Business Analysis: I M Going To Disney World !
Exec Summary “I’m going to Disney World!” Those famous words have been said by famous athletes and celebrities everywhere, used as a statement to express that they have accomplished something so great, that they can reward themselves by going to the most wonderful place on earth. That magical place happens to be located in Orlando, a beautiful city which offers more than just the dream vacation. This is a city which has many positives waiting to be highlighted, as well as plenty of opportunities waiting to be improved upon. The city is best known for its tourism, as it attracts millions yearly to Disney World, generating billions in revenue for the city. This is supported by the wonderful weather and beautiful landscapes which surrounds
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Orlando throughout the year, as well as being easily accessible by air, sea and land. This easy access also assists Orlando with trade and investment opportunities, as the state is 4th largest in the US in terms of exporting, resulting in the greatest trade surplus in the country as well. At the moment, there are too many avenues and organizations through which trade is done, while there is no clear path or central contact for convenience and efficiency.
There is also room for improvement, especially when social issues are examined. Orlando suffers from a high crime rate, and their education system has been lagging behind the national average. Changes and enhancements should be reviewed for the government programs which are related to these issues, and will need to be improved on if Orlando is to attract new families. Our plan is to shift Orlando from a tourist-central city to a global business city which is growing at an exponential rate. In order to do so, we must implement a long-term plan which addresses issues covering all factors.
Problem/Issue Statement
There are many issues which Orlando must address in order to make itself a true “Global City”. For this, we can conduct a PEST analysis (Appendix A) in order to understand which areas to concentrate on.
Politically, Orlando is in a unique situation in that they have multiple investment- and trade-facilitating organizations already within the city. However, many of these organizations are segregated into different ethnicities and countries, meaning that they are concerned only with their own agendas and usually not the city as a whole. In order to move the city forward, there needs to be a consolidation in order to have a central focal point which keeps the best interests of the city in mind, rather than the agendas of separate groups.
Economically, the city is ripe for new business growth; however the transportation and building infrastructures are not sufficient enough to support new ventures. There is a lack of vacant buildings for potential companies to occupy, meaning that many would rather look elsewhere than to invest and wait for new buildings.
Socially, there are two large problems which affected the city. First, the crime rate in Florida ranked 6th in the nation, and it is particularly high in Orlando, whose rate is double the state’s average. Second, the quality of education is poor for elementary and secondary school students, and there was a lack of education for skilled labour workers as well. This leads to a widening unemployment gap as there are no workers with necessary skills to fill jobs.
Even with this unemployment gap, Orlando is blooming with opportunities for job growth in many promising industries. Many of these industries are within the tech industry or rely on technology, yet they are still not attracting the talent necessary to grow. Orlando needs to advertise these promising industries in order to move away from only being known only for their tourism.
Situational Analysis We understand that the main problem with Orlando is that they are only known for one particular thing: Tourism. There is a need for Orlando to show off its other attributes, such as their strong entrepreneurial environment surrounded by a diverse community and blooming businesses. This should be supervised by experienced international trade and investment organizations, which need to be consolidated in order to maintain consistent information from a central source. To account for this potential growth, the infrastructure around the city needs to be improved as well. There is also a need to develop assets which are already located in Orlando, such as education for children and proper training for labour workers while also keeping their residents safe, which can be done by aiming to reduce the high crime rate.
Alternatives
There are many options and alternatives that Orlando can consider.
Once again, we can look to our PEST and SWOT analysis (Appendix A & B) in order to understand the problem areas within Orlando. We should also look into the stakeholder analysis to fully grasp who are directly and indirectly affected by these issues. Similar to the situation in Belfast, we must consider all stakeholders when addressing these issues. As we can see in Appendix C, there are many stakeholders in consider, from local residents to international companies. Once we fully understand the parties affected most, we can continue to make suggestions for Orlando. In order for Orlando to grow, it needs to attract more people to its city who are starting to raise families. An important factor for families to consider is the education system. Parents are less likely to raise their children in an environment with low education, as they want what’s best for their children. This leads to children with a solid educational foundation, which can lead to local employment opportunities, bringing value back into the community. Therefore, there needs to be an investment in the education system at all levels within Orlando. Not only have the public elementary schools been struggling, but there is also a lack of proper training for skilled labour. This has led to a widening of the unemployment gap due to improper …show more content…
training.
