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The environment of investment is so complex and that is formed by many factors. Porter's national diamond model does a favour to the marketers by subdividing the factors that needs to be concerned and facilitate the analysis by giving attention to the key points.

By analyzing the Australian wine industry thoroughly through Porter's national diamond model, marketers could understand the advantages and disadvantages in the wine industry better. The factor condition assists the wine making industry by leading many companies to choose Australia as their prime location for wine making. The related and supporting industries also encourage and facilitate the development of wine industry as there are years of development and the government's highlight. The demand for wine in Australia is huge and Regardless of the fact that there are many wineries and vineyard all around Australia, there is still existing niche for new companies to come in and launch their new products that could eventually bring different flavor and feelings. Generally speaking, all of the factors analyzed above belong to the merits in welcoming the foreign companies.

When turning to analyze the disadvantages of Australian wine industry, while considering the long history of wine making industry in Australia, and with its large volume of wine that they aim to export, the cost performance is relatively higher than products from other countries. As described by Michael Porter, while this could boost the innovation of companies to win in the battle of competition on one hand, In spite of that, on the other hand, this could lead newcomers bring too much attention to competition. It is an inevitable fact that new products for customers are weak to compete with the local fame brand and launching activities for them are costly. With all these circumstance, the competition is highly unlikely to ensure the success.

Conclusions and Recommendations结论与建议

To conclude, when entering into a new market, there are many existing factors to keep in mind. Porter's national diamond could do marketers an immense favour by allowing them to master the macro environment in Australian wine industry. Generally speaking, factor condition, demand condition, related and supporting industries and rivalry could encourage the entering activities. It is worth noting that the high cost performance of Australian wine could also become strong competitors of new comers. This would increase the cost of the new comer to some extent.

As for recommendations, the initial cost relatively huge and for companies, regardless it is a small sized or multinational, the cost factor being under control as possible as it can quite beneficial. Another thing is choosing the location for wine making and as described above, there are many areas suitable for wine making and different competitors distributing in Australia. As a result, much attention should also be reserved for location choosing.

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