Odense Zoo Case Study

2591 words - 10 pages

Description of the CompanyType of companyOdense Zoo started in 1930 as a small garden with animals, but along the years it grew and gained interest from the public and in 1933 the animal garden could already change their company to a Public Limited Company (Aktieselskab - A/S) and the name to Odense Zoo. The Zoo has for the past 10 years, gone through a heavy growth in all points of views. It is a service business that, when everything comes to an end, commits themselves on entertaining and informing.Plan of organisationOrganisation Chart: See enclosure.The company uses the line- and staff principle, which you can see of the organisation chart where a secretary or office lady has been hired. The division of labour is followed by the function principle where all employees are specialized in a certain job and each has their own function in the company.OwnershipThe present Managing Director is Hans Aage Koefod, but above him is the board which is the decisive people of the zoo. It is running well with Hans Aage as anchorman, even though the zoo has had several different owners through the years, but new ideas and visions are sometimes healthy for a company. The community of Odense owns the zoo, which means that it is not owned by a few private persons.Customer descriptionThe customers of the zoo are families with children that have an interest in animals and mother nature - people who enjoy being around animals and taking their children out for an adventure in the zoo. Along with that, Odense Zoo puts a lot of money into making it friendly towards the weak people in the society such as handicapped and pensioners. 60% of all the visitors are child-families and 70% of all visitors come in the summer, eastern and fall breaks.IT situationThe IT-situation of the company is okay, but some confusion appears and the red thread is definitely missing, so there is a lot of improvement to take care of.SWOT analysisStrengths:- Skilled animal caretakers that maintain the best interest of the animals- Many and rare animals- Big surplus after the expansion- Think of good service towards visitors- Experienced managing director, a former member of the board- Good cooperation with their private sponsors- Good park facilities for the elderly and handicapped- Shop with souvenirs for children- Makes a liquidity budget and balance sheet for the board each month- The new "Oceanium"- Good tone of voice among the employeesWeaknesses:- Too few animal caretakers- Bad cooperation and communication between animal caretakers, the management and the board- Superior directing managerOppertunities:- Tourists invade Odense- Get a company consultant- Bigger visitation number and beat the record- New restoration / modernisation of the zoo- The competitor "Aquarium Langeland" closes and that will attract more customers- Possibility for educating / lecturing and make exhibitions- Divide the zoo into continents, so the visitors get an idea of what environment the animals live inThreats:-...

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