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Introduction
In the United Kingdom, there are various animal attraction sites, and Chester zoo is not an
exception. Chester zoo is an attraction site for animals and more so wild animals. It was opened
in 1931 by George Mottershead and his family (Lawrence, 2016). Most animals found in this
place include Maya, Burba, Tafari, among many other animals. Currently, this zoo has an
approximation of more than 20,000 animals. This organization depends on the charity given by
the visiting visitors in the organization, and this acts as the primary source of money for the
organization. This organization is located in the North of England, and its primary mission is to
prevent extinction and also conservation (Moss, Jensen and Gusset, 2015). This essay will
critically discuss the current market position of Chester zoo by use of Porter’s Five Forces.
Discussion
Chester zoo uses various tools in evaluating its market position every other time. This company
uses SWOT analysis in identifying its strength, and in assessing the competitors' market position,
it uses Porter's five forces. Chester zoo uses Porter's five forces in its organization to measure the
strength of current competition and what markets can consider moving into (Piercy, 2016). This
organization uses this strategic management tool concerning its use of digital and online groups
in improving its zoo competitive advantage over its competitors. This vital management tool has
played a crucial role in evaluating the current market position of this organization. This Porter's
five forces make use of its five forces in assessing the market position of the organization. These
forces are used to understand how competitive forces influence profitability and enhance the
competitive advantage of the organization in the digital strategy, which is the current market
position of the organization. This zoo applies the porters five forces to identify the threats
brought about by new entrants. This force has been of great help to Chester’s zoo since it has
helped the organization deal effectively with the challenges and pressure brought by these new
entrants as a result of their use of innovations in technology and lowering of a price strategy
(Dobbs, 2014) Through the use of this force in the porters five, this organization is now in a good
position where it has safeguarded its competitive edge and its in an excellent place to compete
against the new entrants in the zoo industry. It is also able to identify its key competitors like the
safari park and helps it identify possible competitors. They are likely to threaten the position of
the organization in the zoo industry. This force also helps this organization regulate its
organization and what barriers are there that prevent new entrants, among other considerations.
This has helped the organization maintain its current market position in the zoo industry where
the presence of high competition makes the organization deal with its entry price and also add a
variety of its animals. Porter's five forces management strategy tool has played crucial roles in
evaluating the Chester zoo marketing position from time to time, and this makes the company
create different strategies that make the organization market position stable.
Chester zoo uses the force of the threat of substitution, which is applied in the porters five forces
where this organization evaluates the probability of its customers to replace the organization's
product with another one (Hoque and Chia, 2012). To achieve this, this organization uses this
force in identifying viable substitutes in the zoo industry, which can be a possible substitution for
Chester's products. This force has made this organization circumvent the threat of substitution
which it faces from its competitors where through this force it has been able to make changes
accordingly in the service and the animals it offers, and this makes the organization be in a
position to monitor the changes in the behavior of its visitors. It has also made the organization
be a service-oriented one rather than being product oriented. It has also been able to understand
the core need of the customer rather than what the customer buys, among other strategies.
Through this, the organization has been able to maintain its market position in the zoo industry.
Chester zoo can consider its competitive rivals in the zoo industry where it applies the rivalry
among existing competitors force, which is one of the troops in the porters five, where it
identifies the number of competitors it has and how strong they are (Daft, 2006). Through this
force, the organization can compare the services and products, which are the wild animals
available to those of its competitors. This makes the organization check on its competitive
landscape where it identifies the success and the failure of the competitor, and this makes this
organization know what makes the competitors be ahead of them (Rajasekar and Raee, 2013).
Through this force, the organization can come up with better products that will attract more of its
visitors, unlike its competitors, and this force has dramatically helped this zoo maintain its
market position in the zoo industry despite the presence of many other competitors and strong
Bargaining powers of suppliers is another force in the porters five, which this organization
applies in evaluating its market position. This force helps the organization come up with ways
that will help deal with a scenario when the suppliers decide to increase their price, and this helps
them identify an alternative of suppliers and how fast they can shift to it in case the suppliers
raise their costs. This force plays a crucial role in helping the organization have strategic
calculations that help the organization evaluate its market position in the zoo industry through
the impact the supplier has on the organization (Rees, 2010) Since the suppliers are the primary
considerations in the zoo industry through a variety of products that they offer and uniqueness of
their product is key to this organization. Through the application of this force in the organization,
the organization can identify its key suppliers and identify their power of bargaining and can
come up with ways to win the best suppliers on their side. This force has enabled the Chester zoo
to evaluate its marketing position in the zoo industry critically, and this has made the
organization improve its market position in this industry where it can identify unique products
from its suppliers, and this has made the organization have a higher competitive advantage over
In the zoo industry and especially Chester zoo, porters five forces, especially the bargaining
power of the buyers who are interested in buying the animals, which are the products of the
organization, help this organization evaluate its market position from time to time. The power of
the buyers in the organization to bargain is a force used by this organization where it identifies
the possibility of its buyers switching to suppliers and no longer buying from them. The impact
this move will impact on the organization's bottom line (Hanson, 2004). This force also helps the
organization know the importance of the products they offer to their buyers, and this has helped
this organization figure out the amount of leverage that the buyers have on the organization. This
force has dramatically improved this organization in identifying the power of its power buyers
and the impact they have on the organization's bottom line. Through this force, Chester zoo has
been able to critically analyze and improve its market position in the zoo industry. This
bargaining power of the buyers, which is one of the forces in the porters five forces, has been
helpful in the Chester zoo, and this has helped the organization maintain its market position
Conclusion
Various industries in the world use multiple tools in analyzing their market strategies where they
apply analysis tools that depict the environment, both external and internal, that affect the
marketing strategy of the organization not only in the zoo industry. Chester zoo uses Porter's
Five Forces, which is a strategic management tool that plays a crucial role in evaluating the
market position of the organization. These forces like the threat of new entrants in the zoo
industry have helped this organization in putting up strategies that help keep the organization in a
better position to compete where it can advance its technology in comparison with that of the
new entrants, and this has helped the organization dilute the stiffness of the competition which
could have occurred if the organization isn't well prepared to deal with new entrants in this zoo
industry. These porters forces have helped this organization counter the threat, which involves
the substitution of products, and this has helped the organization require more unique products in
its organization and also makes the organization change its move from emphasizing more on
products and now focuses on the quality of service provision. This organization also uses these
forces in reducing competition among the existing competitors, where it has been able to build a
sustainable differentiation and even by creating a scale that has made this organization be in a
better position of competing. These porters five forces have proved to be important in evaluating
the current market position of the Chester zoo organization in the zoo industry.
References
Dobbs, M.E., 2014. Guidelines for applying Porter's five forces framework: a set of industry
Hanson, E., 2004. Animal attractions: Nature on display in American zoos. Princeton University
Press.
Hoque, Z., and Chia, M., 2012. Competitive forces and the levers of control framework in a
Lawrence, M., 2016. Photographs and Families in We Bought a Zoo and Our Zoo. The Zoo and
Moss, A., Jensen, E., and Gusset, M., 2015. Evaluating the contribution of zoos and aquariums to
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Rajasekar, J., and Al Raee, M., 2013. An analysis of the telecommunication industry in the
Rees, E.L., 2010. Zoo: Short Stories from the Cheshire Prize for Literature 2009. The University
of Chester.