SUBJECT AREA Self improvement
CREATED ON 3rd January 2018

Marketing Chester Zoo to 16-to-24-year-olds Essay

Marketing Chester Zoo into 16-to-24-year-olds At the moment, Chester Zoo is the major zoo in the nation. It's a nonprofit organisation and its job is to encourage and promote conservation by breeding endangered animals, providing exceptional animal welfare, high quality public service, recreation, science and education. Currently, their main source of income is by the admissions (see appendix 2B) Presently, the zoo is facing a marketing problem: The 16-24 year-old age group is not visiting the zoo as much as expected to. (See appendix 7B) My task is to reevaluate the situation and come up with a solution. I shall do this by taking a look at the marketing strategy of Chester Zoo. Marketing is a constant process of learning and understanding a business’ customers and competitors, anticipating their customer needs, providing a suitable product in the right location, with the right cost and the right promotion to attract customers. A marketing strategy is a plan that is evaluated carefully, for the upcoming marketing of a small business. It takes into account the company’s strengths, weaknesses, risks and opportunities, together with the 4P’s (Price, Product, Place and Promotion), together with these two regions in mind, a proper plan is considered. In this case, Chester Zoo will be seeking to improve their marketing strategy 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 judge the amount 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 help me see any trends through time, and hopefully, their weaknesses and strengths. -I will also conduct a survey in form of a questionnaire aimed at 16-24 year olds. This is going to be to find a better perspective of the circumstance, 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 some of Chester Zoo’s key competitors to understand / see how they attract their customers of this age group. -Consulting some appropriate small business textbooks to further understand and improve my knowledge, especially about m.. .

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