SWOT Analysis Nepean Sportsplex

Ryan Pollard,

Department of Business, St. Joseph High School

IDC4U: Sports and Entertainment Marketing

Mr. Mullally

April 28, 2022

Creating a SWOT Analysis for a Company.
A SWOT analysis is a tool a business uses to plan and focus on key issues. It is similar to a
personal SWOT analysis where you would focus on your strengths, weaknesses, opportunities,
and threats but instead you perform the SWOT on a company.

Strengths and weaknesses are internal factors. For example:

A strength for a business could be:

● a new, innovative product or service
● location of your business
● quality processes and procedures
● any other aspect of your business that adds value to your product or service

A weakness could be:

● lack of marketing expertise
● location of your business
● poor quality goods or services
● damaged reputation

Opportunities and threats are external factors. For example:

An opportunity could be:

● a developing market such as internet-based efforts
● mergers, joint ventures or strategic alliances
● moving into new market segments that offer improved profits
● a new international market
● a market vacated by an ineffective competitor

A threat could be:

● a new competitor
● price wars with competitors
● a competitor has a new, innovative product or service
● competitors have superior access to channels of distribution
● taxation is introduced on your product or service
Performing a SWOT Analysis on an Organization.
The Nepean Sportsplex has hired you to help them with their marketing decision making.
Perform a SWOT analysis on the Nepean Sportsplex, based upon the factors listed below. Read
each statement carefully and then decide whether it would constitute a strength, weakness,
opportunity, or threat. You must then explain in full detail why you put it there as opposed to a
different area.

Strength Weaknesses
- 1 - 3
- 2 - 11
- 7 - 16
- 10 - 17
- 12

Opportunities Threats
- 4 - 8
- 5 - 13
- 6 - 14
- 9 - 15
- 18 - 20
- 19

1. The Nepean Sportsplex is located along transit routes, with easy access to OC Transpo. S
- Location is super important when it comes to reaction centers. This is a strength
because the Nepean Sportsplex has easy public transportation access which allows
for more people to come to the sportsplex which allows for greater revenue and
more people utilizing its facilities.
2. The Nepean Sportsplex has been used as one of the biggest COVID vaccination
administration centres in the city. S
- Throughout covid, Sports complexes have been all shut down and just leave empty
unused space that needs to be used to stay functional. This is why this is a strength.
Firstly it's helping the community and secondly, it allows the building to be used so
that it keeps it all up to code and doesn't turn into an abandoned building.
3. It is one of the oldest centres in the area. W
- The older the building the more likely it will need more restoration. This is because
buildings always have to up to code and the older the building the more likely there
could be structural damage. This is why this is a weakness. The more construction
to restore, the less people can use the building and less makes less profit.
4. Due to an increase in disposable income in the area over the last six years, local residents
 have more money to spend on leisure activities. O
5. There has been a substantial increase in the birth rate over the last ten years in the area. O
Population of an area around a sports complex is the greatest target market. With there
being an increase in the number of children in the area, there are more of a chance that
will grow up playing sports at Nepean sportsplex which entails that there will be a
greater number of attendance, players, coaches ect to use the facilities which means a
greater profit for the complex.
6. In general people are living longer and there are more local residents aged over fifty-five
now than ever before. O
As stated in the previous point, population is a huge factor when it comes to a sports
complex. With people living longer and more local resident saged over fifty five, the
Sportsplex has the adventure to capture a new market and utlise its facilities to now
have more people of all ages ustliseing which turns into a greater profit.
7. Minto Field, at the rear of the Sportsplex, is set for turf replacement within the next five
years. S
The Updated facility will help keep every fresh and useable. This is a strength beccaue
isntradicts the weakness that the sports plex is the oldest facilities in the area bit if we
can renovate areas it can bring more people using the feld for football, lacrosse,
feldhockey which means that more money will be given to the sportsplex due to the
amount of teams renting out the facility.

