Among Australia’s 2.5 million businesses, there are those who get things right and afford themselves the chance to expand overseas.
For these businesses, their position in Australia has developed to the point where domestic growth becomes difficult to increase any further. If the market turns unfavourably, they may suddenly find themselves in decline.
The answer to this bittersweet dilemma is often to look at alternative markets where their product or service will find similar success.
For Blu Print, it’s been our commercial printing capability and the offer of more sustainable packaging which has allowed us to successfully deliver to countries worldwide.
For household names such as Cotton On, Bundaberg, and Blackmores, their ability to replicate their success overseas has been thanks to market research, effective logistics, and good customer service – among many other things.
It’s these kinds of aspirational companies that Blu Print loves to support with our products. With our satchel bags, thankyou cards, and labels printing on eco-friendly packaging, these like-minded companies can access the global market more easily.
So, let’s first look into how these businesses found success beyond Australia’s golden soil.
Case Studies: From Australia to the World
Fashion brand Cotton On was born in 1988 out of a car boot in Geelong, Victoria, from which its founders sold a stack of denim jackets that “anyone could wear.”
Now, 34 years later in 2022, Cotton On Group has expanded to employ 18,000 people across 8 brands, 22 countries, in 1500 stores.
Their website details the customer-obsessed mindset that founder Nigel Austin brought to this global fashion force which allowed them to cater to whichever country they set their minds to.
Bundaberg Brewed Drinks is your quintessential Aussie business, showing everyone how “family-owned” doesn’t have to mean small by any means.
Established in 1960s Queensland, Bundaberg spent its first 20 years cementing its name in the local market. As the ‘80s rolled around, Bundaberg secured distribution partners in Australian and New Zealand supermarkets.
Then, by 1987, it was exporting its non-alcoholic drinks around the world. Today, Bundarberg drinks are enjoyed in over 30 countries and their branding remains largely the same as when they began in 1960.
Finally, we turn to vitamins and supplements powerhouse, Blackmores. 90 years ago, in 1932, Blackmores was founded in Australia as one of Australia’s first health food stores in Brisbane.
More than 40 years after it was founded by Maurice Blackmore, his son Marcus took the reins on the Board of Blackmores Naturopathic Organisation Pty Limited with a vision to take this thing global.
So, in 1976, not long after the company reached $1 million in sales, the first Blackmores products were launched in Singapore and Malaysia.
Fast-forward to April, 2017 and Blackmores was partnering with Vietnam’s leading distribution company, Mesa Group, adding 150,000 retail stores to Blackmores’ network.
Blackmores now has over 1000 employees and sells into 13 markets across the Asia-Pacific region. A feel good story if ever there was one.
So, with a bit of inspiration under our belts, let’s discuss the keys to finding global success just like these once small businesses.
Know Your Chosen Market
You could scarcely find a globalised business which hasn’t conducted some thorough market research. Only by sheer luck could one succeed overseas without trying to understand new audiences, new economies, and potentially new employees.
A significant factor in Blu Print’s expansion overseas was our recognition that sustainable packaging remains widely in demand.
To turn this assumption into a successful business model, however, we couldn’t just begin straight away. We had to dive deeper into the needs of certain markets to understand where our Enviro 80 eCom satchels could be put to best use.
If you sell a range of products, it’s important to understand which of these will sell best overseas. It may not be everything you offer and testing which products will succeed will be key to success.
Conduct surveys, assess competitors, and discuss with locals about the state of your target market, with an eye for whether or not there is significant demand for your product.
Consider Logistics
As an Australian business, Blu Print recognised the isolated nature of our business in relation to the global marketplace.
After conquering your own domestic market, it can feel like your business is at the centre of the world, but it doesn’t take long to realise the world is a big place.
A centralised warehouse will do wonders for your global logistics management, providing a midway point for your products and quicker delivery times for your new customers.
Blu Print’s own warehouse in southeast Asia allows our Australian suppliers to stock their range with us in readiness for new orders. This way, the first step between Australia and the end-user (typically Asia) is removed.
We also have our product labels and stickers printing at our centralised warehouse, meaning suppliers can skip this step at home and allow us to complete it abroad.
Partner Up
Just as Blackmores partnered with Mesa Group to add thousands of stores to their network, don’t be afraid to form key partnerships amongst the global business landscape.
While you might have to share some riches with them on your route to success, the result (a fully globalised business) will be well worth it.
Plus, the innovation and constructive challenges presented by partnering with another business can open your own company up to new and exciting avenues.
Nail Your Price Point
This comes back to conducting effective market research. Simply converting your Australian prices into the currency of your new market won’t necessarily do the trick.
Different markets place various values on products and you’ll also need to consider the cost of shipping and trade tariffs.
In any case, customers appreciate quality. If your product is made to last or stands above its competitors for quality, you’ll be able to push the price higher to offset the cost of global expansion.
Contact Blu Print
This blog is by no means an exhaustive list of steps to globalise your business. A deeper dive should be taken into your customer service systems, localised product range, and the growing world of payment options.
For more information on these factors, as well as any needs in personalised labels, packaging printing or eco-friendly courier bags, get in touch with Blu Print.