Along with educational training, we should also look to focus on the culture within Orlando. This is not something that can be done overnight, but must be built through generations, and must also be built upon a solid foundation. When we look at the example of New York, we see that they have gotten recognized through the talent and people that they produce. Similarly, Orlando should think about investing in the arts and cultural environment in order to hone and nourish these skills and talents. Another major issue is the miscommunication and disconnect between the multiple trade and investment facilitating organizations.
Although the wide variety of these organizations are useful to their respective groups, there is no focal or central point for these organizations to be measured or regulated, leading to these groups being concerned with only their own agenda and not necessarily about the overall benefit of the city. There also needs to be standards throughout these groups in order to bring out the best of the city, and to run more efficient and effective trade transactions. This consolidation could also take advantage of the free and foreign trade zones with surround Orlando, and competing cities which are nearby, such as Miami, the “Latin America Wall Street”, as well as Tampa, which is rated as one of the most popular cities in the
US. There also needs to be more done to bring attention to the blooming industries within Orlando, especially with its focus on entrepreneurship, partnerships and synergies. Although the Space program has lost funding in the last few years, SpaceX, a privately funded company, still runs a launch facility in the area, which may spark public interest. Also, technology is always in the forefront of the news now, and there needs to be more news coming from Orlando in order to attract people in the tech sector. This can also be found internally, as Florida is known for their post-secondary schools, which could be leveraged to bring in more talent to work with companies.
There is also the issue of poor infrastructure throughout the city. Although the urban layout is fantastic, there are no vacant lots or buildings for new companies to instantly move their operations into. This means that companies would rather look elsewhere for an established location rather than to invest in Orlando and wait for a new building to be erected.
Another issue is the highway infrastructure and the lack of readiness to take on increased traffic. This implies that Orlando should invest in slowly transforming its city so that it can adjust and be flexible to incoming businesses and traffic. Especially since there are so many exporting and importing possibilities around the area, the city should look forward and prepare itself for a major influx of business. As was stated in the case, even if the Panama Canal project were to be green-lit, Orlando would still struggle with its current infrastructure.
Of course, there is also the option to continue with the status quo and continue with what is already being done, and rely on their booming tourist industry to bring in billions of dollars in revenue. They can try a new re-branding campaign which would follow New York’s, and state that Orlando is, “More than just a dream”, playing on the Disney World fantasies of many people everywhere.
Evaluation of Alternatives
In order to make proper recommendations, we need to evaluate our alternatives and see what a viable plan would be. In regards to the alternative of investing into education and youth programs, a positive result would be an attractive option to “Northern school education” for new families. It should also be noted that Florida ranked 2nd in the nation for improved test scores in public schools, and this number has steadily increased since 1992. There is also a strong post-secondary educational landscape, with two colleges ranked in the top 100 and also the state’s top MBA program. An investment to education would also help with the high unemployment rate, as many jobs are left with no candidates with necessary qualifications. By investing in this sector of education, Orlando is able to assist with the local economy as well as build for the future. However, this plan could not be implemented overnight, as it would take a long time to train or find the best teachers and fine-tune the proper curriculum. This could take years to perfect, but would be worthwhile for the long-term growth and development of Orlando. This would be true for any youth or arts & culture groups, as can be seen in the New York example. There are many artists, musicians and actors born and breed in New York, but the local culture and opportunities were required to nurture these skilled people.
The consolidation of the many international trade and investment facilitator organizations is important for Orlando to move towards a global business city. The upside is unlimited, as shared resources and the concept of community between these organizations could cause synergies that would boost Orlando’s economy. By working together, there are opportunities for groups with similar agendas to work together, rather than to focus on only their own needs. However, since this has not been attempted yet, we could see conflicting ideas and plans, which could lead to distrust between groups, and an even worse work environment than there is currently. Of course, by having one entity overlook the multiple parties, there is opportunity to arbitrate and do what is best for the community. I would recommend the World Trade Organization of Orlando, as they are already known to work with multiple countries, regions and cultures to consolidate their work. Once again, the downside is that some entities will be overlooked or favoured, while the WTO may have an agenda of its own.
There are already many booming industries within Orlando that can be highlighted to attract new businesses or employees. As was stated before, the SpaceX program still operated near Orlando and offers opportunities for people affected by the NASA fund cutback. These people are highly-skilled and have a proven record of employment and education, and can very well assist in the other emerging industries. Of course, there needs to be resurgence in these markets in order to attract talent, and the use of the Orange County Convention Centre (OCCC) is a great opportunity to house trade shows while the surrounding area would be attractive to traveling business people. The downside, however, is that there is a lack of knowledge of the opportunities within these booming industries. In order to do so, Orlando has to invest in home-grown talent, which brings us back to the issue of education. Similar to Silicon Valley, there needs to be a proven record of performance from Orlando companies in order to attract employees and businesses.
