Challenges Facing Melbourne Aquarium - Case Study Example

Running Heading: Melbourne Aquarium Melbourne Aquarium Name Course Tutor Date EXECUTIVE SUMMARY Melbourne aquarium is one of the leisure and recreation site in Australia. It is the second largest city in the country and serves as a tourist attraction site. It is rich with mangrove, caves and animals of different species that make this site popular. The government has provides Melbourne aquarium with policies that they must abide by which are aimed at mutual understanding between the society and the tourists with a focus to accrue profit in their operation. In order to satisfy customers optimally, Melbourne aquarium should recognize the new trends in the market and sharpen their strategies in dealing with the never ending competitions in the market and this can be achieved through well designed products that will meet the needs of the clients. Challenges facing Melbourne aquarium include; Legionnaire’s Disease, legal changes in government policies, employment policies, government policies, economic and employment policies. Any business is likely to face these challenges and it depends on strategies organization sets forth to mitigate them in good time. Introduction The hospitality industry is a competitive market and should be carefully exploited. To achieve this entrepreneur should bear two things in mind, the personality and etiquette. In etiquette, one should put in mind the language that he uses to convince customers to appreciate his products and buy them. This matters a lot as most of these customers flog into this market for leisure purpose and feels they should be entertained to enjoy the services. The personality part deals mainly with how one will represent himself to the customers. The mode of dressing and the cleanliness. One should dress in a manner that suggests his products have the essence of moral ‘dressing ‘part. With this in mind, the customers will enjoy your products at any cost. In this paper am going to look at the presentation part in three dimensions. The dimensions are; government policies, environmental factors that influence the nature and growth of business in Melbourne Aquarium and the social impact. These entire factors are geared towards one cause, economical benefit. Melbourne Aquarium Melbourne, second largest city in Australia is an interesting place to be at. The most thrilling being the Melbourne Aquarium. The aquarium serves as a major tourist attraction as it offers a special package for everyone. To start with, the design of the aquarium is just fantastic. The aquarium is designed to imitate the shape of a moored ship. From outside it does not really look very big till you get there inside. The real dilemma why it looks so big when you get inside is the fact that the aquarium lies 20 meters below the surface of the earth. This aquarium holds a whooping two million litters of water. That is not all, the re various levels of touring down the aquarium. At every level of the aquarium, there are different animals in store for the tourists. The most frightening one being the ground floor, where there are sea dragons and the like of sea jellies as well as caves and mangroves (Smith,2002). The most interesting time and place to be in Melbourne Aquarium, is the feeding of sharks. It is terrifying to be there and imagine yourself being the sharks’ food. One is allowed to touch and even maybe handle the sea urchins and starfish, but the shark, that is a red zone. Most people even go to the extent of holding parties such as birthday parties here. After a hard day work of enjoying around the aquarium, you can be sure that there is snacks for you to bite, and if you like, the best to bite. You can either take it through sitting at the cafeteria or as you walk around. Caution is necessary when you are eating as you are not allowed to feed the animals. The best place to have a bite is the Coral Café at Melbourne Aquarium. From heavy meal to a quick cup of coffee, you will find it there. The sitting is arranged in a way that it faces the Yarra River. The environment and society With such diversity and complexity of organization for the aquarium, a lot of careful approach is required for the external factors. This approach determines the state of relation between the aquarium running of business and the outsiders. The sole purpose of a business is to make a profit. Before making the profit, there are certain actions and goals that need to be achieved. The major goal is to get a secure and long-lasting source of customers. To achieve this you have to know what the customers would like to gain from you.  The relationship between the customers, the business and the surrounding society is very important. One cannot ignore or overlook these defining factors of a business. Everyone would like to run their business in the simplest manner. That is achieving the goals without the so many and never ending requirement from the government and society. Let’s say one has a club or bar, the customers pay for beer and get a bonus of music enjoyment. The louder the better for customers and some will be willing to get it higher. The business will thrive but at the expense of other people. These people include the nearby environment and the residing customers who do not hype that loud music. This also applies to the business of an aquarium. The aquarium management has to reason well enough whether they are behaving in the manner that is acceptable by the society in their conduct of business. The people have a role to play too, through their government to enhance the smooth running of the business. The roles are defined by the government policies. Since this is a hospitality business, that the sole role is to provide leisure platform for the people, disappointments should be rare. The disappointment can arise from either each side not respecting each other peace. The peace is a combination of the most challenging relation situation between the aquarium business and the surrounding factors. Business operation and Competition The product of business operations is the getting of value from assets owned. The value derived from a physical asset like boats in the aquarium is cost of the cost boat rides in the aquarium. The value derived from untouchable asset like a unique idea is a customer royalty from the society. The effort involved in generating this value is what constitutes business operations. Business operations involve many fundamental management technicalities that collectively aim to maximize value gained from business assets through generation of income, increase of the value of the business assets and securing the income and value of the business. The sole factors hindering achievement of the business operation is intolerable government policies and competition. Competition is the biggest challenge for any business and Competitor analysis is an avenue of getting in the light on what challenge he might face, their strengths and weaknesses of current and potential competitors (William, 2009). This analysis lays a platform for both an offensive and defensive competition strategy context by which to check for opportunities and threats. Competitor analysis is a vital component of large business and especially for that have lasted for long enough to create monotony with customers. This type of analysis should be conducted systematically and in a relevant mode bold enough. Lack of this may lead the firm to a risk of, dangerous competitive, market exploit hotspots. Melbourne Aquarium should be very