The Orangutan Foundation in Central Kalimantan in Indonesian Borneo runs tours where volunteers can assist with constructing buildings and fences to secure the wild orang-utans. The mission statement for the organisation informs us that “the Orangutan Foundation goes beyond that of purely protecting the orangutan?
This report is basically for analysing the STP plan of the Orang-utan foundation. Orang-utan foundation has a great scope in the Australian wild life tourism market as the Australian tourism has started various plans for the wildlife tourism in Australia which will also help in preserving the animals whose population is decreasing day by day. Thus, for fulfilling the objective of the report, first Orang-utan foundation will be discussed and how the Orang-utan foundation is helping in preserving the species of Orang-utans. Then the literatures will be reviewed for understanding the requirements of the report. It will also discuss about the STP plan with the 7p’s for developing the market plan of Orang-utan foundation.
It is very necessary to preserve the species of Orang-utan on the earth as the population of the Orang-utans are decreasing day by day on the earth. The one way of preserving these species is to make them a tourist visitor place. By any way, if the tourists attract towards these animals then it can create feeling of sympathy and love towards these animals which can help in preserving these animals. People may start adopting these animals as a pet if they feel the goodness and attractiveness of these species.
Australia may be a great place for this, as people of Australia are very much affectionate and attracted towards these types of animals. There is a great scope for Orang-utan foundation in Australia for wild life tourism.
Dr. Birute Mary Galdikas founded the Orang-utan foundation for a special purpose of maintaining the population of orang-utans worldwide (About Orang-utan, 2014). The Orang-utan foundation was founded in 1986 as a non-profit organization working for the Orang-utans. The purpose of the Orang-utan foundation is preserving and saving the Orang-utans worldwide. Orang-utan foundation organises various programs and revolution for this objective. Orang-utan foundation also researches on the orang-utans to find the cause and solutions of decrease in the population of Orang-utans worldwide. Orang-utan foundation also provides its services in the rainforests. The Orang-utan foundation also works in the education field. This foundation provides the education in various parts of Indonesia. Knowledge about Orang-utans is also generated by the Orang-utan foundation.
Orang-utan foundation is totally dedicated to preserving the species of the Orang-utans worldwide by running various programmes and generating the awareness between the people about the Orang-utans. These services provides an opportunity to 200 people of Indonesia for employment in their Orang-utan care centre and Quarantine facility, basically situated in Dayak village of Indonesia.
Honolulu zoo in Hawaii and Rusti zoo in New Jersey are the zoos managed by the Orang-utan foundation. These zoo are basically for the adult male Orang-utans. Camp Leakey is also a research centre managed by the Orang-utan foundation. Tan Jung Putting National Park is the centre for this research centre (Orang-utan, 2014).
Orang-Utan needs attention
“Orang-utan killing is a dirty big secret of palm oil and pulp and paper concession world” (Orang-utan foundation, 2012, P.3). Research centre of Orang-utan Foundation used to find these facts about the Orang-utan, which causes the problems for the Orang-utans and become a big reason for decreasing the population of Orang-utans worldwide. Apes are getting threatened by the palm oil is written in the report of Helen Buckland. Thus, by adopting these facts people in the UK has reduced the use of palm oil; in UK, palm oil is available in one store out of 10 stores (Helen, 2012).
Thus, these types of various problems for the Orang-utans are researched by the Orang-utan foundation and found the solution of these problems worldwide. A program named Camp Rendelle is organised by the Orang-utan foundation which is dedicated towards the research for finding the various problems and facts related to the population of Orang-utan and various types of solutions are also developed under this programme.
Various other organizations are also working in this for finding the solutions for preserving the Orang-utans. A film by IMAX also showed the various facts and figures about the orang-utans to generating awareness about the apes in people. These types of movies help the people in feeling the beauty of the Orang-utans and how these animals can be helpful for the humans and the earth; these also disclose the other, like the average living age of the Orang-utans is around 60 years and these animals like to live alone generally (IMAX, 2011).
Wild Life Tourism in Australia
When wild life becomes an interest of the people to see and visit then it is called wild life tourism (Newsome, 2005). Wild life is actually related to the life of animals. This also discusses the environment, life style and various other factors which are related to the animals discussed in the wild life theory.
CRC, an organization related to tourism in Australia, interviewed 1356 people of Australia. According to this programme conducted by CRC, 440 people out of 1356 people had visited the wildlife places in last one year but in actual 71.1% of the population of Australia like to visit wildlife and spend some time in these types of places on weekends (Fredline, 2007).
According to another report which shows the market of wildlife tourism in Australia, Australia has 600 ecotourism operators, in which 510 ecotourism operators work only with 20 people. This report also indicated that the Ecotourism of Australia is also increasing year by year and it can be a great place for wild tourism (Active Tourism, 2012).