Before this can be considered, however, there needs to be an improvement in the surrounding infrastructure. In order to accommodate the expected increase in traffic and population, Orlando needs to invest in expanding and improving the existing highways to account for this increased traffic. If not, even if Orlando has the opportunity to expand, they will be unable to do so, or may risk raising other issues. The problem with this suggestion is that it will take a long period of time. In order to expand for the future, the current infrastructure will need a makeover, which means constant construction and development of the area. Although this may cause short-term inconvenience, it will lead to Orlando being more able to handle increased traffic.
There is also the option to maintain its current course, and to continue to strive off of revenues from tourism. Disney World is already proven as a cash cow, and Orlando receives billions from the amusement part annually. This goes back to the old idiom of, “if it’s not broke, don’t fix it”. However, we can see that this would mean no opportunities for growth, as it will be based on how well Disney World is doing. It would also mean maintaining the status quo, which has proven to be a problem, and would overlook all the issues which are currently present.
Recommendations
Our recommendation is to implement as many of these alternatives as possible, depending on the available funds and also on the patience of Orlando. Obviously, each of these alternatives will cost a large sum of money, but portions of this can be covered by the massive revenues generated from their tourism sector. Secondly, many of the fixes for Orlando cannot be rushed and implemented overnight, meaning that the city will need to have patience in order to fully maximize their potential.
Action Plan
We have put our recommendations on a timeline depending on the length of time each suggestion would take (Appendix D). In the short term (1-5 years), we want to consolidate the numerous international bodies under the World Trade Organization in order to bring consistency and a central focus point for potential new businesses and clients. This process will encourage trade within Orlando, while opening up communication with parties with similar interests. As was stated before, this would hopefully also encourage synergies between groups which will further help the local economy. During this timeframe, we would also like to highlight the industries within Orlando, especially the space program, which would require proper advertising and recruitment.
In the mid-term (5-10 years), we would concentrate on improving the infrastructure of the urban developments and highway systems. This would take many years in order to properly expand to account for the increased traffic from increased trade, and to take the indirect traffic from the planned expansion of the Panama Canal.
Lastly, in the long term (10 years+), we would concentrate on the youth of the community and how to properly nourish and develop the children. This would entitle the development and improvement of the entire elementary and secondary education system, and while also attempting to improve on the training of skilled labour workers as well. This will take time to ensure that it is done properly and done well. The continued funding of government programs is especially important throughout this timeline, as the city programs already implemented will go far in helping with all recommendations. These include the “Strengthen Orlando” initiative, the “Public Safety” mission, and most importantly, the “City Kidz/Children and Education” program.
If these changes are implemented, Orlando will eventually be a city that does not need to market itself, as the results will speak for themselves. Using a combination of the strategies used in Belfast and New York while highlighting what it is that makes them special, Orlando will be able to grow and establish itself as a global city.
Appendices
Appendix A: PEST Analysis
Political Factors
- Many international companies in surrounding areas
- Foreign/free trade zones, direct investments
- Many trade and investment facilitating organizations Economic Factors
- Easily accessible for all modes of transport
- Large tourism industry
- Free trade zones
- Entrepreneurial hub
- No empty buildings for new businesses
- High unemployment rate due to skills gap
Social Factors
- Education and youth programs
- Crime Rate
- Weather and environment
- Close proximity to competing cities Technological Factors
- Emerging industries (Space, technology & defence, etc.)
- Lack of proper highway infrastructure
Appendix B: SWOT Analysis
Strengths
- Tourism Destination (Disney World)
- Port Canaveral (2nd busiest cruise port in US)
- 4th largest exporting state, greatest trade surplus
- Top ten city for Minority entrepreneurs
- Orange County Convention Centre (2nd largest in US)
- Sunny weather and beautiful landscapes
- Other strong industries (Space, Health care, training, etc.)
