“Wait and see” is obsolete; Phl needs to work harder, sustain export territories

CEBU, Philippines - A more aggressive stance to sustain its hold in the highly competitive global market is recommended for the export sector in the Philippines, otherwise other exporting countries will take over its market base.

An economic academician sees the Philippine export industry still has great potential to thrive amid the crises faced by the two huge traditional markets—United States and Europe, by doubling their efforts in “romancing” the customers overseas.

“Exports should go out and look for new opportunities you can bring to the country. We can’t wait for them [market] to come over. We have to go and fetch them,” said Antonio Del Carmen, director for master entrepreneurship program and faculty of the Ateneo Graduate School of Business.

He said the speed of competition in the world market should not be taken for granted, and that the traditional business mantra of “wait and see” is obsolete. Now is the time to get into business, and work harder to sustain and guard our territories.

Del Carmen joined other business and economic experts by saying that the Philippines has great advantage in terms of sustaining its export sector, not just be dependent on the two giant markets, adding the world is too big, and opportunities can be found elsewhere, provided that marketing strategies will be improved, and altered to get much closer with the emerging markets.

He said its not enough for exporters to maintain their customer base, if they want to get higher revenues, but  more pro-active marketing strategies should be applied and employed, including the participation of trade missions in different continents, and emerging country markets.

“The crumbling global barriers are an opportunity, not a threat,” he said.

Meanwhile, PhilExport president Sergio Ortiz-Luis Jr. yesterday said that the industry is building up its competitive advantages that will enable the country to exploit the opportunities arising, specifically on the upcoming ASEAN integration in the next two years.

According to Ortiz-Luis, it is important to note that the greater majority of exports today are more and more being influenced by the dynamics of the global value chain.

The exporters’ leader identified big ticket items and winners such as electronics and semiconductors, automotives, and machineries and consumer goods like garments, furniture and some agriculture-based product.

Ortiz-Luis said that services, being largely call centers and shared services of multinational companies, are investment-driven and also form part of the global value chain.

He emphasized the country’s potential of creative industries particularly in animation, movie making, book publishing and inter-active media.

The industry and its stakeholders, he said aim to expand indigenous exports that utilize mainly local raw materials and make full use of the creative energies of Filipino artisans, artists, and craftsmen.

These export products include fine and fashion jewelry and furniture and home furnishings.

“We produce almost similar products with those of our ASEAN counterparts. But our edge can come from our workers’ natural flair for design, creativity and commitment to quality and hard work,” he stressed.

The export leader further cited various programs aimed to address gaps in improving productivity and efficiency of the workers, saying this is imperative to help the Philippines comply with the regional and even global standard that are increasing in number and importance if manufacturers want to secure global markets. /JMD (FREEMAN)