1.0 INTRODUCTION

I am now ready to present my ideas of a new marketing mix for Colchester zoo. I have conducted primary research where I went to the zoo and conducted a questionnaire in which I asked what the customers thought of the day out at the zoo; I also conducted secondary research where I looked at how many people came to the zoo and what socio-economic group they fell into. I compared the zoo to a local competitor to see what was the same about the two products was and see if there was anything I could suggest to make the day out at the zoo better, to see if the suggestions I made would be a good idea and to see if it would bring in new customers from a different market or increase the numbers of a current market I used the business tool Ansoff’s matrix. I also used S.W.O.T analysis to see what Strengths, Weaknesses, Opportunities, or Threats the zoo had.

2.0 PRODUCT MIX

In this part of my report I will include; what I think should be changed, what I think should be taken out, and also what I think should be included into the zoo.

2.1 THINGS THAT SHOULD BE CHANGED.

Looking at my S.W.O.T analysis it shows that one of the biggest weaknesses of the zoo is the hills, understandably there is not much that you can do about this, one solution that I suggest is that the zoo could make the train track longer where it can pick people up at the top of the hill and drop them off at the bottom. Using one of the results of my secondary research it shows that 80% of people stayed at the zoo for 3-5 hours, the way that the zoo could increase the amount of time and then ultimately increase the spend of a family would be to add and change some products/activities to the portfolio. According to the ‘Colchester Zoo visitor survey June to August 2003’ 0% of people believed that the zoo was good value for money.

Join now!

2.2 THINGS THAT SHOULD BE ADDED.

I suggest that the zoo adds some new products/activities to the zoo, the result of my suggestion is that the visitors will stay for longer and it will increase the spend of the family. Also as I included in my overall strategy I suggested adding information booths in different languages, the result of my suggestion is that it would bring in foreign visitors, a risk of my suggestion is that this might end that this doesn’t appeal to visitors.

2.3 THINGS THAT SHOULD BE REMOVED.

In ...

This is a preview of the whole essay