- Strong post-secondary education
- Accessible by land, sea and air Weaknesses
- Poor level of education for children and for skilled labour
- High crime rate
- Inadequate infrastructure for expansion
- Unconsolidated free-trade organizations
- No focal point of contact for foreign trade
Opportunities
- Rebrand as a city which offers more than tourism
- Diverse community
- Invest in expanding infrastructure
- Focus on sustainability
- Entrepreneurial hub
- Many international companies around area
- Job growth in emerging industries Threats
- Possibility of port traffic moving to other cities
- Surrounding cities (Tampa, Miami)
- High crime rate
- Poor education for elementary and skilled labour students
- Non-consolidation of international organizations
Appendix C: Stakeholder Analysis
Appendix D: Timeline
Orlando throughout the year, as well as being easily accessible by air, sea and land. This easy access also assists Orlando with trade and investment opportunities, as the state is 4th largest in the US in terms of exporting, resulting in the greatest trade surplus in the country as well. At the moment, there are too many avenues and organizations through which trade is done, while there is no clear path or central contact for convenience and efficiency.
There is also room for improvement, especially when social issues are examined. Orlando suffers from a high crime rate, and their education system has been lagging behind the national average. Changes and enhancements should be reviewed for the government programs which are related to these issues, and will need to be improved on if Orlando is to attract new families. Our plan is to shift Orlando from a tourist-central city to a global business city which is growing at an exponential rate. In order to do so, we must implement a long-term plan which addresses issues covering all factors.
Problem/Issue Statement
There are many issues which Orlando must address in order to make itself a true “Global City”. For this, we can conduct a PEST analysis (Appendix A) in order to understand which areas to concentrate on.
Politically, Orlando is in a unique situation in that they have multiple investment- and trade-facilitating organizations already within the city. However, many of these organizations are segregated into different ethnicities and countries, meaning that they are concerned only with their own agendas and usually not the city as a whole. In order to move the city forward, there needs to be a consolidation in order to have a central focal point which keeps the best interests of the city in mind, rather than the agendas of separate groups.
Economically, the city is ripe for new business growth; however the transportation and building infrastructures are not sufficient enough to support new ventures. There is a lack of vacant buildings for potential companies to occupy, meaning that many would rather look elsewhere than to invest and wait for new buildings.
Socially, there are two large problems which affected the city. First, the crime rate in Florida ranked 6th in the nation, and it is particularly high in Orlando, whose rate is double the state’s average. Second, the quality of education is poor for elementary and secondary school students, and there was a lack of education for skilled labour workers as well. This leads to a widening unemployment gap as there are no workers with necessary skills to fill jobs.
Even with this unemployment gap, Orlando is blooming with opportunities for job growth in many promising industries. Many of these industries are within the tech industry or rely on technology, yet they are still not attracting the talent necessary to grow. Orlando needs to advertise these promising industries in order to move away from only being known only for their tourism.
Situational Analysis We understand that the main problem with Orlando is that they are only known for one particular thing: Tourism. There is a need for Orlando to show off its other attributes, such as their strong entrepreneurial environment surrounded by a diverse community and blooming businesses. This should be supervised by experienced international trade and investment organizations, which need to be consolidated in order to maintain consistent information from a central source. To account for this potential growth, the infrastructure around the city needs to be improved as well. There is also a need to develop assets which are already located in Orlando, such as education for children and proper training for labour workers while also keeping their residents safe, which can be done by aiming to reduce the high crime rate.
Alternatives
There are many options and alternatives that Orlando can consider.
Once again, we can look to our PEST and SWOT analysis (Appendix A & B) in order to understand the problem areas within Orlando. We should also look into the stakeholder analysis to fully grasp who are directly and indirectly affected by these issues. Similar to the situation in Belfast, we must consider all stakeholders when addressing these issues. As we can see in Appendix C, there are many stakeholders in consider, from local residents to international companies. Once we fully understand the parties affected most, we can continue to make suggestions for Orlando. In order for Orlando to grow, it needs to attract more people to its city who are starting to raise families. An important factor for families to consider is the education system. Parents are less likely to raise their children in an environment with low education, as they want what’s best for their children. This leads to children with a solid educational foundation, which can lead to local employment opportunities, bringing value back into the community. Therefore, there needs to be an investment in the education system at all levels within Orlando. Not only have the public elementary schools been struggling, but there is also a lack of proper training for skilled labour. This has led to a widening of the unemployment gap due to improper …show more content…
training.
Along with educational training, we should also look to focus on the culture within Orlando. This is not something that can be done overnight, but must be built through generations, and must also be built upon a solid foundation. When we look at the example of New York, we see that they have gotten recognized through the talent and people that they produce. Similarly, Orlando should think about investing in the arts and cultural environment in order to hone and nourish these skills and talents. Another major issue is the miscommunication and disconnect between the multiple trade and investment facilitating organizations.
