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 - 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

3. RISKS AND MITIGATION

4. RISKMITIGATION - 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

5. RISKS AND MITIGATION RISKMITIGATION - 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

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