3.0 Strategic analysis of Lok Kawi Wildlife Park.

Strengths of Lok Kawi Wildlife Park

Orang utan is the symbol of Borneo and therefore is a must see for some people. The Sepilok Orang Utan Rehabilitation Centre in Sandakan and Shangri-la Rasa Ria’s Nature Reserve are two other places where the orang utan can be seen, and to be honest, both these places are better as the orang utans get to come and go as they please. But Park is the most accessible to tourists staying in Kota Kinabalu. The orang utan enclosure at Lok Kawi Wildlife is bigger than most other zoos, and instead of a fenced-up area, it is only surrounded by a moat. (Orang utans can’t swim, so they cannot escape). It would be even better if there are more trees for the orang utans to play in and to provide shade from the hot sun, instead of the playground-like structures that are there right now.

Strengths Weaknesses

Opportunities Threats

Second strengths of Lok Kawi Wildlife Park are proboscis monkeys. Although this primate can be seen quite easily on any river cruise in Borneo, this is one place where you can get a really close-up look at the huge pendulous nose of the male monkey. In the wild, you would need a pair of binoculars to clearly see the nose, and that too only if he decides to show you his face instead of his back. Antics of this male and his harem are quite funny to watch.

In additional also, at the Lok Kawi Wildlife we can see aviary. The aviary not only has birds flying around freely, it is also a very welcome relief from the heat. The natural environment is wonderful, and some of the rarer and bigger birds like the Lesser Adjutant and Argus Pheasant can be spotted here. Perhaps the most interesting animal in here is not even a bird, but the mouse-deer. Often hiding from the sun and tourists in its own enclosure, the mouse-deer comes out to play here in the shady environment.

Other than that, the strength of Lok Kawi Wildlife Park is many animals that had their birth in the zoo. For example is, the birth the youngest members of the zoo include two baby proboscis monkeys, two baby elephants (2 month-old and 5-month old in July 2008) and the otter triplets.

The strengths of Lok Kawi Wildlife Park are Botanical Garden. Most visitors to Lok Kawi Wildlife Park give the botanical garden a miss in the mistaken belief that it is boring, but it is not. For those who have never seen a jungle before, this is a good place for an introduction to a jungle. If walking up and down the steps tire you out, take a seat on the plank nailed onto a liana vine. Rubber trees and pitcher plants can also be found here.

Weaknesses of Lok Kawi Wildlife Park

The animal shows at Lok Kawi Wildlife Park are two shows at 11:15am and 3:30pm daily in their Amphitheater. You will have chance to get close and interact with orangutan, hornbill, parrot, snake and eagle. The weaknesses of Lok Kawi Wildlife Park are, even shows are held twice a day, but are sometimes cancelled without prior notice.

Furthermore, the cleanliness in Lok Kawi Wildlife Park given less attention in some places and also it resulted in an environment less pleasant at Lok kawi Wildlife Park. Besides that, the lack of knowledge workers in the animals care is one of the weaknesses at the zoo, and also it can cause the animals salvation could threaten the animals. Such as is the care, food distribution and others. In my opinion, the employee responsible for the cleanliness and security every animal in the zoo should be experienced in dealing with the past and is capable of overcoming all odds to ensure that the animals always be in a comfortable condition.

Opportunities of Lok Kawi Wildlife Park

Lok Kawi Wildlife Park is operated by the Sabah Wildlife Department under the Ministry of Tourism, Culture and Environment, Sabah. The opportunities of Lok Kawi Wildlife Park are the area of the park is 280 acres, including the botanical gardens, which were coordinated by the Forestry Department. In additional also, there are more than 100 species of animals including mammals, reptiles and birds. At the botanical gardens, there are herbs and Gardens Ginger. Among the

attractions in the construction so far is 1.4km along the forest path, Rafflesia Garden and Orchid Garden.

Other opportunities are in terms of the technology used for the care of each animal at the zoo. Employees or officials who are responsible for the care of each animal must know the best and latest technology to be used in the care, cleaning or animal breeding technology. This goal is important because the use of appropriate technology can help solve the problem more quickly and effectively.

Threats of Lok Kawi Wildlife Park.

The threat of Lok Kawi Wildlife Park is local competitors. Sepilok Orang Utan Sandakan, is one of local competitors should be noted for Lok Kawi Wildlife Park incompetent. Sepilok orang utan has a charm of its own about orangutans. Sepilok Orang Utan is the center attracts tourists and researches alike, giving them the opportunity to watch the orang utan up close in their natural habitat. A boardwalk which leads to a viewing gallery and feeding platform timur the apes are fed milk and bananas twice a day at 10am and 3pm by rangers. Feeding time also attracts long tailed macaques to the area. Even Lok Kawi Wildlife Park has a charm of its own about Orang Utans, but they should also look at the advantages sepilok orangutan would threaten the travelers at the Lok Kawi.

