PPB3033 Semester A241 Case Study: Zoo Negara Malaysia Universiti Malaya

INTRODUCTION

Zoo Negara Malaysia, established in 1963, is the country’s national zoo and one of the oldest in Southeast Asia. Located in Kuala Lumpur, the zoo has evolved into a renowned institution focusing on wildlife conservation, research, and education. It houses over 5,000 animals from
more than 400 species, including mammals, reptiles, amphibians, and birds. Zoo Negara also functions as a significant tourist attraction, contributing to Malaysia’s economy.

Despite its success, Zoo Negara faces numerous challenges, particularly in its
Corporate Social Responsibility (CSR) initiatives and team dynamics. Students are tasked with analyzing these issues to understand how organizations can balance ethical responsibilities, conservation efforts, and effective teamwork.

CORPORATE SOCIAL RESPONSIBILITIES

Zoo Negara’s efforts are centered around three main areas namely,

1. Wildlife Conservation and Rehabilitation

Zoo Negara is deeply committed to protecting endangered species through breeding programs, conservation initiatives, and partnerships with local and international wildlife agencies. The zoo rehabilitates injured animals and releases them back into the wild when possible, demonstrating its commitment to biodiversity.

2. Education and Awareness Programs

As part of its CSR, Zoo Negara offers education programs for schools and the general public, aiming to raise awareness about wildlife conservation, environmental issues, and sustainable
living practices. However, the zoo faces criticism for not reaching a broader demographic or effectively communicating its role in conservation beyond just entertainment.

3. Community Engagement and Environmental Responsibility

The zoo has launched several community outreach initiatives such as tree planting campaigns, volunteer programs, and partnerships with NGOs focused on environmental sustainability. Some environmental groups argue that Zoo Negara should adopt greener practices in its operations, such as reducing waste, minimizing its carbon footprint, and enhancing animal welfare standards. Although Zoo Negara is famously known as the best zoo to be visited in Malaysia,

there are several challenges faced by the Zoo, such as:

1. Limited Funding

Zoo Negara relies heavily on ticket sales, donations, and sponsorships for funding its operations. This limits its ability to fully engage in CSR programs and impacts the quality of animal care and conservation efforts.

2. Public Perception

Some view zoos as unethical for keeping animals in captivity, regardless of the conservation work done. Zoo Negara must continually defend its practices and prove its commitment to animal welfare.

3. Balancing Profit and Purpose

Zoo Negara must balance financial sustainability with its social and environmental responsibilities. How can the zoo ensure that CSR initiatives align with its long-term goals?

TEAMWORK

Instead of doing corporate social responsibility in maintaining the welfare of the animals, effective teamwork is crucial for Zoo Negara to run smoothly too. Teamwork is vital especially considering the interdisciplinary nature of the work, which involves veterinarians, zoologists, conservationists, educators, marketers, and administrative staff. However, teamwork at the zoo is often challenged by several issues and challenges, such as:

1. Cross-Departmental Collaboration

The zoo’s staff come from various disciplines, each with its own priorities. For example, the marketing team may prioritize attracting visitors to boost revenue, while the conservation team focuses on animal welfare and research. A lack of clear communication and collaboration
between departments can lead to conflicting goals and inefficient operations.

2. Staff Morale and Retention

Working in a zoo can be physically and emotionally demanding, particularly for those directly involved in animal care. High turnover rates and low morale can hinder teamwork and operational efficiency. The challenge is maintaining a motivated workforce that is dedicated to the zoo’s mission while ensuring that team members feel valued and supported.

3. Volunteer and External Collaboration

Zoo Negara relies heavily on volunteers for many of its educational and outreach programs. Integrating volunteers with the full-time staff can be difficult, especially when it comes to aligning goals and expectations. Managing external partnerships with NGOs, corporate sponsors, and educational institutions requires clear communication and collaborative efforts to ensure mutually beneficial outcomes.

4. Coordination between Different Functions

There is a constant need for better communication and teamwork among departments to avoid duplication of efforts and ensure that all teams work toward common objectives.

5. Conflict Resolution

Tensions sometimes arise between staff, particularly when departments have conflicting priorities, like marketing versus conservation. Effective conflict resolution mechanisms must be in place to ensure harmony.

6. Engaging Volunteers

Volunteers play a key role, but they often need to feel more integrated into the core operations. How can Zoo Negara improve volunteer management and ensure that their efforts are aligned with the zoo’s goals?

CONCLUSION

In a nut shell, Zoo Negara Malaysia stands at a unique intersection of business, conservation, and social responsibility. While it faces challenges in its CSR initiatives and teamwork, addressing these issues can improve its long-term sustainability and social impact. Students analyzing this case are encouraged to consider how organizations can balance competing interests, align corporate goals with social and environmental responsibilities, and foster a collaborative work environment.

Based on the Zoo Negara Malaysia case above, discuss:

1. How can Zoo Negara enhance its CSR initiatives in wildlife conservation while maintaining its financial sustainability? Elaborate on two (2) suggestions. (3 marks)

2. What strategies can Zoo Negara adopt to improve public perception of its ethical practices in conservation and animal welfare? Elaborate on two (2) strategies. (3 marks)

3. In what ways can Zoo Negara improve its environmental practices to align with CSR goals, especially with regard to sustainability and waste management? Elaborate on two (2) suggestions. (3 marks)

4. How can the zoo improve staff retention and morale, particularly among employees who face emotional and physical challenges in their roles? Elaborate on two (2) suggestions. (3 marks)

5. What strategies can be used to better integrate volunteers into Zoo Negara’s operational teams and foster stronger teamwork between full-time staff and volunteers? Elaborate on two (2) strategies with examples. (3 marks)

Answer

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