PrintEmail

Most New Zealand exports are agricultural - including dairy, meat and fish. While mature economies have a large export sector, only 4% of New Zealand businesses were exporting in 2005. The primary challenges for New Zealand exporters have been tastes, marketing and regulations.

"The British Empire is Dead"

According to Statistics New Zealand, when the British Empire ruled, New Zealand exports to the UK ran as high as 80 to 88%. Australia, the United States and Canada account for most Kiwi exports. By 2011, exporters are penetrating other markets, such as the Middle East, Japan and China.

In 2005, the "University of Auckland Business School" had a roundtable "Business Review," Volume 7, Number 2 concerning exports. These experienced business men noted that New Zealand had many small and mid-sized businesses with good technical skills. Unfortunately, simply arriving in another country with a case full of samples did not lead to exporting success.

All cultures have their own unique languages, foods and marketing experiences. Exporting firms must satisfy these local preferences while beating the competition with a lower cost.

Wine Exporting Successes

The New Zealand wine industry has been successful in increasing exports from $800 million (2008) to $1.1 billion (2010). The Sacred Hill winery exports half of its 100,000 case output overseas. It has won foreign awards for its sauvignon blanc, pinot noir, syrah and bordeaux. Its Riflemans Chardonnay is especially popular as an example of the self-reliant Kiwi.

Winning awards in international competitions appeals to local preferences for taste, flavour, texture and aroma. It has taken many years for Sacred Hill to be successful exporting its wine.

New Zealand Exporting Failures

Exporting pitfalls - such as language, taste and marketing - must be gradually overcome. Some Kiwi exporters have failed to find the proper distributor and channel for their products. There is a challenge due to the need to manufacture cheaply while paying a high cost for compliance with local regulations.

It may take years or decades to create a solid market niche. Comprehensive market research must be conducted to develop the proper business plan for exporting success.