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How to do market research on Australia

Australia is New Zealand’s main export market and is generally the first market tackled by New Zealand businesses venturing into exporting. It is New Zealand’s closest market and the two countries have similar cultural and business environments. In addition, the Closer Economic Relations (CER) trade agreement has significantly reduced barriers to trade.

However, there are a number of challenges to consider when thinking about exporting to Australia:

  • the greater size of the Australian market
  • differences in market regulations.

This guide covers the different types of market research most useful for exporters, and a range of practical and efficient tools you can use to find the information quickly and at little cost. It includes a practical introduction to using internet research and online search engines, and links to online resources specifically relevant to exporting.

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Researching export opportunities tips

  • Examining a country’s trade statistics helps you to find out what products a country imports, where products are being imported from and whether the market for a particular product is growing or shrinking. It is also important to gather information about the goods and services produced or manufactured in Australia.
  • Demographic information can provide valuable information about potential customers and their spending patterns.
  • While Australia can be seen as a single market, in many ways its states and territories are distinct and independent markets. It is worthwhile investigating these regional differences.
  • You need to investigate the number and nature of competitors selling similar products or services in the market you are interested in.
  • While CER has significantly helped reduce barriers to trans-Tasman business, the two countries maintain direct control over their respective tax systems. There are significant differences between Australian and New Zealand tax regulations that need to be understood.
  • Also under CER New Zealand goods are given preferential treatment or duty-free entry to Australia, provided that they meet specific rules regarding origin. The Australian Customs Service produces a number of publications which explain the rules of origin.
  • It is important to ensure that products comply with Australian regulations. Three key compliance areas are: labelling, warranties and refund policies and product safety and liability.
  • Australia takes its quarantine regulations and controls seriously and restrictions apply to a number of product categories.

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