Part Two Austrade Divisions, Regions and Enabling Areas
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2 Part two Austrade divisions, regions and enabling areas Exporter Development� � � � � � � � � � � � � � � � � � � � � � �10 Client Services� � � � � � � � � � � � � � � � � � � � � � � � � � � � 12 Americas � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 14 Europe, Middle East and Africa � � � � � � � � � � � � � � � � � � � 17 North East Asia� � � � � � � � � � � � � � � � � � � � � � � � � �20 � South East Asia, South Asia and Pacific� � � � � � � � � � � � � � � 23 Human Resources � � � � � � � � � � � � � � � � � � � � � � � � � �26 Finance and Information � � � � � � � � � � � � � � � � � � � � �30 � Government and Corporate Services� � � � � � � � � � � � � � � � 31 Analysis and Planning � � � � � � � � � � � � � � � � � � � � � � � 33 In this section, we highlight the functions and and capable for export; four overseas regions focus achievements in 2005–06 of Austrade’s divisions, on identifying opportunities in overseas markets regions and enabling areas� Of these, two divisions and assisting clients to capture export business, in Australia focus on attracting and assisting and four areas provide enabling services for the Australian businesses (or ‘clients’) to become ready whole organisation� exporter development With six dedicated teams, Exporter Development’s During 2005–06, Exporter Development managed core business is export promotion and attracting more than 300 events in Australia attracting new and established exporters to work with more than 12,000 attendees; handled 10,621 web Austrade (see Figure 4)� inquiries; took 30,868 calls to Austrade’s 13 28 78 phone number; and managed more than The specific areas of focus for Exporter 8,000 appointments for 400 visitors, involving Development are: 1,993 new exporters in visit programs with Austrade > working with key allies on joint projects staff and overseas customers� and events, especially at the state and local government level, as well as with industry and bilateral allies Highlights from Exporter > managing the Australian Export Awards Development > regional advocacy through the State Managers As part of its Women in Export program in and Market Development Specialists, particularly May 2006, Austrade held a series of seminars the promotion of free trade agreements around the nation for women in export� Almost > managing Austrade’s frontline phone and 1,000 women from a diverse range of industry email inquiries sectors registered for the seminars, reflecting > managing Austrade’s network of events strong business interest� Each seminar featured and visits two successful Australian businesswomen, who > proactively acquiring and qualifying clients for provided practical experience and insights into Austrade programs winning international business� Experienced female > developing integrated marketing campaigns and Senior Trade Commissioners (STCs) also presented 2005–06 tools to underpin client acquisition activities� on industry and sectoral opportunities from their eport r l Figure 4: Exporter Development structure A Annu Exporter Development Commission State Managers Business Market de Strategic Operational Corporate A (NSW, Qld, SA Generation & Development r Sourcing Promotions Partnerships t Vic, WA) Events Unit Specialists n A li A – Austrade Direct – Visits & Events Austr – Australian Export Awards 10 particular markets, while Tim Harcourt, Austrade’s Chief Economist, provided information and advice on the latest economic trends� On the hoof— During the year Austrade’s State Managers worked development Beef Australia 2006 closely with key local and state government and industry allies to promote opportunities in export� Exporter Development supported buyer delegations from Bolivia, Brazil, Argentina, xporter In South Australia, Austrade, in conjunction e with sponsors, organised the 15th International Mexico, China, Taiwan, Indonesia, Malaysia, — Brunei and New Caledonia to promote o Business Week in August 2005� This initiative W Australian agribusiness expertise at Beef t included 40 seminars and events and attracted rt 1,900 participants� In New South Wales, Austrade Australia 2006—Australia’s largest beef Pa partnered with the NSW Department of State and marketing event held in Rockhampton, Regional Development (DSRD) to run an international Queensland� trade program, ‘Small Business September’� Thirty Aiming to double the number of international export-focused events were organised across New visitors that attended the event in 2003 South Wales, attracting over 1,700 companies� (approximately 150), Austrade was instrumental in attracting an estimated 500 international A nationwide program promoting the creative buyers to attend this event� Austrade industries sector was