Marketing Audit - The Metropol Zoo
Marketing Audit - The Metropol Zoo
Introduction
The Marketing audit of the Zoo involves the examination or investigation of the business and specifically marketing aspects of the Zoo (Wilson, 2005, pp. 1). The assignment is written with an aim to understand the how the marketing audit is to be conducted using various tools to investigate about the marketing approach and efforts made by the business.
Background
The Metropol Zoo is a city centre zoo and is one of the leading zoological gardens in the UK. The Zoo has its significant long and success history. The Zoo falls under the leisure industry of the UK. The leisure industry has been witnessed as a driver for growth in the UK by the various researchers (BISL.org, 2012, pp. 1). According to the research undertaken by the Oliver Wyman, it is a key contributor in the economy of UK. The industry employment opportunity threshold is about one in twelve of all jobs offered. However, the youngsters & adults i.e. age ranging from 16-25 years old, industry employs more than one out of total five jobs for the age bracket offered. Approximately, more than seven percent of the total tax revenue is contributed by the industry. The Leisure industry is the UK is the global leader as well. The leisure industry has been expanding over the years and has attained the globally biggest leisure industry ranking (BISL.org, 2012, pp. 1). Few world's leading leisure businesses are also part of the world's largest leisure industry operating in the UK. Though the industry has been playing a vital role in boosting the economy and helping the citizens in various ways, it is not yet been defined clearly and has not got the due worth or importance yet.
The Metropol Zoo employs a vast majority out of the approximately 2.6 million people employed in the industry or out of total employment, 9% is served by the industry nationwide (BISL.org, 2012, pp. 1). The Metropol Zoo has been under the chairmanship of the Sir Ralph Daines. The total revenue generated by the industry i.e. directly £117 billion and 102£ billion indirectly. The Metropol Zoo is contributing significantly to the industry in terms of revenues. Research by Mintel (2012) suggests, that the augmentation in the revenues are basically higher tax bracket, higher duties and increasing prices rather the increase in the consumer demand (Oliver, 2012, pp. 1). The figure given below expresses the value of the UK Leisure Industry over the past years i.e. 2007 to 2012 and the expected value of the leisure industry for the next five years i.e. up till 2017, based on the scenario analysis, undertaking the best case and worst situation that can potentially take place.
Image Source: Mintel Infographic Industry Overview, December 2012 (Accessed from:
As per the research suggests that the consumer demand in the industry is not augmenting, the Metropol Zoo is exposed towards such situation too as it operates in the similar ...