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Metropol Zoo Strategic Marketing Management Essay

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Table of Contents

1.0 INTRODUCTION 1 2.0 ANSWERS 2 2.1 QUESTION 1 2 2.2 QUESTION 2 5 2.3 QUESTION 3 10 3.0 APPENDIX 14 4.0 REFERENCES 18

1.0 INTRODUCTION
From the case, it is stated that Metropol Zoo has to make a major decision because of its poor performance over the past few years. External factors such as economy, government decisions, change in consumer behaviour and competition contributed to it. Now, it has to make a decision whether to take up virtual reality (VR) technology to make the zoo more appealing to customers or continue the way it has been doing business and stay true to its conservation mission.

Here, we will like to recommend Metropol Zoo to take up the VR technology because it complements its
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Legal affects Metropol Zoo because to run a zoo, it needs to follow the law set by government. One of the rules that it has to comply is to operate the zoo under the Zoo Licensing Act of 1981. This regulation is set to protect animals in the zoo by providing suitable living environment, food, living quarters, and medical care as the basic requirement for all zoos (Born Free 2012). Because of this law, Metropol Zoo cost of running is high and they can’t cut it down even when the funds are low because their zoo license will be withdrawn if the animals basic needs are not met.

Porter’s Five Forces
There are four key forces from Porter’s five forces that impact Metropol Zoo’s business and its future performance.

In terms of threat of new competition, Metropol Zoo has to face both direct and indirect competition. There are more than 150 zoos in United Kingdom that can provide the similar facilities and environment for wild animals and also customer convenience (UK Zoo Regional List 2008). Indirect competitors are safaris, theme parks and adventure parks within an hour’s travel time of the city that also competes in the family day out environment. These indirect competitors can provide personal and great experience for customers as they provide a more interactive, exciting and value for money experience.

The second factor from Porter’s five forces that affects Metropol Zoo is threat of substitute products or services. During recession, customer looks
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