Home' Australian Industry Group Exporters Guide : Exporters Guide 2015-2016 Contents AUSTRALIAN INDUSTRY GROUP EXPORTERS GUIDE 2015--2016 l 87
GETTING INTO EXPORT
Irrespective of lack of demand or
negativity in the home market, the basic
rules don't change: it is always worth
including in your strategy a review of
potential opportunities in the local market
before, or in conjunction with, investing in
the development of export markets.
Returns from the active development of
export markets are not usually achieved
quickly, and businesses need to plan for
a minimum of three years' investment
of time, resources and money to see
sustainable results. This means that there
needs to be a strong commitment from
the owners, management and ultimately
all involved in the business to become
successful in international trade.
In the process of considering exporting, it
is worth keeping in mind the key success
factors that are common among long-term
sustainable export companies. These are:
• high-quality products
• a high level of commitment to
exporting from directors, and also
the owners of private companies
• long-term cooperative
relationships with distributors in
your local market
• an established successful local
marketing strategy that can be used
in proposed export markets
• favourable market conditions in the
export market you choose.
A number of emerging markets use
web marketing extensively; this can
be their main medium for fnding out
which products are available, as the
web in these markets has leapfrogged
over the established facilities
available in developed markets, such
as Australia. Therefore, potential
exporters should have a good
understanding of internet marketing
and a high-quality webpage.
The following checklist has been
developed to assist in the export process.
Export market ready checklist
1. Does the company have the
current production or service
capacity to service an export
2. Has the company developed
a fully costed export market
3. Are funds committed or being
raised for the project?
4. Are the Board and/or owners
committed to exporting?
5. Does the company have an
effective, up-to-date, user-friendly
webpage with integrated relevant
6. Is there an awareness of grants
and assistance available from
state and federal governments?
7. Is there an effective and current
product or service costing
system in place?
8. Does the company make
performance comparisons with
major international competitors?
Products or services:
1. Is the product or service of
high quality, and is it price-
competitive after taking into
account freight and duties in the
2. Is the product or service
compatible for the potential
export market, or will there have
to be changes made before it can
be sold in the selected market?
3. Is the Australian Harmonised
Export Commodity Classifcation
(AHECC) known and understood?
4. Are the packaging and/or
instructions compatible with
exporting to the potential
5. Has it been confrmed that
the product or service has
advantage locally and in
potential export markets?
1. Does the CEO have time to be
involved in developing exports?
2. Is there someone on staff
with a full understanding of
currency and insurance issues,
or is that service being obtained
3. Has a staff member or members
been appointed to lead and
handle the export project?
1. Are there any product or service
restrictions in the markets
being developed? If there are
restrictions, has the company
obtained the necessary licence
or agreement to operate in the
2. Will your domestic marketing
strategy have to be changed
when used in the overseas
market? If so, how?
3. What is the level of competition
in the market from your
own competitors and local
4. Have suffcient visits been made
to the potential markets to obtain
a practical understanding of
5. Have the potential distributors in
the markets been nominated?
Steps to success
Acquire knowledge and develop
• Give priority to making well-prepared
market visits during the early stages
of developing a market plan.
• During market visits, spend time with
potential distributors, visiting retail
and wholesale outlets, and listening
to consumers and end users.
• Use market visits to raise questions
and identify what additional
information needs to be obtained.
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