Historical investment at the Budapest Zoo

Abstract

Subject area

Strategic management.

Study level/applicability

MBA, or master students studying management.

Case overview

This case study is about the Budapest Zoo, which is going to implement a 25bn HUF (US$86.8m) investment which will increase its land area by 50 per cent. With this project one of the most modern zoo buildings in Europe will be opened, called “Biodome”. This, 36-meter-high, 1.7 ha building will provide unique experience for the visitors, but on the other hand, the Biodome will increase the operating costs of the zoo (according to some estimations the costs can rise by 50 per cent). Albeit, the Biodome will open in 2019, some parts of the development will be ready by next year; therefore, the zoo should have a clear strategy in a few months.

Expected learning outcomes

The main aim of this case is to demonstrate the importance of positioning in strategy and value creation. It starts with the identification of the most valuable customer segments, after that it helps to describe the value proposition to each segments and finally it suggest a pricing strategy for each part of the zoo.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 11: Strategy.

Citation

Bakonyi, Z. (2018), "Historical investment at the Budapest Zoo", , Vol. 8 No. 3. https://doi.org/10.1108/EEMCS-05-2017-0088