and splendid inhabitants of the zoo.

The Zoo initially started with 270 animals of about 72 species and has grown to an extent of 2000 animals contributing from the 240 species displayed in almost 70 exhibits. The awards are both local and international as listed below;

1999 – Best theme Attraction- IMA (Intensive and meetings Asia Awards)

2000 – Concierge choice awards – Where Singapore Magazine – Best place for kids

2001 – Leisure attraction of the year – Singapore Totalisator Board of Excellence for Singapore award

2001 – Singapore tourism Board (STB) – Leisure attraction the year 2001.

2002 – ASEANTA – Asean Tourism Association Awards for excellence: Best New Attraction.

Experiences:

The various attractions that are found in the organisation is said to be dimensional and are the best experience in one’s life after the visit. The new vision of administering and maintaining the species of living example and their conservation is the most important feature. The visitors all over the world have always been satisfied and this organisation has taken the pride of providing more than the cost involved per person for the entertainment.

The events organised consist of vivid ceremonies personalised according to the booking made by the individual and general events such as wedding and celebrations of specific occasions are organised in such a way that they are most remembered and considered the best in the minds of celebrated individual family. The vast number of crowds and selection of shows organised in the zoo according with the seasons play an important role for the visit of various visitors and audiences.

Marketing Controls:

Market research, customer surveys, participation, sponsorship, attendance with on-field success is considered to be the main controls of marketing generally. The e-business plays an important role in the marketing roles for this organisation. The website is specially designed to contribute al the efficiency and entertainment lively probing the customer to participate in the visit. The design of the website enhances the quality and governance of contribution in a specialized way. It also shows complete data of the zoo and further to the facts present it also allots a chance for the participation of the visitor along with the excitement offers.

Conclusion:

The overall consideration and the above report show the complete focus of the organisation. The report after the examination from the history until the latest score of the organisation considering the facts along with the advantages and disadvantages conclude that they are listed in the top ranking for the attractions world-wide. This result shows the specific activity and growth of their marketing through a new median of e-Business launching their complete attractions and consideration with a virtual view over the available charts of the organisation. The marketing strategies that actively participate in the role of increasing their growth from the past decades have contributed much to their heights of enhancement. Hence the process of growth has taken an important ride in the marketing strategy and mix along with core key of E-Business.

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