In additional, threats are concerned with animal deaths that occur in any zoo in the world. An estimated 25 animals die every month, mostly due to lung problems, dehydration caused by diarrhea and malnutrition, as well as problems

dirty environment, lack of nutritious food and a crowded zoo. In January 2013, Gunung Rara Forest Area located about 130 kilometers from here is no longer a safe haven for pigmy elephant or Borneo pygmy Elephants when 10 animals of protected species, was found dead believed to be poisoned. Because of the deaths was cause his three-month-old male elephant named Kejora has been sent to the Lok Kawi Wildlife Zoo for safekeeping, including the feeding bottle.

4.0 Product Plan

4.0.1 Product Development Strategies

Lok Kawi Wildlife Park is most significant with the attraction of visitor in Sabah. Mostly this place called as zoo among native. In marketing series, four term of marketing is including product and services. Here, in Lok Kawi Wildlife Park, the product and services serve in satisfaction graded. Product can be classified in there is anything that can be offered to a market for attention, use, or consumption that might satisfy a want or need. Moreover it is includes physical objects, services, persons, places, organizations, and ideas that been done to serve in market so that people will satisfaction from use it.

Serve in planning the product development strategy, the principle that should be know is about statements of objectives of the product, means the objective to develop Lok Kawi Wildlife Park to attract visitor to come spend their holiday in there. Then, selection of strategy alternatives and selection of customer targets so that the objective to minimize the profit and visitors number will be achieve. However, there is the part that Lok Kawi Wildlife Park has to difference of choice of competitor targets so that statement of the core strategy will be applied as

requested. Thus, description of supporting marketing mix and description of supporting functional programs also help to improve the product development strategy of Lok Kawi Wildlife Park.

F’s strategy: Fun, Funny, Fantastic Experience.

Lok Kawi Wildlife known as the place of wild animals that people rarely can see in other usual place. Here in Sabah the only known zoo is only Lok Kawi Wildlife Park. Here, the mission of product development is to collect the idea to attract public to come over to this place. F’s Strategy required the team to develop an attracted like amazing fun roll together with animals in here. Lok Kawi provided tangible as long as intangible product. For example, animals are the product and service by tour guide is the temporary product loan to customer. By using the F’s strategy also will consider the funny segment that is take place with water animals plays with visitor and serving the segment with capture moments with monkey and bird all around. Then, the final F’s Strategy is fantastic moments which is wild animals like tiger, crocodile, elephants and snake versus visitor to seen, touch and have feeling in short moment with the animals is a part of F’s plan.

4.0.2 Product Concept

F'S STRATEGY

FANTASTIC

FUN

FUNNY

At first, the objective in product development is to maximize the number of visitor in Lok Kawi Wildlife Park, also to increase the profit in term on selling ticket then attract public to be closed to wild animals. The product that introduced to achieve the objective is Wildlife Fun Fair. The concept of this product is targeting to family who’s have children, because the major attracted are to children by asked their parents to come to Lok Kawi because the entertainment set by management here.

Wildlife Fun Fair concept is mention as below Objective:To attract visitor especially family with children by having real good time knowing wild animals with closed and increased the customer satisfaction towards Lok Kawi Wildlife Park.

Mission: To increased the number of

customer for one month within 100 to 300 visitors.

To offer customer high quality time in spending days in here.

Vision:To increased profit within 1 to 2 years by maximizing the ticket selling.

Concept:Using F’s Strategies, Monkey dancing Bird Singing Contest Self selfie with wild animals Tiger acrobatic performance. Night tour

Advantaged People will attracted to animals

because the show will amazed them Help to reduce boring when visit

here without tryout new activities Increased the number of customer

come visit Encouraged young people to come

and look closed the wildlife animals that extinct in ages

Increased profit of Lok Kawi Wildlife Park.

Disadvantages May cost to management Give bad reputation if the accident

happen while show Need proper plan and schedule to

do the show and activities involved sensitive animals.

Target Market : Family Children Young people School and University students.

4 P’s elementsProduct:1. Monkey dancing2. Bird Singing Contest3. Self selfie with wild animals4. Tiger acrobatic performance.5. Night tour

Price:1. Monkey dancing (RM 5 per entry)2. Bird Singing Contest (paid for entry

fee only)3. Self selfi with wild animals (RM 6 per

entry)4. Tiger acrobatic performance (RM 8

per entry)Night tour (RM 10 per tour)

Place:Lok Kawi Wildlife Park (the whole park)

Promotion: Banner Radio Pamphlets

Wildlife fun fair is a part of the combination between wild animals and visitor will be help to attract public visit in over time. Above is the part of place in developing Lok Kawi Wildlife Park as attraction to throw the large number in visiting due to year of Visiting Malaysia.

