Stephen Edge
Kai Holloway
Andrew Lai
Tony Vo
Vicky Wong
Introduction
 Market the Calgary Stampede to Sydney, Australia
 Strong cultural similarities
 Strong economic stability
The Calgary Stampede
 Founded in 1912 by Guy Weadick.
 Vision was to celebrate romance and authentic culture
of Old West
 Evolved into the world famous 10 day Stampede
 Attracts 1 million during the 10 days, and 4 million
yearly
 2008 net income was $10.4 million
The City of Calgary
 As of April 2009, population of 1,065,450
 5th largest metropolitan area in Canada
 During 2007, 4.85 million visitors to Calgary and Area.
 2.95 million stayed at least 1 night
Average length of stay
Visitors segmented into seasons
 Visitors to Calgary and area by season
All overnight
By market
Alberta
Other Canada
United States
Overseas
Q1: Jan-Mar Q2: Apr-Jun Q3: Jul-Sep
18%
23%
34%
Q4: Oct-Dec
25%
22%
18%
6%
14%
32%
25%
10%
11%
19%
24%
32%
28%
27%
33%
52%
47%
Economy of Alberta
 Energy is Alberta’s
main source of GDP
 Roughly accounts
for $89.94 billion
Economy of Alberta
 $69.1 billion in exports. Crude oil accounts for $30.7




billion, or roughly 44%
Only province to have financial net assets above 0
Third lowest unemployment rate at 6.6%
Highest after-tax family income, median of $75,300.
Canadian average is $61,800
Growth from 1999-2009
Australia’s Environment:
Political
 Constitutional monarchy (Australia Act of 1986), with
QEII as monarch, like Canada
 Very stable government
 Strong contemporary Australia-Canada relations: Gulf
War (early 1990’s), East Timor (1999), Afghanistan
 Common international memberships: UN,
Commonwealth, WTO, APEC (Asia-Pacific Economic
Co-operation)
Australia’s Environment:
Cultural
 Interpersonal values:
+ sincerity, modesty, humility, punctuality
- pretentiousness
 Demographics:
Australia’s Environment:
Cultural
 Geert-Hofstede cultural dimensions:
Australia
Canada
China
PDI (Power Distance)
36
39
80
IDV (Individualism)
90
80
20
UAI (Uncertainty
51
48

Very
few
cultural
differences
Avoidance)
60
MAS (Masculinity)
61
54
50
LTO (Long-term
Orientation)
31
23
118
Legal Environment
Australian Law
State
Territorial
Power
Federal Power
Laws on
trade
Taxation
Commerce
Defence
External
affairs
Immigration
and
citizenship
Anything
else
Legal Environment
Equal treatment of foreign firms
Excellent competition law
Excellent independent judiciary
Strict intellectual property protection
Business Environment
Quarter Change from
Ended
previous year (%)
Dec 2009
2.0
Inflation over previous Unemployment rate (%)
year (%)
2.1
5.6
Sep 2009
1.0
1.3
5.8
Jun 2009
0.3
1.5
5.8
Mar 2009
0.3
2.5
5.4
Dec 2008
0.6
3.7
4.5
Sep 2008
2.0
5.0
4.3
Jun 2008
2.7
4.5
4.2
Mar 2008
3.7
4.2
4.0
Dec 2007
3.9
3.0
4.4
Sep 2007
4.0
1.9
4.2
Jun 2007
4.4
2.1
4.3
Business Environment
 Time zone is 10 hours ahead of GMT
 Corporate income tax = 30%
 No restrictions on trade related payments
 Low salaries for highly skilled labor
 Economic operating costs
 Comprehensive infrastructure at competitive prices
 Sydney is a global city at an affordable price
Business Environment
Prefer win-win negotiation style
Greetings relatively casual
Very friendly
Very matter of fact
Appointment necessary
Business Environment
Business attire conservative
Presentations fact based
Very direct
Negotiations quick
Decision making slow
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
- 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
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
Marketing
The Product:
10 Day trip
Fly from Sydney Australia to Vancouver to Calgary
Includes a guided tour of the Calgary Stampede
Banff, Jasper and Edmonton
Includes meals, accommodations, Stampede tickets,
etc.
The Price: $2,075.00 CAN plus airfare
Positioning
Family Fun Trip:
Adults aged 30-55 with children aged 3-17
Annual household income $80 000 plus
Adventure Alberta Trip:
Young adults, aged 18-29
Mostly students and young professionals
The key difference is the group dynamic that each tour will
take on
Promotion
Advertising efforts will focus on raising awareness of the Calgary
Stampede amongst our target market.
Family Fun Trip:
Place ads in the Sydney Morning Herald
Readership is 480 000 per issue, mostly people aged 30-49
with annual income above $120 000
Adventure Alberta Trip
Sydney 2-Day radio station
9.8% market share and most listeners are 18-29
Billboards around areas frequented by young people
Kings Cross Areas downtown Sydney
Promotion
Cross Promotion:
Advertising the Calgary Stampede at Australian Country
and Western Events.
Coast Country Music Festival and the All Australian Jamboree
Timing:
Commence promotional effort for the Stampede on January
1st
This allows adequate time to increase awareness and
for people to book their trip
Distribution
Website:
Will provide a complete list of what is included in the trip
Will allow people to book online and pay with credit card or internet
banking.
Will provide a 1-800 number for people to call for more information
Affiliated Travel Agents:
We will partner with travel agents, such as Flight Center, to allow people
to book in person
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.