2007/704 Assessment of new market opportunities and development of effective market penetration strategies for Australian Southern Rocklobster in the USA, Middle East & Europe

By Matthew Muggleton

 This report provides a synopsis of the Southern Rocklobster Limited (SRL) Market Development Program from 2004, including commercial trade facilitation; SRL experiences; and suggested next steps for the SRL Market Development Program (MDP). It has a commercial focus on SRL's long-term objective of protecting and/or improving prices through globally diversified markets.

Super premium markets for Australian Southern Rocklobster in the USA were identified, and the supply chain (SRL Management Model) performance in the USA and domestic market was evaluated. They also identified effective market entry strategies to achieve market penetration in the USA.

The project has:

• Established a database of actual and potential customers
• Developed a range of products to meet the specifications of the market
• Established and trialled a supply chain management platform from catcher to customer over 3 years
•  Developed distribution and communication tools to support the entry of Australian Southern Rocklobster into the Super-Premium-Fine-Dining(SPFD)/Steakhouse and Gaming sectors in the USA
• Assessed performance and financial viability
• Led to the formation of a commercial, Australian owned seafood import/export business that operates in the USA and Australia.