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SWOT ANALYSIS
In view of the above discussion, we can now summarise the prospects of exporting sporting goods by a Pakistani firm to Australia in the matrix as shown in Table .
Table
SWOT Matrix
STRENGTHS
1. Cottage industry.
. Entrepreneurial skills.
. Cheap & skilled labour.
. Exquisite traditional craftsmanship.
4. High Quality standards (ISO/QS).
5. Established niche in the developed markets of EUand North America. WEAKNESSES
1. Post /11 country image!
. Relative small-size firms with capital constraints.
. High utilities, transport, and ancillary costs.
4. Inadequate market intelligence.
5. Weak international branding.
6. Late mover to the Australian market.
7. Weak web presence and poor Cyber marketing.
OPPORTUNITIES
1. Geographic diversification.
. High growth market (volume/value).
. CER agreement with New Zealand.
4. Proximity to wider Oceania & South East Asian markets.
5. Market presence in the forthcoming FTAs with Singapore, Thailand, USA!
6. JV & Licensing arrangements!
7. Export Trading Companies! (bypass problems of size, capital, outreach.) THREATS
1. Strong domestic and international competition.
. Australian quarantine requirements, labour & quality standards.
CONCLUSION
To conclude, the Australian sporting goods market appears to be in the growth stage, with high market and sales potential. The active, sporty life style of a largely urban, growing multiethnic Australian population, with higher purchasing power, in a growing economy with sound infrastructure and developed distribution channels, present potential business opportunities in the sporting goods industry for a Pakistani exporter. All this makes Australia an attractive market, and a favourable export destination that has so far been ignored because of various reasons. As our established European and American market get saturated and increasingly competitive day by day, it is imperative that we diversify into new geographic markets at priority basis. In the light of the preceding paragraphs, Pakistani exporters must endeavour to explore the tremendous opportunities in the Australian market and fine tune their individual product-market plans accordingly
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