Exploring The Possibilities Of Winter Olympics 2046 In Queenstown, New Zealand

Marketing SWOT analysis in Queenstown, New Zealand

The aim of this report is to explore the occasion of Winter Olympics 2046 regarding the possibilities related to the host country New Zealand in the south island of Queenstown. Queenstown is on e of the largest cities in the Auckland, New Zealand and is very developed city to be considered as an Olympic game destination (Queenstown-New Zealand, 2017). It has been analyzed that there are various requirements that should be considered before considering the venue for Olympic games not only it creates lots of challenges and opportunities for the host country but also for the town in which it will be going to held. Moreover, every region has its own strengths and weaknesses relating to infrastructure necessary in sporting event that support and declines the need of Olympic Games. Therefore, this study is reporting the marketing SWOT analysis so that the proposal of hosting 2046 Winter Olympic can be investigated thoroughly and decided on declining or bidding the proposal.   

In the context of occasion of winter Olympics 2046, marketing SWOT analysis in the region Queenstown, New Zealand has been examined. This section is exploring all the strengths and weakness related to the region along with the opportunities and threats that can challenge the decision of bidding the Olympics in the Queenstown as follows:   

Strengths 

• Sports tourist spot- Queenstown is a region of very vibrant and full of vivid adventures that includes the mountains, fresh air, icing and lakes with alpine scenery. Not only this, it is one of the most exotic location for the tourism and enjoy the winter festival with unique culture and the community.
• Recognition- The events of Olympic Games will be a great opportunity for the region to show its presence to the world. It will definitely promote the tourism of whole New Zealand as well as Queenstown (Livingstone, 2015).
• Sports location and fields – The region is already very famous for its four ski fields and heaps of hotels in the world. There is a perfect field or area for curling and ice skating that facilities best location for the snow sporting.
• Financial suitability- Queenstown Lakes District Council has its world ranking in above average revenue for a regional council as well as also run consecutive surpluses.
• Nearby amenities and infrastructure facilities- It has also been recorded that the infrastructure requirements and arrangements for the guests is very tough task for a single city, thus Auckland and Queenstown has the combined advantages to entertain the event of Olympic with equal share of infrastructure burden and other requirements (co., 2015). Auckland has a world class tennis center, bays and hotels with splendid views.
• Enough time to arrange event- The Olympic committee of New Zealand has ample of time to restructure and add some necessary infrastructure in Queenstown and fulfill the requirements because it will evidently help the economic and tourism aspect (McGechan, 2015). Not only it will support the growth and development of infrastructure but also facilitates many opportunities for the local people in terms of employment.
• Infrastructure and economic growth- The Cost financial analysis also shows that it will be really benefit for the local government for a long term prospect as it will strengthen the economic and infrastructure development of Queenstown. Along with this, it has the income and capital growth potential to support the big events like Winter Olympics in the region.
• Big market size-The market size of Queenstown is also an advantage that is perpetually growing and size comfort supporting the economy. The market structure is full of opportunities and liquidity in the capital market is very strong (McGechan, 2015).
• Helpful government- Likewise, the government is very supportive and has stability in the travel and tourism sector that will aid the Winter Olympics prospects.

