1. SWOT ANALYSIS
Marketing the Calgary Stampede as a potential tourist spot for Australians

2. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
OPPORTUNITIES
THREATS

3. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
THREATS

4. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
Advertising outlets: billboards, radio, television, etc.
46% of foreigners come to Calgary from July- Sept
partnerships
Sydney’s airport and excellent infrastructure
Australia’s strong economy
THREATS

5. SWOT ANALYSIS STRENGTHS seasonality excellent political relations
common language
Rodeo and Rocky Mountain getaway
few barriers to overcome to do business
Calgary Stampede celebrity
appearances
- Possibility of US excursion
WEAKNESSES
Distance
little to no prior exposure of our marketing campaign
existing Rodeo market in Australia
Canada and Australia may be too similar
High advertising costs
OPPORTUNITIES
Advertising outlets: billboards, radio, television, etc.
46% of foreigners come to Calgary from July- Sept
partnerships
Sydney’s airport and excellent infrastructure
Australia’s strong economy
THREATS
-Australia’s existing rodeo cannibalizing our marketing efforts
- Australia’s strong dollar

6. RISKS AND MITIGATION

7. RISKS AND MITIGATION RISK MITIGATION
- Presence of domestic Rodeo’s which may act as substitutes
Emphasize Calgary Stampede claim to being world’s largest outdoor rodeo
Calgary Stampede’s star power
Close proximity to many other tourist attractions

8. RISKS AND MITIGATION RISK MITIGATION
Canada and Australia may have too much in common
July is Australia’s winter and Canada’s summer
Stampede tour package which includes Banff and Jasper as an optional excursion

9. RISKS AND MITIGATION RISK MITIGATION Exchange rate risk
- Canadian firm can enter into foreign exchange contracts for the interim period, effectively eliminating exchange losses.