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695 Nurul Hafiza (2022)

1.4 SWOT ANALYSIS OF ZOO NEGARA MALAYSIA

Table 2: SWOT Analysis of Zoo Negara

STRENGTHS WEAKNESSES
- Reasonable price on entrance fee based on the nationality and - The weather due to the prediction of weather is never accurately
age range. correct.
- Provides education services. - Economic situation such as the strike of COVID-19 pandemic.
- Strategic location because it located only 5km from capital city - Lack of multi-animal show time.
of Kuala Lumpur. - Lack of benefits in membership card.
- Organizing events.
- Provides multi-animal show time.

OPPORTUNITIES THREATS
- Has an opportunity to conduct, to develop and train local - Zoo from Singapore has been a threat to Zoo Negara because of
expertise of giant panda conservation research. the high-quality maintenance towards the animals and the zoo
itself.
- There are many zoos with excellent benefits of their
membership card.

The SWOT Analysis in the Figure 1 shows the strengths, the weaknesses, the opportunities and the threats of Zoo Negara. From the
strength’s perspective, Zoo Negara positioned it price at a reasonable price based on demographic; nationality (whether the visitor is
Malaysian or a foreigner) and age, for instance, adults, children (age from 3-12 years old), senior citizen (age from 60 years old and above),
students, teachers, group discounts and free admission for disable (OKU). Not only that, but Zoo Negara also provides an education service
such as outdoor learning experience, volunteering, research program and provides seminars and courses. The location of Zoo Negara also
strategically located only 5km away from the capital city of Kuala Lumpur. Zoo Negara does organize events for visitors such as birthday
party, family day, wedding, zoo hunt and explorace game. Not to forget, this zoo also provides a multi-animal showtime of sea lion and
macaws.

While from the weakness’s perspective, the weather would be the ultimate reason due to Malaysia’s type of weather. Although Malaysia
is a hot and humid country, the accuracy of the weather prediction will never correct. Next is the economic situation, in which Zoo Negara
is having a big loss due to the pandemic of COVID-19 strikes and the citizens are needed to stay at home for safety purpose. Zoo Negara
also lacked show time where it is not come in variety in whereby sea lions and macaws only for the show. Moreover, Zoo Negara is lacked
with benefits of its ZooKu Membership Card compared to other zoos in the world.

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Other than that, from the opportunity’s perspective, ever since Zoo Negara conserved a female giant Panda from China on 21 of May
2014, Zoo Negara gets opportunity of conducting, developing and training local expertise of giant panda conservation research. This shows
the shifts of Zoo Negara to get more research of other wildlife animal other than in Zoo Negara.

Finally, from the threat’s perspective, there is no huge threats in Zoo Negara, however, there were some issues regarding animal were
suffering in Zoo Negara and leaded to some visitors started to compare it with a zoo from Singapore where they maintain their zoo in a high-
quality environment and healthy animals. Other than that, there are many zoos in the world have the excellent benefits of their membership
cards which makes the tourists or the visitors would love to purchase it as they come with membership plan, mostly they use Family plan to
attract the customers.

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