SWOT Analysis: Results of The Regional Survey

266.
118 l Project 3
Placing Vienna and Bratislava
SWOT Analysis
Results Of The Regional Survey
Workshop 27./28. Feb. 06
Competence Section Regional Science Heidi Anderlohr 0025718 l Thomas Aubck 0226212
Simon Hartl 0025579 l Eva Kaipel 0125622
Gudrun Maierbrugger 0226472 l Gudula Pawelak 0026766
266.118 l Project 3 SWOT Analysis
Placing Vienna and Bratislava Overview
Introduction / Impressions of Vienna
Strategic Concepts and City Marketing in Vienna
SWOT Analysis
- Economic Issues
- Education and Research & Development
- Cluster Development
- Transport Infrastructure
- Promotional City Marketing /
City Marketing in the narrower Sense
- Strategic & Urban Development Planning
- Cooperations and Networks

266.118 l Project 3
Introduction / Impressions of Vienna

266.118 l Project 3 Impressions of Vienna
Placing Vienna and Bratislava Vienna
Vienna
23 City quarters
1,6 Mio habitants
2.500.000
2.000.000
Einwohneranzahl
1.500.000
1.000.000
500.000
0
69
80
90
00
10
23
34
51
61
71
81
91
01
02
03
04
18
18
18
19
19
19
19
19
19
19
19
19
20
20
20
20
Placing Vienna and Bratislava Images of Vienna
Vienna a cultural city

Attractive for tourists
Many theatres and concert halls
World cultural heritage
Vienna a green city

48% of the surface is
greenspace
Important aspect for the quality
of life
Signs of Vienna
Stephansdom
Riesenrad
266.118 l Project 3
Strategic Concepts and City Marketing in Vienna

266.118 l Project 3 Strategic Concepts and City Marketing

Integrative City Marketing
Promotional City Marketing/ Urban Development Planning

City Marketing in the narrower
sense
City promotion Urban development and regeneration
Business development policy
Tourism marketing Housing policy
Real estate management Infrastructure policy
Retail management Local development planning
Organisation and marketing of Landscape planning
conventions, trade fairs and other Participation
events Monitoring
Strategic Planning Cooperations and Networks
SWOT-Analysis Cooperations on the urban-regional

Vision strategies and fields of action level
Sector development policy City-to-city cooperations
Cluster management Public-private partnerships (PPP)
Strategic projects (action plan) Cross-border networks
New urban governance
Representation and lobbying

Integrative City Marketing in Vienna
Promotional City Marketing/ Urban Development Planning

City Marketing in the narrower
sense
WIFI Wien City of Vienna,

Vienna Business Agency Section for Urban Development
Vienna Tourist Board and Urban Planning (MA 18)
Stadt Wien Marketing und
Prater Service GmbH Urban Development Plan
Wiener Messe Besitz GmbH 1984, 1994, 2005
+ Sectoral Plans and Concepts
Strategic Planning Cooperations and Networks
City of Vienna Various Actors

Department of Building,
Section: Planning Centrope
Jordes+
Strategic Plan 2000, 2004 Vienna Region
PGO
TECNOMAN

Centrope
Vienna Region
266.118 l Project 3
SWOT Analysis: Economic Issues

Placing Vienna and Bratislava Economic issues
Strengths Weaknesses
High productivity of Viennas Risk of growing unemployment
economy
GDP and employement in the European city system
BRP/Kopf
60000
50000
40000
Eur
30000
20000
Source: Mayerhofer, S.43
10000
0
in
a
a
en
rg
no
an
m
l
a
se
g
rli
ah
aw
ie
bl
bu
da
ch
Br
Ri
zn
Be
s
Du
Pr
sz
m
er
n
Po
Br
Ha
ar
st
M
Am
Source: Eigene Darstellung auf Grundlage von Eurostat

High productivity of Viennas economy Risk of growing unemployment
Growing level of active direct No growth of passive direct
investments investments
Source: Mayerhofer (2003), S.31 Source: Mayerhofer (2003), S.32

Growing level of active direct investments No growth of passive direct investments
Good export ratio with eastern European Export ratio is beyond the Austrian
countries average
High incomes
Jhrlich verfgbares Einkommen der

Haushalte (2001)
50000
40000
EUR
30000
20000
10000
0
g
m
r id
i
se
nk
ur
rli
Am ari
ie
da
ad
Be
bo
s
si
P
er
l
M
He
Br
m
st
xe
Lu
Source: Eigene Darstellung auf Grundlage von Eurostat
Source: Statistkjahrbuch der Regionen, 2005

countries average
High incomes No international specialization of
service sector
Concentration of the service sector on
problematic fields like public services
Source: MAYERHOFER, S. 61
countries average
High incomes No international specialization of service
sector
Concentration of the service sector on
problematic fields like public services
Opportunities Threats
Vienna is situated at the border of Income of eastern European
the new markets countries is lower than Viennas
income situation
New markets can create new
impulses for Viennas economy
Source: Broschre der Industriellenvereinigung Wien