Weaknesses

• Lack of facilities and infrastructure in Queenstown- There are lacks of multi-purpose venues like ice rink of expenditure of nearby $500 million that will facilitate the players to compete and arrange the games nearby (McGechan, 2014). It has also been investigated that the hotel accommodation in the city is not as per the requirement in the Olympics (Jones Lang LaSalle Hotels & Hospitality Group, 2014). Standards arrangement of rooms in winter Olympics are 24000, while Queenstown has total of 4600 and Auckland has about 12700 rooms in total (McGechan, 2014). The transportation infrastructure is very poor in context to international facilities which is a very serious issue and crisis for the committees and government.
• Lack of infrastructure for disabled people- This has also been analyzed that the facilities in the Queenstown are not appropriate for the physically disabled persons as well as not suitable for the special required individual.
• Large fund requirement- The funding of whole the project is also very problematic to arrange with only a focus of Olympic event. The estimated cost in bids of total infrastructure cost according to previous 2014 winter Olympic, Sochi, Russia is $US 51 Billion, whereas US$ 5.6 Billion is being approximately provided by International Olympic committee between 2026 and 2031 as an expenditure (McGechan, 2014).   
• Event related facilities are insufficient and of poor quality- The Media centers are not enough for the whole qualitative coverage of various international games at the same time (Royen, 2017). There will be around 2 billion people watching 54000 broadcast hours in the winter Olympics (McGechan, 2014). Villages and less architectural advancement can also be a challenge for the event organizers. The services of large number of motels and apartments are invested in low level grade stock.
• Queenstown is not ready to attend massive population with suitable facilities- Queenstown is inept in dispersal of the tourism and big event demand across the state. It has long haul destination remotely for international visitors. Furthermore, the region is also highly sensitive towards the monthly and daily seasonality patterns (Royen, 2017). The markets in Queenstown are emphasized on the theme and sports parks which are generated by the tourists demand and categories in four markets. Hence, it has a complex tourism culture and market infrastructure.
• Natural land and water problem- It has been seen that New Zealand has lots of mountains and less landscapes that affects the arrangement and quality of the service related to the tourism and travel in the area (McGechan, 2015). The water supplies and other potable water related issues are also a big issue in Queenstown as matter of arranging some international event of sports. Thus, it can be implicated that Queenstown has various drawbacks that cannot be resolved even with plenty of time.

Opportunities

• Enhancement in the condition of economic and infrastructure- In the current situation and future requirement, it can be pertained that various opportunities that can help the infrastructure and economic sector of the city as well as overall New Zealand (Mcquillan, 2016).
• Free advertisement of tourism in Queenstown and Australia- It will be a free marketing for New Zealand associated with the tourism and travel department. The tourism will be boosted and economic aspects will flourish because of Olympic event (Livingstone, 2015).
• Up-gradation of facilities in the Queenstown- It will also facilitate world class infrastructure to the Queenstown and amenities will also be upgraded according to it (Livingstone, 2015). The facilities of the town will be enhanced technologically and improved services will boost the tourism in future too.
• Improvement in international relationships- Not only this, there are several opportunities to tie up with the international association and other sports related internationalized institution in future for more events (NewsNow, 2014). The Olympic event arrangements facilitate the well structured commutation for the international visitors that includes major Australian centers and direct uplift and connectivity from Asian regions.   
• Raise funds with different source and several methods- Applicant bid will be utilized to raise funds. The selected funders or investors will be facilitated with different offers which will be selected on various features (co., 2015). Funding application will be selected with the most beneficial aspect for the improvement of the infrastructure as well as less costly use of material and final product or service cost. The IOC will contribute $880 million to the New Zealand government for the arrangements (Bauer, 2015).
• Full feasibility study- it will one of the elements that can be done to investigate the available options and alternatives in front of Olympic committee (NewsNow, 2014). All the advantages and disadvantages will be reported which will clear the vision of challenges and strengths that can be used to improve the apt services. It will benefit the yield seeking investment in the Queenstown region that will boost the investment along with the economic aspects.

Threats

On the other hand, it can be determined that there are various subjects that can be considered as threats and cannot be controlled.

• Malign of international image threat- The very first threat is criticism due to improper or inadequate arrangement in the place, which will ruin the image internationally and the future investment opportunities could be lost (Mcquillan, 2016).
• Better destinations for Winter Olympic event- Queenstown will compete with other global destination that can facilitate the similar or even better world class facilities without any hardships.
• High cost expenditure- the event also includes high cost of construction and refurbishment which is difficult to arrange for this specified purpose besides the other major issues in the country. The total cost of the infrastructure and renovation facilities will be approx. $595million (Bauer, 2015).
• Global warming and other weather conditions- Climate global warming is another issue which is very unpredictable and threatens the entire arrangement and structure. It will make difficult for the visitors to commute in a very unpredictable weather and that can under price the facilities that are provided in an international event (Mcquillan, 2016). The global warming increasingly disturbing the temperature, heavy or low rainfall and other calamities can be often felt.
• Lack natural source of potable water- This also accumulates the problem of potable water and there basic facilities (Jones Lang LaSalle Hotels & Hospitality Group, 2014).
• Low resource and high investment- Government funding and investment is also difficult to arrange for the event as focused investment will be very high and low resource is there for travel and financial side.  

