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Metal Casting Technologies : September 2005
Austrade's Tips for Australian Exporters Part 2: Tips 4-6 elcome to Part 2 of Austrade's Tips for Australian Exporters. These tips follow on from tips 1-3 which were published in the June edition of Metals. Exports are worth over 20 per cent of our national income. A small 10 per cent increase in exports would create around 70,000 new jobs in Australia. Businesses may qualify for assistance through Austrade's New Exporter Development (NED) program and for funding through the Export Market Development Grants (EMDG) scheme. The NED program provides free services to exporters such as advice and information about getting into export, coaching and advice on exporting and on-ground assistance in overseas markets. The EMDG scheme provides partial reimbursement of export promotional costs to eligible small and medium sized businesses. Eligible expenditure includes trade fairs, overseas representatives, marketing visits, free samples, advertising, communications, and overseas buyer visits.Visit www.austrade.gov.au/exportgrants for further details. TIP FOUR: PREPARE TO VISIT THE MARKET Austrade aims to increase awareness that exporting is good for business and the economy. Austrade's Manager Education Programs, Leigh Derigo said Austrade's fourth export tip is to advise businesses to 'sell' themselves in their target market. "First hand market information is a must for exporters. No amount of desk research can replace a visit to understand the market's special characteristics -- its business practices, cultural issues and local protocols -- while creating valuable networks," Ms Derigo said. "Personal relationships are important for sustained overseas business but these take time to develop. Over several visits aspiring exporters should 'sell' firstly themselves, secondly their business and thirdly their product or service. "In addition, with most key players gathered in one place, trade fairs allow aspiring exporters to check out real opportunities as well as their competition," she said. Ms Derigo said businesses can also explore the advantages and disadvantages of various market entry strategies and arrange to meet possible agents, distributors, joint venture partners, licensees or franchisees. "Austrade can help business people to identify key contacts, make appointments and give advice on local conditions and practices," she said. TIP FIVE: PREPARE YOUR INTERNATIONAL MARKETING STRATEGIES Exporting is good for business and to succeed it's important to ensure firms get their international marketing mix right. Leigh Derigo said Australian exporters can sell almost anything overseas with the right preparation and understanding of the target market. "Each overseas market is unique and requires its own mix of marketing elements," Ms Derigo said. Austrade recommends to get the international marketing mix right businesses should consider the following: • Product position decided (from exclusive boutiques through to a mass market) and the product differentiated from the competition to create a niche • Packaging and labelling are attractive, yet suit cultural tastes and legal requirements • Pricing for export is competitive at its market position and returns a profit • Distribution and transport arrangements are reliable and competitive 70 www.metals.rala.com.au