LET'S GO AUSTRALIA

Interview with Mag. Rauch, official representative of Austrian chamber in Sydney

Mr. Rauch, you are the official representative of Austrian chamber of commerce in Sydney, Australia. How do you see the actual chances and possibilities in present and future for Austrian Companies – especially SME’s – in the Australian market?

Austria’s exports to Australia have grown by fourth time in the past 10 years and in 2003 have been significantly bigger than those to some EU-countries e.g. Portugal or Ireland! In the last decade Australia’s economy on average has grown by 3,8% per year; This makes Australia one of the most successful countries of the OECD members.

The economical circumstances in Australia are excellent (budget, willingness of companies to invest, profit development, consumers trust, inflation etc.), the mid-term expectations are positive and the Australian dollar has strengthened towards the EURO in the past two years.

Given that Australia for the last years has a real “ball” as far as economical growth and development is concerned, every Austrian company – regardless of its size – which DOES NOT LOOK closely into this thriving market acts rather careless.

According to you, which products and branches would have great potential in this market?

Highly developed semi-finished products (paper, steel etc.),
Passenger motor vehicles (luxury cars, supply goods)
Pharmaceutical products (especially for animals)
Biotechnology (especially co-operation partners)
Machinery and plants (metal, mining, logistics etc.)
Medical tools
Products for police and army forces

In your opinion what is the most important issue to be considered, when you decide to conquer the Australian market with products or services?

The strategic decision of the company’s management to “really work” the Australian market – with all immanent consequences (e.g. 24-support hotline, so Australian customers can solve occurring problems during their working hours). Half hearted tries usually go wrong and companies learn the hard way by wasting a lot of money.

What is important to Australian companies when dealing with exporters from Europe?

The personal relationship is for Australians business people still very important. Australians hate to be considered customers “on the other end” of the world.

The Austrian exporter has to be prepared to fly to Australia even during the acquisition period. This might sound old fashioned in times of the internet. However, the exporter willing to endure a 20-hours flight from Vienna to Australia shows his potential Australian client, that he/she is serious about the business. And that will pay off!

In our experience most Austrian business men and women are surprised, what high market potential they encounter when arriving in Australia, how easy it is to get to talk to top-level executives of Australian firms etc.

Even when you have established good business relations you should consider regular visits to your clients and partners in Australia, as the personal contact is fundamental for Australian business people.

For professional reasons you live in one of the most beautiful countries of this earth. What do you personally like about Australia?

The friendliness, openness and easy going of most Australians in either business or private. The spectacular environment and nature I unfortunately have little time for. The outdoors-lifestyle – here in Sydney you will only have about 5 days a year where you want or need to stay home.

Anything you miss being so far from home?

Nothing much. I only am seeing my family and friends in Austria just once a year on average could count as a downside.

Press Information provided by:

MEDIA BUSINESS MAGAZINE INTERNATIONAL
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