Exporters shift to other marketing partners, strategies

CEBU, Philippines - The Philippine Exporters Confederation is eyeing on partnering with other countries outside Asia in order to grab a bigger market for the export industry.

During the Sector Export Marketing Plans presentation in Cebu recently where different industries showed their strategies in coping with the economic crunch and plans to intensify their efforts for their respective industries, Philexport chairman Paterno Dizon said that since the start of the crisis where the industry was greatly affected, they have tried to shift in marketing strategies.

Philexport is the umbrella organization of export companies in the country.

Dizon said that there were a lot of challenges for the industry but they knew that it was important to find other opportunities for the export sector.

He said that part of the changes they made was shifting marketing partners where from China and India, they also focused on Japan.

Dizon explained that part of the key facts in opening new markets is looking for potential partners which would be a big help for the companies especially those that had their products exported in countries that were greatly affected with the economic meltdown. 

According to Dizon, negotiations are also going on with Australia and new Zealand but then they are still going back to the Asian market wherein Dizon said 70 percent of the export goes to the East Asian countries. 

Aside from opening possibilities for other export partners, Dizon said that another key fact in opening new markets is on the production of big volumes.

“Manufacturers should address the sustainability of their supplies,” said Dizon who said that as for now, orders are still slower compared to the previous years but are ready to show some progress.

Jay Yuvallos, the president of Philexport Cebu said that they see a bright future ahead and that “there is no way but up.”

Yuvallos said that SEMP would be a good way to further help the industries and that they are happy that the industries are committed to do revisions and adjustments to address the changes in the market.

Five sectors presented their SEMP namely, the Cebu Health and Wellness Council, Cebu Furniture Industries Foundation, Cebu Gifts, Toys and Housewares Foundation, Fashion Accessories Manufacturers and Exporters and the Seaweed Industry Association of the Philippines.

The Cebu Health and Wellness Council shared that there are a lot of strengths that the industry has in order to successfully promote Cebu as one of the best destinations for health and wellness services and facilities.

They emphasized on Cebu’s location being an advantage wherein 50 percent of the received tourists come to Cebu and stay here without going to other provinces.

CHWC shared that despite the lack of coordination that they see among the key players which is one of their constraints, they believe that they could overcome it in time.

The industry believes that through the Republic Act 9593 or the Philippine Tourism Law, they have an idea on the government support that they would get. Also, they see the big help that they are getting from the travel operators in Cebu who have been very supportive of their measures and have also done their own initiatives to help the industry.