PhD Candidate
MBA
| Contact Campus | Cradle Coast Campus |
| Telephone | 0417 584 422 |
| Ian.Locke@utas.edu.au |
Ian Locke has been marketing Tasmanian and Australian food and beverages since 1975. Targeting retail channels in regional, national and international markets for niche and commodity products, a key strategy he developed was to deliver produce directly to retailer distribution centres, sidestepping traditional supply chains and establishing precise pathways for value chains.
Open innovation and collaborative strategies ensured that consumer insights were quickly passed upstream and married with continuous improvement to achieve customer "value-for-money".
Ian has worked for corporations such as Fosters Group Limited, The Plastics and Chemical Industries Association, Webster Limited, The Costa Group, Nichols Poultry, Forth Farm Produce, Whisky Tasmanian, Cradle Coast Authority, Tasmanian Chamber of Commerce and Industry; as well as consulting to government and industry in Australia, China, the Middle East, South East Asia and North America. In 1995, this resulted in awards as the Tasmanian and Australian Agricultural Exporter of the Year. In 2000, he was a recipient of a Tsuneichi Fujii Overseas Fellowship.
Asian and European marketing success identified innovative campaigns that capitalised on 'place' with the objective of marrying customers and consumers with a specific product or service based on the virtues of origin, reliability, quality and safety. Brand strategy then moved the purchase decision from a cost-price comparison to a value-add opportunity.
Ian has developed and registered multiple designs and trademarks with IP Australia though the exploration, examination and exploitation of primary, secondary and tertiary innovation.
Since 2003, Ian has sought to validate his knowledge through alignment with university curricula. Completing an MBA in 2006, Ian is now a PhD candidate with UTAS Institute of Regional Development focusing his doctoral studies to identify the most suitable model for stakeholders to identify the capital advantages that reside in their jurisdiction, and then to develop a regional brand strategy that delivers value to residents, businesses and tourists.
Ian has lived on the northwest coast since 1990; commuting to interstate and overseas projects when necessary.