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Taronga Zoo

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University of Technology Sydney
Faculty of Business

Pricing and Revenue Management Assignment
By Gary Anderson (10543546), Robert Baker (10630426),
Angela Chan (11080456), Fred Duarte (10796086), Mary Levy (10803928)

Prepared for Dr Christine Ebling
Due Date: 27th May 2010

CASE REPORT FOR TARONGA ZOO
By Anderson Baker Chan Duarte Levy Associates (ABCDL)

Contents

1. Taronga’s Zoo’s Strategy 1 1.1 Strategic Approach & Price Position 1
2. Current Analysis of Taronga Zoo’s Market 2 2.1 Willingness to pay 2 2.2 Consumer Behaviour and Current Pricing 2
3. Pricing Decision and Future Pricing Recommendations 4 3.1 Pricing for Families 4 3.2 Pricing for Couples 4 3.3 Increasing Repeat Visitation 4 …show more content…

Domestic Visitors - Intra and Interstate (21%)
Tourism Australia in their report on Nature Tourism, identified domestic overnight visitors as adult couples 31% and families 31% (2009, p.2.). This corresponds with Tourism NSW data that showed in 2009 only 18% of visitors to Sydney were family groups (2010, p.1.). Yet Taronga Zoo offers no discounts to couples and marketing is focused on families, though there are a number of new programs that would cater for the couples market such as the twilight walks. Primary research has not provided sufficient information to draw further conclusions about domestic tourists see (Appendix 13) for further recommendations. International Visitors (28%)
Tourism data indicates that there will be a shift in international visitor demographics over the next 8 years (Appendix 14). Primary research has not provided sufficient information to draw conclusions about how this change in the origin of international tourists would impact pricing expectations see (Appendix 13) for further recommendations.

Repeat Visitation
Secondary research indicates there is a lack of repeat visitation (Appendix 15), yet this should form an important revenue stream for Taronga Zoo. Repeat visitors not only represent a stable source of revenue, they also act as informally networks linking friends, relatives, and other potential visitors (Reid & Reid

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