The marketing plan is prepared for providing a proper vision and position the Taronga Zoo within the marketplace for attracting more international clients and ensure higher revenue generation too. This will be possible by arranging the trip to Tangora zoo for the international students of Victoria University in Australia. The appropriate marketing plan allows for targeting the right segments of market and here the targeted market includes the students from the University named Victoria University in Sydney, Australia. The objective of the marketing plan is to attract people at the zoo and make them become aware of managing consideration of wildlife (Taronga.org.au 2019). The Taronga Zoo manages the marketing techniques to become one of the prime tourist attraction wildlife conservation area by targeting families with children along with the students from the Universities all over Australia.
Product or service proposed
The products and services that are proposed to the students in Victoria University in Sydney, Australia are outstanding and quite effective enough to draw in the people in large numbers. The main product or service is the trip arranged to Tangora Zoo for the students of Victoria University. The animal exhibits are innovated to manage positive changes and adding some other features tp the services like twilight walk and roar and snore can further provide the students of the University visiting the zoo with a great and enjoyable experience. The products and services include the experiences of the visitors of the zoo who are allowed to take a tour of the commercial areas located within the zoo space (Baker 2014). Taronga zoo has some god wildlife species and there are accommodation facilities as well like small tents and cottages provided for the guests to have an enjoyable experience during their stay at the zoo. The other activities include Wild ropes and adventure activities considered as services delivered to the people visiting the zoo for enhancing the diversity of products and services of the zoo with ease and efficiency. There is also a place in the zoo where events can be held and is provided as rent for a certain time period within the zoo premises. This can allow for the management of various events as well as arrange seats for the students of the University who will be visiting the place to take rest and even learn and experience the zoo services, furthermore become aware of the wildlife and preservation of those (Westwood 2013).
The targeted market compromising of the clients has been the strategic focus of marketing conducted by the Taronga Zoo in Sydney, Australia. The customers who mainly visit the zoo include families, children and even the students from nearby schools and Universities, which can even allow them to learn about animals and become aware of the wildlife conservation practices to protect the wildlife. Most of the customer are thus local though there are huge number of global clients visiting the zoo as it is considered as a major tourist attraction in Australia (Grant 2016). The customers here are the students from the Victoria University who have been attracted with the proper marketing techniques and procedures included in the marketing plan. This would also ensure drawing the existing clients and attract new customers too, both locally and globally.
Political- Good political and regulatory environment contributing to influence of investors in making higher amounts of investments to facilitate the zoo conditions largely. This ensures stable political conditions and allow for maintaining stable trips arranged for the clients
Economic- With the benefits understood by the customers, the acceptance level tend to become high along with the increase in price of products too. Based on surveys conducted for the metropolitan zoos and aquariums, the clients visit with their families and the children most likely visit the zoo frequently. The zoo welcomed nearly 2 million visitors in the past financial year and this has generated ticket sales of more than $43 million (Burns, Bush and Sinha 2014).
Social- The industry analysis includes assessment of the willingness to pay by the clients, which may be different for the clients who visit the zoo with the families and sometimes even in groups with friends and family members or even students of a University, like here the Victoria University in Australia.
Technological- The technological advancements had made it create convenience for online booking by the visitors and also the advanced technologies should make sure to preserve the wildlife properly.
Legal- The environmental laws, rules and regulation are considered to make sure that the tourist visiting the zoo do not harm any wildlife. The trip arranged for the international students at the zoo can also help in keeping them informed about environmental laws and rules to keep the wildlife safe and zoo clean.
Environmental- Looking after the wildlife has further enabled the zoo to generate value for the community and this helped in generating higher business revenue along with management of research, conservation of wildlife, facilitating education and tourism facilities along with management of tourism too for drawing in more clients.
