Metropol Zoo Strategic Marketing Management
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 business and will also help Metropol Zoo to evaluate which animals is worth to keep alongside with VR entertainment.
2.0 ANSWERS
2.1 QUESTION 1
PESTEL analysis and Michael Porter’s Five Forces analysis are used to analyse the external factors affecting Metropol Zoo. The full list of external factors affecting Metropol Zoo can be found in Appendix 1: PESTEL Analysis and Appendix 2:Michael Porter’s Five Forces Analysis. Below are the key external factors that influence Metropol Zoo’s current and future business.
PESTEL
The main political factor affecting Metropol Zoo is that local and central government has reduced their grants and subsidies to the zoo because of the decline in visitors and economic recession. This has a big impact on the zoo because the lack of fund limits the zoo opportunity for growth as majority of the public funds is use to pay for maintenance. If the number of visitors increase, the government may consider increasing Metropol Zoo funds again.
Economic factor will have its biggest impact on Metropol Zoo during recession. This is because consumers will go to theme parks or other zoos that offers better value for money or substituting it with other form of leisure and entertainment activities. For
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 business and will also help Metropol Zoo to evaluate which animals is worth to keep alongside with VR entertainment.
2.0 ANSWERS
2.1 QUESTION 1
PESTEL analysis and Michael Porter’s Five Forces analysis are used to analyse the external factors affecting Metropol Zoo. The full list of external factors affecting Metropol Zoo can be found in Appendix 1: PESTEL Analysis and Appendix 2:Michael Porter’s Five Forces Analysis. Below are the key external factors that influence Metropol Zoo’s current and future business.
PESTEL
The main political factor affecting Metropol Zoo is that local and central government has reduced their grants and subsidies to the zoo because of the decline in visitors and economic recession. This has a big impact on the zoo because the lack of fund limits the zoo opportunity for growth as majority of the public funds is use to pay for maintenance. If the number of visitors increase, the government may consider increasing Metropol Zoo funds again.
Economic factor will have its biggest impact on Metropol Zoo during recession. This is because consumers will go to theme parks or other zoos that offers better value for money or substituting it with other form of leisure and entertainment activities. For
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