Although the wide variety of these organizations are useful to their respective groups, there is no focal or central point for these organizations to be measured or regulated, leading to these groups being concerned with only their own agenda and not necessarily about the overall benefit of the city. There also needs to be standards throughout these groups in order to bring out the best of the city, and to run more efficient and effective trade transactions. This consolidation could also take advantage of the free and foreign trade zones with surround Orlando, and competing cities which are nearby, such as Miami, the “Latin America Wall Street”, as well as Tampa, which is rated as one of the most popular cities in the
US. There also needs to be more done to bring attention to the blooming industries within Orlando, especially with its focus on entrepreneurship, partnerships and synergies. Although the Space program has lost funding in the last few years, SpaceX, a privately funded company, still runs a launch facility in the area, which may spark public interest. Also, technology is always in the forefront of the news now, and there needs to be more news coming from Orlando in order to attract people in the tech sector. This can also be found internally, as Florida is known for their post-secondary schools, which could be leveraged to bring in more talent to work with companies.
There is also the issue of poor infrastructure throughout the city. Although the urban layout is fantastic, there are no vacant lots or buildings for new companies to instantly move their operations into. This means that companies would rather look elsewhere for an established location rather than to invest in Orlando and wait for a new building to be erected.
Another issue is the highway infrastructure and the lack of readiness to take on increased traffic. This implies that Orlando should invest in slowly transforming its city so that it can adjust and be flexible to incoming businesses and traffic. Especially since there are so many exporting and importing possibilities around the area, the city should look forward and prepare itself for a major influx of business. As was stated in the case, even if the Panama Canal project were to be green-lit, Orlando would still struggle with its current infrastructure.
Of course, there is also the option to continue with the status quo and continue with what is already being done, and rely on their booming tourist industry to bring in billions of dollars in revenue. They can try a new re-branding campaign which would follow New York’s, and state that Orlando is, “More than just a dream”, playing on the Disney World fantasies of many people everywhere.
Evaluation of Alternatives
In order to make proper recommendations, we need to evaluate our alternatives and see what a viable plan would be. In regards to the alternative of investing into education and youth programs, a positive result would be an attractive option to “Northern school education” for new families. It should also be noted that Florida ranked 2nd in the nation for improved test scores in public schools, and this number has steadily increased since 1992. There is also a strong post-secondary educational landscape, with two colleges ranked in the top 100 and also the state’s top MBA program. An investment to education would also help with the high unemployment rate, as many jobs are left with no candidates with necessary qualifications. By investing in this sector of education, Orlando is able to assist with the local economy as well as build for the future. However, this plan could not be implemented overnight, as it would take a long time to train or find the best teachers and fine-tune the proper curriculum. This could take years to perfect, but would be worthwhile for the long-term growth and development of Orlando. This would be true for any youth or arts & culture groups, as can be seen in the New York example. There are many artists, musicians and actors born and breed in New York, but the local culture and opportunities were required to nurture these skilled people.
The consolidation of the many international trade and investment facilitator organizations is important for Orlando to move towards a global business city. The upside is unlimited, as shared resources and the concept of community between these organizations could cause synergies that would boost Orlando’s economy. By working together, there are opportunities for groups with similar agendas to work together, rather than to focus on only their own needs. However, since this has not been attempted yet, we could see conflicting ideas and plans, which could lead to distrust between groups, and an even worse work environment than there is currently. Of course, by having one entity overlook the multiple parties, there is opportunity to arbitrate and do what is best for the community. I would recommend the World Trade Organization of Orlando, as they are already known to work with multiple countries, regions and cultures to consolidate their work. Once again, the downside is that some entities will be overlooked or favoured, while the WTO may have an agenda of its own.
There are already many booming industries within Orlando that can be highlighted to attract new businesses or employees. As was stated before, the SpaceX program still operated near Orlando and offers opportunities for people affected by the NASA fund cutback. These people are highly-skilled and have a proven record of employment and education, and can very well assist in the other emerging industries. Of course, there needs to be resurgence in these markets in order to attract talent, and the use of the Orange County Convention Centre (OCCC) is a great opportunity to house trade shows while the surrounding area would be attractive to traveling business people. The downside, however, is that there is a lack of knowledge of the opportunities within these booming industries. In order to do so, Orlando has to invest in home-grown talent, which brings us back to the issue of education. Similar to Silicon Valley, there needs to be a proven record of performance from Orlando companies in order to attract employees and businesses.