4.0.3 Product Design Considerations

Enclosure Design encompasses the material and technological aspect of enclosures, the social and ethical changes that have influenced zoos over time, including animal and workplace safety considerations. Commonly, an animal has kept by people for work, warfare, food and also entertainment and others. For additional information, an emperors and king will collects of wild animals in their palaces as a status, symbol and for their amusement.

The earliest zoo which is existed on over years ago is very different from the zoo that we can see today. Most early zoo had a little or not concern for the welfare or emotional need of captive animals. The main aim of early zoo was to display as many animals as possible, in the smallest amount of space, in order to attract the greatest number of visitors. There was a little understanding of animal behavior or habitat an animal’s keep in small, dirty, heavily barred cages often with hard cement floors and also a little signage.

Today, zoo limit the size of their collection and exhibit has an overall theme such as Wildlife Park or others. A great deal of research, discussion and planning goes into developing new zoo, the designer need to understand the habitat and behavior of the animals concerned before they start planning or building the exhibit. As much as naturalistic exhibits are encouraged, it is impossible to completely recreate in a zoo a natural habitat for an animal. There are many comprises that need to be considered including factors relating to public viewing, maintenance and also funding.

Any completed zoo or park exhibit should provide the visiting public a better understanding of the relationship between animals, the environment and themselves. The legislation required signage that provides the public with information and particularly about the effect of people on the world’s wildlife and the role of zoo play in conservation and research.

4.0.3.1 The Factors to Consider On Product Design of Lok Kawi Wildlife Park

Animals Zookeepers/Workers How big are they? Are they group-living or solitary? Are they sedentary animals or

very active? What wild habitat do they come

from? Think about temperature and humidity

Do they require water to swim in or bath in? For example, Tapir prefer to urinate in water when swimming

Do they climb, or hide underground?

How would they shelter from the elements in the wild?

Do they need a flat area or 3D structures?

How far do they like to be able to see?-For example, cheetahs are long sighted and like high points with long views, whilst some other animals are very short sighted, so a long view is not important to

How will the zookeepers feed the animals the correct food and provide them with fresh water without the animals escaping, usually without going into the enclosure with the animals?

Is contact safe or desirable? Some animals are dangerous and zookeepers never go in with them whilst others allow varying degrees of interaction with zoo keeping staff.

How will the enclosure be cleaned? Enclosures must be easy to keep clean to minimize chances of disease.

Can animals be placed safely in holding yards without contact? Animals may need to be isolated for moving to other collections or for veterinary purposes, sometimes from

a distance with an anesthetic dart or

them. Will the animals be seen from

outside the Zoo? What impact will this have?

- For example form the car park and entry areas.

Is the enclosure interesting – do the animals need toys (or behavioral enrichment) to play with?

Are they nocturnal, crepuscular, or diurnal?

Can you mix them with other animals?

Will the animals need privacy, perhaps separate dens off public show or separate night accommodation?

How will the animal be protected from public interference?

How big an area does the animal need?

Are there Government regulations on how large an exhibit must be to accommodate particular species of animal?

sometimes whilst still unsedated. An example of this is the tunnels of the monkey enclosures. A section of the tunnel can be stopped by dropping doors at either end so that a monkey can be isolated and moved without ever being manhandled or sedated.

Does the enclosure allow for easy viewing of animal for health checks?

Will the enclosure allow for breeding programmes or is breeding not to occur?

Does the enclosure fit into the objectives and mission of the Zoo in relation to conservation and education?

Public/visitor How will the animals be most

visible to the public? Does the enclosure cater for all

visitors? For example very young children or wheelchair access.

How will the public circulate? Will exhibits aid in the flow and direction of the public especially if they are in large numbers?

How will the exhibit cater for visitors who may have a fear or phobia of particular animals? For example, some people have a fear of birds. What measures need to be considered when designing a walk through bird aviary?

How will the enclosure retain a ‘naturalistic’ look? The public often likes to see ‘naturalistic’ enclosures. However, these may be totally impractical. For example, herbivores will quickly destroy most living plants in their enclosures, so that their paddocks often look very bare. Naturalistic enclosures, however, are often more pleasing to the public and may be better

educationally to illustrate the correct habitat.

Should the animals be visible all the time? Many people don’t stop to look carefully or to watch, but hurry past if they cannot see the animal immediately.

4.0.3.2 Other Considerations of Product Design

Building materials

Non-toxic, withstand wear and tear, easy to clean.

Behavioral enrichment

Toys, scatter feeding to encourage foraging, feeding at unpredictable times of day, or even unpredictable days. Feeding them in the right ways. Making the animals work for their food. Allowing animals out in the Zoo grounds, to interact with the public or even give rides.

Cost

Zoos are not made of money! Enclosures have to be compromised by the space available and the cost of the whole budget.