Australia is running various projects for Orang-utans. Australia also understands the importance of these programs for the wild life balancing on earth. Thus, one of the famous project that is running in Australia is Adopt an Orang-utan. This can help the Orang-utan in learning the ways of survival and caring about themselves. The strategy behind this project is that the people related to this project adopt a motherless Orang-utan and they take of that and teach it the ways of survival and caring itself. They teach them various other things like collecting food, preventing themselves from hunters, other hunter animals etc. (The Orang-utan Project, 2014). These types of projects are governed by the Australian government to protect Orang-utans. This also creates an interest in people towards the Orang-utans. People start loving and caring about this species of animals.
Tourism Corporation of Australia has published a report about the tourism statistics of Australia from year 2009 to 2020. This report tells the situation and growth of the tourism in Australia from 2009 to 2013 and an estimate of the tourism statistics from 2014 to 2020 (Tourism Corporation of Australia, 2013). The data estimated and data observed in 2014 were nearly same (Australia tourism, 2014). According to these reports it can be clearly said that the Tourism in Australia is growing year by year. From the data observed in 2014, it can be clearly said that the Australian tourism is meeting its estimation very efficiently. It will open the various scopes for the tourism corporations in Australia.
Scope of Orang-utan Foundation in Australia
Both the tourism corporation of Australia and the Orang-utan foundation are working in the field of preserving the Orang-utans in Australia. This will help in generating the awareness and interest of people towards the wildlife tourism. Australian government is also focusing on increasing the wild life tourism in Australia for the next 5 years. The estimation of Australian government is to grow the tourism in Australia frequently. This will create various opportunities for the Orang-utan foundation to grow in Australia. (Cosen & Gray, 2012).
The STP plan of Orang-utan Foundation is as follows.
Personal segment and organizational segments can be two segments in which the market for wild life tourism can be segmented for Orang-utan foundation. The events and the programmes organised by the organizations may come under the organizational segment of the market segmentation and when people themselves make a plan to visit these types of places then that market segment come under the personal segment of the market. Thus, two types of market segments are there in case of wild life tourism.
The two sub segments of the personal segment can be group or family and the individual person. The individual person may plan to visit wild life places when the people want to get refreshment or want to spend some time with themselves. Wild life places can be very much suitable for these objectives of an individual person. A family or group may have objective of enjoyment or picnic. Wild life places can be a centre of adventure and enjoyment for a group of people.
The organizational segment basically visits these places for the purpose of knowledge, picnic and completing documentary etc. There may be other purposes also for places but above are the most common purposes of organizational tours at these places. Mainly, schools, colleges, orphanages and the old age homes are the organizations which are most interested in these types of tours for various purposes.
Market can be segmented in one another part also. This part can be segmented for the researchers and geologists. Geologists are also interested in performing research on the Orang-utans. These types of places can help the geologists a lot in their research. Geologists can find various facts about the animals at these places by researching them carefully. Researchers can find many types of species of Orang-utans at these types of places.
Thus, by this way the market for the Orang-utan Foundation can be segmented.
Here we are talking about wild life places. Any person can enjoy at a wild life place but mostly the children enjoy at these places. Every person who comes here, has lots of fun and entertainment. This is the right place to get relaxed and refreshment (Money Control, 2014). These types of places are perfect spot for picnics and for spending holidays. These places are also perfect to make projects on animals and wild life. So many college students come to these places for completing their projects. Mainly, the age group of 16 to 25 years old college students come here to make their projects or assignment on wildlife and animals. These types of places are perfect for the old age people to get the feeling of peace and divinity. So every person can attract towards wild life place.
If we talk about organizations then so many organizations, like school, orphanages, old age homes and colleges, are also attracted by the wild life places. There are so many reasons for schools and colleges to organize picnics and tours in wildlife places. These places provide a lot of knowledge and entertainment, so the first priority for picnic place for schools is wildlife places. Old age homes and Orphanages make their picnic or tours at these places because these places give peace, divinity, relaxation and refreshment to the old age person.
In Australia, there are a variety of wildlife places and organizations. There is a tough competition in market for wild life tourism but Orang-utan is a foundation which doesn’t work for profit. This foundation never gives their priority to make strategy for competition. As the name is indicating that it specially cares for the Orang-utans. This foundation is especially for Orang-utan so it provides only services in saving and preserving the Orang-utans. The first priority of this foundation is always Orang-utan. The speciality of Orang-utan foundation is to perform the research and study on Orang-utans. If someone wants to get knowledge about Orang-utan, then this foundation is the best. The Orang-utan foundation is on top in the rank of Australian market while considering the Orang-utan only, but if we consider the overall wildlife, then this organization may be back in the rank (Orang-utan Foundation, 2014).
