Marketing Plan of Singapore Zoo

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Marketing Management Assignment 1

Singapore Zoo

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Name: Ngai Li Xuan Lynn

Student ID: 14209424

Table of Contents

Introduction3

Competitors3

SWOT Analysis4

Strengths4

Weaknesses5

Opportunities6

Threats7

Conclusion8

References9

Introduction on Singapore Zoo

Established in 1973, the Singapore Zoo located at 80 Mandai Lake Road is the home for more than 2,800 animals of over 300 species. As Singapore’s premier leisure venue, Singapore Zoo attracts over 1.7 million visitors yearly. It is the world’s first free-ranging orang utan habitat within a zoo. Another highlight is the opening of the Wildlife Healthcare and Research Centre back in 2006, which consists of facilities costing $3.6 million including a viewing gallery for visitors to observe animal surgery and educate visitors on the duty of the zoo vets. In addition, the zoo has obtained many rewards locally and internationally and will continue to ensure its service quality and pleasant environment to adhere to world-class standards (Wildlife Reserve Singapore Group, 2014).

Competitors

Given the fact that Singapore Zoo is doing rather well, there are existing competitors around such as the Jurong Bird Park and Gardens by the Bay. Jurong Bird Park opened in 1971 consisting of more than 5,000 birds across 400 species. It aims to allow visitors to have a better understanding and appreciation of the birds by natural exhibits, interactive feeding sessions and world-class bird shows. Gardens by the Bay was built with the aim to create a city in a garden. The Gardens captures the essence of Singapore as the premier tropical Garden City to live and work in – making Singapore a leading global city of the 21st century (Gardens by the Bay, 2015).

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Source taken from respective websites

As shown in the chart above, Singapore Zoo and Jurong Bird Park attract more than 1 million visitors annually (Wildlife Reserve Singapore, 2013). As the charges for Gardens by the Bay is much lower, it attracts 5 million visitors generating revenue of more than $17 million yearly (Gardens by the Bay, 2013).

SWOT Analysis of Singapore Zoo

Strengths

Operating hours

The zoo opens 365 days throughout the year. Their operating hours are from 8am in the morning to 6pm in the evening for people of all ages to visit. The zoo never closes including public holidays, which made it perfect for everyone to visit. The last ticket sale is at 5.30pm and allows visitors to visit the zoo for a short period of time. With this as its strength, people are able to visit the zoo anytime including parents who are working and children who are schooling on weekdays because they would be able to visit the zoo on weekends since the zoo never closes (Wildlife Reserve Singapore, 2013).

Sticky website

The zoo has a sticky website for visitors to have an understanding of the zoo’s charges, events, map, information and services before making their way down. The management is very thoughtful and their website allows visitors to skip the queue and purchase tickets online. This helps to save the time for the visitors as well as the staff.

Strollers, wheelchairs and wagons rental

In addition, the zoo also offers rentals of strollers, wheelchairs and wagons for infants, toddlers and people in need at an affordable price (Wildlife Reserve Singapore, 2013). Some parents are afraid to bring their toddlers to the zoo as they find it difficult to carry or hold onto their children at all times, also they are afraid that their children may get too tired to walk for the entire day hence the idea of strollers renal can help parents to bring their children to the zoo at east. With the availability of wheelchairs rental makes it easier for people who are unable to walk long distance such as the elderly thus they could rent the wheelchair and continue spending their day at the zoo without worrying of being too tired.