Figure 32 - Realeyes physically positioned amidst competitors in Australia, most located around Sydney (Self-research)
Proximity to emergent economies
Sydney is an ideal location for business in general, and for registering Realeyes’ office in particular because it acts as a business hub in the country, and is very well-connected to other parts of the country and the rest of the world. Hence, it would even be a strategic location for alluring emergent economies around Australia being situated close to Malaysia, Indonesia, Singapore and Thailand, as shown in figure 3.
7 out of 9 Australian direct competitors of Realeyes run their business from Sydney and in the New South Wales region.
As a future direction, branches in Melbourne are suggested, so that Realeyes can broaden its scope of physical presence in Australia.
More “Virtual” offices can be registered in Sydney and can prove to be a good marketing tool as a trading address. In the process of marketing planning and implementation activity, this element of Geo-marketing concept is more evident in b2b practice. Hence geo-marketing comprises the ideal basis for sound location and sales control planning (GFK Geo-Marketing, White paper viewed on 10/08/09).
Figure 33 - Air fares in US$, to different parts of the country and the world. To London, UK, the cheapest fare costs US$829 or £493 (Source: Skyscanner.net 10/08/09)
The Sydney CBD (Central Business District) provides for a cosy office space with a great view of the harbour. The forecast for average office rentals indicate little or no growth over the next two years as vacancies rise and demands fall, due to which rising rental incentives would present a good opportunity to opt for a Sydney prime office space (LandMark White, 2008), as shown in fig 4. The rent figures are said to bottom down at $429/sq m in the last half of 2010.
Figure 34 - Sydney office rents show promising prospects for new firms to set up shop in the near future (LandMark White Research)
Figure 35 – showing small increases in rent in the coming years, according to Landmark White Research
Also the diversity of Sydney’s radiant populace is a stronger reason to set up branch, and can provide a good sample stratification of multicultural nature, for Local data collection process. The rent for a business floor office is cheaper than in London (Austrade website, viewed 10/08/09). All of these proven reasons make Sydney a good location recommended for Realeyes’ business.
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