Paris Zoo

Internal Analysis:

• A state of the art zoo that enjoys 10,000 species with a complex infrastructure

• A rising cost of sustenance to the environmental/consumer behavioral changes.

External Analysis:

• A drastic change in consumers’ perception towards zoos in general; the preference to the free and natural habitat that the animals should enjoy.

• The above led to the reduction of visitors on one hand and the difficulty of sustaining a high fixed cost of maintenance.

Solutions:

Changing Perception:

One solution is to attempt a perception change through a mass educational campaign that entails a holistic approach:

• Advertising (print, OOH, TV & Radio)

• Sponsorships

o TV pgms with contents such as, nature, education, lifestyle etc…

o TV edits & vignettes (educating the masses on the benefits of the zoo)

• Grassroots activities & competitions pushing people to go and learn about the advantages of a zoo and their positive implication on endangered species

• Promotions and deals

• Deals with schools arranging periodical school trips and paving the way for the new generation to understand and appreciate the benefits of zoos as well and injecting the kind of culture needed to grow such interests

• Partnerships with other cultural and touristic destination geared at channeling traffic to the zoo

• Giving out educational seminars and conferences raising awareness about the zoo’s contribution to wildlife and its preservation

The main disadvantage to the above option would be the huge budgets required to change the mass perception as well as the long term period needed to for the change to take effect.

Creating Alternatives:

Another option would be to provide the public with the alternative of erecting a wild life reserve, giving the public the opportunity to experience wildlife