Chester Zoo: Marketing Plan, Challenges, and Recommendations

This report provides a marketing analysis of Chester Zoo, examining its current strategies, challenges, and potential improvements. It references key marketing activities like advertising, promotional schemes, and zoo magazine. The report identifies issues such as limited resources for promotion, competition from other attractions, and the need to understand visitor trends. It also highlights the importance of risk assessment, including promotional risks and target market miscalculations, to develop an effective marketing plan. The report draws on academic sources to support its findings and offers recommendations for enhancing Chester Zoo's marketing efforts, considering the unique aspects of zoo management, conservation efforts, and visitor engagement.

Marketing

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................1
REFERENCES................................................................................................................................2

MAIN BODY
Marketing is a specific set of instructions and activity which helps in selling and promoting the
products and services of the specific brand. The key concern related with the changing condition
of the zoo is one of the major concern which could influence the marketing team in order to
effectively take into account the specific marketing plan (Rui, 2019). The key competitors of the
zoo and the other venue for the specific day out is another risk which has been faced by the
marketing team at the time of taking into account the specific marketing plan. The key relevant
issue was that, the society has eventually become the scientific and the educational trust with the
conservation (Sach and et.al., 2019). The key marketing activities at the zoo mainly comprise of
photographic competitions, sponsorship, animal adoption schemes and the junior members’ club.
Other key marketing activities mainly includes zoo magazine which are referred to as Zoo Life,
newspaper coverage and television coverage, advertising and publicity and also popular children
animal programme. One of the major pressing issue was that the resources available for
promoting loyalty and advertising is limited. This in turn largely influence the marketing team. It
is very crucial to carry out economic as well as social forecast to improve the marketing plan
(Carr, 2016). Promotional risk, changing trends and also miscalculation of the target market are
the key risk associated with the marketing team. The marketing team must analyse all the risk to
carry out the effective marketing plan.
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REFERENCES
Books and Journals
Carr, N., 2016. An analysis of zoo visitors' favourite and least favourite animals. Tourism
Management Perspectives. 20. pp.70-76.
Rui, X., 2019. SERVICE MARKETING RESEARCH BASED ON SOSTAC STRUCTURE-
BELFAST ZOO. European journal of economics and management sciences, (3).
Sach, F and et.al., 2019. Financial planning required to keep elephants in zoos in the United
Kingdom in accordance with the Secretary of State's Standards of Modern Zoo Practice for
the next 30 years. International Zoo Yearbook. 53(1). pp.78-88.
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