Welcome to Singapore Zoo

Dear Emily,

It’s been awhile since we last met. As promised, I’ve come up with a research report based on what you’ve asked me. I would highly recommend that you visit the Singapore Zoo. I’ve also heard that you’ll be coming along with your family.

Till then, please send my regards to aunt and uncle. I look forward to seeing your family and you in Singapore!

With love,
Shi Jie

This is me at the zoo!

Entry tickets and Brochure

a) Classification

The primary visitor market for Singapore Zoo would be family with young children (stage in the family life cycle) between 3 to 12 years of age. They would usually visit during the school holidays or weekends. These families often travel by car or by public transport (means of transportation). Local families living near the west could take a bus service 927 at Choa Chu Kang bus interchange while those living near the north could take bus service 138 at Ang Mo Kio bus interchange. Tourists could take the Singapore Attraction Express shuttle bus form the city area.

Families with children at KidzWorld

Families with children strolling around the zoo

The secondary visitor market would be families with the disabled or elderly. This group often travel by car or taxi (means of transport).

The next secondary visitor market is primary school student on school field trip travelling by school bus, aged between 7 to 12 years old.

b) Motivating factors

b.1) Reasons why I recommend Singapore Zoo

I feel that Singapore Zoo has a very unique concept in which the animals are not locked in a cage. Instead, the animals live in an environment close to their natural habitat where they are being distant by wet or dry moats from the visitors. Furthermore, as compared to other attractions such as Sea Aquarium, Singapore Zoo has a more enriching experience as the place is larger and has more family activities. I would highly encourage you to visit the attraction to have an experience of how Singapore zoo is like. This is something you may not get to see in other parts of the world.

White Tiger being separated by the river

Giraffe being separated by dry moat

b.2) Three levels of attraction product

Singapore Zoo offers education and entertainment (core product).

To facilitate with the learning experience and entertainment, the Zoo has brochures, billboard, animals (such as Africa penguin), Shaw Foundation Amphitheatre, Rainforest Kidzworld Amphitheatre and safety measures (tangible product).

Some of the augmented products the Zoo offers are services for visitors with special needs (such as wheelchairs, wagons), car park, ancillary services (such as Ben & Jerry's Scoop Shop, weather, opening hours (8.30am to 6pm), weather and toilets.

Billboard used for educational purposes

Africa Penguin

b.3) Tangible and intangible benefits

One of the tangible benefits you will enjoy at Singapore Zoo is that you’ll get to see a close up view of the animals through the performances such as “The Rainforest Fight Back”.

Moreover, you will have the opportunity to take a picture with the various animals!

One of the intangible benefits that you will enjoy at Singapore Zoo is the knowledge gained about the animals. Did you know that a full grown saltwater crocodile can weigh up to 1000 kilograms and measure over 7 metres long? Based on my observation, I learnt that crocodile camouflage itself with the surrounding, waiting for its prey to arrive.

a crocodile blending in with the surroundings

Another benefit that you will obtain from the Singapore Zoo is the experience you gained from the services received. I took a horse carriage ride at Kidzworld and a boat ride around the Zoo. These are some of the things that will always be etched in my mind as it’s my first timing sitting on a horse carriage and a boat. Do you still remember the first time we met each other? You mentioned about always wanting to experience a ride on a horse carriage. Well, this can be a great opportunity for you to experience the ride!

The tickets I bought for the horse carriage ride

The staff riding the horse carriage

c) Unique nature and challenges

c.1) The staff involved in producing and delivering the product are part of the product itself.

While I was getting down from horse carriage ride at Kidzworld, the neatly dressed staff said, “Good bye and I hope you enjoy your ride. Have a nice day!” The staff is very polite towards me (staff’s attitude, behaviour and appearance). Hence, this gave me an overall pleasant experience of the horse carriage ride (how I perceived the product).

Based on the above, this shows that my overall experience at the zoo is partly depended on the staff attitudes, behaviour and appearance. If the staff very rude towards me, it will affect my mood and the perception of having a good image of Singapore Zoo.

Moreover, Singapore Zoo faced the challenge of having to hire the right staff for the right position. For example, the zoo has to hire service staffs which are friendly and have good hospitality.

c.2) The customers themselves are involved in the production process.

This is a video that I took at the zoo

After watching the Rainforest Fight Back performance at the zoo, I felt that it is very interesting as I did not expect to see a competition between the man and the animal as seen in the video. However, my friend (who is with me at the zoo) felt that the performance is very boring as he had watched the performance before. Hence, this shows that the product is different for every customer and the product reflects customers’ own attitudes, expectations and experiences.

