Universidad De Manila

College of Engineering and Technology

CASE STUDY 1: Cincinnati Zoo

Group Name: VOLTES 5 Section: IT-31

Leader: Roque, Christopher Jr. B.
Member 1: Clavecillas, Jullie Mae M.
Member 2: Mendaros, Jason Rommel S.
Member 3: Panganiban, Micaella P.
Member 4: Resurreccion, Andrew M.

QUESTIONS:
1. What are the problems with the existing system of the Cincinnati Zoo?

After reading the Cincinnati Zoo case study, the following problems were

identified:

 Seeking ways to reduce expenses and increase sales from areas such as admissions,

memberships, food purchases and merchandise of products.

 From the point-on-sale system, it can only be determined by the management without

realizing that the zoo is unable to provide its staff with the knowledge required to make

better operational decisions.

 Last but not least, the aim they are seeking to accomplish is not typically for a non-profit

organization, it is often connected to mid-market businesses.

2. What are the data that are available to the zoom management and staff?

 Data Available for Zoo Management: Cincinnati Zoo uses four separate legacy

point-of - sale systems with a common interface to offer details on all admission,

membership, merchandise and food service sales.

In addition, more than two-thirds of its $26 million annual budget is

generated by its own fundraising activities to meet its business objectives.

 Data Available for Staff: Track and monitor the number of tourists in certain

areas, and the employees of the zoo also make their rounds to observe.

3. How can these data be used to help the following perform their work better to

achieve the business objectives of the Cincinnati Zoom?

a. Zoo Administration

 The whole data can be used to build dots that connect the customer's behavior to

future plans.

 To arrange the amount of labor required and minimize the cost of utility expenses.

 To store and use the past information for further improvements and the achievements

and to achieve their objects

b. Zoo Staff

 This data helps them enhance customer service and transform it into unforgettable

experience.

 They easily know where they are lacking and create solutions.
4. What solutions can be provided for the following stakeholders so that the business
objectives of Cincinnati Zoo are achieved? Explain in detail the proposed solution
for each stakeholder. In each solution, identify which type of analysis will be applied
(i.e., descriptive, predictive, or prescriptive).

a. Zoo visitors

 With the use of descriptive analytics, Tourists could answer a survey on the zoo

service so that they could get suggestions on how to keep enhancing and continue

to give them unforgettable experiences.

b. Zoo management

 Using descriptive analytics, they could look at how different seasons affects the

number of visits to their zoo, they could even look at the number of sales of their

souvenirs, which are most likely purchased by locals, and the exclusion of those

with the lowest sales. They may even look at previous tourist documentation and

focus on their surveys that would help improve their service.

 With the use of predictive analytics, Management should estimate when the

number of visitors is the highest so that they can provide adequate personnel and

equipment to manage demand.

c. Zoo staff members

 With the use of descriptive analytics, customer service, as part of the study, will

further enhance the productivity and efficacy of staff members.

INTRODUCTON
The Cincinnati Zoo contains more than 500 animal and 3,000 plant species, making it one

of the largest zoo collections in the world, and helps to set standards for the conservation,

education and preservation of wildlife and wild species.

The Cincinnati Zoo was involved in breeding animals to help conserve wildlife, back in

1880 with the first hatching of a trumpet swan in the zoo and four passenger pigeons. This was

followed by the first American bison born in captivity in 1882. By incorporating strategic

insight, the Zoo's willingness to make sound tactical decisions has led to significant sales

improvements. Thus, in the future, Zoo 's administration will make more tax dollars to provide

the same amount of efficiency and service.

The conservation of animal and plant life is at the center of conservation efforts and is the

mission and focus of many zoos across the globe that are responsible for the lives and well-being

of animals. Cincinnati Zoo 's primary vision is to encourage the love of nature and to conserve

animals for future generations. Their dedication to conservation is illustrated by their global

research and wildlife conservation initiatives, their holistic approach to maintaining our facilities,

and their contribution to education and public interest in science and conservation.

STATEMENT OF THE PROBLEM

Major Problems
 Cincinnati Zoo needs ways to increase attendance, increase membership and boost

revenue, because they wanted to limit their dependency on subsidies even more in order to

continue their outstanding work.

Sub Problems

 Management had limited knowledge and understanding of what was happening in

the zoo on a day-to-day basis.

 All four (4) income streams had different point-of-scale platforms

 For example, the food service business still relied on manual cash registers where

management had to shift through paper receipts.

ACTIONS DONE/ TO BE DONE

1. They compiled a spreadsheet that collected visitor’s zip code to use the data for

geographic and demographic analysis.

2. They replaced the four-legacy point of scale systems with a single platform- Galaxy

POS from Gateway Ticketing Systems

3. It then enlisted IBM and BrightStar Partner to build a centralized data warehouse to

provide real-time analysis and reporting

CHALLENGES

 Combine data from four (4) revenue streams, admission, membership, retail and food

service.

 Improve reporting capabilities

  Improve decision making

 Increase revenue and reduce cost

SOLUTION/S

 They can used social media to promote the zoo like Facebook, Twitter and Instagram.

They can also update the visitors what is happening in the zoo.

 They can also hire vloggers to show case the animals that may give people information

that the animals need funds to live.

 They can also do a fund raising like run for the animals, for example marathon.

 They can also communicate to a different school to have a field trip to their zoo with a

discount. With this they can also educate the student about the animals they can see there

SWOT
 STRENGTH WEAKNESSES OPPORTUNITIES THREATS

A popular attraction Limited capacity There are many Competitive rivalry

and top zoo for and manpower to different careers Threats of new
children according monitor the available at a Zoo entrants
to a magazine activities in the zoo animal keeper, Threats of
Has lowest public on a day to day scientist, substitute
subsidies basis administrator, Bargaining power of
The budget is security guard, and suppliers
generated through everything in Bargaining power of
its own fundraising between. Discover customers
efforts how all these
different positions
work together to
support a greater
mission.
Increase in people
visiting the zoo
annually
Increase in food
retail outlets inside
the zoo