ADVISORY GROUP SETS AGENDA FOR MARKET AUSTRALIA CAMPAIGN
Australia must do more to improve perceptions in East Asian markets of Australia's capacities in sophisticated goods and services, the Minister for Trade, Senator Bob McMullan, told the inaugural meeting of the Market Australia Management Advisory Group in Canberra today.
Market Australia is a joint Commonwealth/State/industry initiative which responds to findings of the McKinsey report on 'Emerging Exporters' and which received initial Commonwealth funding in the 1993 Budget.
Senator McMullan said Market Australia's primary objective is to get decision makers in key East Asian markets to investigate the potential of sourcing sophisticated goods and services from Australia.
"Images are quick to form, but slow to change," Senator McMullan said.
"And this is particularly the case in the East Asia region where many still think of Australia in terms of our primary products, mining and tourism.
"Overall, the image of Australia is warm and favourable, but we want to make it more contemporary.
"Initial Market Australia research in seven markets indicates that many potential customers are not aware of our capabilities in the sophisticated manufactures, services and technology sectors.
"At the same time, feedback from the Australian business community shows a need for, and support for, a program to raise awareness of our prowess in these areas.
"The Advisory Group meeting today has set an agenda for the first phase of the Market Australia campaign.
"Subject to further discussions with the States and with industry, it is likely that the initial target markets will be China, Indonesia, Thailand, and a trial in the Republic of Korea in selected sectors.
"Other markets will be incorporated at a later date, based on performance indicators and industry priorities."
Senator McMullan said Market Australia will set out to create awareness through a mix of communication methods. These include print and electronic media, visits by delegations, trade missions, Ministerial visits, the existing networks of the Department of Foreign Affairs and Trade and Austrade, and recruiting the assistance of Australian businesses already operating successfully in the target markets.
"The full nature and extent of the campaign will be finetuned over the next couple of months and will be announced when Market Australia is formally launched in early April," Senator McMullan said.
"The final outcomes of the market research will also be released at that time.
"Once implemented, the campaign will be carefully monitored and tested against strict performance indicators.
"It is the Government's intention to proceed with Market Australia for two years, developing it to a stage where it can then be taken on by the private sector."
The Market Australia Management Advisory Group is chaired by Senator McMullan and comprises:
* The Minister for Industry, Science and Technology, Senator Peter Cook
* Western Australian Deputy Premier and Minister for Commerce and Trade, Hendy Cowan
* Queensland Minister Assisting the Premier on Economic Trade and Development, David Hamill
* Victorian Minister for Industry and Employment, Philip Gude
* Northern Territory Minister for Asian Relations and Trade, Shane Stone
* Chairman of the Board of IBM, Brian Finn
* Managing Director of Ken Resources, Angeline Low
* General Manager, Corporate Marketing, AWA Limited, Bruce Cooper
* Managing Director, Australian Tourist Commission, Jon Hutchinson
* Managing Director of Austrade, Ralph Evans
Market Australia, a unit of the Department of Foreign Affairs and Trade, with offices in Sydney and Canberra, is based on the 'Team Australia' approach of joining Federal and State Governments, industry and unions in a collaborative effort to promote Australia's trade and investment performance.
Market Australia complements the work of Austrade, DFAT, DIST, and other agencies.
Further information:
Senator McMullan's office: John Flannery, (06) 277 7420, 018 482 887
Market Australia: Victoria Owen, (06) 261 3100, (02) 356 6234