Master Planning of Zoos - Central Zoo Authority

Technical Session V
• What is my Zoo’s Unique Selling Proposition?
• How do you differentiate it from the other zoos in India and the world?
• What Brand is my Zoo creating?
• What does that Brand represent? - value, emotion, vocabulary, image, worth… eg.
Ambassador, BMW, IBM, Coke, Pepsi, Air Indian, Singapore Zoo, Bernard Harrison
• Can my Brand excite & do people want it?
SWOT Analysis
• Do a SWOT to find out where you are & how do you go forward
Strengths
• What do we do exceptionally well?
• What advantages do we have?
• What valuable assets and resources do we have?
• What do visitors identify as our strengths?
Weaknesses
• What could we do better?
• What are we criticized for or receive complaints about?
• Where are we vulnerable?
Opportunities
• What opportunities do we know about, but have not been able to address?
• Are there emerging trends on which we can capitalize?
Threats
• Are any of our weaknesses likely to make us critically vulnerable?
• What external roadblocks exist that block our progress?
• Are our competitors or quasi-competitors doing anything different?
• Is there significant change coming in our sector/industry?
• Is technology dramatically changing the sector/industry and services to it?
• Are economic conditions affecting our financial viability?
Who is the competition, Competitors or Complementary?
• Museums • Amusement parks
• Shopping centers • Cinemas
• Videos • Outdoor activities • The internet
• Can we bundle with them - study & understand them, work together
Markets & Marketing, Potential & Target Market Size
• The Potential Market - “WHO can I get & how big is this market?”
• The Target Market - “WHO am I aiming for & how big is this market?”
• What is my Market Segmentation - How do I divide the target market?
256