Sea Change In Industry
 Experts are pointing to the marine industry as successful innovators in the new economy, as ROBIN BAILEY reports.
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85 leading members of the marine industry gathered in Taupo last weekend
they were there for far more than a talkfest.
Representing all divisions of
the marine industry, from boat builders to brokers and from equipment suppliers
to marina operators, they were continuing a process that has led to their
industry becoming something of a "poster boy" for the new economy.
In Taupo for the second annual
New Zealand Marine Industry Conference, these often-fierce competitors
were once again demonstrating their willingness to put aside differences
and work together to help their industry to grow and become more professional.
It is, for many of the older
members, an incredible transformation. Until the mid-1990s, the industry
rarely interrelated except on a strictly business footing. Serious threats
to livelihoods - such as Muldoon's infamous boat tax and the sharemarket
crash - saw temporary alliances but it was only recently that the industry
realised that its real competition lay elsewhere, not within its own ranks.
A measure of just how successful
this sea change has been was evident in the distinguished list of conference
speakers that praised the industry for its mature "co-operate to compete" philosophy.
Trevor Mallard, Minister of Education
and Minister for the America's Cup, said the industry had "astounded
the rest of the world" with its innovation.
Industry New Zealand's Neil Maxwell
talked about how to maintain the sector's incredible growth curve.
Finance journalist Rod Oram lauded
the industry as one of the best examples of what he called the "new" economy.
Marine industry leaders, however,
were not there simply to hear others praise them. They needed to learn
how they could better do business locally and offshore. To that end, the
Boating Industries Association flew in a number of top speakers from Sweden,
Greece and the United States and also invited one of New Zealand's leading
business speakers, Dr Ian Brooks, to talk about how businesses could better
look after their customers.
Conference organiser and BIA
executive director Peter Busfield said those attending seemed to gain great
benefit from these speakers. Brooks, in particular, struck a real chord
with many.
"We are proud of the way
we in the marine industry provide our customers with some of the best boats,
accessories and marine products available anywhere in the world. It would
be easy for us to simply rest on our laurels and think, 'We're doing okay'," said
Busfield.
"However, the marine industry
of today is now more mature than that. We know we have to continue to improve,
continue to become more professional, continue to give our customers more
than they expect.
"Delegates paid close attention
to all the Brooks presentations and I doubt there would be anyone who didn't
go away with a number of ideas on how to further improve their customer
service."
Those delegates whose businesses
export or are planning to export were also buoyed by financial analyst
Oram's view of the world economy post September 11.
Calling that day "Interdependence
Day" he said that, in its aftermath, the world was now more interlinked
and interdependent than before and that this offered huge opportunities
for smart, innovative New Zealand businesses. Noting that 20 per cent of
all production in the world was destined for the international market,
he predicted that, by 2030, that percentage would have increased to a staggering
80 per cent - a fantastic scenario for New Zealand companies looking to
sell offshore.
Buoyed by predictions of offshore
growth and inspired by Brooks into performing better at home, those attending
the conference also spent a lot of time talking with each other, sharing
ideas and planning. It was a sight that impressed BIA president Bob Tait.
"I think this willingness
to work together is one of our real strengths. Many of those attending
compete very strongly among themselves yet they were prepared to get together
and work out how they could do things better.
"The marine industry will
reap huge benefits from this conference but the real winners will be New
Zealanders buying a boat from their local dealer or broker, or those looking
to re-power or re-equip and international customers looking to buy New
Zealand marine products.
"The better we do, the more
our customers benefit. That, I believe, was the real message from this
conference."
Robin Baily, New Zealand Herald,
21-04-02
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