Taronga Zoo has made sure that the suppliers adhere or remain inclined with the various requirements while managing supplies, i.e., obtaining paper materials of more than 85 percent used for official purposes should include recycled content. The tickets made of paper should be recyclable and thus the company has managed sustainable procurement with the following of Sustainable Procurement Standard ISO20400. The sustainability scorecard is developed as well for ensuring that sustainable measures are managed to create a positive impact on the supply chain network and activities (Proctor 2014). The Sustainable Purchasing Policy enabled the zoo to make sure that the suppliers adhere to various requirements including use of 85 percent paper containing recycled content, minimum 4 star rating based on the Water Efficiency Labelling and Standards Scheme and Minimum Energy Performance Standards Scheme along with products and services used for outdoor purposes with Smart Approved WaterMark. The suppliers also include seafood outlets, chicken outlets, food suppliers and catering partner named Epicure, which ensures production of services that can be locally sourced and are seasonal whenever feasibly required (Parente and Strausbaugh-Hutchinson 2014). The Epicure acts as a collaborator, which can arrange food for the guests, i.e., the international students and ensure that their trip is successful at Taronga zoo.
The major competitors within the industry are Australian Zoo, Adelaide zoo, Monarto zoo, Lone Pine Koala sanctuary, Werribee Open Range, etc.
The zoo market is huge in Australia considering the fact that there are multiple zoos located here and Taronga Zoo is one of the major zoos that has even played a great role in the management of global wildlife conservation programs. Based on the marketing perspective, Taronga zoo has been unique and constantly innovated its products and services by combining the location and diversified the animal collection too for becoming a major leading tourist attractions in Australia (Elmes and Barry 2017).
Demographics- The targeted market includes the clients who have common features or characteristics and have interest in wildlife, who can represent a great potential for increasing the sales volume and frequency consistently. The marketing department has focused on the two major target markets including the families who want to have an enjoyable experience at the zoo and the international tourists. The prices are reflective considering the target market and this has been done for ensuring that the people visiting the place can get value for money services (Morrison 2013). When purchased tickets for entry into the zoo in bulk, the zoo offers additional discounts and offers, which is an effective marketing procedure to draw in more people.
Geographic- The geographic segments are attracted by focusing on the local clients all over Australia and especially the international students to cover a wide geographical market segment The marketing plan thus has been aimed at providing value for money services to the international students of Victoria University in Australia considering the geographic, demographic and psychographic characteristics. Thus, the targeting of Sydney customers is critical to the success of Taronga zoo and additional benefits can be obtained by drawing in the international clients too (Armstrong et al. 2014).
The market needs include managing the trip successfully for the students of the University and keep them satisfied with the delivery of good services for catering their needs and requirements with ease and efficiency. The market needs include preservation and protection of wildlife and at the same time, manage sustainable marketing techniques to attract new clients and retain the existing ones too (Dohn 2013).
The recent market trends showed that there have been increased numbers of visitors and also the trips mostly managed for the students and children from the nearby schools and Universities in Australia. Considering the arrangement of the trip as the marketing plan, it is necessary to understand the needs of the students at first and then make proper planning for accommodation facilities, in case they want to stay overnight at the event holding space within the zoo premises and even provide the students with good quality food so that they cannot feel hungry while roaming around the zoo (Clarke, Friese and Washburn 2016). There is consistent growth in the visits made by students at present and it shows that the proper marketing plan has been devised for drawing in these individuals in bulk for generating higher revenue and at the same time, promote awareness about wildlife conservation too.
