700737 Marketing System

The traceability and authenticity of products and goods is of vital importance to a consumer and the state of their well-being. And it is this assurance of meeting these qualities in which Australia thrives in the global market. Through this strength of specialisation of providing high quality products, Australia is able to provide a greater assortment of goods. And so it is key to take a deeper look into why the distribution of high quality products is one of Australia’s utmost strengths in order to identify ways in which the CSIRO can ultimately add value and sophistication to the nation’s export market.

An exploration into how Australia is able to satisfy the growing demands of consumers in other nations such as those in Asia is a way CSIRO can add value. By understanding Asia’s various distinct markets and consumers lies an essential approach for Australian businesses to compete within the global market space. One issue consumers within Asia currently face is lack of food safety, with food scares arising regularly, creating a demand for imported products. “An overall distrust in the safety and authenticity of local products is driving the growing consumer groups in middle and high income demographics to seek imported foods and beverages” (CSIRO 2017). And it through these changing consumer tastes where local products are no longer desired, which allows for opportunities for growth of the Australian food export market, where traceability and authenticity is guaranteed. “The Australian agrifood sector is also expanding in markets as diverse as Indonesia, Korea and Japan, given its reputation for high-quality safe food products.” (AsiaLink 2016). And so it can be seen that authenticity and traceability of products is where consumer demand appears for a greater assortment of imported goods. “Consumers seek to acquire assortments that match their needs, and producers seek to put together product combinations that build on accessing distinctive competences.” (Layton 2011). This can be seen in the exporting of milk powder to the Chinese market, after many scares relating to baby products. “Consumers in China are highly sensitive to issues of food safety, after powdered milk tainted with the industrial chemical melamine led to the deaths of at least six infants in 2008.” (Jourdan 2014).

Therefore, it is the assurance of Australian exported products being of high quality which allows for value to be added to the nations export market.

Furthermore, it is this gap in the Asian market for traceability and food safety standards with goods and products which allows for the Australian export market to find opportunities to add value. “An idea the CSIRO can employ is the promotion of the use of a barcode scanner application which is easily downloadable on a smartphone device for easy access to information regarding traceability, ingredients, shipment dates for overseas distribution as well as other information regarding the products which have been exported to overseas markets. “It's not that the technology doesn't exist in Asia, it's just the chains are too fragmented.” (Jourdan 2014). This allows for the CSIRO to directly promote an application to consumers through distinct packaging which distinguishes Australian products against others within the global market, to consumers who are unable to utilise such a technology in e references Read instruction carefully And also I have attached example/Sample in PDF file, follow that structure for the portfolio. their own country. Currently, it is reported that the food traceability systems and regulations were classified as poor, the lowest out of 20 countries in a report for the Institute of Food Technologists in China. (Jourdan 2014). And so, not only does this allow for the level of transparency which consumers are demanding, but also directly affects consumers state of well-being as they are able to verify their information about their purchases. Ultimately, adding value to Australia’s export market by distinguishing their quality through transparency regarding traceability in a competitive global market. Additionally, this demand of a larger assortment of authentic high quality imported goods leads to the utilisation of specialised sectors of diverse industries within Australia.

“And it is through this division of labour to produce a larger assortment which allows for the adding of value as well as the “growth in both the volume and diversity of traded goods and services.” (Layton 2009). As it is these assortments created which directly affect the quality of life of consumers as they are able to access products that are guaranteed to meet safety standards. This can also perhaps lead to food processing and product development to largely remain onshore in the future, as consumer demand heightens for traceability on location of production and distribution, fostering and utilising other specialising industries Australia is known for. Similarly, Australia is also home to specialised scientists who “have the world class food science, sensory and nutritional expertise, facilities and technologies necessary to support value add product and process development of consumer goods.” (CSIRO 2017).

Thus, positioning Australia to “act as a delicatessen of high-quality products” (CSIRO 2017). As well providing employment to those within the nation, allowing individuals and industries alike to reap financial benefit, ultimately affecting their sense of well-being. And so it can be seen, the traceability and authenticity of products and goods is of vital importance to a consumer, and it is the assurance of meeting these qualities in which Australia thrives in the global market. And it through the utilisation of Australia’s strength of
specialisation in which they are able to distribute a greater assortment of high quality products which directly affects a consumer’s sense of well-being in which the CSIRO can add value and sophistication to the nation’s export market.