The Birmingham Zoo

copyright 1998
ISBN 0-324-03054-1

Case Teaching Package
A case teaching package is available for this case. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.

Length
This case is 18 pages in length and its case teaching package is 14 pages.

Abstract

The Birmingham Zoo officially opened in 1955 under the governance of the Birmingham Park and Recreation Board, a division of the City of Birmingham. Through the years, the zoo grew sporadically with attendance ultimately surpassing 500,000 in 1989. Since then, problems with personnel, animal handling, and poor management plagued the zoo. These problems resulted in the "tabling" of national accreditation, a poor public image, and declining attendance. The zoo design was antiquated when compared to the newer trends in zoo habitat (open spaces where animals exist in free-range exhibits). The infrastructure was aging and showed obvious signs of deterioration. Significant funds were required to enhance the quality of exhibits, habitats, and the visitor environment.

The case focuses on business-level decisions facing the director of a municipally owned zoo. Based on field research, it was designed for use in business policy and strategic marketing courses at the undergraduate level. The case allows students to develop marketing strategies and to analyze the challenges of running a city-owned zoo.

Study Questions

1. What impact does the proposed Ecoplex have on the existing zoo and the actions of Wallace?
2. Who are the primary constituents or stakeholders of the zoo? How would your marketing efforts differ for each group?
3. What are the strengths, weaknesses, opportunities, and threats facing the Birmingham Zoo?
4. Use the value chain concept to further assess the zoo's strengths and weaknesses. What basis for competitive advantage does the zoo have?
5. Assess the zoo's marketing efforts.
6. How do nonprofit and service organizations differ in marketing methods from "product" oriented businesses? Should nonprofit organizations engage in marketing? Is marketing consistent with the zoo's mission?
7. What steps can be taken to improve attendance and increase membership in AZS?
8. Perform a financial assessment of the AZS given the limited financial data available.