Metropol Zoo Strategic Marketing Management Essay

4552 Words Aug 25th, 2013 19 Pages
Table of Contents

1.0 INTRODUCTION 1 2.0 ANSWERS 2 2.1 QUESTION 1 2 2.2 QUESTION 2 5 2.3 QUESTION 3 10 3.0 APPENDIX 14 4.0 REFERENCES 18

1.0 INTRODUCTION
From the case, it is stated that Metropol Zoo has to make a major decision because of its poor performance over the past few years. External factors such as economy, government decisions, change in consumer behaviour and competition contributed to it. Now, it has to make a decision whether to take up virtual reality (VR) technology to make the zoo more appealing to customers or continue the way it has been doing business and stay true to its conservation mission.

Here, we will like to recommend Metropol Zoo to take up the VR technology because it complements its
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From the case, families are able to substitute their visit to the zoo with adventure parks or zoological gardens with develop fun parks alongside their animal enclosures and other places of interests.

The bargaining power of customers that Metropol Zoo has targeted has also increased because they now have choices on where and how to spend their money on entertainment or family day out as competition in the industry intensifies. According to UK Zoo Regional List (2008), there are more than 150 zoos in United Kingdom (UK) alone. This means customers have the bargaining power to choose which zoo they will like to visit. Other than that, safaris and theme parks provide an alternative choice to zoos because they are able to provide personal and unforgettable experiences (Out of Africa Wildlife Park 2011).

Intensity of competitive rivalry is another key factor that will seriously affect the performance of Metropol Zoo. The tourism industry competition has intensified especially in the family day out because organisations in the industry offer almost the same experience as Metropol Zoo and are starting to use technology to compete against each other. Besides, zoo at the outskirts of the city may have more space and thus have more variety of animals making them more attractive to customers since customers like to see a variety of animals if the

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