Copenhagen Zoo

Executive summary

5-year targets for Copenhagen Zoo

a) Copenhagen Zoo should increase its international profile both scientifically and commercially.

b) Copenhagen Zoo’s growth rate in visitors should be a minimum of 5% annually using 1.1 million visitors in 2012 as baseline and reaching a sustainable level of 1.6 million visitors in 2020.

c) Copenhagen Zoo should operate independently from government subsidies by 2020.

d) Copenhagen zoos profit margin should be higher than 8% and remain so even when government subsidies are phased out, while maintaining high service levels.

Operational action plan

We believe the following action schedule is suitable in order for Copenhagen Zoo to meet their proposed 5-year operational goals.

a) Arrange a conference with the yearly purpose of attracting influential, internationally connected Zoo’s, companies and organizations, with the purpose of creating awareness around species that are threatened to extinction. The geographical focus will embark over the Scandinavian and Central European regions.

b) Meanwhile the conference is being held, a yearly, related exhibition focusing on endangered species will be held in in the Old Elephant House, currently appearing to be a non-utilized asset. The campaign will be held every year, for one week in February. Undoubtedly, the campaign will require funding in order to be executed with optimal efficiency and utilization of demand. Our hope and vision concern the fact that the campaign will aid in filling the lack of demand during off-season and by that reach a continuous increase in the amount of yearly visitors.

c) The focus of the conference is endangered species, which in itself is a part of the nature conservation category. Hence, we aim to initiate contract with a main sponsorship “to market the company in a way that is suitable”. This will offset the effect of diminished governmental subsidy endowments.

d) With funding for the conference, the...