Project Description
This short course aimed to improve the business readiness of Indonesian women-led MSMEs in the food sector, to expand their operations overseas, particularly to Australia or in partnership with Australian businesses to third markets, through the sharing of best practice in the sector, benchmarking international business operations and corporate management and analysing consumer trends, target markets and entry strategies. The course also aimed to inform participants of business opportunities under IA-CEPA, the advantages associated with an increased application of technology, including social media, and how to make the most of international business linkages.
The course targeted women-led businesses with existing international operations, relevant business and export associations and selected Indonesian Government agencies. Relevant government agencies, peak body associations and training institutions were invited to apply to participate in the course with the aim of increasing the course multiplier effect and to communicate key messages to wider audiences in Indonesia.
This course was intended as an early-harvest economic cooperation activity to demonstrate Australia’s commitment to economic cooperation under IA-CEPA, while the broader IA-CEPA Economic Cooperation program is being established.
Project Personnel and Beneficiaries
The short course included 25 participants from women-led businesses with existing international operations, relevant business and export associations, the private sector, and selected Indonesian Government agencies. Enrolments were maintained despite changes to the course and the extended nature of its delivery
Outcomes to Date
Each participant was required to conduct a project at the conclusion of the program. A panel of five Course Leaders, Mentors and Experts assessed the group’s Project presentations. Fourteen participants were awarded a score of 1 – achieved good progress in implementing their projects, and a further eight participants were awarded a score of 2 – achieved satisfactory progress in implementing their projects. As business owners and senior managers, most participants were comfortable and capable in developing and delivering engaging presentation.
Project Significance
The following learning objectives were delivered throughout the course:
• Explore the benefits of internationalisation and opportunities created by IA-CEPA, as well as understand more broadly the role of trade agreements for expanding and developing export opportunities.
• Understand the influence of terms of access to business, discuss the reasons why these conditions exist and identify what they mean for the participating businesses
• Assessment of the business, its products, competition, customers, and target markets, including analysis of the forces that affect international business using the PESTLE framework; company analysis using SWOT; market analysis through five forces (existing competitors, suppliers, substitutes, new entrants, and buyers); and discuss business model canvassing and other analytical tools.
• Further develop existing business and marketing plans (see above; strategies: segmentation/targeting/positioning, entry mode; operational plans: the ‘4Ps’ including international pricing, supply chains (incl. online sales), freight and transport, product adaptation to different markets, USP, adapted marketing communications mix; monitoring, and budgets.
• As part of the business and marketing plans (above), develop and/or refine global marketing communications and branding strategies for the international and explore ways to test the feasibility, viability, and responsiveness of the selected target markets.
• Identify how to access finance and capital for international growth.
• Understand the role cultures and gender norms (including gender inequality) play in international business.
• How to optimise the use of technology including online platforms to foster business linkages; enhance product design and manufacturing; track consumer demand and improve the efficiency of supply chains
• Identify ways to connect with market opportunities in Australia, use support networks, leverage existing networks, and influence policies affecting businesses.