Marketing Strategy for Zoo

Marketing Strategy for menagerie psychiatric hospitalMalaysia has many tourist attraction places. menagerie is a place where confined wild savages and extinct physicals argon unploughed and exhibited to pick upors. It stupefys strange and fascinating animals from further and near to the tourists. menagerie Negara literally is the National Zoo in Malaysia. It was formally opened to man in 14 Nov 1963 by our first pristine Minister, Tunku Abdul Rahman. This zoological gardenlogical park is located in Ulu Klang near Taman Melawati on the northeastern of Kuala Lumpur which c overs 110 acres of land. The National Zoo is managed by the Malaysian zoological Society (MZS), a non-government organization. The zoo has a total of over 5137 animals from 459 species of mammals, bird, reptiles, amphibians and fish. With the succession passing by, the zoo has transformed itself into an open-concept zoo with 90% of its animals argon kept in spacious exhibits with having natural landscap e. A nonher 10% of our animals are from the African and American continent. The National Zoo is 46 stratums now. They are working(a) to make sure the old zoo concept is changed entirely and act move forward as a well cognise zoo around the world. When the National Zoo has arisen as a well cognize zoo around the world, it will have a higher story and it attracts more tourists. (http//www.zo one(a)gara.org.my/zoo.html).The Role of MarketingMarketing plays an classical role within most of the organization and the society. It is an essential department in whether the organizations operate as a non-profit or for profit business. Marketing is needed to attract customers to abide the zoo, raising awareness and donations. Marketing alike acts as a converse between the organization and the public. It is a way of conveying the messages and changes the behavior of the spate to have a better environment in the society. The purpose of merchandise is to improve the perception of the society towards the zoo and transform it into a recognisable zoo worldwide. Marketing mix is a set of tools that management employ to influence sales (Kotler, 2003). The 4Ps is a traditional method which is product, price, place and promotion. result can be anything to be offered to a foodstuff for sales including operate that can satisfy a customers needs and wants (Kotler and Armstrong, 2004). The national zoo has 5137 animals from 459 species of mammals, amphibians, reptiles, birds and fishes (Zoo Negara, 2009). They had been severe to keep up with the other zoos by buying or judge animals from across the world. The recent arrival of untested animal is a priapic giraffe. The salmagundi of different animals and species is what differentiate them from other local zoos. There are a few factors that affect price setting. The zoo needs to run into about competitors, the cost of running it and their objectives. Customers tend to go to the cheaper and money prudence places. T he zoo offers cheaper rates for the locals comparing to foreigners, groups, senior citizen and the schools. Place as specify by Kotler and Armstrong (2006) is a set of independent organizations involved in the handle of making a product available for the customers. The national zoo was known as Zoo in the Jungle as it was located 8miles from the urban center and said it was too far (Zoo Negara, 2007). However, this location had been developed and a new city has been born. People had found it an ease to go as public transports is available. Promotion is defined as sales promotion, advertising, personal selling, public transaction and direct marketing (Borden, 1984). The zoo had been trying to attract more customers to increment the tax to support the zoo. They have Savannah Walk and Zoo Negara surrender Complex to host personal functions such as birthdays and family day. They have a especial(a) Valentines Day promotion and the zoo was included in the governments program of pr omoting the country.SocialIn 2007, Zoo Negara had1608 schools which is about 78400 students to visit. The zoo is a tastefulforward example place to educate those students to know more about animal knowledge. This large making profit zoo has to upgrade their system and bequeath more services to comply with the increasing demand. The zoo does provide steer tour on the zoo tram and this support by college and university put up to give more understanding for those students. This service is free of charge. Zoo Negara to a fault has an aquarium named Akuarium Tunku Abdul Rahman (ATAR). It is one of the oldest public aquariums in this country. It provides different type of animal information to the student and the public. Zoo not only has indoor activity, they are to a fault co-operating with external marketing team name Global buggy Marketing to organize events in Selangor schools. They offer a wide variety of program such as talks, animal appearances, coloring contest and quiz. The cultivation department continues to receive undergraduates from institution of higher learning or university for their interoperable training in the zoo. The zoo is the place for them to do their undergraduate and post-graduate question thesis. This is more convenient for them as the zoo has many varieties of animals and the tools for it are available. The training department also has responsibility in organizing monthly seminar. They can ask universities and schools to attend these sponsored seminars which are open for public. Topics that have been covered in category 2007 include The Global Amphibian Decline, Animal Management An Muslim Perspective, Save the Synchronous Fireflies, Hand Rearing of Hyenas and many more. Zoo Negara has a Veterinary Hospital to take care of the animals and thus it gives the students huge opportunity to do research from the lab.EconomicsZoo Negaras income had increased importantly in year 2007, 10.49 million compare with 9.13 million in year 2 006. It showed that the Zoo Negara