Signage

Signage is now a critical part of the overall presentation of an exhibit as it provides the public with vital information on the animal. Signage is also important in that it often describes the effect of people on the world’s wildlife and the role of zoos in conservation.

5.0 Marketing Strategy

Marketing is defines as the management process responsible for identifying, anticipating and satisfying customer requirements profitably. For destination to be attraction, it needs to identify what the customer needs. With the help of marketing strategy, the destination will be successfully to attract and convince more people to visit if the destination provides a service and fill the need of customer.

Marketing process

Other than that according to M.Cooper and C.Madden, marketing is known as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that will satisfy individual and organizational objectives

Place

Choosing of place to make destination tourism as one of interesting place to visit is important strategies to make sure the destination secure in long-term. The Lok Kawi Wildlife Park is located at Sabah, Malaysia. The Lok Kawi is located about 25km from Kota Kinabalu and the park size is about 280 acres and can accommodate different types of animals in the park. In addition, The Park is made up for two parts, one is the zoological and the other parts are the botanical side. In the zoological, there are many types of animal such as elephant, Orang Utan, Monkey, Tiger and also deer. For the botanical part, you can go jungle trekking and

Identifying - Who the

customers are and their needs,

Anticipating -trying to predict

and forecast the needs and wants of the customers

Satifying- providing

precisely what the customers

want

Profitably-making a profit

along the way there was the sound of various types of species of birds. Today, The Lok Kawi has attracted more visitors from inside and outside Malaysia. It became the important to state of Sabah as Tourism attraction.

Product and Service

The Lok Kawi Wildlife Park was built to give experience, fun and knowledge to visitors. It is also built to protect the lives of animals. At Lok Kawi, there are many events that are available such as jungle journey, elephant ride and Wild Borneo Show. Most visitors like to visit the animals and them loves to feed the animals. Visitors often are among the family. Besides, Lok Kawi also provides gift shop for visitors to buy items to be presented to the people they love.

Price

Based on our research, The Lok Kawi set prices according to age, citizenship and disability of a person. The price for Malaysian people and non-Malaysia are different but the price not affect the image of Lok Kawi because with the price all people can afford to get experience in there. For people with disabilities, they had the privilege of free entry. As well as students, they were also given free admission if they come with their school uniform. The Lok Kawi is very welcome students to visit because they want to expose students with the education of animal. Setting the price are not just to increase their visitor but also enhance the image of The Lok Kawi.

Promotion

Promotion is a very important strategy to introduce the Lok Kawi to public. In order to attract more visitors to come to the Lok Kawi, They use public relation strategy because public relations will help in developing positive relationships between Lok Kawi and people. Public relation strategy involves promoting Lok Kawi with activities like charity, ideas, and its can attract more visitors. The Lok Kawi spread their promotion through banner, radio and pamphlet.

Target Market

Target market is very important for successful organization and destination tourism. It is shows who are targeted for the product, place or service that are provided. Target market is define as a group of people or organizations for which an organization designs, implements and maintains a marketing mix intended to meet the need of that group and resulting in mutually satisfying exchanges. Target market destination is effective when it reaches a target market. Usually organization or destination management will use Market segmentation to identify target market. Market segmentation is the process of dividing a market into meaningful, relatively similar and identifiable segments or group.

Market Segmentation

For The Lok Kawi, we found they use market segmentation to identify who are most likely to visit the Lok Kawi. First, the management of Lok Kawi use Geography segmentation. After doing a research, we found the Lok Kawi location is nearby urban area and located about 25km from Kota Kinabalu, so mostly people who come to visit the place is student from Sabah and also family who living in Kota Kinabalu, Sabah. But there are also target visitor from peninsular Malaysia and outside Malaysia.

Geography segemntation

RegionMarket sizeMarket Density

Demography Segmentation

AgeGenderOccupationReligionRaceNationality

Psychographic segmentation

PersonalityMotivatesLifestyle

Second, they used Demographic segmentation to meet the wants of different types of people. Demographic segmentation consists of group based on age, gender family size, Occupation, religion, race and nationality. But in Lok Kawi, we identified that they focus on age and family size. For example entrance fees are based on age, if the person is adult they will charge different price compared with children price. Other than that, the Lok Kawi is also built for family trip so parents can bring their children to The Lok Kawi. For the religion, the Lok Kawi is open to all people regardless of race and religion.

Lastly we also identify that the Lok Kawi use Psychographic segmentation for target market. Psychographic segmentation is market segmentation on the basis of personality, motivates and lifestyle. This can be seen in the Lok Kawi, where people come because based on their personality to know about animal life and what the animal do to make a life. Besides, if we go to the Lok Kawi, we will see there are a lot of family will be there. One factor that influence the parents want to comes because their children. Children when they know about animal they think it was fun and they get excited to visit.

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