One of the challenges faced by Singapore Zoo with regards to “The customers themselves are involved in the production process” is the ability to get customers to be involved in the creation of the product. For example, before the visit to the zoo, the customers will enrich themselves and research about the zoo for better experience later.

c.3) The service product is not standardized.

Singapore Zoo is affected by the well-being of the animals, the weather and the attitude of the staff. Should any of these changes, it will affect the experience of the visitors.

As service product is not standardized, Singapore Zoo faced challenges of having to constantly maintain the well-being of the animals, the attitude, behaviour and appearance of the staff and a back-up plan should there be a change in weather.

c.4) The product is perishable, cannot be stored.

The entry tickets for the day to Singapore Zoo cannot be kept for sales the following day. Should the tickets be unsold, the zoo will lose its ticket revenue.

Due to perishability, Singapore Zoo faced challenges of coming up with a capacity planning and utilization as inventory is nil. For example, Singapore Zoo should have a financial backing to support a day’s loss of business.

c.5) There is no tangible product to carry home.

The experience gained from Singapore Zoo cannot be refunded.

Hence, the zoo faced challenges of making their service product tangible to a potential customer. For example, the zoo can provided brochures to the customer about the services provided.

c.6) The surroundings of the service delivery process are a feature of the service.

The zoo layout is a feature of the service (the surroundings or environment).

Hence, the challenge faced by the zoo is the ability to come up with a functional and attractive layout for its visitors. For example, the layout has to be able to facilitate human traffic flow.

Layout and Map of Singapore Zoo

d) Reasons for being highly ranked on TripAdvisor

d.1) Able to meet the needs of its target market

Singapore Zoo provides services and facilities such as wagons and strollers for toddlers as their primary target market are families with children. Moreover, they have diaper changing facilities and nursing rooms. Furthermore, Singapore Zoo has a water playground and pony rides catering children. The zoo has wild animal carousel and horse carriage ride for families. They also have events such as “Mum Family Day 2013” at the Pavilion By the Lake.

Singapore Zoo also has wheel chair access for the handicap and elderly. They also have handicap access area such as the Shaw Foundation Amphitheatre and Elephants of Asia exhibits.

In addition, the zoo has a guided tram ride and tours for the tourists.

Hence, this shows that Singapore Zoo is able to meet the needs of both its primary and secondary target markets.

Rental of Wagons and wheelchairs

Rental of strollers

The Water Playground

Direction to the event

Tram Ride

d.2) Unique offerings.

One unique offering that Singapore Zoo has is the “open concept” where the animals live in spacious and landscaped environments similar to their natural habitat.

The second unique offering is that the zoo has is the “Jungle Breakfast with Wildlife” where you can have your breakfast with the entire family of orang utans at “Ah Meng Restaurant”.

The third unique offering is the performances such as “Splash Safari Show”, Animal Friends Show”, Elephants at Work and Play Show” and “Rainforest Fights Back show”.

Lastly, one of the main highlights in Singapore Zoo is the White Tiger and Oran Utans.

A close up view of the White Tiger

d.3) Attraction is better than the competitor.

As mentioned in part b.1 and d.2, the “open concept” of Singapore Zoo is what makes them stand out against other competitors. The animals at Singapore Zoo are all very lively and look happy in their environment. One of Singapore Zoo’s competitors is the Tripoli Zoo at Libya.

d.4) Successful in promoting itself.

Singapore Zoo has been successful in promoting itself to the world as reflected by the awards they won such as Singapore Service Excellence Medallion, award-winning breakfast programme and Best Leisure Attraction Experience Award.

Award

e) Impact

e.1) Economic impact

One of the economic impacts of Singapore Zoo is that it has created more job opportunities for Singapore such as zoo keeper and cashier at retail shops.

Another economic impact of Singapore Zoo is the tourism receipts. The zoo hits a total of 852 000 visitors and earned S$309 200 during the first year of opening. This has help to improve the economic growth of Singapore.

e.2) Environmental impact

One environmental impact of Singapore Zoo is that it has helped to promote an eco-friendly environment through the practice of the 3Rs – recycle, reuse and reduce. The zoo has bins to recycle aluminium and plastic.

Environmentally friendly Bins

However, deforestation occurred to make a habitat for the animals in the zoo. This will cause air pollution to the environment and destroy the medical value of various plants.

e.3) Socio-cultural impact

Ah Meng restaurant have food ranging from halal to chinese, western and indian to meet the needs of different religious. For example, Malay cannot eat pork; hence halal food is served to them.

Some of the food offered at Ah Meng restaurant

Large crowds in zoo can ruin the atmosphere and may distract the peace of animals living in the zoo.