Sea change in marine industry

Experts are pointing to the marine industry as successful innovators in the new economy, as ROBIN BAILEY reports.

When 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."