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 Rias 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 cant 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.
Fs strategy: Fun, Funny, Fantastic Experience.


F'S STRATEGY
FANTASTIC
FUN
FUNNY
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. Fs
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 Fs
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 Fs 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 Fs plan.
4.0.2 Product Concept






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 whos 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 Fs 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 Ps elements
Product:
1. Monkey dancing
2. Bird Singing Contest
3. Self selfie with wild animals
4. 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 animals 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 worlds 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
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
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 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?
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
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?






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






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 dont 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 worlds 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 along the way there was the sound of various types of species of birds. Today, The Lok
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
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.
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
Geography
segemntation
Region
Market size
Market Density
Demography
Segmentation
Age
Gender
Occupation
Religion
Race
Nationality
Psychographic
segmentation
Personality
Motivates
Lifestyle
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.



http://sabah.attractionsinmalaysia.com/Lok-Kawi-Wildlife-Park.php
http://www.lokkawiwildlifepark.com/public/main2.asp
http://www.mysabah.com/wordpress/animal-shows-at-lok-kawi-wildlife-park/
http://books.google.com.my/books?id=pw5ADt8IVHsC&printsec=frontcover#v=onepage
&q&f=false
http://www.onestopmalaysia.com/travel/sabah/lok-kawi-wildlife-park.html