MADRAS CROCODILE BANK TRUST: SUSTAINABLE SURVIVAL
CHALLENGES CASE STUDY SOLUTION
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SYNOPSIS
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The case focuses on income inadequacy at the Madras Crocodile Bank Trust and Centre for Herpetology
(the Croc Bank), a notable zoo in Mamallapuram, Tamil Nadu, India. The Croc Bank runs on the income
generated by visitors’ fees, corporate sponsorship, individual donors, and grants. The zoo has been under
pressure to increase revenue, and maintain the climatic conditions inside the premises. The solution
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potentially lies in aligning its economic, social, and environmental challenges; that is, in achieving triple
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bottom-line excellence to save the people, the planet, and the profit.
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OBJECTIVES
So
• Appreciate and understand the role and operations of a social enterprise, like a zoo, in meeting social,
environmental, and financial outcomes
• Understand and appreciate the interdependencies of the previous three outcomes
• Understand the role a zoo plays in meeting changing consumer preferences and establishing a
competitive structure to redefine its value proposition
• Understand the sustainability factors that involved in social enterprises
The Case Solution Starts From page 6
,ASSIGNMENT QUESTIONS
1. What are the critical success factors for a zoo like the Croc Bank?
2. Describe what the competitive scenario would be if the Croc Bank were to redefine its value proposition
and create an implementation plan with its stakeholders.
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3. Even though she knows that for social enterprises and trusts, profits never drive the objective, Zai Whitaker
is worried about the key performance indicators (KPIs) and financial stability of the Croc Bank. What do
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you think is going on in her mind, and why?
4. Suggest a methodology that can be used to detail which expenditure components the Croc Bank should
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prioritize.
5. What areas of income generation would you like to concentrate on? Why and how would you do so?
Sa
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tio
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So
The Case Solution Starts From page 6
,Page 3 W36677
ANALYSIS
1. What are the critical success factors for a zoo like the Croc Bank?
The Croc Bank’s primary objectives, as shown in Exhibit 1, are the conservation, breeding, and maintenance of
a gene bank for endangered species; conducting research; providing the reptiles nutrition to enhance their
reproductive biology; developing collateral for visitors’ education; and providing excellent veterinary and
husbandry services. In trying to meet these objectives over the years, specific revenue and cost factors have been
impacted for the zoo. Three income parameters—namely, ticket sales, research grants, and donations—have
contributed to 57 per cent of the Croc Bank’s income in 2021–22, compared to 84 per cent in 2016–17; however,
the combined effect of the three items on the compound annual growth rate (CAGR) has been –5 per cent over
this six-year time period. While the overall costs have not fallen at the same rate, they have had a 0 per cent
CAGR. It is imperative for the Croc Bank to consider that despite being a social enterprise, it needs to have
objectives that consider its financial viability . As an organization with size and longevity, the bank does have
the ability to dig into its surplus; however, doing so is not advisable from a long-term perspective. It needs to
build a strategy that takes it forward. The Croc Bank’s critical success factors are the following:
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Visitors: While the bank’s stakeholders bring revenue, they can also help spread its cause, including its
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So
The Case Solution Starts From page 6
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5. What areas of income generation would you like to concentrate on? Why and how would you
do so?
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Looking at Exhibit 3, eleven-line items fall under the Income heading. For the period 2020–21 the following
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four items: ticket sales, research grants, donations and rent, and environmental education, add up to 82 per
cent of the total contribution. While environmental education seemingly experiences an aberration in 2020–
21, its contribution in the previous years’ hovers around 2 per cent. A large share of the income is from
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ticket sales, research grants, and donations and rent. The Croc Bank should build on the value proposition.