8. The local authority is considering privatizing all local recreation centres by the year 2022 (it
will no longer be owned by the City of Ottawa). T
This is a tremendous undertake and can be vary harmful for the Sportsplex. If the city of
Ottawa doesn’t own the recreation centers that means that private companies will have
to utlise the spending to update, maintain and restore the centers. With the Sporstplex
in mind and it being older and many other options around Nepean like minto or walter
baker it would be a harder sell to private investors which will threat its futre existinces
and profits.
9. The 10 sheet curling centre has recently been named as the host venue for next year’s
provincial curling championship. O
This tremendous honor will be a very easy marketable event that can people come back to
the idea of sports facilities, especially after COVID 19. This event can also bring in
some more spectators, and occupants which can be a good marketing through peoples
experiences with our facilities as well as an easy way to profit of this event.
10. The Nepean Sportsplex has a 50-metre Olympic-sized swimming pool with diving towers
and springboards. S
The Sports plex is the only complex in all of Nepean that has a 50 metre Olympic sized
swimming pool with diving towers and springboards and beccaue of this it is the
 opptmal sport for all aquatics events in the area. These events bring hundred of people
together and is a strength because it keeps the sports plex on the map for best sports
facilities and shows that the city of Ottawa wants to keep it in its cycle of sports
facilities. It also being the only place in Nepean with the occomdiations makes it one of
the best sportscomplex in the area and Nepean is a huge.
11. The Nepean Sportsplex is in close proximity to the former Confederation High School, which
is now an education centre used for a variety of purposes but is not a functioning high school.
W
The Nepean being in close proximity to the high school was very important beccaue it
allowed for the schools sports program to utlise its facilities during hours that it would
not normally used (school hours). This is done at John McCrae and walter baker and is
why walter baker makes a lot of money but the education center is a small positive.
12. The three North American sized hockey rinks are fully booked throughout the winter for
various levels of hockey. S
There is not much to say for this except this is 100% a strength. As a business, your goal is
always to sell out or fully book something for maxim profit so through out hockey
season they sell out all three rinks is very important to maximizeing their profits. I also
know that they keep 1-2 open during the sumer so they also captalize on summer camps
and summer hockey to booster there revenue
13. The available space of 62,000 sq. feet for conventions is now overshadowed by competing
convention centres, such as the EY Centre. T
Competion is always an external treat that can change a business profits. The EY center is
a huge convention center that is 220,000 sq where as the Sportsplex only has 62,000 sq.
This makes it very difficult for ther sportsplex to get any conventions at there facilities
beccaue all will just go rent ou the EY center. This threatens the profits that can be
optained by all the conventions that could have been held at teh Sportsplex
14. The club’s lawn bowling facility projects a drop in registration as there is increasing
awareness about the serious injuries associated with the pasttime. T
This is a threat beccaue of the increasing awareness of serious injuries with the sport. Lawn
Bowling targets a older aduiance and with that higher expenticy and higher 55 years
and above, this market is beginning to close so as a facility the Sportsplex needs to find
a way to market this to the right audience so there profits will not be hurt by lack of
registrations.
15.Proposed construction work on Woodroffe Avenue near Hunt Club would affect the entrances
to the Nepean Sportsplex. T
Traffic flow is one off the most important thing when it comes to huge facilities and
complexies. With this construction, it will make it harder to accesses the building. This
puts a lot of extra pressure on people which is unfortunate but there wouldn’t be much
we could do but advise in advance and tell them to utlise teh back entrance to drive to
 the front beccaue it will make it easier to get into the building.
16. The Visual Arts Centre, having been reviewed by experts, is deemed to have unsuitable
conditions for the programs it offers. W
The visual arts program is a way for people in to community to express themselves but if
the conditions to join are crazy then no one will join especially if what they offer isnt
worth all the conditions. This is a big detriment for the sportsplex beccaue if there is no
one who can meet the expectations who thinks its a good offer then it is just wasted
space which doesnt help with profits. With all the unsuitable conditions then you are
closing down your market size which is making it harder to make a profit
17. The Nepean Sportsplex’s 3,000 sq. foot weight room was recently tracked to a Covid
outbreak. W
This is a weakness beccaue it will outlie that the Nepean Sportsplex hasnt done enough
screening, sanatizing, mask wearing to protect from the out break. This can be seen
buy the public and treats that people may not return which hurts our profits. Also, most
likely they will close the weight room which means that it is jus useless room for a few
days which again takes away fro mthe profits.
18. The city has plans to increase public transit access to the Nepean Sportsplex. O
Even with all the OC transpo access to the Sportsplex, an increase will just lead more
people to come vist and utlise it’s many venues. This will alow for a greater market that
can access its events, lessions and other thing that are done at complex. This overall
will lead to more exposure and visitors which leads to a greater profit
19. Nearby Pinhey Forest has become a hotspot for birdwatchers in the city. O
As stated in many other strengths and opportunities, the opportunity to be located near
hotspots for visitors is great for many reasons. The hotspot for bird watchers can be
used to have small events near by for clubs and fanatics. It will be a easy way to market
and make some money off bird watching.
20. TheMinto Recreation Centre and Walter Baker Sports Centre have recently upgraded and
expanded their facilities. T
Competion is everything, especially in an area like Nepean. There are so many different
sports complexes that there all fighting over the snake market. Sportsplex has to
compete with facilities that are much newier and upgraded. This can very easily cut
into profits.

