The objective of this research report was to formulate a strategic plan for the Royal National Agricultural and Industrial Association of Queensland, a non-profit organisation whose primary responsibility is the administration of the annual Royal National Show in Brisbane.
The author has assumed the role of an executive of the Association responsible for the formulation of a strategic plan for the Association in order to achieve the stated objective.
The internal environment of the Association was analysed to identify the Association's strengths and weaknesses, while analysis of the external environment in which the Association operates revealed a number of serious threats to the Association and few opportunities.
As a broad summary of the strategic analysis, it was identified that the Association was competing basically for the leisure / entertainment dollar with its major product (the Royal National Show); that the traditional image of the Royal National Show was the critical factor in the Association's financial success to date; and that the Association was about to enter a fiercely competitive market over the next five years.
A number of strategies which attempted to capitalise on the Association's strengths, overcome its weaknesses, negate threats and take advantage of opportunities were developed and evaluated.
The strategies considered redevelopment of the existing site, relocation, and maintenance of the status quo.
Evaluation of the strategies necessitated research into a number of exhibition centres throughout the world and into innovative means of providing effective and cost-efficient under-cover exhibition space, the establishment of a market value for the existing site and the determination of alternative sites for an exhibition centre in Brisbane.
The strategic plan concludes, on the basis of the preliminary evaluation, that the Association's preferred strategy is to sell the existing site and relocate to a suburban site such as Boondall and develop a new exhibition centre for Brisbane.
The preferred strategy has a number of caveats however and the strategic plan concludes that a number of detailed studies need to be carried out and discussions with the Queensland Government need to take place before a preferred strategy can be finalised.
An action plan directing the Association's course of action is determined.