Page 124 - Export and Trade

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Few companies will start with the ideal international religions and tastes. Time spent researching your
operation. Often the beginning is modest and target market and tailoring your product to suit may
existing staff are called on to test markets on a part- make the difference between succeeding or failing.
time basis. 6R ZKDW VKRXOG QHZ H[SRUWHUV GR ¿UVW" -RLQ D
2QFH D SUR¿WDEOH GHPDQG ORRNV OLNHO\ LW LV business or trade organisation and take advantage
essential that the person responsible has the of the opportunity to spend time with other
freedom to follow up and service any enquiries members who may be experienced international
promptly as well as to honour all promises made. traders, either in your industry sector or in markets
Failure to do so could be costly. An initial disaster you intend to target.
may put international aspirations back by several Those organisations are listed on the following
years. pages – choose wisely.
Overseas markets will be unforgiving of poorly
prepared representatives who are unable to quote
and deliver promptly, or who may not have the
capacity to supply a substantial market. It might
make sense to start in an overseas market of
modest size that you have the ability to service well
and use this as the base for further growth. In this
way you can lower your initial costs and risk in the
event of that market not being an instant success.
You will also be unlikely to make sales on your
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you before doing business. You should be prepared
to undertake regular visits to your target market and New Zealand Trade and Enterprise
to establish and maintain personal relationships to 1HZ =HDODQG 7UDGH DQG (QWHUSULVH 1=7( LV WKH
ensure continuing sales. Government’s international trade promotion and
There is a wealth of information in New Zealand. business development agency, supporting the
You can use your intended market as a base for growth of New Zealand companies around the
discussion, research and developing your marketing world. Our people work with a single purpose: to
plan. Any research you do at the outset will grow companies internationally, bigger, better and
ultimately save you money and help you in your IDVWHU IRU WKH EHQH¿W RI 1HZ =HDODQG
thinking and planning. We help companies unlock potential for
)HZ ¿UVW WLPH H[SRUWHUV KDYH VXI¿FLHQW UHVRXUFHV international growth, through services that improve
and experience at the outset. If entrepreneurs were HI¿FLHQF\ DQG RSHUDWLRQV LQQRYDWLRQ DQG VWUDWHJ\
to follow all the rules, hire expert staff and plan We help them to grow their capability, boost
HYHU\WKLQJ WR WKH ¿QHVW GHWDLO EHIRUH FRQVLGHULQJ their global reach, connect to other businesses
H[SRUWLQJ PDQ\ RI WKHP ZRXOG QRW JHW WR ¿UVW EDVH and invest in their growth. We also connect
Large organisations have greater access to international investors with opportunities in New
the resources, management and marketing skills Zealand through a global network of investment
needed to identify potential markets and conduct or advisors.
commission research, thereby minimising their risks We use local knowledge from experienced staff
and maximising their chances of success. EDVHG LQ RI¿FHV ZRUNLQJ DFURVV WLPH ]RQHV
The answer for most is somewhere between the and 40 languages to support the global reach of
two extremes. Try to avoid learning only through New Zealand companies in over 100 countries.
your own mistakes. For example, don’t approach an We also have over 200 private sector partners
overseas market convinced that your successful local and draw on a global network of thousands more.
product will meet the needs of a foreign community This global presence allows us to deliver value to
that may well have different values, customs, the businesses we support, through our unique

122 NZ Export & Trade Handbook 2018