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Country strategy for Australia

Presented By- Ritesh Gangwani MMS (Marketing ) Under the Guidance of - Mr.Parsad Sane -International Business (Head )

Facts and Statistics

Location: Oceania, continent between the Indian Ocean and the South Pacific Ocean Capital: Canberra Climate: generally arid to semiarid; temperate in south and east; tropical in north Population: 21,766,711 (July 2011 est.) Ethnic Make-up: Caucasian 92%, Asian 7%, aboriginal and other 1% Religions: ;Anglican 26.1%, Roman Catholic 26%, other Christian 24.3%, non-Christian 11%, other 12.6% Government: democratic, federal-state system recognizing the British monarch as sovereign

Economic sectors
Mining - Australia is the world's leading producer of alumina and bauxite production is concentrated in the tropical north

Manufacturing - The manufacturing sector in Australia is located almost completely in the urbanized regions of eastern Australia, with the exception of considerable steel and primary industry production in the state of Western Australia

Economic parameters


$917.7 billion (2011 est.) country comparison to the world: 19 GDP real growth rate 1.8% (2011 est.) country comparison to the world: 161 $40,800 (2011 est.) country comparison to the world: 18 Agriculture: 4% Industry: 25.6% Services: 70.4% 3.4% (2011 est.) country comparison to the world: 71 $266 billion (2011 est.) country comparison to the world: 22 coal, iron ore, gold, meat, wool, alumina, wheat, machinery and transport equipment $236.3 billion (2011 est.) country comparison to the world: 21 machinery and transport equipment, computers and office machines, telecommunication equipment and parts; crude oil and petroleum products China 18.7%, US 11.1%, Japan 8.7%, Thailand 5.2%, Singapore 5.1%, Germany 5%, Malaysia 4.3%. Australian dollars (AUD) per US dollar 0.9694 (2011 est.)

GDP per capita PPP GDP composition by sector Inflation rate consumer prices

Export commodities Imports Imports - commodities

Import partners Exchange rates


$236.3 billion (2011 est.) country comparison to the world: 21

Imports - commodities

machinery and transport equipment, computers and office machines, telecommunication equipment and parts; crude oil and petroleum products

Import partners

China 18.7%, US 11.1%, Japan 8.7%, Thailand 5.2%, Singapore 5.1%, Germany 5%, Malaysia 4.3%.

Exchange rates

Australian dollars (AUD) per US dollar 0.9694 (2011 est.)

Market Information
Population 21,766,711 (July 2011 est.)

Age group

0-14 years: 18.3% 15-64 years: 67.7% 65 years and over: 14 % (2011 est.)
total: 37.7 years male: 37 years female: 38.4 years (2011 est.) EUR 250 billion.

Median Age

Locks market potential

Brands Available


Indian Brands


Taxes, Duties and Margins

Import Duty VAT IDF Port Charges Misc. Charges Importer Margin Retailers Margin
5% 10% % -


Analysis of Australia lock market

The total security market consists primarily of security services and electromechanical and mechanical security products. ASSA ABLOY estimates the total security market to be worth over AUD $ 322 billion. The Group has focused its operations on electromechanical and mechanical security products as well as security doors. The segment in which the Group is active accounts for around 15 percent of the total market. ASSA ABLOY has a global market share of over 10 percent of that segment but with large variations between different markets. Its an monopoly brand in Australian lock market .

Product wise market share 1

Product Lock & lock systems


Target market

USP Reliable and convenient security for any environment. Electronic functioning In-room electronics safes

Product &Description Door windows Residential areas

Doors & Windows, Residential areas , Production areas industrial zones Hotels and Hospitality industry Confidential security areas

Electromechanical & electronic locks

Hotel locks & security Doors & windows

Keyless entry & virtual Security Guards keys

Keyless entry, virtual keys and mobile lock control

Fire safety purpose Protect personal information and deliver secure transactions.

5 6

Security Doors & Other Doors Smart cards & credentials

IT Security Alarm Centres, Intrusion protection.