After you have completed your SWOT analysis, write three paragraphs outlining a strategic plan
for the Nepean Sportsplex moving forward, with respect to efforts made in:
 ● Facilities planning (buildings and operations)
● Marketing planning (branding of the Nepean Sportsplex and its services)
● Expansion/adjustment of services offered (strategy for growth)

Be sure to include a title page in APA format.

The Nepean Sportsplex is an incredible sports and recreation facility with tones amenities

ranging from three NHL-sized hockey rinks, a 50-meter Olympic-sized swimming pool, diving

towers and much more. With all these different amenities, facility planning is crucial to the

functionality of the Sportsplex. As a complex and staff, they need to work together to ensure that

every activity, event and game runs smoothly so, each department from the front desk, Zamboni,

lifeguards and just lagististic staff need to communicate schedules so that the managers can

understand who and where everyone is at any given moment. Many of the strengths and

opportunities at the Nepean Sportsplex come with our existing infostructure and location which

is very accessible to much of the city of Ottawa via the many OC Transpo buses that have stops

at the Sportsplex which attracts thousands to utilize the facilities however with the competition

of newer upgraded sports and recreation facilities like The Minto Recreation complex and Walter

Baker which are both under a 20-minute drive from each other, threatens and makes it difficult to

attract some local residences. The weaknesses pointed out in terms of operation are very few

which indicate that internally we are doing our job to create a safe environment but you can

always improve. For example, with the Covid 19 outbreak in the weight room. As a staff, we

need to improve and remind our consumers to sanitize, clean and wear masks when not working

out so that transmission is less likely and that we can get everyone back in the gym. We will do

our part however in this incident to put up more posters and do some backtracking on who was in
close contact so that everyone can be notified to quarantine if needs be. These tweaks will just

turn threats into opportunities and weaknesses into strengths which will be easier to market the

Nepean Sportsplex

With all the wonderful facilities, amenities and staff the Nepean Sportsplex needs to

utilize some resources to market their camps, swimming lessons etc. to the public so that they

can maximize their profits and compete with the other newer facilities in the area. The first thing

that needs to be done is to have easier access to reserving these options online. The city of