7P’s creates a base for the marketing strategy. 7P of an organization provides a rough knowledge about the organization like what is the process of the organization, people related to the process of organization etc. The 7P’s of the Orang-utan foundations are as follows:
People
The forest rangers, trained guards, researchers are an important part of the organisation. The forest rangers are really important for this process as they help in any emergency. Trained safety guards are also important for the visitors as these may help in any type of injuries at these places. The training of these guards is very important as they need to take care of both Orang-utans and the visitors (Orang-utan, 2012).
Place
The country which we have considered is Australia. It will require a large area for Orang-utan Foundation, which can’t be found inside any other city and if at all it is found then that will be very costly. Other factor is that people can’t get relaxation at any place inside the city due to level of pollution and annoying sound of the traffic. Thus, it should be outside the main city (Sharma, 2014).
Price
Price is also an important factor while discussing the marketing strategy but Orang-utan Foundation may not be interested in the price so much as this is a non- profit organization. It should also be noted that the fund is the most important factor while running any organization (Orang-utan Foundation, 2014). Orang-utan foundation collects the major fund from donation but tickets are also a source of collection of fund. The prices of ticket can be decided by dividing the purpose and the profession of the people like students should get the proper discount but other people should be charged full. The prices of tickets should not be high as well as low.
Promotion
Online promotion currently is the best way of promotion and marketing. The most common ways of online promotions are social media marketing, search engine optimization, providing advertisements on the most used websites. The best way of the social media promotion is Facebook, twitter and YouTube as these social networking sites are mostly used by the people all over the world and these websites alone cover half of the world (Kotler, 2010).
The other ways of the promotion will be various other media which is mostly used by the people are television media, newspapers and magazines. These ways of marketing is working from various previous years. Company will use some of the more basic ways promotion also those ways are template, hoardings, and banners etc. These ways of promotion are also prove best for the marketing. Company may run various other social programs which will attract the people towards the Orang-utans. Thus these ways of promotion will help a lot to company in various ways to make a recognized position in the Australian market.
Product
Product or services that Orang-utan foundation will distribute is related to the Orang-utans. Orang-utan foundation will help the people in knowing about the orang-utan. Orang-utan also helps in conducting various types of researches for saving and preserving the Orang-utans. These researches also help the visitors in getting the knowledge about Orang-utans.
Orang-utan foundation also provides a space for enjoyment or picnic spot for the visitors so that the visitors can feel fresh while visiting these types of natural places. The researches and the outcome of those researches also attract the visitors very much. People interestingly read and gain knowledge about the Orang-utans.
Physical Entities
Orang-tan foundation may require various types of physical entities in Australia. These include a large space for Orang-utans to live. This large space should be covered by the boundaries. These boundaries protect the Orang-utans as well as the citizens. There should be an office with all the facilities related to the Orang-utans. Some weapons, not for killing Orang-utans, but only for de-activating there nerves for sometimes for the safety purposes. Ticket counters for the visitors to purchase the tickets.
For the research purpose, the organization needs a full research building with all the equipment required to perform research on the Orang-utans. The special cells should be constructed with-in the research building for the Orang-utans on which the research is being performed.
Process
The process related to the Orang-utan foundation should be very sweet. The booking of tickets can be done by only at the spot. The tickets can be purchased on the spot from the ticket counter of the visiting place. After purchasing the tickets visitors may visit the place but a guard will remain all the time with those visitors to prevent them. While visiting the place, visitors can see the various types of Orang-utans. There will be an auditorium or museum also which will help the visitors to know about the Orang-utans and the research done by the Orang-utan Foundation on the Orang-utans. Finally, after visiting the entire place, visitors should be asked for the feedback and their overall experience in the full process. The feedback process will include the various types of processes like whether there were enough resources for the enjoyment and relaxations etc.
Conclusion
Being a non-profit organization, Orang-utan Foundation is working very well in preserving the species of Orang-utan. This organization can be interpreted as a social working organization working for Orang-utans worldwide. Currently, there are various factors due to which the population of Orang-utans is decreasing day by day. Orang-utan foundation also helps in finding those problems and provides the solutions for those problems (World Animal Foundation, 2014). Orang-utan foundation is based in Indonesia but providing its services in Australia is running various programmes for preserving the wild life as Australia understands the importance of the wild life balancing in the world. Thus, these programmes also help the wild life tourism to grow in the Australian market as the people of Australia are taking interest in the wild life (Jakarta, 2014).
This report found the STP plan for the Orang-utan foundation in Australia. According to this report, the market for the Orang-utan foundation can be segmented into personal, organizational and research segments and basically it will target the children of age group 5 to 15. Australia can be proved a great spot for wild life tourism as the people of Australia have lot of love and affection towards the animals and the programmes by the Australian government and the Orang-utan foundation is attracting the people towards the wildlife tourism. Thus, Australia has a great scope of wild life tourism and Orang-utan foundation may get benefitted from that scope.
References
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