IT Industry Premises security systems, military zones

EXIM Analysis of Australia

Australia Total Exports
S.No. Country 1 AUSTRALIA 2010-2011 98,375.116 %Share 2.9218 2011-2012(Apr-Jun) 31,317.162 %Share 2.8942

India's Total Export



Australia Total Imports

S.No. 1 Country AUSTRALIA 2010-2011 83,975.116 %Share 2.9218 2011-2012(Apr-Jun) 1,565,858.15 %Share 2.8942

India's Total Export 3366933.911


Total demand v/s supply from India of locks

Type of lock India Supply ( $.per Australia demand 1000) ($.per 1000) Consumption rate




117 %

Furniture locks



177 %

Rim mortise



51.07 %

Parts of locks



24.71 %

Product Mapping

Products Padlocks

Features required Made up of hardnened Brass or steel body Clearance level is normal Also fancy heart shapes for baggage security Either large or fully covered shackle . Stainless steel panel, handle and latch Also with Australian standard mortise configuration Concealed key override Fast installation, unique lock structure design allowing for easier installation and removal

Godrej locks Navtal , Herculoc lock , Defender padlock Ultra scorpio Dual access lock My locks 24 CM lock body 25CM Mercury handle 6L dcor 6L crystal combipack Neptune Rosette

Mortise locks


Cylindrical locks

Size should be small with good asethics looks either single cylinder deadlatch or double cylinder latch Easy to open and close Key less locks As per the application Electro magnet locks Access control system Electric mortise Electronic bolts Electronic door solutions

Furniture locks Electronic locks

Pin Cylinder latch bolt Super night latch Ultra tribolt dead bolt 3ks Pentabolt 1CK Cylindrical keyless Techno Z Advanta All models of furniture locks i-secure mortise i-secure mechatronix i-secure cabinet

Promotional Strategies
Industrail Trade show Events and exhibition are conducted at the time of new product launch Along with that they give lucky draw coupons and tie up with the Harley Davidson for the bumper prize winner . Website a complete description and promotion of products on the respective country s website along with the upcoming events and trade shows

Positioning statements We open doors to is a statement to create a mindset that this the complete solution for opening the doors

Billboards & hoardings hoardings and billboards are placed on the commercial streets and

Advertisements In shop advertising and window display also tvads and radio jingles as part of the promotion activity.
Sales promotion activites various marketing related conference and seminars are held in the respective country. Digital marketing promotion activites and forum are created on facebook and twitter Also the official profile on the linkedin Promotion and selling expenditure for the FY 2011- 6408 (per 1000$) which is approximately around Rs.150 crore .

Rank 1. 2.

Top 10 Construction Companies

Company Growth 767% 172% Laing O'Rourke (BMC) WDS

4. 5.

CBI Constructors Monadelphous Engineering Associates

129% 121%

6. 7.

Raptis Group Westfield Design And Construction

104% 91%

8. 9.

Construction Control Holdings JJ McDonald & Sons Engineering

80% 79%




Largest Retail Companies in Australia Retail Chains Turnover No. of Stores

Woolworths, Safeway (Supermarkets

AUD$49.595 billion


Wesfarmers Limited

AUD $54.87billion

182 discount variety stores throughout Australia and New Zealand as well as 263 Kmart Tyre & Auto Service stores


$A2.00 billion

40 stores

Major Hardware Wholesalers

Wholesalers Address
Australia's Leading Supplier Of Fasteners & Hardware. Our products (over 6000 items) and services are distributed exclusively through retail hardware outlets and mass merchants. ph.: (03) 9796 5775 Website - Category: Hardware--Wholesalers

TW Proline

Goliath Hinging Systems

66- 68 Wedgewood Rd, Hallam VIC 3803 ph.: (03) 8795 7777

Ausaca Pty Ltd

62 Micro Cct, Dandenong South VIC 3175 ph.: (03) 8768 8196

Major Hardware Retailers in Australia Hardware Retailers No of stores

Bunnings Warehouse

194 warehouses, 59 smaller format stores, 36 trade centres

Mitre 10


Home Timber and Hardware

220 stores

Recommendations & Conclusion

Mainly Padlock , Herculock and Scorpio lock can be targeted in the initial stage Electronic locks can be focused for hotels industry Padlocks can be used for industrial zones Godrej locks should match with the Australian standard locks standard Also tie up with the construction companies for the bulk orders Tapping the retail market should be the main aim in the agenda.

Thank You