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SWOT-TOWS |
Strengths-S · Trip to Taronga zoo for the students of Victoria University is unique and offers educational benefits · Awareness of the wildlife allows for drawing students, i.e., visitors in bulk (Walker and Steinfort 2013). · Effective marketing technique to generate higher sales and higher revenue generation · Trips could be arranged all throughout the week · The trip could also include attractions like theme forest and make the individuals understand about the conservation and protection raising awareness (Leonidou, Katsikeas and Morgan 2013) |
Weaknesses-W · The trip to the zoo in huge number by the students can create chaos and disturb the balance in nature, which requires a polite and healthy surrounding for the wildlife. · The zoo experienced repeat visits by people · Poor innovation and lack of value communication |
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Opportunities- O The trip to Taronga zoo has been managed with the marketing plan focusing on price incentives to influence the behaviours of University authorities Providing additional discounts to the purchases in bulk can create more customers |
OS-Strategies · The trip arranged for the students of Victoria University can make the zoo a great destination for facilitating learning and managing educational aspects too (Khalili and Duecker 2013) · This will make the international students aware of the protection of wildlife, furthermore ensure keeping them engaged with frequent visits at the place · The Tangora zoo would benefit by drawing in more clients and generate higher sales revenue (Hsieh and Kung 2013) |
OW-Strategies · The poor communication could be managed by creating an online platform from where the booking for the students would be possible · This wold also allow for effective communication along with enhancement of sales and buying behaviours would be influenced as well |
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Threats- T · The lack of value communication can create difficulty for the business to draw in enough clients by interacting with them · The discounts and competitors pricing while executing the marketing plan can reduce the number of visitors to the zoo |
TS- Strategies · The communication should be facilitated with the management of online booking and by involving social media platforms (Taronga.org.au 2019) · The cost leadership strategy could allow for offering discounts and offers for the services arranged for the students to visit the zoo, when tickets purchased in bulk (McCormick 2016) |
TW- Strategies · The chaos and polite environment must not be harmed and the students must be made aware of keeping the place clean |
The marketing strategy for the plan to arrange trip for the students at Taronga Zoo must be implemented properly for ensuring that they could enjoy a good experience and so that their behaviours are influenced to visit the zoo more often
The main mission is to develop a proper marketing plan for arranging a trip to zoo for international students of Victoria University. The mission statement of the zoo is to protect the wildlife and at the same time, draw in international clients, which will be possible with the visit made by the international students of Victoria University during the trip to Taronga zoo in Australia (Lovelock and Patterson 2015).
The financial objectives are:
This would not only enhance the revenue generation ability of the company, but could also create a sustainable position of Taronga zoo in Australia.
Taronga zoo in Australia aims to make its brand image and name occupy a good place in the minds of consumers, especially the international clients, i,e., the students who have been attracted to the zoo with the help of managing a proper marketing plan. To position the brand, the zoo business has made sure to develop a website that can establish the fact and other related information of the business and about its wildlife, furthermore create awareness among them about the availability of services and offers provided (Basu 2014). The brand could be positioned by making the services available through online booking such as the animal shows, events and underwater viewing exhibits too for arousing interest among the clients and create positive mind sets among them, which is an integral aspect of the marketing plan.
Product or service- The product or service ere is the arrangement of trip for the international students of Victoria University at the Taronga zoo in Australia. The costs are reasonable and while purchasing in bulk, there have been additional discounts, which can also influence the international students to keep visiting the place often. Small parties, food and lodging facilities could also be arranged as services for the guests visiting the zoo for an enjoyable experience. The trip should include other services such as food and accommodation at small cottages within the zoo premises and animal shows too (Markides 2013). The night safari could be an additional service provided to the guests.
Price- To manage successful marketing plan, the prices of services should be kept reasonable and while purchasing the tickets in bulk for the students, the zoo authorities could provide additional discounts to influence their buying behaviours.
Place- The location is quite convenient is located near to the University, which ensures proper transportation facilities available. To enhance the efficiency of marketing plan, there could be arrangement of buses for making the trip successful and ensure that the international students of Victoria University experience a hassle free journey while visiting the zoo (Heikkurinen and Bonnedahl 2013).
Promotion- The marketing plan allows for promoting the zoo to gain the attention of Universities all across and the same should happen for the international students of Victoria University, who would like to experience something new and enjoyable in the new place. The involvement of social media platforms and leaflets distributed to the University students regarding discounts while making purchases in bulk could also draw in more clients (D. Banker, Mashruwala and Tripathy 2013).
Conclusion
The report was prepared to focus on the development of a proper marketing plan required to manage a successful trip at Taronga zoo for the students of Victoria University. It should be managed with the analysis of situations and also by conducting market analysis to determine how the marketing approach could be successful in drawing in the international students by arousing interest among them to visit the zoo. The suppliers and competitors were assessed to analyse the market conditions, furthermore ensured targeting the right markets to generate higher revenue and competitive advantage as well.
References
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