contributed in improving the economics of the country and earning money for government. likewise that, they used manpower to upgrade their system or service. This will diminish the percentage of unemployment. Zoo Negara promotes Valentines Day celebration too where registered couples were taken for a visit around the zoo and then for a set dinner in the vicinity.This will attracts more visitors from foreign country to have this take on to experience the Valentines Day with a different and yet unique environment. This is one of the steps taken by the zoo management to increase the revenue and contribute to the countrys income. Besides that, Night Zoo also aids in improving the economic because of foreign visitor especially if the zoo co-operate with the get off company to create interesting tourists packages. Zoo Negara is included in the platform Zoom 2009, Malaysia. One of the reasons why are the zoo is included because it is an important he ritage of Malaysia. It is getting famous as it is being promoted by the governing body of Malaysia. This promotion comes with a name called Fun with Nature and also offers Zoo Negara loyalty card.CustomerThe zoo develops a certain aspire market, demographically, in terms of age, generation and occupation. The zoo now mainly markets itself to the younger generations or working families. Now the zoo has a purpose in their target markets, usually on younger generation (generation X, Y and Z), this is to educate them on the natural habitat of flora and fauna as they are the conterminous in line to manage the community. In actual fact, younger generations bring a big impact in increasing the sales per annum of the Zoo. Without children and teenagers, parents baron not even find the reason to pay a visit to the Zoo. A recent activity has begun attracting locals to the zoo, stated in the article http//thestar.com.my/ electron tube/story.asp? rouse=/2009/11/27/central/5109363sec=central . This article also stated that a survey was conducted due to a poor account of visitors in the year 2006. It was concluded that many local visitors found the access fee of the zoo was too expensive. The recent price slash downhearted to 50%, had a positive impact on the number of visitors. However, over 70% of the visitors are locals not foreigners. On the other hand, the Zoo has worked in conjunction with the KL HoHo Bus (Hop on and Hop off), this bus makes various lolly at tourist destinations area around Kuala Lumpur including the Zoo Negara. The article also stated that ticket price has increased few months back, due to in lack of contributions from the government and sponsors. 80% of the ticket sales go straight into the zoos finances. Overall in terms of meeting customers needs, the zoo is not up to par yet. It only focuses on local visitors while casting the foreigners aside, special rates for visiting families and the ease of transportation should be implemented for t wain visitors. Visitors play an important role in the Zoos development. If there are lesser visitors, it will result in smaller turnover. When turnovers are smaller, funds cleverness be insufficient to support and manage the Zoo. In event of this, the animals dexterity not have enough to eat or they may not be able to do maintenance to attract more visitors. ambitionCompetitions among the other zoos located in Malaysia are rather steep. The Zoo Negara, Kuala Lumpur has a better location and in terms in size, it out beat out the other zoos in Malaysia. As the Zoo Negara is the biggest zoo in Malaysia, so they are able to keep more species of animals compared to the other zoos, example the Zoo Malacca or the Zoo Taiping and Night Safari. A smaller zoo does bring an impact because they cannot compete with the other bigger zoos to care for more animals and also to cater to visitors need. Partnerships with other tourist attraction companies made a positive impact on the zoo. Such as t he partnership with the Kuala Lumpur HoHo four-in-hand bus, helps the locals and foreigners to access the zoo with ease, this scenario is stated in the article http//thestar.com.my/metro/story.asp?file=/2009/11/27/central/5109363sec=central. Even though there is a price competition between the zoos in Malaysia are incomparable because the admission fee of Zoo Negara is pricier than other the zoos, Zoo Negara still manages to attract tourists by conducting various activities such as zoo marathon, photo competitions and fishing competitions. This gives the zoo a leg ahead from the others, not only attracting youths but also adults. Zoo Negara manages to sustain its differentiation for a long period of cadence by coming up with packages and discounts while maintaining its position within the market which is stated in http//www.mymalaysiablog.com/malaysia-zoom-zoo-negara-and-visit-zoo-negara-year-2009/ . Therefore, prices of the tickets for sale have to be more apt to fulfil the req uirements of visitors hence to lower impact brought to the zoo.ReferencesPhilip Kotler, 2003, Marketing Insights From A to Z 80 Concepts Every Manager Needs To Know, John Wiley Sons, USAPhilip Kotler Gary Armstrong, 2004, Principles of Marketing, tenth Edition, Pearson Education, USAPhilip Kotler Gary Amstrong, 2006, Principles of marketing, 11th Edition, Pearson International, USAZoo Negara, 2007, A Journey done Time, retrieved on 30th December 2009, from http//www.zoonegara.org.my/Microsoft%20Word%20-%20Journeythroughtime.pdfNeil. H. Borden, 1984, The Concept of Marketing Mix, Journal of advertizement Research, 1 (9), 2-7.Zhin, C.M., (2009) Special Discounts for Locals at Tourist Spots, The Star Online, 27th Nov. Online (Accessed twentieth Dec 2009) Available at http//thestar.com.my/metro/story.asp?file=/2009/11/27/central/5109363sec=central%20.Malaysia Zoom Zoo Negara and Visit Zoo Negara year 2009, (19th Jan 2009). Online (Accessed 20th Dec 2009) Available at http//www. mymalaysiablog.com/malaysia-zoom-zoo-negara-and-visit-zoo-negara-year-2009/