The SRL strategic plan has identified market diversification as one of its objectives (Objective 3). Previous research on alternative markets project 2004/251 "identification of new market opportunities for Australian Southern Rocklobster Exports" focused on The United Arab Emirates, France, Spain, United Kingdom, Spain, Italy, Japan and the USA.
Participants at the March 2012 meeting identified market diversification as one of the risk management strategies to better manage the fluctuation in demand and price from the traditional markets in HongKong and China. In addition the Australian market has been identified in SRL's strategic plan as having potential for growth opportunities and should be examined. This need was confirmed and supported by the SRL RD and E Committee.