aware of this threat, since the hospitality business is very competitive and new trends emerge daily. It is not necessarily that new trends emerge but if the company is in line to provide the consumer with what they ask and deserve. Drawbacks for Melbourne aquarium The organization of such a large aquarium cannot surely lack a potential drawback if not an active drawback. The biggest hit and threat to the Melbourne Aquarium was and still is the outbreak of the deadly Legionnaire’s Disease and other diseases that affect people who kiss sharks. This disease denies the aquarium a lot because most workers are afraid to work there. Moreover, even some tourists would not dare stepping there for fear of infection. When the outbreak occurs devastating results are recorded in terms of business (Jan,2001). Government policies The government policies can hinder or stimulate the growth of certain business by far. If the government policies do not favor the industry, then the industry will be exposed to completion from other industries and not necessarily from that same country. If the policies are too strict and do not favor the business operation of the company then the company risks collapsing. I am going to evaluate the government policies in line with the hospitality industry in relation to aquarium. Governments in the source of people power to create regulations for fair competition between the businesses and to protect consumers. From time to time the government can change the regulations and the requirements for conducting business, this fluctuation can lead to a very big margin of loss if the new regulation cannot favor the business. The major sectors that are affected by government policy are as below. Economic policy Government has the right to control the country economy, through the outlining of policies that balance the economy of the country. The basic area of government economic policy is the field of play of balance a country economy. The economic policies dictate how company runs and the business operation. Melbourne aquarium is a co-shared business and the government policy on such business may affect their decision on business plan. Government taxation policy manipulates the cost of products and services. This does not affect the aquarium industry as the taxation rate is favorable. This is the reason why tourists destinations in Australia are cheap and flocked with many tourists. Therefore, more tourist flock to Melbourne and other tourist attraction in Australia such as the kangaroo. If the tax was a bit high, the cost would have been passed to the consumers thus high cost of leisure services as a tourist. This would greatly affect the aquarium negatively, but this is not the case with this aquarium. The Indigenous Business Australia was established for the sole purpose of forming a partnership between the people and the cooperate Australia. The funds are invested in major industries such as tourism. This cooperation lays a very strong foundation of the tourism industry in Australia. Therefore, Melbourne aquarium benefits a lot from this. Such an investment is support to attract more tourists through the funding of tourist adverts. Since the government supports the tourism industry and almost does all the work of advertising, is a clear indication that all government economic policies benefit the Melbourne aquarium. Another program that plays a big role in the social relationship between Melbourne aquarium is the Community Development Employment Projects (CDEP). The program receives huge funding towards the participation of community. This program helps to equip the unemployed with the basic working skills. After such course, these people are ready to get jobs in industries. Therefore, the industries in Australia benefit from skilled laborers. Employment Policy The Employment Policy generates enough employment opportunities for Australia’s Indigenous peoples. The main focus of such program is to provide help for Training and Employment Projects for better flexible financial assistance. Employers are also assisted with financial help to clear workers wages when in financial problems. This shuts down the probability of workers ever going on strike due to late payment or no payment at all. But with the profit that the aquarium generates it is hard for it to encounter financial problems therefore, the workers are paid promptly. The government observes a strict order of helping job networking. This is inclusion of private sector and the community to outline the various job structures. It assists the local people to find jobs and maintain them. The strong network sources the skilled workers for the aquarium and any relevant service providers during events at the aquarium. It is like having a ready team of workers waiting just incase there is a job opening. This ensures that there is continuous working environment incase of a worker misses or a new line of job opens up. For more than the past 10 years, the Australian Government has been the major service provider for the local tourism industry with the necessary funding for it growth and promotion. This is done by use of the local tourism enterprises and organizations Legal changes in government policies The governments policies in legal terms are suppose to favor one side of the coin if the other side has benefited too much. This is balancing between what the employer gets as the profit, economy of the country and the employee's salary. These varying changes occur from time to time. They mainly affect the business of the day as they come unmentioned. The legal changes include the creation of a national minimum wage level. This has to be uniform in the whole country, and let’s say if the aquarium pays it employees below the standard and minimum salary then it has questions to answer. This means despite the level of its profit, it has to follow the government order. Another very useful tool given by the government to the employer is the creation of fair competition ground. It limits unscrupulous business competition within the market. This propels the business that conducts this trade in the stipulated order to a higher level. Conclusion Melbourne aquarium is a well established tourist destination with almost no gaps in its business operation. The wide variety of marine life is a good step towards the conservation of nature. The most outstanding product it offers is an education program and well established working conditions for the workers. Recommendation Melbourne aquarium is a good recommendation for tourist, either local or foreign, as it offers the most fascinating marine life. The display of the animals makes it look so real. More so, for those who want close with these animals they can arrange for dives with to the aquarium. References Jan,L. ( 2001). Microbiology Australia. Perth: The Australian Society for Microbiology. Vol. 22, No. 4: http://books.google.co.ke/books?id=Ad0s03nekDgC&pg=PA59&dq=diseases+at+Melbourne+aquarium&hl=en&ei=E7m-TavxG8nYrQfllYiBBg&sa=X&oi=book_result&ct=result&resnum=1&ved=0CEsQ6AEwAA#v=onepage&q=diseases%20at%20Melbourne%20aquarium&f=false Smith,H. (2002). Melbourne, victoria & Tasmania: Hunter publishing inc. http://books.google.co.ke/books?id=fqAyTWrmU_sC&dq=Melbourne+Aquarium&sourc e=gbs_navlinks_s William M (2009) Business: Cengage Learning publisher. http://books.google.co.ke/books?id=zb0cItqvLJUC&printsec=frontcover&dq=William+M+%282009%29+Business&hl=en&ei=17e-TYPOO8TUrQe1h5GPBg&sa=X&oi=book_result&ct=result&resnum=1&ved=0CDYQ6AEwAA#v=onepage&q&f=false , Read More