London zoo is the oldest scientific zoo, on our planet. It was opened on the 27th of April 1828 in London and it main aim was intended to use one of the brightest collections for scientific research only. But it was opened for public in 1847 and since then working every day, except Christmas, entertaining dwellers and tourists. London Zoo was the fist in the world, where aquarium was opened. Now it has one of the widest collections in the whole Britain, having such rare species that could not be found anywhere else.
Yet, in the end of the 20th century London Zoo was under the threat of closure: ďIn 1991 the zoo once again dominated the front pages after reports that the Department of the Environment was to order its closure. Not for the first time in its history, London Zoo was faced with the dilemma of hugely mounting costs against a background of fairly stagnant visitor numbers. The reason behind the threat of closure seemed to be the simple failure of the zoo to balance its booksĒĚ (Ironmonger, Ironmonger & Ray Heaton, 2007). Nowadays there were a number of renewable programs were developed to provide greater interest from the visitors and raise attraction of the zoo. In the 90-s London Zoo survived due to changed attitude and strategy aimed on renewing the zoo.
In order to find out how efficient changes are, the group of managers coordinating the zoo asked for the marketing report.
According to the recent data in the beginning of the new century London Zoo met significant changes to correspond the social demands of the 21st century. African Bird Safari, Blackburn Pavilion, Butterfly Paradise, Clore Rainforest Lookout and others were created or rebuilt during the last century
SWOT analysis helps to define strong and weak parts of the company, its opportunities and threats, critically evaluate the situation with the business.
–¬†¬†¬†¬†¬†¬† Working Hours Ēď different season, different time sheets – in winter from 10 am till 4 pm, in midseason from 10 am till 4.30 pm, in summer from 10 am till 6 pm (ZSL London Zoo, 2010). It could hardly be denoted as the strong part of the zoo, as it does not include adults as a target group, as these hours they mainly spend at work, that is why, it is oriented on children and teenagers mainly
–¬†¬†¬†¬†¬†¬† Open Days Ēď 365 days a year (closed on Christmas Day only) (ZSL London Zoo, 2010). It goes without saying that such working days make really good advantage unlike other competitors.
–¬†¬†¬†¬†¬†¬† Education Program Ēď as London Zoo was formed as the main research platform, it won’t be surprising that it has a number of interesting propositions for students studying biology and others who seek knowledge.
–¬†¬†¬†¬†¬†¬† Whether factor Ēď could be potential threat to the zoo. As on rainy weather people would prefer to go to cinema or museum, but not dwelling on wet zoo
The Goals of the London Zoo
Marketing Mission for London Zoo
During the development, the mission statement was set as ďCelebrating diversity program of activities created for attraction of wider target groups of Zoo VisitorsĒĚ
According to investigation programs, there have been established two main target groups for the London Zoo: Families in search for a fun rest and tourists. Managers and marketing tams of the zoo developed a discount system in order to attract big families and students. The price of a visit also depends of the season, which also makes an attraction and let people see some species in their natural facilities. In winter it is the lowest: from ¬£14.80 to ¬£16.50 Adults and ¬£11.80 to ¬£13.50 children from three till 15 (ZSL London Zoo, 2010).
Marketing Mix provides a number of offering aimed on reaching the target group and organizations. London Zoo is now made very comfortable for tourists as they could book the tickets on the desired dates online, the same function is available for big groups (schools, colleges etc.) Families with 2 or more children and students are also welcomed in the discount program as well as families with small children as children before three years old have free visiting.
Promotion is also very important for the contemporary zoo and it includes educative programs that are very important. Location is also very important and as London Zoo is located in the Regent’s Park, it makes it very comfortable to reach as for city dwellers as well for the tourists.
According to the recent data managers of the Zoo should be satisfied by the reached results, but still there are lot things to do in order to attract the interest of the supposed target groups as well as strengthen its position within the set target areas. The renewal ideas really play a good advantage for further development and the zoo is not under the threat of closure anymore. Further development is also promoted by regular donation.