rolled out in each state by directly accompanied and managed the Austrade state offices working with Austrade’s visit programs of over 180 of these potential Client Services division and supported by the direct international customers� marketing services of the Operational Promotions unit� In each state, Austrade partnered with the Austrade involvement in Beef Australia 2006 relevant state government as well as industry to was launched with a ‘Ticket to Export— deliver the message to over 700 companies about Agribusiness’ seminar, which was opened the opportunities that exist in the creative industries by the Parliamentary Secretary (Trade), the sector internationally� Hon De-Anne Kelly MP� A key feature of the seminar was the participation of successful During the year, Market Development Specialists exporter Stephen Lill from Chadwick Downs (MDS) actively promoted Australia’s free trade Cattle Company, Paul Sanda, Austrade’s agreements with the United States, Thailand and Trade Commissioner in Beijing, and Matthew Singapore, primarily at trade shows and industry- Terpstra, Austrade’s Agribusiness and Consumer specific events such as Designbuild and Mercedes Export Adviser� Fashion Week� Nearly 50 presentations on FTAs and how to win business in these markets were delivered� According to Peter Moeser, Austrade’s project manager for Beef Australia 2006, a key driver behind the success of the event was the teamwork displayed between the event AMy Yeung organisers, the Queensland Departments 2005–06 of Primary Industries and Fisheries and Event Coordinator, State Development, Trade and Innovation Visits and Events and Austrade� eport r l Amy Yeung is part A of the Visits and Annu Events team based in Austrade’s Sydney office� As an Event Coordinator, Amy’s role is to provide logistical support for Commission events staged in Australia� She provides de A advice to Austrade’s international network r t on upcoming events and project manages n A li events, liaising with Austrade staff on event A options and timing, rehearsing speakers and Brahman cattle being shown at Beef Australia 2006 finally stage managing the event on the day� Austr 11 client services The focus of Client Services is on developing and In 2005–06 Austrade and TradeStart Export Advisers preparing new, irregular, and established and located throughout Australia provided advice and sustainable exporters to ensure they are well assistance to more than 10,366 new and established equipped for exporting and export success� It has exporters; of these, 3,225 were on the New Exporter four teams (see Figure 5)� Development Program� Figure 5: Client Services structure Client Services Local Export Adviser TradeStart Client Services Client Service Network (LEAN) Partnerships Unit Industry Group (CSIG) Initiatives Unit Works with new and Coordinates the TradeStart Works with established Focuses on improving irregular exporters program and TradeStart exporters who require Austrade’s service offering, who require intensive ally network assistance to expand in their client service standards coaching and assistance to current export markets or to and programs begin exporting enter new ones Highlights from Client Services The Local Export Adviser Network and Client Services Industry Group worked with Led by the Information and Communications 45 representatives from our overseas offices to Technology (ICT) Industry Team, a significant coordinate Austrade’s involvement in Fine Food presence was organised at CeBIT Australia 2006 2005 held in Sydney in September 2005� The event held in Sydney� As Australasia’s leading ICT event for involved 341 international buyers and 33 new business, key activities included an Austrade Export exporters who participated in the New Exporter Alley and Information Booth, an export seminar Development stand� 2005–06 series, management of the Austrade International Business Lounge and a visit program for The Research and Information Centre worked with eport Helen Lassen, a former Austrade colleague from r international delegates from six overseas markets� l A the International Trade Centre (ITC), to secure the Eight Export Hubs, jointly providing TradeStart and exclusive distribution rights to ITC’s TradeMap Annu AusIndustry services and products to businesses in database in Australia� TradeMap is a global trade regional and rural Australia, were opened between and tariff database developed specifically for July 2005 and March 2006 (see page 13)� trade promotion agencies to assist clients in Export advisers embraced new technology and evaluating priority markets� Stephan Blanc, from Commission multimedia to showcase exporters’ creative talents ITC in Geneva, visited Sydney in November 2005 de A for the launch of TradeMap Australia (available at r for potential customers abroad� DVDs featuring