Relationships Australia is a small scale supplier in comparison with the United States. A national approach of growers working together is necessary in order to meet volumes for year round supply to Japan. Australian growers should build rapport with importers, retailers and food service customers as relationships are an essential element of the Japanese business culture. Differentiation Understanding consumer purchase drivers will be key to differentiating Australian product from competitors, and feedback from consumers should be incorporated into branding, promotion and positioning activities. Market development Supporting trade partners to build sales to position Australian broccoli as a high quality product will help establish a sustainable export platform in sustaining and increasing exports. This can be achieved through point of sale material, providing training on handling/storage and supply chain management, exploring packaging options and information on product usage for consumers and food service users. Supply chain/product quality Australia’s broccoli exports are presently geared to airfreight. The United States has higher yields and lower costs of production than Australia and has been the dominant supplier of fresh broccoli to Japan for more than 20 years. New supply chain processes which lower costs and improve product quality and shelf-life of broccoli should be explored. Some of these options may include mechanical harvesting, field packing, ice-injection and alternative packaging methods. Product opportunities Australian growers should explore opportunities for other vegetables and packaging options with the customers identified from this project. Competitors Monitor current competitor activities, including supply chain and production innovations, marketing activities and new product and packaging developments. Key strategies Market Analysis and Strategy: Broccoli to Japan Segments Consumers Trade Sea Freight Packaging/ Icing Field Packing Growers This project has been funded by HIA using vegetable levy and matching funds from the Australian Government. TIQ-15-369 +61 418 783 404 tiq.qld.gov.au bronwyn.warfi[email protected] facebook.com/TradeandInvestmentQld @tradeinvestqld Trade & Investment Queensland

Market Analysis and Strategy: Broccoli to Japan Key strategies · round supply to Japan. Australian growers should build rapport with importers, retailers and food service customers

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Page 1: Market Analysis and Strategy: Broccoli to Japan Key strategies · round supply to Japan. Australian growers should build rapport with importers, retailers and food service customers

Australian growers should build rapport with importers, retailers and food service customers as relationships are an essential element of the Japanese business culture.

Differentiation Understanding consumer purchase drivers will be key to differentiating Australian product from competitors, and feedback from consumers should be incorporated into branding, promotion and positioning activities.

Market development Supporting trade partners to build sales to position Australian broccoli as a high quality product will help establish a sustainable export platform in sustaining and increasing exports. This can be achieved through point of sale material, providing training on handling/storage and supply chain management, exploring packaging options and information on product usage for consumers and food service users.

Supply chain/product quality Australia’s broccoli exports are presently geared to airfreight. The United States has higher yields and lower costs of production than Australia and has been the dominant supplier of fresh broccoli to Japan for more than 20 years. New supply chain processes which lower costs and improve product quality and shelf-life of broccoli should be explored. Some of these options may include mechanical harvesting, field packing, ice-injection and alternative packaging methods.

Product opportunities Australian growers should explore opportunities for other vegetables and packaging options with the customers identified from this project.

Competitors Monitor current competitor activities, including supply chain and production innovations, marketing activities and new product and packaging developments.

Key strategiesMarket Analysis and Strategy: Broccoli to Japan

Segments ConsumersTradeSea Freight

Packaging/ Icing

Field Packing

Growers

This project has been funded by HIA using vegetable levy and matching funds from the Australian Government.

TIQ

-15-

369

+61 418 783 404

tiq.qld.gov.au

[email protected]