Case Analysis |
Case Analysis 1: Cincinnati Zoo
Introduction
The conservation of animal and plant life remains at the forefront of sustainability efforts, and is a mission and core focus of many Zoo’s around the globe that are responsible for the lives and well being of animals. At the Cincinnati Zoo, the main vision is inspiring passion for nature and saving wildlife for future generations. Their commitment to conservation is showcased through their! global science and wildlife conservation programs, sustainable approach to the management of our facilities, and dedication to education and public engagement in science and conservation at their! e"hibits. The Cincinnati Zoo features more than #$$ animal and %,$$$ plant species, ma&ing it one of the largest Zoo collections in the country, country, and they! continue to set the standard for conservation, education and preservation of wild animals and wild spaces. Problems with the existing system of the Cincinnati Zoo
Major problem: Cincinnati 'oo needs ways to increase attendance, boost membership and
ma"imi'e sales because they wanted to reduce its reliance on subsidies even further for it to continue its pioneering wor&s. Sub-problems:
(anagement had limited &nowledge and understanding of what was happening in the Zoo on day)to)day basis.
All * income streams had different point)of)scale platforms
+or e"ample, the food service business still relied on manual cash registers where management had to shift through paper receipts.
What did they do: 1.
They compiled compiled a spreadsheet spreadsheet that that collected collected visitors visitors 'ip codes to use use the data for for geographic and demographic analysis
-.
They replaced replaced the four legacy legacy point point of scale scale systems systems with with a single platform platform ) ala"y ala"y /0 from ateway Tic&eting ystems
%.
2t then then enlisted enlisted 23( 23( and 3righttar 3righttar /artners /artners to build a centrali'ed centrali'ed data wareho warehouse use to provide real)time analysis and reporting.
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Case Analysis |
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The Challenge
Combine data from * revenue streams, admission, membership, retail and foods service.
2mprove 4eporting capabilities
2mprove decision)ma&ing
2ncrease revenue 5 reduce cost
The four (! TP" presently used by Cincinnati #hio with the data that are captured by each TP" and the decision can be made from those data TP"
$%T% C%PT&'$
$CI"I#) M%$
/aper 4eceipt for (anual
Cost of the food, 6uantity,
P#""I*+ 7nowing the price or
Cash 4egister
date etc.
6uantity of the product are correct to provide customer a
preadsheet
8isitor’s Zip Code
proof of billing 7nowing the 'ip codes of visitors to come up with geographic and demographic
ala"y /0 from ateway
9ntrance number, entrance
analysis. 7nowing that visitors are
Tic&eting ystems
information, Zoo’s oyalty
allowed to enter the 'oo on
4ewards, the Zoo’s system
Zoo’s entrance, e"it,
etc.
attractions, restaurants, and stores, or use the Zoo’s oyalty 4ewards card, the Zoo’s system system for them to be
9nlisted 23(
;umbers, date, names etc.
happy. 7nowing that company provide real)time analysis and reporting.
"olutions that pro,ided for the following sta-eholders to achie,e the Cincinnati Zoo.s objecti,e/
Case Analysis |
0isitors
3y sharing their e"periences to their companion or close friends. They can even invite people who will go there to e"perience also what they have e"perienced. e"perienced. o with this, they can ma"imi'e the attendance of that company, they can help them improve their sales to ma"imi'e their profit.
/roblems 1.
Management (anagement are the one
"taff members taff members are the
who ma&e companys
e"ecutor of every strategies
overall strategy to appeal to
that the management will
their customers. They need
ma&e. The appropriate
to come up with a mar&eting
implementation of the
strategy that will ensure the
overall strategy are in the
Cincinnati Zoo to become a
hands of staff members. The
well &nown to everyone not
following are things they
only in their location but all
need to do to help
over the world. they should
ma"imi'ing the attendance
come up with a good
of visitors coming in
promotional=advertising
cincinnati 'oo:
strategy. 2n luring visitors to
•
taff members
come you should have an
should be aware to
idea how to pursue or attac&
anything that is in the
them.
'oo and every
•
•
happenings there
advertisement
>different activities?
showcasing the
for them to perform
beauty of the
well their wor&. They
Cincinnati Zoo.
should have at least
or public accounts
about the 'oo for
where everyone can
them to do their
share it online to
responsibilities
anyone and
better. 2n achieving achieving
anywhere
those &nowledge
enough &nowledge
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Case Analysis |
•
•
(a&e everyone
they may be able to
familiar to your it.
share it to the visitors
9specially your staff
that come in and
wholl wor& for this
build a good
'oo in order for them
relationship with
to be able to share to
them. The indication
others how awesome
of this is that they
the Zoo is.
will have a positive
>2nformation
appeal to everyone.
sharing? They may also plan
iving trivias or
to produce attractive
will ma&e you
flyers to be
communication to
distributed by the
everyone and may
staff members.
