Safari World - Maintaining a Roaring Success in Zoo Business
Safari World is the only zoological park in Bangkok. While annually dealing with hefty costs and a rapidly changing business environment, how can the zoo manage its business to survive and sustainably grow?
At a glance
Location
Bangkok, Thailand
Year Founded
1988
Gross Profit
417 million Thai Baht (US$ 12 million)
As of 2022
Net Loss
580 million Thai Baht (US$ 17 million)
As of 2022
Abstract
Safari World, Bangkok’s only zoological park, has been one of the leading tourist destinations since its establishment in 1988, offering attractions like Safari Park and Marine Park, and unique performances for local and international visitors. Despite its popularity, Safari World faces challenges such as high operational costs, shifting consumer behaviors due to digitalization, and competition from alternative attractions.
This case invites learners to analyze the zoo’s internal and external environments, identify its strengths and weaknesses, and propose marketing strategies to ensure sustainable growth amidst a competitive landscape. Through this exploration, the case underscores the importance of innovation, adaptability, and customer-centricity in navigating the complexities of the zoological business.
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