There are some recommendations that can improve and minimize the challenges of the disposition of Winter Olympic 2046 with adequate and international standards (Jones Lang LaSalle Hotels & Hospitality Group, 2014).

• It can be analyzed that Olympic is a very large event which cannot be arranged in a single place thus nearby place in Auckland can be used for the accommodation purpose plus sports events also.
• Moreover, shape the bidding process as an invitation which will produce more investment and financial assistance. It can also be calculated for the international event managers that can suitably provide the correct standard faculties and infrastructure.
• Before selecting Queenstown for the sports event other cities could also be evaluated and bid by assessing key opportunities and risks (Livingstone, 2015). In addition to this, the event managers should also embrace the sustainability factor in all aspects of Olympic Games that will benefit the region in future crisis and issues.
• It is advisable for the organizers to find the alternate and methods which will help in reducing the cost.
• In addition to this, it should also support the reinforcement the flexibility of Olympic Games management.  

Conclusion

It can be inferred from the above text, that Queenstown is very attractive place of tourism and culture in New Zealand which can be established for the upcoming event of Winter Olympic 2046. It has been noticed that Queenstown is rich in the attractive natural places and has world class facilities in the ice sports with the mountains and alpine beauty in the winter time. On the other hand it can be analyzed that there is very crucial challenge of financial issue which cannot be arranged easily. Besides that, in the climatic conditions threat is unpredictable and inevitable. Thus, bidding process has been suggested to take the applications and various opportunities to select the apt investors. Thus, total Olympic will cost the New Zealand government with Auckland and Queenstown local capital at $595miilion with a benefit because IOC will sponsor $880million to them.

References

Bauer, A. 2015. Report: New Zealand Could Bid for 2026 Winter Olympics. Retrieved on June 08, 2017, from https://aroundtherings.com/site/A__51236/Title__Report-New-Zealand-Could-Bid-for-2026-Winter-Olympics/292/Articles 

Jones Lang LaSalle Hotels & Hospitality Group. 2014. Queensland tourism product lifecycle study. Retrieved on June 05, 2017, from https://www.destq.com.au/__data/assets/pdf_file/0016/205162/queensland-product-lifecycle-study-report.pdf 

Livingstone, R. 2015. New Zealand 2026 Olympic Winter Games Bid Might Benefit From Australian Co-host: Report. Retrieved on June 08, 2017, from https://gamesbids.com/eng/winter-olympic-bids/future-winter-bids/new-zealand-2026-olympic-winter-games-bid-might-benefit-from-australian-co-host-report/ 

McGechan, B. 2014. Call for Queenstown to bid for 2026 Winter Olympics. Retrieved on June 08, 2017, from https://www.scene.co.nz/sport-scene/call-for-queenstown-to-bid-for-2026-winter-olympics/ 

McGechan, B. 2015. Pre-Feasibility Report. Olympic Winter Games New Zealand 2026, pp. 1-42.

Mcquillan, L. 2016. NZ as Olympic host? Here are the cities that would do the best and worst job. Retrieved on June 05, 2017, from https://www.stuff.co.nz/national/84278547/NZ-as-Olympic-host-Here-are-the-cities-that-would-do-the-best-and-worst-job 

NewsNow. 2014. Is Queenstown poised to bid for Winter Olympics? Retrieved on June 05, 2017, from https://www.tvnz.co.nz/one-news/archive/is-queenstown-poised-to-bid-for-winter-olympics-6119216 

Queenstown-New Zealand. 2017. Queenstown’s Winter Wonderland. Retrieved on June 05, 2017, from https://www.queenstownnz.co.nz/stories/queenstowns-winter-wonderland/ 

Royen, R. V. 2017. Winter Games on target to become annual event after fifth biennial installment. Retrieved on June 05, 2017, from https://www.stuff.co.nz/sport/other-sports/88484503/Winter-Games-on-target-to-become-annual-event-after-fifth-biennial-installment 

Stuff.co. 2015. New Zealand could host the Winter Olympics 2026 – report. Retrieved on June 05, 2017, from https://www.stuff.co.nz/sport/other-sports/68327305/new-zealand-could-host-the-winter-olympics-2026–report