Welbert Andrew Dato-on COMA 3 -

B
Shanel Mae David LITEA_F
Jesselle Marie Salazar

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

The problems with the existing system of the Cincinnati zoo is that there objectives is not
usually of a non-profit organization but rather a market company one. The zoo should set straight
or revise their objectives to clear their perspective in order to attain their goal objectives. Also,
the point-on-sale system could only be acquired and assessed by the management without taking
into account that the staffs or employees that are unable to gain knowledge in order for them to
share their opinions and make better decisions in the zoo operation. Additionally, with this
knowledge of the staff and management they should find ways to reduce their cost and increase
their revenues from admission, membership, retail and food service sales.

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

The data that are available to the zoo management is the four separate legacy point-of-
sale systems with a single platform to provide data on all admission, membership, retail and food
service sales as well as through the zoo’s own fundraising efforts, more than 75 percent of its
$26 million annual budget is generated. On the other hand, the data available to the staff is only
with the number of visitors in a certain area which members of the staff make rounds to observe
and monitor.

3. How can these data be used to help the following perform their work better to achieve
the business objectives of the Cincinnati Zoo?

a. Zoo administrators

The point of sale system can help zoo administrators easily assess or look into and
monitor sales as well as revenues easily. They would know the causes of a decrease in revenue
and identify high costs. These data’s would help in decision making on the zoo operations that
should maintain its performance of generating two thirds of its $26 million annual budget. Also,
its knowledge about their goals to achieve would help them to be in the right direction and would
be easy to create solutions to the problems in order to gain a better understanding of demand
patterns throughout the year

b. Zoo staff

These data’s would help zoo staff to assess the satisfaction of the customer since they
monitor number of visitors in a certain area. Satisfied customers will increase number of visitors
in return will increase revenues and boost sales for food and retail outlets through more effective
marketing and promotions. Satisfaction of customers evaluates zoo staff in which performance is
important that optimize labour costs and maximize the workforce.

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 analytics will be applied (i.e.,
descriptive, predictive or prescriptive).

a. Zoo visitors

One way to achieve certain objectives of a business is to test or gain recommendations

from the consumers. Cincinnati Zoo could apply a descriptive analysis which is to produce a
survey to the visitors with regards to the services offered by the zoo to get new, creative and
innovative ideas in the improvement and continuance of giving people more amazing experience
compared to the previous ones.

b. Zoo management

In season of Christmas or summer, people tend to give some time to themselves and go
places to release stress. This way, the management could apply a predictive analysis to forecast
what season of the year where most people visit the zoo and in order to assist the visitors, the
management could add up enough human resources for a better service.

The management could use a descriptive analysis to the survey the documents that has
been gathered from the visitors and use it as a basis for improvement of services offered. They
could also look on which times of the year people would most likely visit the zoo, this would
give them ideas of adding some activities on the least times of visit. Usually, a zoo has as stores
where you could buy clothes with an animal print on it. This will also be a basis to whether this
product generates more sales than the other products, and give creative ideas to those less
profitable products.

c. Zoo staff members

With the use of descriptive analysis, relating to the survey the documents that have been
gathered from the visitors, it can be use it as a basis for improvement of services offered by the
staff members. This will test if they will receive a positive or negative feedbacks of the visitors
to the assistance of the staff members. This will also monitor how the staff members respond to
the visitors compared to the rate of responses before.