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HOW CAN CHESTER ZOO IMPROVE ITS MARKETING STRATEGY TO MORE SUCCESSFULLY TARGET 16-24 YEAR OLDS? Introduction At the moment, Chester Zoo is the leading zoo in the country. It is a non-profit organisation and its mission is to support and promote conservation by breeding threatened animals, providing excellent animal welfare, high quality public service, recreation, education and science. Currently, their main source of income is from the admissions (see appendix 2B) Currently, the zoo is facing a marketing problem: The 16-24 year old age group is not visiting the zoo as much as expected to. (See appendix 7B) My task is to analyse the situation and come up with a solution. I shall do this by looking at the marketing strategy of Chester Zoo. Marketing is a continuous process of learning about and understanding a business' customers and competitors, anticipating their customer needs, providing a suitable product at the right place, with the right...

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