Ottawa has a very complex, hard-to-follow website where they show all facilities in the area with

similar camps and lessons which makes marketing this super important. The Sportsplex needs to

add quick access to just their many amenities so that when someone wants quick access to their

information they can obtain it with simplicity. There are many opportunities that can be used to

profit the Nepean Sportsplex that will give a greater revenue. With all the substantial increase in

the birth rate over the last ten years in the area and in general people are living longer and there

are more local residents aged over fifty-five now than ever before, there are perfect opportunities

to market to these audiences to make a greater profit. We live in the age of computers and social

media so, the Sportsplex should have some social presence to market and advertise its events,

camps and facilities. This is crucial as the rise in birth rates means that grassroots marketing will

be vital so that these children and parents can be long-term consumers of the Sportsplex. With

the middle-aged population that is living longer, we need to cater to their needs as well because

they are a huge target market that can be obtained with a little bit of marketing. Some things that

can be done is to advertise to local retirement homes on activities such as aquarobics, squash, the

gym etc. to allow their residents to feel younger, healthier and happier. We can give discounts to
people living there on memberships because, in the long run, it will create a greater profit.

Finally, with all the facilities and marketing, the Nepean Sportsplex will be upgraded and

improved so that we can adjust, and expand services so that the Sportsplex and grow into a more

profitable sports and recreation complex.

The Nepean Sportsplex is a fabulous facility with a tone of amenities. Bult in 1973 is one

of the oldest sports complexes in Nepean. This sounds like a weakness but instead, it's a benefit.

This building has been around for so long and still is one of the most used facilities in all of

Nepean. The Nepean Sportsplex has many benefits and opportunities for growth and expansion.

Firstly, the Sportsplex needs to do some minor renovations to modernize so areas like the pool,

and arenas. Doing this with take away the threats of competition with the more modern

complexes. Secondly with expansion. The Nepean Sportsplex has a wide variety of sports

facilities that be utilised but, they have a lot of green space that can be used To expand, the

Sportsplex should create another Minto Feld to the left of the building where the old high school

was. They should create a track for track and field and have the same turf so that field hockey,

football and soccer all do not need to share the same facilities but instead spread them out. This

will bring in more revenue and will allow the Nepean Sportsplex to push farther in comparison to

the other facilities. Another thing that they can do to expand is to add so outdoor volleyball

courts. This is very beneficial for summer activities and can be very easy to create a team to play

out of there or just use it as an outlet for the youth sports camps. The Richcraft Sensplex does

this very efficiently. The final recommendation for expansion and growth is that they need a

bar/restaurant for all to utilize. The Sportsplex has a small bar near the curling rink but not near

the main facilities like hockey or swimming where most of the market is. Additionally adding a
restaurant. The bar will bring extra revenue and people staying longer is a much-needed

necessity, especially for all the youth sports tournaments that are held at the complex year-round.

A great example of this is Stanleys at the Two Sensplex locations here in Ottawa. When Hockey

tournaments are being held it is a very good and efficient way for teams to get a quick bite in

between games but also, they utilize this for their summer hockey camps for a place to eat their

lunches or for an extra fee they can get a meal from Stanley’s. All this is exactly why this

expansion should definitely be considered. All in all the Nepean Sportsplex is a large building

with many sports facilities that are excellent for the community of Nepean but like everything

else, there are always adjustments, and expansion to grow the Sportsplex to its full potential.

SWOT analysis Nepean Sportsplex

Student Name: ___________________________________
Marking Scheme:

Criteria Level 1 Level 2 Level 3 Level 4

Performs SWOT Performs SWOT Performs SWOT Performs SWOT
analysis and analysis and analysis and analysis and
provides provides provides provides
SWOT Analysis supporting supporting supporting supporting
justification with justification with justification with justification with
very little some considerable a high degree of
effectiveness effectiveness effectiveness effectiveness
Course Report employs Report employs Report employs Report employs
Terminology course course course course
Incorporation terminology terminology terminology terminology
with limited with some with with a high
effectiveness effectiveness considerable degree of
effectiveness effectiveness

Business Content is Content is Content is Content is

Communication presented and presented and presented and presented and
communicated communicated communicated communicated
with limited with some with with a high
effectiveness effectiveness considerable degree of
effectiveness effectiveness

Notes: