Adoption of Competitive Strategies in Textile Industries in Australia


  • Charlotte Cooper University of Melbourne
  • Harrison Spence University of Melbourne, Australia


The Australian textile industry employs approximately 36,000 people out of the 23 million in the country. Although this is a relatively small amount, Australia has still become internationally known for garment companies such as Billabong or Van Heusen, among others. Although fashion is one of the larger exports for Australia, it also provides raw goods and machinery as well. Due to the massive amount of open land in Australia, it is capable of growing a variety of natural textile fibers, such as cotton, hemp, and Banyan tree fibers. Australia's unique natural materials used for textiles make it stand out in the market. However, the textile industries have experience stiff completion both in the importation of raw material and export of finished products in the market. Because various textiles industries in Melbourne, Australia still use obsolete technology, the products produced are of low quality which are not competitive in the market. High production cost makes textiles firms to be more prone to stiff competition. As a result, textile companies as a result is exposed to a risk of losing its market share and experience high employee turnovers, diluting the workforce quality and therefore quality of services offered. Therefore, the study looked into the influence of competitive strategies on performance of textile industry in Melbourne, Australia. Descriptive research design was adopted and quantitative data collected was analyzed by the use of ANOVA and inferential statistics. Based on the findings in relation to specific objective, the study concluded that competitive strategies positively lead to competitive advantage. Competitive strategies influences customer satisfaction, ensures superior quality services and products, customer oriented products, and positive feedback from customers.  .

Key words; Cost Leadership Strategies, Focus Strategies, Differentiation Strategies, Export Processing Zone & Australia.

Author Biographies

Charlotte Cooper, University of Melbourne

University of Melbourne

Harrison Spence, University of Melbourne, Australia

University of Melbourne, Australia


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How to Cite

Cooper, C., & Spence, H. (2019). Adoption of Competitive Strategies in Textile Industries in Australia. Journal of Strategic Management, 3(4), 25–32. Retrieved from