Product development is a need and desire are always changing because there is new segment or there is competition and technology change (Guiltinan, 1994). Kotler and Armstrong (1996) said that the product development was strategy for the company's growth by offering new or modified product to current market segment. Product development done by company to add the benefit, characteristic, design and service on the goods and service which managed.

WPM is necessary to consider doing the product development because the product development will be increase the opportunity of success and minimize the cost and risk. Strategy of product development is part of a corporate strategy which have advantage or benefit can help the manager in running the organization.

The result of the SWOT analysis to map the existence of WPM compared with other tour object which offered in the city of Medan also the strategy that can be applied for WPM further in the future. Based on the SWOT analysis has been done shown that the visitor wants to improve the conditions of WPM related to the assessment component, there are animal, cleanliness, comfortable, service, facility, development (Amanah, 2015). This matter showed by the presence of animal and cage that hasn't been well maintained, as well as cleanliness, personnel service, the condition of the road in the park also the other matters that need special attention in the management of WPM in the future. But unfortunately, the facts on the field show that WPM hasn't managed optimally. With the presence doesn't has a competitor in a similar business then actually WPM has a tremendous opportunity to make a profit.

Background Wildlife Park of Medan (WPM) is the only one of animal's tour object in the city of Medan.

Pdf Buku Philip Kotler Edisi 13