website offers immediacy
The National Business Review - 07 February 2003
government's trade promotion agency, Trade New Zealand, will next week unveil
its new official export website, MarketNewZealand.com, a project that has been
over a year in the gestation.
the website's conception, Trade NZ has become absorbed by megadepartment
Industry New Zealand but general manager marketing Rod MacKenzie said that would
make it even more important as a "one-stop" tool to put exporters in
touch with potential buyers over the internet.
"Without any promotion of the site, we are running at 50 valid inquiries a week," he told NBR. Under the manual system, using the telephone, the Trade NZ network handles about 3000 valid inquiries a year.
inquiries from buyers are logged on the site, they will go through to the Trade
NZ office in that country for verification. Matches are then made with the
listed New Zealand exporters to establish the inquiry is genuine and can be
fulfilled. The leads are then passed on to qualified exporters.
MacKenzie said he didn't know what level of inquiry there would be once the site
became better known. At first, it was being promoted in only three major sectors
- food and beverage, wine and building products - in four key markets, the US,
Canada, western Europe and Australia.
are listed on the site after meeting Trade NZ's benchmarks - to protect the
country's reputation against dodgy traders or those who would be unable to
fulfil commitments - and they can then add details about their products and
services. All of these are listed according to the international Kompass
from trade inquiries, the website will also offer "market
intelligence" - information and profiles on countries, industries, trade
shows and companies compiled by Trade NZ and outside sources.
relevant news service also available free of charge, drawing on wire services
and business publications such as NBR.
Mr MacKenzie said the rationale for the website was driven by the amount of
information Trade NZ received and knew but had difficulty in dispersing in a
timely and relevant manner to those who wanted it.
information can now be delivered immediately," Mr MacKenzie said. An
immediate impact would be on Trade NZ itself. "It will change the pace at
which this organisation works."
said NewZealandMarket.com would differ
from websites offered by other countries' trade promotion agencies by its
specific relevance to buying and selling from a single source.
need in New Zealand was to aggregate small and growing exporters based on one
brand at a low cost," he said. Other websites offered a lot of information
but much of it was too general and did not have the flow-through that genuine