Marketing Plan for Taronga Zoo

Running head: BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Business Management and strategic management
Name of student
Name of University
Author note

1BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Summary
The marketing plan is prepared by considering the situational analysis and targeting
the right markets with the use of an effective marketing strategy for managing good
positioning and allow the marketing mix components to be managed well too. The situational
analysis was done, which showed that the zoo market had been quite good and there had been
increased number of visitors every year. To enhance the revenue generation, Taronga Zoo
aimed at attracting the international clients, which should be possible with the development
of a proper marketing plan focused on influencing the international students to visit the zoo in
Australia. The targeted markets included the international students and also the families,
friends and children. This would be possible by providing the tickets with additional offers
and discounts when purchased in bulk, which could also help in achieving the mission of
creating higher sales revenue and create awareness about the conservation and protection of
wildlife at the zoo too.
Table of Content

2BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
s
Introduction................................................................................................................................4
Situational analysis.....................................................................................................................4
Product or service proposed...................................................................................................4
Customer.................................................................................................................................4
Comprehensive environmental and industry analysis............................................................4
Suppliers or collaborators.......................................................................................................5
Competitors............................................................................................................................5
The market.................................................................................................................................5
Target markets........................................................................................................................5
Market needs..........................................................................................................................6
Market trends and growth.......................................................................................................6
SWOT and TOWS analysis....................................................................................................6
Marketing strategy.....................................................................................................................9
Mission...................................................................................................................................9
Marketing objectives..............................................................................................................9
Financial objectives................................................................................................................9
Positioning............................................................................................................................10
Marketing mix......................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

3BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
Introduction
The marketing plan is prepared for providing a proper vision and position the Taronga
Zoo within the marketplace for attracting more international clients and ensure higher
revenue generation too. This will be possible by arranging the trip to Tangora zoo for the
international students of Victoria University in Australia. The appropriate marketing
plan allows for targeting the right segments of market and here the targeted market includes
the students from the University named Victoria University in Sydney, Australia. The
objective of the marketing plan is to attract people at the zoo and make them become aware
of managing consideration of wildlife (Taronga.org.au 2019). The Taronga Zoo manages the
marketing techniques to become one of the prime tourist attraction wildlife conservation area
by targeting families with children along with the students from the Universities all over
Australia.
Situational analysis
Product or service proposed
The products and services that are proposed to the students in Victoria University in
Sydney, Australia are outstanding and quite effective enough to draw in the people in large
numbers. The main product or service is the trip arranged to Tangora Zoo for the
students of Victoria University. The animal exhibits are innovated to manage positive
changes and adding some other features tp the services like twilight walk and roar and snore
can further provide the students of the University visiting the zoo with a great and enjoyable
experience. The products and services include the experiences of the visitors of the zoo who
are allowed to take a tour of the commercial areas located within the zoo space (Baker 2014).
Taronga zoo has some god wildlife species and there are accommodation facilities as well