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Market Research in Australia

Market Research in Australia
Introduction
            Export refers to selling goods that have been produced domestically to buyers who are in other countries[1]. Exporting is the least risky and the least complicated option, when considering entering the global market. A company can sell its products and services directly to buyers or it can reach its customers through importers. A company can also export its products through intermediaries in the domestic market. In order for a company to determine the effective ways of exporting its products, it needs to find out the conditions of the export market. An exporter from Saudi Arabia, who is planning to sell incense to the Australian market, must first analyze the market conditions of the Australian market. This will give him a clear picture of the market. As a result, he will be able to determine its potential and how to capitalize on the opportunities[2].
Characteristics of the Australian Market
In identifying the characteristics of the Australian market, the exporter will look at the geographical setting, the social environment and the economic environment. The exporter will then determine how each of these characteristics affects his export business[3].
Geographical setting
In examining the geographical setting, the exporter will focus on the climate conditions and the surface transportation and communication. Australia has four climate seasons, which are explained as follows; spring, which comes between September and November. There is summer that lasts between September and February and autumn, which comes between March and May. Lastly, there is winter, which is experienced between June and August. Spring and autumn are the months that Australia records a high number of tourists both local and international. Therefore, the exporter can capitalize on this to export incense to the country that will be used in entertainment joints[4].
The country has well developed transport and communication infrastructure. The country has 353, 331 miles of its roads paved, which include both inter-city and urban roads. This is a boost to the exporter as he will be able to transport his products to his customers in an efficient way. In addition, the country has 408 airports, of which 15 are international airports. This will enable the exporter to meet his customer’s orders with speed. Communication is also very good. Most of Australians are able to use the internet; therefore, the exporter can receive orders from any part of the country and be able to deliver them without meeting physically with the client[5].
Social environment
Eighty five percent of the Australian population live in cities while rest who mainly consist of the Australian Aborigines live in the rural areas. The exporter can market to the population that lives in the cities through the major media like newspapers and television. Considering that, they are the largest segment the exporter is assured of reaching a relatively large number of the Australian population[6]. The customer can also design strategies to meet specifically the Aborigines’ needs, because they can be separated as a distinct segment. Therefore, it is possible to design products that meet their specific needs. The literacy standards in Australia are very high. On average, 70% of the population has a year five standard of education. This has both positive and negative impacts. On the positive side, the exporter can easily advertise to this population through the English language, which is common to all literate people. On the negative side, the high literacy levels make the population to prefer products from the western countries as advocated by the celebrities they adore. Therefore, they are likely to reject products from Saudi Arabia[7].
Economic environment
According to the Australian Bureau of Statistics of March 2010, there is a monthly employment rate of 9 percent, which is on a permanent basis[8]. This means that a majority of employees in Australia have no need for job security, therefore, they can focus on meeting their secondary needs. This is an opportunity for the incense business as the exporter can package his products to meet the secondary needs such as entertainment and leisure. Statistics also show that the Australian population spent over 140, 000 dollars on leisure activities in March 2010. This is a relatively high amount and acts as an opportunity for the exporter to position his products towards leisure activities[9].
Conclusion
From the analysis, it is evident that the Australian population presents a potential market for the incense export business. Most of the population has a high literacy level, which makes communication through the mainstream media easy and cheaper. There is adequate infrastructure in the transport and communication sector. This enhances the ordering of products by customers. It also helps the exporter in efficient delivery as well as in advertising. However, some negative aspects that affect the export business are also present in the market. One among them is the high literacy levels of the population. The literate population is highly influenced by the European culture; therefore, it will be difficult for the exporter to sell to them goods from the Arab world. In spite of this shortcoming, the exporter still stands a high chance of succeeding in the Australian market.
[1] Lamb, Charles W., Joseph, F. Hair, Jr. & Carl, McDaniel. Essentials of Marketing. Mason, MA: Cengage Learning, 2008 p. 118
[2] Dana, Leo Paul., Handbook of research on international entrepreneurship. Cheltenham: Edward Elgar Publishing, 2006 p. 503-506
[3] Lamb, p. 119
[4] About Australia. Weather, Seasons and Climate. (n.d). Retrieved 8, April 2011 from http://www.aboutaustralia.com/Weather.htm. p. 1
 
[5] Australian Bureau of Statistics. P. 390-396
[6] Ibid. p. 89-91
[7] Department of education, science and training. Literacy standards in Australia. (n.d). Retrieved 8, April 2011 from http://www.dest.gov.au/archive/schools/literacy&numeracy/summary.htm. p. 1
[8] Australian Bureau of Statistics. Statistics (2010, December 17). Retrieved 8, April 2011from http://www.abs.gov.au/AUSSTATS/abs@.nsf/web+pages/statistics?opendocument#from-banner=GT p. 1
[9] Australian Bureau of Statistics. P.394-395

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