Magazine article New Zealand Management

Niche Marketing on Steroids

Magazine article New Zealand Management

Niche Marketing on Steroids

Article excerpt

What is China's likely impact on world competition and business? What will its economic emergence mean for New Zealand business? Where should our CEOs be shaping our future? Debate about China can generate more heat than light. In its worst moments it taps into underlying fears of loss of identity, autonomy and our nation's ability to paddle our own waka on international waters.

Air New Zealand recently announced it is looking to shave $100 million in spending over the next five years by shutting its heavy aircraft maintenance operations. The company had tried and failed to convince other airlines we could do their maintenance for them. Sending the larger aircraft overseas for maintenance--both Asia and Europe have been mentioned--will save big bickies. It will also mean around 600 highly skilled maintenance workers will lose their jobs.

By the next morning National Radio's Morning Report touched on fearful concern that laid-off workers unable to secure replacement jobs here could always go work in China. Affected individuals were struggling with the idea.

But China's potential can represent opportunities of giddy proportions for New Zealand. …

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