Export Marketing
The most successful exporters start market research and marketing functions before entering a foreign market. Some of the key issues to consider include:
Market Culture
- Does the country's culture fit your product?
- How do the people respond to different types of marketing and advertising?
- How do people respond to new products and brands?
Distribution Channels
- Are there sufficient channels already existing in the country?
- Do they meet your needs?
- Are they cost efficient and time effective?
Competition
- Is there competition in your product area?
- Is the competition local, imported or of an indirect or substitute nature?
- How are competitor pricing, distribution and performance?
Barriers to Entry
- Does the country have import tariffs or quotas?
- Are registration and documentation difficult to obtain?
- Does the government support foreign products and companies?
Economic Conditions
- What is the country's GDP per capita?
- Can the average consumer afford your product?
- Is the country experiencing economic growth?
Demographics
- What is the country's population?
- What is the age distribution?
- Are there sufficient consumers in your target market?
- Is the country ethnically and religiously diverse or homogeneous?
Politics
- Is the country stable?
- What types of trade legislation are enforced?
- Is company confiscation or nationalization of industries a threat?
Geographic Location
- Is the country easily accessed?
- What types of transportation are available to and within the country?
- What is the country's climate?
These are just some of the topics and questions that should be thoroughly researched and considered before entering a new market. It is also necessary to update your market research on a regular basis once exporting to a foreign country in order to maximize your potential within the market. Below are some organizations, websites and publications that can help you gain information about international markets.
Key sources include:
Austrade
Austrade helps Australian companies win overseas business for their products and services by reducing the time, cost and risk involved in selecting, entering and developing international markets. Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. For more information please visit: www.austrade.gov.au
Department of Foreign Affairs and Trade:
The Department's role is to advance Australia's national interest. This involves working to strengthen Australia's security and enhance Australia's prosperity. The Department provides foreign and trade policy advice to the government. We work with other government agencies to ensure that Australia's pursuit of its global, regional and bilateral interests is coordinated effectively. For more information please visit: www.dfat.gov.au
AusIndustry:
AusIndustry delivers a range of Australian Government programs to help businesses become more innovative, investment ready and internationally competitive. It assists 10,000 businesses each year, providing $2 billion in research and commercialisation grants, tax and duty concessions, small business services and venture capital support. For more information please visit: www.ausindustry.gov.au
Export Finance and Insurance Corporation (EFIC):
Export Finance and Insurance Corporation (EFIC), Australia's export credit agency, provides specialist finance and insurance services to Australian companies exporting and investing overseas. As well as, working directly with exporters, EFIC works closely with commercial financiers in Australia and overseas to support exporters. For more information please visit: www.efic.gov.au
Chambers of Commerce:
A complete list of commerce, including contacted details can be downloaded from the Members Site
Bilateral Chambers of Commerce:
A complete list of the major bilateral chambers of commerce, including contacted details can be downloaded from the Members Site.
Other exporters:
Join AIEx to share tips with other businesses trading in your target market. Attend an ALIES event, an educational & opportunity that provides the export community with an opportunity to meet some of Australia's top leaders in export as well as profit from their practical insight on how to work effectively and profitably in a global market.
Industry Groups:
To find the right group for your industry, the information can be downloaded from the Members Site.
Publications:
Dynamic Export is a monthly publication direct mailed to all AIEx members. Each issue includes a market focus, export case studies, updates on FTA agreements and details on overseas trade exhibitions and events.
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