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Chester Zoo marketing for year 11 - Background Information

By Katie Gomez,2014-05-16 19:39
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Complete the SWOT analysis on the next page, considering the Strengths, Weaknesses, Opportunities and Threats of Chester Zoo

The King’s School, Chester Economics & Business Trip to Chester Zoo

    BACKGROUND INFORMATION ON THE ZOO!

    History of Chester Zoo

    The Zoo was founded by George Mottershead. As a child,

    he visited a now closed zoo in Manchester, and is reported

    to have been so upset seeing large animals in small cages,

    that he said to his father 'when I have a zoo, it won't have

    any bars'. His dream was finally realised in 1930, when he

    brought his family to live in the Oakfield house and formed

    the original collection of animals from an earlier zoo at

    Shavington, near Crewe.

    His venture became the North of England Zoological Society

    in 1934, and with considerable skill and enthusiasm, he kept

    the Zoo going through the Second World War. Rapid

    expansion followed after the war. 'Always Building' was a

    slogan of the time. He received the OBE, an honorary

    degree of MSc, and served a term as President of the

    International Union of Zoo Directors. He died in 1978 aged

    84 having realised his dream of a 'zoo without bars'. The Zoo estate

    The Zoo wide estate consists of approximately 500 acres of which 100 acres is the

    zoological gardens and the wider estate making up the remaining 400 acres.

    The Zoo began its life with the purchase of the first parcel of land

    of 11 acres together with Oakfield House Building , The Stable

    Block and Lodge in circa 1935 by George Mottershead. Over the

    years, this has expanded to the 500 acres that the Zoo owns

    today.

    The Zoo was formerly enclosed in accordance with the Zoo

    Licensing Act with a perimeter fence in 1986. It is still unclear as

    to whether this was done to keep the animals in or unwanted

    guests out!

    Within the Zoo there are some 170 buildings of varying

    construction used for a variety of purposes. There is the existing

    Oakfield House and Stable Block that have Grade 11* Listed status. Other buildings include cafeterias, toilet blocks, animal exhibits, administration,

    maintenance, shops all of varying size, style and

    construction built within the 70 year life of the Zoo.

    On the wider estate, the 400 acres is primarily

    greenbelt and the land is leased or tenanted for

    agricultural purposes. There is one parcel of land within

    the Zoo ownership which is an oil storage facility

    owned by the Ministry of Defence.

    On this land there are also three disused farms which

    are now used as storage and off show facilities. The Zoo also owns fourteen

    residential properties originally bought as accommodation for zoo employees. There

    are also two large houses which have been converted into houses for multiple

    occupancy which are used for short term lets for students and temporary staff.

    Page 1

    The King’s School, Chester Economics & Business Trip to Chester Zoo Economics and Business Questions

During the course of the afternoon and as part of your homework, you should answer

    the questions below.

You could also ASK them if there is an opportunity during or after the presentation!!

Review your answers on your return to school using your textbooks to identify

    relevant Economics and Business concepts. You should then hand in your final thanswers to your teacher in the week beginning Monday 17 October. Answers to

    these questions will play an important part in preliminary thinking about your

    coursework investigation.

    GENERAL BUSINESS QUESTIONS What type of business is Chester Zoo?

    ____________________________________________________________(1)

How many people visited Chester Zoo in 2004?

    ____________________________________________________________(1)

    ______________________________________________________________

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Identify where their revenue comes from?

     (4)

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    Page 2

    The King’s School, Chester Economics & Business Trip to Chester Zoo What is Chester Zoo’s Mission Statement?

    ___________________________________________________________(1)

______________________________________________________________

______________________________________________________________

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______________________________________________________________

Identify the stakeholders

    ___________________________________________________________(3)

______________________________________________________________

______________________________________________________________

    List some of the likely objectives of a theme park such as Chester Zoo ___________________________________________________________(4)_

    ______________________________________________________________

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    MARKETING QUESTIONS What factors might determine the demand for visits to theme parks such as

    Chester Zoo?

___________________________________________________________(4)_

    ______________________________________________________________

    ______________________________________________________________

    Page 3

The King’s School, Chester Economics & Business Trip to Chester Zoo

    ______________________________________________________________

    ______________________________________________________________

    _____________________________________________________________

    What market segments is the Zoo aiming to attract?

    (socio-economic groups, age, gender, geography)

    ___________________________________________________________(4)_

    ______________________________________________________________

    ______________________________________________________________

    _____________________________________________________________

    ______________________________________________________________

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    What market research is the Zoo actively involved in?

    ____________________________________________________________(3)

    ______________________________________________________________

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What price (s) does Chester Zoo charge for entry into the park?

    ____________________________________________________________(1)

    ______________________________________________________________

    ______________________________________________________________

    ______________________________________________________________

What factors might Chester Zoo consider in deciding its pricing strategy?

    ____________________________________________________________(4)

    ______________________________________________________________

    Page 4

The King’s School, Chester Economics & Business Trip to Chester Zoo

    ____________________________________________________________________________________________________________________________ Identify how Chester Zoo have gone about promoting their business, and

    evaluate how successful each of these have been? ADVERTISING

    ____________________________________________________________(4)__________________________________________________________________________________________________________________________________________________________________________________________ SALES PROMOTIONS

    ____________________________________________________________(4)__________________________________________________________________________________________________________________________________________________________________________________________PUBLIC RELATIONS

    ____________________________________________________________(4)____________________________________________________________________________________________________________________________ ______________________________________________________________ SPONSORSHIP

    ____________________________________________________________(4)____________________________________________________________________________________________________________________________ ______________________________________________________________

    Page 5

The King’s School, Chester Economics & Business Trip to Chester Zoo

    Is there any evidence of Branding?

    ____________________________________________________________(2)____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ______________________________________________________________

How does Chester Zoo compete in the theme park market and in the market

    for generally?

    ____________________________________________________________(4)__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What is the nature of the ‘product’ Chester Zoo sells?

    ____________________________________________________________(2)__________________________________________________________________________________________________________________________________________________________________________________________

    Page 6

The King’s School, Chester Economics & Business Trip to Chester Zoo

    Complete the SWOT analysis on the next page, considering the Strengths,

    Weaknesses, Opportunities and Threats of Chester Zoo

    Strengths Weaknesses

    Opportunities Threats

     (12)

    Page 7

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