Marketing plan for the Lisbon Zoo

• Autor(a) principal: Franklim, Mafalda Sofia Reis
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/6855
• topic: Marketing plan; Zoological market; Non-profit institutions; Marketing-mix; Plano de marketing; Mercado zoológico; Instituições sem fins lucrativos

Lisbon Zoo, “Jardim Zoológico e de Aclimação em Portugal, S.A”, is a Portuguese zoological garden, located at the heart of the Lisbon City. The Lisbon Zoo is a private non-profit institution of public and educative utility. The park first opened the doors to the public in 1884 and it has now one of the finest collections of animals of the world. The main key success factors of the zoo rely on its biodiversity, history, offer in terms of product and service and location. The specialized staff with their profound dedication to the cause of preservation of species and education, make the park a reference of quality and innovation in the sector. The Lisbon Zoo is facing an extremely competitive market, characterized by the economic crisis and reduction of consumer’s buying power. The zoological market has suffered many changes in the last years in terms on enclosures, educational messages, interaction with animals and technology. The consumer’s habits and demands have also changed. In this sense, this project thesis proposes a marketing plan for the Lisbon Zoo with an external, internal and competitive analysis and implementation proposal. This implementation proposal consists on the development of the marketing strategy (strategic options: segmentation, targeting and positioning) and operational plan. The operational plan is the set of recommendations in terms of the marketing-mix: product, price, place and promotion. For the promotion it is proposed a communication plan for the year 2014.