Marketing Chester Zoo to 16-to-24-year-olds Essay -- Business and Mana

Marketing Chester Zoo to 16-to-24-year-oldsAt the moment, Chester Zoo is the leading zoo in the country. It is anon-profit organisation and its explosive charge is to support and promoteconservation by breeding threatened animals, providing excellentanimal welfare, high quality public service, recreation, education andscience.Currently, their main source of income is from the admissions (see appendix 2B)Currently, the zoo is facing a marketing problem The 16-24 year oldage group is not visiting the zoo as much as expected to. (Seeappendix 7B)My task is to analyse the situation and come up with a solution. Ishall do this by feeling at the marketing strategy of Chester Zoo.Marketing is a continuous process of learning about and understandinga business customers and competitors, anticipating their customerneeds, providing a suitable product at the castigate place, with the rightprice and the right promotion to attract customers.A marketing strategy is a plan that is evaluated carefu lly, for thefuture marketing of a business. It takes into account the go withsstrengths, weaknesses, opportunities and threats, together with the4Ps (Price, Product, Place and Promotion), with these two areas inmind, a suitable plan is thought out.In this case, Chester Zoo will be looking to improve their marketingstrategy to attract and keep more 16-24 year olds.My main research methods will be by-Going to the zoo and interviewing the staff there. This is for me to guess the level of their service without any bias from other sources.-Consulting a range of sources, which have both primary and secondary evidence, including articles of quality from different media. This will military service me see any trends over the years, and hopefully, their weaknesses and strengths.-I will also conduct a survey in form of a questionnaire aimed at 16-24 year olds. This will be to get a better perspective of the situation, to understand the reason behind the low visiting rate by this age group, anticipate their needs, and hopefully as an eye-opener to the solution.-Reading through various news report (related to Chester Zoo)-Reading about / visiting nigh of Chester Zoos key competitors to understand / see how they attract their customers of this age group.-Consulting some relevant business textbooks to further understand and improve my knowledge, especially about m... ...rket was students,so a Student Card could be used. But what about the non-students? nearly people may feel like their privacy is being intruded upon if theyhave to prove their age before gaining entrance into a zoo as aresult, they may choose to go elsewhere, and Chester Zoo would loseout.Some forms of identification could be false/ forged without theknowledge of Chester Zoo, and unfair entrance gained.Theres also a potential risk of losing customers from the othersectors, especially if they feel that the zoo has changed- they maylose the familiarity they already have.If Chester Zoo decides to carry out this object temporarily, when theyrevert to their usual fees, there is a chance that this situationwill go back to the old problem of the 16-24 year olds not visiting asexpected to but they may have retained some of the age group who maybe visiting them regularly.As with most ventures, this is risky and daring. In theory, myproposal should work well, and serve to improve Chester Zoosmarketing strategy. However, in practicality, this may not be thecase, and in the end it will be up to Chester Zoo to decide whether ornot this proposal is worth executing.