Vision
Mission
Objectives
Key Factors For Success
Goals
Market Intelligence Strategies
Market Access Strategies
Facilitate Networking between Members
Alliances
Increase Austmine Revenue

VISION

Australia - The World's No. 1 choice for mining equipment, technology and services.

MISSION

Increase export sales of all members.

OBJECTIVES

• Assist in the development and promotion of export capability
• Develop existing and new export markets
• Facilitate networking between members
• Foster and utilise strong links with government and industry groups to the advantage of Austmine Members
• Encourage innovation and sustainable product development in the membership and become dominant in the key markets. Thereby positioning members as 'first choice' for mining equipment, technology & services in the international market place.

GOALS

• Increase exports by Austmine members to $3 billion by the year 2005
• Grow Austmine membership
• Maintain at least half of the annual Austmine budget for new marketing initiatives to assist members
• To remain a member driven organisation that responds to Members' needs in a dynamic, hyper-competitive global marketplace.

MARKET INTELLIGENCE STRATEGIES

Assist in Development (and Promotion) of Export Capability

Focus on areas of Austmine identified industry 'world competitive advantage' in promoting specific industry capability in overseas markets, viz:

• Environmental Management & Rehabilitation
• Mineral Exploration
• Gold Mining and Processing
• Contract Mining
• Strata Reinforcement Technology
• Fine Coal Beneficiation & Process Control (to be further specified)
• Hazardous Mining Environmental Technology
• Mining Software Systems
• Education and Training
• Alluvial Mining and Mineral Sands Operations
• Mining Maintenance & Technology
• Mining and Process R&D incl. testing laboratories
• Materials Handling Systems
• Consumable Supplies & Fittings

Highlight Mine Sector Capabilities, in

• Coal mining
• Coal processing/transportation
• Mineral processing
• Metalliferous Mining

Monitor areas of emerging competitive advantage for inclusion in Competitive Advantage statements.

Monitor developing markets to determine whether further translations of Competitive Advantage statements are required.

Enhance knowledge of Australian industry capability and Austmine members' export capability through:

• Participation in overseas missions, and conferences
• Representation at major international mining exhibitions in targeted selected markets.
• Strategic Alliances
  • Minerals Council of Australia
  • Australian Business Ltd
  • Australian Industry Group ( MESCA) - Based upon current MOU

Utilise Austrade's overseas network to ensure optimum targeted distribution of industry capability information through:

• Austmine directory
• Competitive Advantage Statements
• Austmine Website
• Develop new channels
  • Expand Website
  • DVD profiling industry innovation
  • Link Austmine and Members websites (esp. Member to Austmine)

Contribute to the preparation of reports on target markets and bring them to attention of members.

Encourage members to use the extensive Austrade international network of offices.

Continued Austmine Australian based Support Office to allow easy contact by the Austrade International network.

MARKET ACCESS STRATEGIES

Develop Existing and New Export Markets

Focus on markets/regions on the basis of the following priorities:

Primary Target Markets

• Indonesia - in present situation, maintain close interest, monitor using Australian Government assistance (DFAT, Austrade) to continue diplomatic effort to preserve Austmine/mining industry position
• South America (Chile, Peru, Brazil, Argentina,)
• India
• China
• Africa, including soft rock opportunities

Secondary Target Markets

• Papua New Guinea
• Philippines
• Vietnam
• Poland
• North America
  • highlight opportunities on Website, and in Newsletter
  • discuss with Austrade, Americas how to pursue opportunities (Coal, Potash/Trona, Hard Rock)
  • advise membership that we are pursuing a watching brief on Canada, USA, Mexico
  • investigate non-traditional mining opportunities
    • Soft Rock
    • Tunnelling / Civil Construction
    • Other South American markets (Colombia)

Other Markets

• Middle East
• highlight individual opportunities on Austmine Website, and in Newsletter (new section "Middle East mining")
• New Zealand

Promote Austmine nominated country focus based on the annual membership survey:

• To include such aspects as trade show participation; trade missions; SME member support mechanisms; market reports; opportunity identification and development.
• Develop market entry and support strategies for each of the above markets and prepare reports for members' use in conjunction with Austrade where appropriate.

Facilitate Networking between Members

Encourage networking and sharing of market information amongst members

• Focus on the Austmine identified World Competitive Strengths
• Focus on Competitive Advantage Groupings with complementary skills
• Obtain and supply where possible database listing of end users in targeted markets for use by network members
• Commission reports on high priority market areas
• By arranging Net at Work seminars
• Foster a 'Team Australia Mining' approach.

Desired / Valued Outcomes

• Access to market opportunities
• Network meetings
• Missions to priority markets
• Inwards visits by foreign buyer representatives
• Local (State based) events and representation
• Austmine 'high profile' events

Attract new members with shared business objectives

• Encourage all members to identify potential members
• Invite prospective members to attend meetings and seminars in selected centres
• Direct mail campaigns to participants of relevant exhibitions and conferences.

Progress strategy for members classified as Small to Medium Enterprises (SME's)

• Case study seminars by successful members covering specific markets, market entry and development strategies
• More frequent State based network meetings - in capital cities and key regional centres
• Encourage direct contact between SME's and Austrade's Global Mining Team
• Encourage SME participation in targeted international exhibitions through shared stands

Provide opportunities for information flows between members

• Further development of the Austmine Website for members and potential customers
• Regional membership export seminars within Australia. Identify and highlight best examples of export success
• Promotion of country/regional focus on high priority markets identified by members.

Promote Austmine profile

• Maintain the Website
• Disseminate industry capability in targeted overseas markets, via the Austmine Directory, Austmine DVD and Capability Brochure in several languages
• Continue selective advertising and publishing of articles in targeted journals with prestige and overseas distribution
• Regular media releases.

Establish user / supplier networks

• Encourage linkages with Australian resource companies investing overseas and their project managers to achieve 'pull-through' sales
• Invite mining industry representatives to attend Austmine industry and country focus meetings and seminars
• Form linkages with overseas resource companies, government bodies, industry associations and international engineering contractors in target markets (and in relevant procurement offices)
• Use Austrade Global Mining Team Network to facilitate export development initiatives and the identification of opportunities
• Utilise member visits to targeted markets to establish / enhance network of contracts.

Alliances

• Maintain strong linkages with Federal and State Parliamentarians and Government Administrators concerned with promoting and assisting the export of Australian mining goods and services
• Continue to brief Opposition Parties of Austmine's objectives and initiatives
• Continue ongoing contact with administrators of relevant industry support programs to ensure maximum understanding and usage by Austmine members
• Continue alliance with industry and other professional groups with goals similar to Austmine to increase the leverage of Austmine.
• Minerals Council of Australia
• MESCA, and AIG
• Australian Business

Increase Austmine Revenue

• Secure ongoing sources of funding for Austmine activities
• Advertising in website/newsletter
• Approach potential Corporate Sponsors - minimum $5,000
• Revise fee structure