TAREE boatbuilder Steber International has eyes on an exciting new market - Brazil.
The Elizabeth Avenue company is one of a handful selected by the Australian Institute of Export to have an individual market research team appointed, to study potential export opportunities to the South American country.
A University of Sydney team of between three and four final year Masters students has been chosen to learn all they can about the Taree company and its products before heading to Brazil to investigate potential markets.
"Brazil, because it's one of the world's fastest growing markets, promises wonderful opportunities for Australian exporters", Ian Murray, executive director of the Australian Institute of Export said.
But he added: "Brazil is a very complex place in which to do business, with lots of unknown traps for the inexperienced exporter.
"Good upfront research which identifies not only the market dynamics but importantly the business culture is a critical factor.
"For five lucky Australian exporters (all members of the Institute of Export), the University of Sydney can assist," Mr Murray said.
All five chosen companies are very diverse, he said, but all have identified Brazil as a potential export opportunity. Each will have a team of university researchers working on its individual case.
Steber, which is currently working on Australian Defence Force and NSW Maritime contracts and already exports to a number of countries, wants to investigate the police, armed and emergency sectors in Brazil.
The other companies selected for assisted research are:
* Flip Screen Australia, a Wagga Wagga industrial screening company targeting the mining sector
* Gloria Jean's Coffees International and McWilliams Wines, companies needing little introduction but which believe the retail opportunity is strong
* Surf and streetwear company Zanerobe which needs to know the fashion business dynamics.
The project's academic advisor is Professor Sid Gray, head of International Business at the University of Sydney.
"It won't be a walk in the park or two weeks taking in the sights of Sao Paulo," Professor Gray said, of the teams' planned visits to Brazil this month.
"It's going to be full on in Brazil and during the briefing sessions, which essentially start now".
The briefings will be followed by visits by the students to all the companies involved, meeting the key people and getting a thorough understanding of the company, the products, the competitive advantage and their financial ability to meet the likely demands of building a business in Brazil.
At the end of the project, the students will be required to deliver a presentation and submit a report for assessment.
Given the interest in the Brazil project, Professor Gray said the University of Sydney is planning similar projects with the Australian Institute of Export in China and India this year.
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