266.118 l Project 3
SWOT Analysis: Education and Research Development

Placing Vienna and Bratislava Education and Research & Development
Quite good education in natural- General level of education is low
science subjects
266.118 l Project 3 Education and Research & Development
MAYERHOFER, P., Zweiter Bericht zur

internationalen Wettbewerbsfhigkeit Wiens, WIFO,
Wien, 2003
http://www.statistik.at/jahrbuch_2005/pdf/k02.pdf (2005-11-29)
Quite good education in natural-science General level of education is low
subjects
Just a few employees in knowledge
Many employees in research and intensive services
development
Lack of academics and researchers
Opportunities
Research and development in
Bratislava

Slow akei Employment in research and
development
sterreich
2003
Ungarn 2002
2001
Frankreich 2000
1999
Deutschland
Tschechische
Republik
0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6 1,8

% der Erw erbsttigen
10
9
Employment in knowledge-
intensive services
% an Gesamt-Beschftigung des Landes
4
Ts ch e ch is ch e R e p u b lik
3 D e u ts ch la n d
Fra n kre ich
2
U n g a rn
1 s te rre ich
S lo w a ke i
0
1999 2000 2001 2002 2003 2004 eigene Darstellung, Daten aus
J a hre WKO Wirtschaftsprofil 2005-11-29
subjects
development
Energy partnerships
Relatively low outcome in research
and development
(expenditures/output)
Research and development in Bratislava Insufficient capacities in technology-
based education
Increasing significance of biotech
and pharmacy industries
Need for alternative energy sources
MAYERHOFER, P., Zweiter Bericht zur internationalen Wettbewerbsfhigkeit Wiens, WIFO, Wien, 2003
subjects
development
Relatively low outcome in research and
Energy partnerships development (expenditures/output)
Lack of willingness to cooperate with
other companies and countries
Language barriers
Increasing significance of biotech and Insufficient capacities in technology-based
pharmacy industries education
Research and development in Bratislava
Need for alternative energy sources
Increasing willingness to cooperate
on an European and international
level
MAYERHOFER, P., Zweiter Bericht zur internationalen Wettbewerbsfhigkeit Wiens, WIFO, Wien, 2003
266.118 l Project 3
SWOT Analysis: Cluster Development

Placing Vienna and Bratislava Basic knowledge on Clusters in Vienna
Life Science Cluster, ICT Cluster,

Automotive Cluster (?), Creative Industries
Placing Vienna and Bratislava Cluster Development
Strengths
Strategic instruments available
Technical infrastructure for clusters
available/under construction
Strategic instruments available Network structures not yet developed
in ICT, Creative and Automotive
Industries
available/under construction
Low interaction between companies,
authorities and education
Small number of spin-offs
Climate for innovation low
Strategic instruments available Network structures not yet developed in
ICT, Creative and Automotive Industries
available/under construction Low interaction between companies,
Small number of spin-offs
Threats
Relatively low sums spent on R&D in
Europe
Financial support of the EU is limited
266.118 l Project 3
Employment in Life Science

(Vienna Region)
ww.zit.at
Strategic instruments available Network structures not yet developed in
ICT, Creative and Automotive Industries
available/under construction Low interaction between companies,
Life Science as established cluster
Global players (leading companies)
existing Small number of spin-offs
Globalisation - focus on export, Relatively low sums spent on R&D in
highly specialised products Europe
Biotechnology and bioinformatics as Financial support of the EU is limited
promising fields
Globalisation - Global players without
Growing together of the two cities local roots; individuality
synergies
Munich as competitor
Rejection of genetic manipulation
266.118 l Project 3
SWOT Analysis: Transport Infrastructure

Placing Vienna and Bratislava Transport Infrastructure
Strengths
Good accessibility
Placing Vienna and Bratislava Good accessibility

Inter-regional road infrastructure
Priority railway projects
Source: www.vieden-bratislava.sk
Source: European Commission, 2005

Placing Vienna and Bratislava Transport Infrastructure
Good accessibility Slow transport connections between
Vienna and Bratislava/logistics
City-regional cooperation in public
transport Bad navigability of the Danube
Cooperation of the airports Ecological impacts of (ship) transport
quality of life
Placing Vienna and Bratislava Bad navigability of the Danube / Ecological impacts of
(ship) transport quality of life
Big Waterways in Europe
Source: Industriellenvereinigung sterreich

266.118 l Project 3
SWOT Analysis: Promotional City Marketing / City Marketing

in the narrower Sense
Placing Vienna and Bratislava Promotional City Marketing /

City Marketing in the narrower Sense
Willingness to spend money on city Lack of a self-contained marketing section
marketing (coordinating centre)
Tourism marketing (webpage, fairs, Old fashioned image, e.g. Vienna as city
image) of white horses and singing boys
Promotion of quality of life-issues Deficits in real estate management and
marketing, e.g. lack of an online
Marketing for public institutions and
database
services (e.g. Wiener Linien) inward
orientation
International studies on quality of life Neglect of social and environmental
interests due to a predominant economic
Art and culture as sustainable pull factors
focus
Neglect of inward orientation
Museumification of Vienna
266.118 l Project 3
SWOT Analysis: Strategic & Urban Development Planning

