1. Introduction
The Night Safari was introduced to Singapore in 1994 by the Wildlife Reserves Singapore (WRS). First of its kind, the night safari is home to over 1050 animals of 120 nocturnal species. Night Safari focuses on areas such as service quality, experiential dining and Wildlife Conservation. Its world class service quality, award winning Gourmet Safari Express, and constant efforts in promoting biodiversity in the conservation sector has effectively brought in visitors from all over the world (Night Safari, 2007).

2. Realizing Vision and Goal
To be able to realize Night Safari’s vision and current goal, accessing the organisation itself is vital.

2.1 SWOT Analysis

A SWOT analysis is carried out to determine Night Safari’s strength and how they can make use of it to grasp their opportunities and also determine their weaknesses and threats to take note of them and overcome them.
STRENGTHS WEAKNESSES
World Class Service Quality
- E-ticketing
- Refurbished Facilities
- Maps, Information(on website) and Commentary in various languages
- Offers something different and unique
Strong Marketing
- Constant introducing of new events
- Innovative ideas
- Brand
Wildlife Conservation
- Breeding Programmes o Acquisition o Endangered/Threatened Species
- Funding
- Education Activities
- Events Customer Service
- Language Skills
- Ability to help guests to their best
Global Brand Awareness
- Known widely mainly in Asia-Pacific
- Less known elsewhere
Park’s Lighting
- Disadvantage to Media/Photography
Land Area
- Not much land to develop much further
Profit Orientated
- Business/Organization
- Funding
OPPORTUNITIES THREATS
Strategic Alliances
- Animal Attractions overseas
- Conservation organizations
Wildlife Conservation with Night Safari as Brand
- Marketing globally in countries in the west
- Activity in overseas conservation events
- Spread word via online portals
More to the Park
- Other Geographical Regions
- Longer opening hours into the Night Sentosa Leisure Group o Animal Attractions o Dolphin Lagoon o Butterfly Park
Other Night Attractions
- Singapore Night Tours
- Night Shopping and Dining
New Entrants
- Marina Bay Sands Singapore
- Resorts World at Sentosa

(Night Safari, 2007)
(Wildlife Reserves Singapore, 2005-2006, pp. 14-18)
(Singapore Tourism Board, 2006)
(Wildlife Reserves Singapore, 2007-2008 pp. 40-46) (Sentosa, n.d)
(Singapore Tourism Board, n.d)

3. Planning

3.1 Core Values
Respect and Care for Wildlife
We love our flora and fauna, and treat our animals in a dignified manner.

3.2 Mission
To inspire an appreciation of nature through exciting and meaningful wildlife experiences.

3.3 Vision
To be the foremost wildlife institution in the world.

3.4 Motto
‘People, Animals and Community – One is no greater than the other’
We recognise People, Animal and Community as ONE entity in our efforts of Conservation, Education and Recreation.

Night Safari is also a strong supporter of wildlife conservation and has done partnerships worldwide, they also educate the public on wildlife conservation in terms of recreation and has commitment to excellence and makes use of creative and innovative thinking to add value to their guest’s wildlife experience. (Singapore, W. R, 2005-2006, pp. 3).

3.5 Night Safari’s Current Goal
Strive to bring in more educational and entertaining programmes, and also to heighten the awareness and importance of conservation actions. (Night Safari, 2011, pp. 12).

As such, Promotions and yearly events such as the following are also part of promoting the park and attracting the public to learn more about wildlife conservation:
• Park Hopper Special whereby customers are given discounted prices on their tickets if they visit all three parks (Singapore Zoo, Night Safari and Jurong Birdpark). Like a bulk offer.

• Anniversary Promotions which usually occurs during May where Night Safari grows a year older since its opening and various discounts are available throughout the park at only this time of the month when the park is celebrating its birthday. (Night Safari, 2007).

• Membership benefits such as free entry and tram rides at all parks under WRS, Wildlife Wonders Magazine, 10% discount at selected F&B/ retail outlets, etc are given to people who sign up as a member. Different types of memberships are offered depending on which parks the visitors are more interested in. This membership promotion helps bring in local visitors and also visitors from neighbouring countries such as Malaysia and Indonesia. It also helps retain these customers for as long as the membership lasts as the membership is paid for when it was issued. (Night Safari, 2007).
• Participating in the Great Singapore Sale where coupons are downloadable off Night Safari’s website to enjoy discounts at Night Safari. ( Night Safari. 2009, 5 15).

Advertising was also done across Singapore in October 2006 whereby bus shelters had a series of 6-sheet and 2D posters ads, featuring endangered Asian species like the Asian elephant, Indian rhino and Malayan tiger. The posters initiated the ‘Extinction is Forever. Conserve’ message which was part of Night Safari’s effort towards educating the public about wildlife conservation.

