SWOT Analysis of'' as a Convention Destination

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SWOT Analysis of.. as aConvention Destination

• Gary Grimmer

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Content

• Why?
• Benchmarking
• SWOT

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Why Competitive Analysis?

• Key ingredients in developing your strategy
• Who do you want to be?
• Key aspect of brand development
• Who do you want to attract?

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Benchmarking

• Measuring products or service against other
  destinations - national and/or international

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Benchmarking

• Steps
• Determine What?
• Determine Who?
• Exercise the date you get
• Analyse the differences
• React and revise
• Do it againand again.and again.

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Benchmarking

• Different types
• Direct competitor(s)
• City vs city vs. City (fill in) - national level
  (structure)
• Non Competitor
• Austrian Airlines vs. Red Bull (branding)
• Generic
• Lyon Convention Centre vs. AstraZeneca
  (structure, branding, marketing, sales etc)

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SWOT

• Strengths
• Internal - what are we good at?
• Weakness
• Internal - what are we not so good at?

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SWOT

• Opportunity
• Developing markets
• Starting an alliance
• New market(s)
• Threat
• New competitor
• Reduced funding
• Legislative
• Price wars

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SWOT

• Be specific
• - decide what you want to make a SWOT on
• branding internal organisation accessibility
• Be realistic
• Be smart
• Between where you are and where you want to be

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What to Assess

• Service compared
• Transportations
• Accommodations
• Venues
• Attractions
• Labour
• Service Culture
• Cost

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SWOT Scotlandas a leisure destination

• Strengths
• Natural Environment well
• preserved heritage
• People-friendly
• Range of visitors attractions
• Wide range of accommodation types
• Good road, rail and air links
• from Europe

• Weakness
• Expensive
• Accommodation standards
• variable
• Service standards variable
• Low on bad weather activities
• Some environmental problems
• Problems of seasonal
• imbalance

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SWOT Scotlandas a leisure destination

• Opportunities
• Development of holidays linked with
• culture and environment
• Develop young outdoors market
• Development of customized
• packages
• Development of fauna, flora, culture
• products

• Threats
• Complacency
• Failure to keep up with competition
• Growth of competition in future
• (e.g eastern European destinations)

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SWOT Icelandas a leisure destination

• Strenghts
• Distinctive and exotic natural
• Environment
• Established cultural and historic
• heritage
• Good access to Keflavik
• Well established profile with
• committed specialist tour
• operators

• Weakness
• Seen as remote largely outside
• the average touristsconsiderations
• set as a destination
• Extreme seasonality of climate
• travel conditions mainly dictate
• summer visitation
• Poor family destination due to lack
• of things for children to enjoy
• Poor travel infrastructure
• Poor historic built environment since
• little architecture survives pre-1900

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SWOT Icelandas a leisure destination

• Opportunities
• Excellent development
• possibilities for specialist interest
• Markets
• history enthusiasts, sporting
• enthusiasts (fishing, river rafting,
• climbing, etc.)
• A trendy centre for up-market done

• Threats
• Other Scandinavian destinations
• Cost factor may put Iceland at a
• major competitive disadvantage
• to other destinations
• Continuing difficulties of finding
• funds to market/promote
• awareness/destination image

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SWOT on your competition

• Do the same analysis on your competitor
• Compare them - kind of benchmarking

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Ask your clients

• Focus groups
• What do they say about you?
• What do they say about your competitors?

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Use your coopetitors

• Everyone wants to benchmark themselves
• Do it through a consultancy firm or within a
  interest group (ECM, ICCA etc)

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Workshop

• Look at your own destination
• Make a SWOT on as a Convention Destination as a
  national city for association meetings
• Strengths
• Weaknesses
• Opportunities
• Threats

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Workshop

• Strengths
• Infrastructure
• Political support
• Venues
• Suppliers
• Trade mark
• Academia
• Skills of your own staff
• .
• .

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Workshop

• Weaknesses
• Infrastructure
• Political support
• Venues
• Suppliers
• Trade mark
• Academia
• Skills of your own staff
• ..
• .

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Workshop

• Opportunities
• New market
• Coopetition with other destination
• New infrastructure
• New legislations (e.g the pharmaceutical
  industry)
• State interest in the industry

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Workshop

• Threats
• Other destinations in Serbia and the region
• Security issues
• Local goverments interest and capability to
  support the meeting industry

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SWOT

• List many things and prioritise a maximum of four
  bullet points on each part
• ..min
• Report on

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