Before this can be considered, however, there needs to be an improvement in the surrounding infrastructure. In order to accommodate the expected increase in traffic and population, Orlando needs to invest in expanding and improving the existing highways to account for this increased traffic. If not, even if Orlando has the opportunity to expand, they will be unable to do so, or may risk raising other issues. The problem with this suggestion is that it will take a long period of time. In order to expand for the future, the current infrastructure will need a makeover, which means constant construction and development of the area. Although this may cause short-term inconvenience, it will lead to Orlando being more able to handle increased traffic.
There is also the option to maintain its current course, and to continue to strive off of revenues from tourism. Disney World is already proven as a cash cow, and Orlando receives billions from the amusement part annually. This goes back to the old idiom of, “if it’s not broke, don’t fix it”. However, we can see that this would mean no opportunities for growth, as it will be based on how well Disney World is doing. It would also mean maintaining the status quo, which has proven to be a problem, and would overlook all the issues which are currently present.
Recommendations
Our recommendation is to implement as many of these alternatives as possible, depending on the available funds and also on the patience of Orlando. Obviously, each of these alternatives will cost a large sum of money, but portions of this can be covered by the massive revenues generated from their tourism sector. Secondly, many of the fixes for Orlando cannot be rushed and implemented overnight, meaning that the city will need to have patience in order to fully maximize their potential.
Action Plan
We have put our recommendations on a timeline depending on the length of time each suggestion would take (Appendix D). In the short term (1-5 years), we want to consolidate the numerous international bodies under the World Trade Organization in order to bring consistency and a central focus point for potential new businesses and clients. This process will encourage trade within Orlando, while opening up communication with parties with similar interests. As was stated before, this would hopefully also encourage synergies between groups which will further help the local economy. During this timeframe, we would also like to highlight the industries within Orlando, especially the space program, which would require proper advertising and recruitment.
In the mid-term (5-10 years), we would concentrate on improving the infrastructure of the urban developments and highway systems. This would take many years in order to properly expand to account for the increased traffic from increased trade, and to take the indirect traffic from the planned expansion of the Panama Canal.
Lastly, in the long term (10 years+), we would concentrate on the youth of the community and how to properly nourish and develop the children. This would entitle the development and improvement of the entire elementary and secondary education system, and while also attempting to improve on the training of skilled labour workers as well. This will take time to ensure that it is done properly and done well. The continued funding of government programs is especially important throughout this timeline, as the city programs already implemented will go far in helping with all recommendations. These include the “Strengthen Orlando” initiative, the “Public Safety” mission, and most importantly, the “City Kidz/Children and Education” program.
If these changes are implemented, Orlando will eventually be a city that does not need to market itself, as the results will speak for themselves. Using a combination of the strategies used in Belfast and New York while highlighting what it is that makes them special, Orlando will be able to grow and establish itself as a global city.
Appendices
Appendix A: PEST Analysis
Political Factors
- Many international companies in surrounding areas
- Foreign/free trade zones, direct investments
- Many trade and investment facilitating organizations Economic Factors
- Easily accessible for all modes of transport
- Large tourism industry
- Free trade zones
- Entrepreneurial hub
- No empty buildings for new businesses
- High unemployment rate due to skills gap
Social Factors
- Education and youth programs
- Crime Rate
- Weather and environment
- Close proximity to competing cities Technological Factors
- Emerging industries (Space, technology & defence, etc.)
- Lack of proper highway infrastructure
Appendix B: SWOT Analysis
Strengths
- Tourism Destination (Disney World)
- Port Canaveral (2nd busiest cruise port in US)
- 4th largest exporting state, greatest trade surplus
- Top ten city for Minority entrepreneurs
- Orange County Convention Centre (2nd largest in US)
- Sunny weather and beautiful landscapes
- Other strong industries (Space, Health care, training, etc.)
- Strong post-secondary education
- Accessible by land, sea and air Weaknesses
- Poor level of education for children and for skilled labour
- High crime rate
- Inadequate infrastructure for expansion
- Unconsolidated free-trade organizations
- No focal point of contact for foreign trade
Opportunities
- Rebrand as a city which offers more than tourism
- Diverse community
- Invest in expanding infrastructure
- Focus on sustainability
- Entrepreneurial hub
- Many international companies around area
- Job growth in emerging industries Threats
- Possibility of port traffic moving to other cities
- Surrounding cities (Tampa, Miami)
- High crime rate
- Poor education for elementary and skilled labour students
- Non-consolidation of international organizations
Appendix C: Stakeholder Analysis
Appendix D: Timeline