All these efforts help bring more public and visitor awareness about Night Safari to the local public and by doing so, more visitors would visit Night Safari which in turn gives Night Safari a chance to educate the public more on wildlife conservation in the park through the Critters corner, the Creatures of the Night show, 40 minute tram commentary on animals seen by tram, signboard commentary at walking trails and information boards which can be found all over Night Safari. (Wildlife Reserves Singapore, 2004-2005, pp. 11-13) (Wildlife Reserves Singapore, 2005-2006, pp. 5) (Wildlife Reserves Singapore, 2006-2007, pp. 12) (Wildlife Reserves Singapore, 2007-2008, pp. 55-56)

During the Night Safari experience, the Creatures of the Night Show is where the show presenters do their best to educate visitors on wildlife conservation like emphasizing the importance of not keeping wildlife as exotic pets and recycling by getting the animals to perform recycling during the show. The show also educated the visitors on various wildlife facts about animals that appear on the show.
Throughout the experience, the visitors are constantly educated on wildlife conservation as Night Safari strives to play a part in the wildlife conservation sector and do their best to contribute. (Chua, 2009)

4. Organizing
Organization of Night Safari

The Night Safari has many different departments in which handle different parts of a visitor’s experience at the Night Safari be it directly or indirectly. The chart below shows the various departments. (About Us - Wildlife Reserves Singapore, n.d)

The Night Safari takes upon a Functional structure where tactical managers are the functional managers. It is a mechanistic organization where decision makings are centralized and operates ona high level of formalization.

5. Leading

The Night Safari takes on a Middle of the Road management stand. Where a balance of both organizational goals as well as employees well fare are equally important. While corporate staff often get better benefits, it is the non executive staff that face the authority compliance management.

When it comes to manpower, the Night Safari depends on two sources of labour. The keepers (which are employees of WRS) and contracted labour. The keepers are hired on a regular intake and the employee turnover rate is low. Despite which, the keepers have a low bargaining power as keepers in Singapore are not given enough credit as the keepers in overseas countries are. They are often misconceived to just clean up after animals. Furthermore, the low salary scale in turn lowers the quality and the professionalism of the keepers hired. Training a new keeper in Singapore is not difficult and does not require a lot of time.

Contracted labour comes from an outsourced company. Companies bid on a bi-annual basis for the contract to supply the Night Safari with labourers for estate maintenance, cleaning, and hard labour. As a result, this source of labour too has a low bargaining power as there are many companies willing to bid for such a large scale contract. (Chua, 2009)

However, the group CEO, Mr Lee Meng Tat, is a charismatic leader. As CEO, he has townhall meetings regularly to identify the problems that his staff on the ground may be facing. Also, despite being CEO, he asks his staff to address him as Meng Tat and not Mr Lee, or Mr Lee Meng Tat. He often sits at the same table as the non-executive staff during meal times to chat with them, or gather insights into their working day and often asks them about their 5 year plans and how the company can better work with them to achieve their plans. He lets his staff know that he is on their side, so that they will work with him for the better of the organization.

6. Control
The Night Safari constantly reviews its performance through yearly assessments through government bodies such as Singapore Tourism Board and the Association of Singapore Attractions. Furthermore, the constant awards awarded to the organization is proof that the organization is on the right track and on top of its game. (Wildlife Reserves Singapore, 2007-2008). Furthermore, audits conducted internally as well as externally by the National Environmental Agency and mystery shoppers ensure that the standards for performance are reinforced.

7. Conclusion
On the whole, Night Safari has done fairly well in attracting visitors to the park with their various marketing efforts by keeping them innovative and unique. Night Safari has many strengths in raising visitorship. The park has considerably good brand awareness locally as it is a popular family attraction.
Night Safari is strong in the local tourism sector and is able to handle competition well. The park shows much potential as a global tourist attraction and should be able to attract more tourists outside of the Asia-Pacific region such as countries from the west and more.
The park could also work on major weaknesses like global brand recognition by putting more effort into attracting tourists that are outside of the Asia-Pacific regions by doing more partnerships with animals parks overseas and giving special offers to tourism agencies outside of the Asia-Pacific region to entice those agencies to offer promotions to their locals into visiting Singapore and the Night Safari.
Night Safari’s dedication in the wildlife conservation sector and educating on wildlife conservation also makes them stand out as not many major organizations focus on conservation and educating the public about it. This trait would help Night Safari when they try to market further into the international tourism industry to attract more visitors to this unique leisure attraction.

8. Recommendations
Night Safari could also deliver more services by considering extension of their park to include more geographical regions. A water type geographical region could be considered such as a region depicting freshwater marshes since it would be a unique addition to the existing eight geographical regions featured in the Night Safari.
The park could also bring in small new and exotic species of insects that have been recently discovered occasionally to attract curiosity such as unusual wildlife which can also help increase visitor ship and support wildlife conservation and education.
As wildlife conservation is important in the world today to prevent endangered and threatened species from vanishing from this world, Night Safari should market itself in the conservation sector all over the world to raise their brand awareness in supporting of the conservation cause. This would help Night Safari to achieve their vision and do more than other wildlife organizations do and be the best in the world. It can also attract more tourists outside of the Asia-Pacific region and attain a higher number of visitors to their park.

As Night Safari is also a profit oriented organization. The recent influx of ‘S’ pass workers from the Philippines have resulted in the total number of full time tram commentators outweighing that of local talents. Customer service can sometimes be a challenge but it can be improved by hiring staff that have a better grasp of required languages such as English instead of focusing on cheaper labour. This causes miscommunication between staff and guests and can in turn affect Night Safari’s brand name which in turn affects efforts to attract more global visitors outside from the Asia-Pacific region.
External threats can also be less threatening to the organization in the tourism sector by continuing to be a unique attraction that offers viewing of nocturnal animals in a realistic surrounding at night and education on conservation as part of a fun leisure experience.