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Distribution on Demand

Knowing your brand in a competitive market

 
Blog By Ross Hendy- GM Strategy
Australia has a population of just on 23 million people and a median income of $67,000 per year (2012 average) making Australia one of the highest income earning countries in the world. Consumers are knowledgeable, brand savvy and value conscious, they have freedom of choice and have a wide network of outlets from which to purchase a wide repertoire of like products. It is for this reason that you need to position your brand in Australia with a point of difference to that of your competitive set. Importantly, you need to research and understand those competitive brands that are playing in the same segment or space as your brand. You need to be actively aware of their pricing by retail segment, their brand proposition, their product portfolio, their promotional activities and their channels of participation.
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Call for applications for Inbound Trade Mission

Call for applications for Inbound Trade Mission

Food Innovation Australia Ltd (FIAL), in collaboration with Austrade and State Government Agencies, will be hosting senior buyers from leading, high-end Asian and Middle Eastern supermarket chains, from 10-13 June. This presents a unique opportunity for Australian food and beverage (F&B) companies to capitalise on the high and rapidly growing consumer demand for safe, high quality and convenient foods and beverages in Asia and the Middle East.

Register your interest by 28 May

 

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Access new markets with success

Access new markets with success

Blog by Ross Hendy – GM Strategy

Trying to manage and drive a business in Australia from a foreign hub is extremely difficult and time consuming. There is only ever so much you can do. Yet changing distributors can be extremely difficult, time consuming and a costly exercise as well. Like any business venture you must commit to driving its success A local Distributor will sell their credentials and say they will act in your best interests, and while they may initially, that energy and passion soon dissipates as they take on board new principals and they lose hunger for your brand and products. This is dangerous territory for you, because the law of diminishing returns would suggest that things will get worse than better. A known fact is that as soon as a Distributor loses confidence in your brand so too does their commitment to drive beyond the difficulties being experienced.

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Accessing new markets

I have been having discussions with various major manufactures in Australia who are all being lured off shore.

The funny thing about this policy is that they are ignoring two important points.

China wants quality overseas products

The Chinese middle class markets are not necessarily buying their own locally made products (from baby formula to cars) and new supermarkets are being launched in China, that specialise in ONLY imported items.

 China has a very large emerging middle class consumer market

Here I am referring to the approximately 300 million Chinese who are the emerging middle class as of NOW.

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( Posted in: Ceo's Corner | 0 Responses )