Placing Vienna and Bratislava Strategic Planning & Urban Development Planning
Orientation towards cooperation with Insufficient involvement of private actors
Central and South-Eastern Europe and NGOs
Experience in urban development Lack of a legal framework and insufficient
planning coordination
Required resources available Lack of internationality (external experts,
(employees, data, etc) documents only available in German,)
Integration of a regional perspective into Abuse of planning process for election
the STEP05 campaigns (politicization)
Lack of action-oriented approaches
Lack of timetables and clear
competences (e.g. steering comitee)
Vienna as hub for Central and South- Budapest as a potential hub of Central
Eastern Europe and South-Eastern Europe
Increasing importance of environmental Sceptic view on new developments
technologies, medical science and health
Cultural heritage (UNESCO) and
European Football Championship as monumental protection inhibit future
engine for urban development development
New cooperations in Central Europe Strategic development areas within the
citys borders are in the possession of
Stable population/growth of population
external actors (e.g. National Railways)
Unchallenged position as capital city
266.118 l Project 3
SWOT Analysis: Cooperations and Networks

Placing Vienna and Bratislava Cooperations and Networks
Experienced in developing cross-border Insufficient involvement of neighbouring
cooperations and networks countries and cities in Centrope (not
adequately represented in the steering
NGOs and Chambers support existing
committee)
networks
No involvement of municipalities in PGO
PGO can represent interests of the three
federal states Lack of administrative bodies,
independent of national interests
Two European capitals (Vienna and Sceptic view on collaboration with Middle-
Bratislava) within short distance and Eastern European countries in parts
of the Austrian population
Involvement of external expertise and
know-how in developing Public- Economical dominance of Vienna as a
Private-Partnership models cause for distrust in the region
266.118 l Project 3
Thank you for your attention!

SWOT Analysis: Results of The Regional Survey

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266.

Placing Vienna and Bratislava

Workshop 27./28. Feb. 06

Placing Vienna and Bratislava Overview

Introduction / Impressions of Vienna

Strategic Concepts and City Marketing in Vienna

- Education and Research & Development

- Cooperations and Networks

Placing Vienna and Bratislava

Introduction / Impressions of Vienna

Placing Vienna and Bratislava Vienna

Placing Vienna and Bratislava Images of Vienna

Vienna a cultural city

Placing Vienna and Bratislava Images of Vienna

Vienna a green city

Placing Vienna and Bratislava Images of Vienna

Placing Vienna and Bratislava

Strategic Concepts and City Marketing in Vienna

Placing Vienna and Bratislava

Promotional City Marketing/ Urban Development Planning

Strategic Planning Cooperations and Networks

SWOT-Analysis Cooperations on the urban-regional

Placing Vienna and Bratislava

Promotional City Marketing/ Urban Development Planning

WIFI Wien City of Vienna,

Strategic Planning Cooperations and Networks

City of Vienna Various Actors

Placing Vienna and Bratislava

Placing Vienna and Bratislava

SWOT Analysis: Economic Issues

Placing Vienna and Bratislava Economic issues

Source: Eigene Darstellung auf Grundlage von Eurostat

Placing Vienna and Bratislava Economic issues

Source: Mayerhofer (2003), S.31 Source: Mayerhofer (2003), S.32

Placing Vienna and Bratislava Economic issues

Jhrlich verfgbares Einkommen der

Source: Eigene Darstellung auf Grundlage von Eurostat

Source: Statistkjahrbuch der Regionen, 2005

Placing Vienna and Bratislava Economic issues

Placing Vienna and Bratislava Economic issues

Source: Broschre der Industriellenvereinigung Wien

Placing Vienna and Bratislava

SWOT Analysis: Education and Research Development

Placing Vienna and Bratislava Education and Research & Development

Placing Vienna and Bratislava

MAYERHOFER, P., Zweiter Bericht zur

Placing Vienna and Bratislava Education and Research & Development

Placing Vienna and Bratislava

0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6 1,8

Placing Vienna and Bratislava Education and Research & Development

Placing Vienna and Bratislava

Placing Vienna and Bratislava Education and Research & Development

Placing Vienna and Bratislava

Placing Vienna and Bratislava

SWOT Analysis: Cluster Development

Placing Vienna and Bratislava Basic knowledge on Clusters in Vienna

Life Science Cluster, ICT Cluster,

Placing Vienna and Bratislava Cluster Development

Placing Vienna and Bratislava Cluster Development

Placing Vienna and Bratislava Cluster Development

Placing Vienna and Bratislava

Employment in Life Science

Placing Vienna and Bratislava Cluster Development