The value proposition should be the compelling reason that ensures incremental customer walk-ins. Like
So
The Case Solution Starts From page 6
, EXHIBIT -2: INCOME ANALYSIS
Income 2016–17 2017–18 2018–19 2019–20 2020–21 2021–22
(%) (%) (%) (%) (%) (%)
Ticket sales 32 49 53 24 13 35
Research 48 31 26 17 54 23
grants
Contribution 80 80 79 41 67 58
to revenue
of two items
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pl
m
Sa
n
tio
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So
The Case Solution Starts From page 6
CHALLENGES CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
The case focuses on income inadequacy at the Madras Crocodile Bank Trust and Centre for Herpetology
(the Croc Bank), a notable zoo in Mamallapuram, Tamil Nadu, India. The Croc Bank runs on the income
generated by visitors’ fees, corporate sponsorship, individual donors, and grants. The zoo has been under
pressure to increase revenue, and maintain the climatic conditions inside the premises. The solution
n
potentially lies in aligning its economic, social, and environmental challenges; that is, in achieving triple
tio
bottom-line excellence to save the people, the planet, and the profit.
lu
OBJECTIVES
So
• Appreciate and understand the role and operations of a social enterprise, like a zoo, in meeting social,
environmental, and financial outcomes
• Understand and appreciate the interdependencies of the previous three outcomes
• Understand the role a zoo plays in meeting changing consumer preferences and establishing a
competitive structure to redefine its value proposition
• Understand the sustainability factors that involved in social enterprises
The Case Solution Starts From page 6
,ASSIGNMENT QUESTIONS
1. What are the critical success factors for a zoo like the Croc Bank?
2. Describe what the competitive scenario would be if the Croc Bank were to redefine its value proposition
and create an implementation plan with its stakeholders.
e
3. Even though she knows that for social enterprises and trusts, profits never drive the objective, Zai Whitaker
is worried about the key performance indicators (KPIs) and financial stability of the Croc Bank. What do
pl
you think is going on in her mind, and why?
4. Suggest a methodology that can be used to detail which expenditure components the Croc Bank should
m
prioritize.
5. What areas of income generation would you like to concentrate on? Why and how would you do so?
Sa
n
tio
lu
So
The Case Solution Starts From page 6
,Page 3 W36677
ANALYSIS
1. What are the critical success factors for a zoo like the Croc Bank?
The Croc Bank’s primary objectives, as shown in Exhibit 1, are the conservation, breeding, and maintenance of
a gene bank for endangered species; conducting research; providing the reptiles nutrition to enhance their
reproductive biology; developing collateral for visitors’ education; and providing excellent veterinary and
husbandry services. In trying to meet these objectives over the years, specific revenue and cost factors have been
impacted for the zoo. Three income parameters—namely, ticket sales, research grants, and donations—have
contributed to 57 per cent of the Croc Bank’s income in 2021–22, compared to 84 per cent in 2016–17; however,
the combined effect of the three items on the compound annual growth rate (CAGR) has been –5 per cent over
this six-year time period. While the overall costs have not fallen at the same rate, they have had a 0 per cent
CAGR. It is imperative for the Croc Bank to consider that despite being a social enterprise, it needs to have
objectives that consider its financial viability . As an organization with size and longevity, the bank does have
the ability to dig into its surplus; however, doing so is not advisable from a long-term perspective. It needs to
build a strategy that takes it forward. The Croc Bank’s critical success factors are the following:
e
pl
Visitors: While the bank’s stakeholders bring revenue, they can also help spread its cause, including its
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
, e
pl
m
Sa
5. What areas of income generation would you like to concentrate on? Why and how would you
do so?
n
Looking at Exhibit 3, eleven-line items fall under the Income heading. For the period 2020–21 the following
tio
four items: ticket sales, research grants, donations and rent, and environmental education, add up to 82 per
cent of the total contribution. While environmental education seemingly experiences an aberration in 2020–
21, its contribution in the previous years’ hovers around 2 per cent. A large share of the income is from
lu
ticket sales, research grants, and donations and rent. The Croc Bank should build on the value proposition.
The value proposition should be the compelling reason that ensures incremental customer walk-ins. Like
So
The Case Solution Starts From page 6
, EXHIBIT -2: INCOME ANALYSIS
Income 2016–17 2017–18 2018–19 2019–20 2020–21 2021–22
(%) (%) (%) (%) (%) (%)
Ticket sales 32 49 53 24 13 35
Research 48 31 26 17 54 23
grants
Contribution 80 80 79 41 67 58
to revenue
of two items
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