give youthe
simple information
oppurtunity to ma&e them come again in the future or you may be able to ma&e them share what they learn in the 'oo to their friends, families and •
others. taff members may also promote the Zoo through social media using their own accoun. They may become a hill whom will act as a loyal visitor or guest of this 'oo and may give positive feedbac&s. 2f they
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Case Analysis |
will be able to share their own e"perience to others not only the visitors, then it will be a big help to the •
Cincinnati 'oo. taff members may also distribute flyers
•
promoting the 'oo. @oing a great ob, or doing your responsibilities right is a big factor that visitors may notice and may give positive view. Bou as a wor&er, how you do your ob will reflect the companys
-. 3oost me membership
hat ma management ca can do do
image. hat a staff can do about in
about this is to have a
boosting the membership of
membership fee with a
this 'oo is to support the
reasonable price and every
strategies that management
1)D years old should have a
will ma&e. i&e:
free membership fee. This
•
/ersuading everyone
will ma&e everyone
to have a
especiallythe parents to be a
membership by
member of this 'oo. The
mentioning the
membership should have
benefits they can get. iving a supporting
atleast -)% benefits that
•
visitors can get. And some
details to
twist li&e earning points and
everypositive effevt
can be redeem whenever
of being a member.
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Case Analysis |
they visit the 'oo. •
2n relation to the free membership fee, 1)D years old must be free for any fee for they are still &ids and what they want is to have fun seeing different animals. This way may give a positive view to the parents especially to those who are less fortunate than others. 9very &id deserves
•
to be happy. 3enefits: being a member to this 'oo, you will have atleast #)1$E discount in visiting this place for being a member means you patroni'e the place. This will attract everyone to
•
have a membership. 3eing a member to this 'oo will also give points to every time that a member will visit, as they earn points they may claim or redeem it in e"change for a
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Case Analysis |
reward li&e having a free snac&s to a specific food outlets %. (a"imi'e sales
*. imited &nowledge
inside the 'oo. (anagement must come up
taff must do their
with a clear financial
responsibilities well to
reviews that the Zoo needed
satisfy their visitors so that
or used in order for them to
they may still come in the
come up with a good
future and ma&e them share
strategy in e"panding the
the e"traordinary e"perience
sales they may have
in the Cincinnati Zoo. 2f they
everyday. everyday. 2f they achieve to
perform well then it will
ma"imi'e attendance then
give a positive result
they will have an e"panded
especially in the sales of this
sales. (anageme ement should
Zoo. taff should also undergo
distribute manuals to their
whatever management want
staff in order for them to
them to. They should have
become familiar in every
monitoring device also li&e
terms and conditions in the
the number of people inside,
'oo. (anagement should
going outside, the places
undergo seminars or
which are the people wanted
meetings at least two times
the most to visit and others.
in a month to tal& about everything that is happening in the Zoo. They may also have monitoring staff who report everyday to them about the details they need and circulating in the 'oo. imple information yet useful.
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Case Analysis |
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Mar-eting "trategies1 the process and the IT to be used to help the Par- achie,e its o,er2all objecti,e which is to increase re,enue/
I*M Cognos:
Business Intelligence(BI) -@atabases and information management that solves problems of data redundancy, data inconsistency, lac& of fle"ibility, lac& of data availability and sharing Fse non)relational or cloud)based data management services. olution: 4eplace egacy point of sale >/aper 4eceipt? and 2mplement data warehousing >oft 2ce cream?. Business Analytics (BA) Products Products -Tools Tools and techni6ues businesses use to analy'e and understand data in a meaningful way. To To gain insight into past performance and a nd to drive decision)ma&ing and planning. To involve 6ueries, reports, data mining and 0A/ ) online analytical processing.
To &eep the facility running in a sustainable fashion, we needed to ma&e sure we were ma"imi'ing the resources properly. properly. e came to the conclusion c onclusion that technology was an issue and this is when we turned to what some might thin& of as a non)traditional helping hand for a Zoo G business analytics.
2ncrease in)par& spending by as much as -#E by utili'ing %H$ degree customer views. Turn that information into customi'ed offers and per&s for visitors that &eep them happy and coming bac&, and are now able to arm managers with real)time data that allows them to react to a dynamic and fluid business driven by seasonal weather patterns.
3usiness analytics also allows to integrate operations. This will help free up the staff’s time so they can focus on the day)to)day operations in a more meaningful way, while also focusing on the larger picture of ensuring animals continue to receive the best care.
thers: et moms &now that the 'oo is opened every day of the year and that there is always something to do. 4emind them to not thin& of the 'oo as ust an occasional destination, but as someplace they could ta&e their &ids any day of the year. e e grabbed the attention of moms through creativity and uni6ue ways li&e, pole and bus shelter displays and billboards promoting I9veryday Ama'ing ZooJ, ust to name name a few.
Case Analysis |
49FT: The strategy paid off, in the first year of /(’s relationship with the 'oo, attendance surpassed the goal on its way to an astounding 1.- million patrons for that year. I2t was an incredible year for us. /( proved to be a great partner for the 'oo. They were committed to our goals, fle"ible and always willing to come to the table with new ideas. e couldn’t have hit our attendance figures without their passion and enthusiasm for the 'oo.J G Chad Belton Belton,, @irector of (ar&eting Cincinnati Zoo
'eferences
(ission to /rotect ildlife. 4etrieved Kanuary -$11 from http://asmarterplanet.com/
isa <. Cinncinnati Zoo Case. 4etrieved +ebruary -*,-$1* from www.prezi.com/
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