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

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

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

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

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

RISKS AND MITIGATION

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

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

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