Kenneth Cobonpue Kenneth Cobonpue Furniture and Furnishings's Annual Export Performance 2006 -2013 Jan – JanNovember November 2013 2012 2006 2007 2008 2009 2010 2011 274.12 240.32 219.73 137.19 150.75 161.36 145.89 203.68 Furnishings 21.33 20.29 20.43 11.61 18.82 23.22 25.53 27.84 Total Export 295 261 239 148 168 184 171 231.51 Furniture Lifted from the presentation of DED Emma Mijares during Road mapping workshop of Furniture industry updated by BETP PUBLIC CONSULTATION PEDP 2014-2016 12% 1 No A. B. Because the traditional markets were expected to rebound end 2013 Exchange rate Inflation rate - changes on the prices of chemicals, packaging, etc Labor Cost Power Cost Uncompetitive pricing i. Domestic Economic Environment Fell Short ii. Govt Policies and Regulations EO 23, DAO 99-46, Pending Sustainable Forest Management Bill iii. External environment Slow down in the economic activities of target markets International standards on Sustainable sourcing of wood. Lack of an intensified global marketing strategy/ approach for the industry Lack of sustainable supply of raw materials – wood (EO 23) and other non-timber products Influx of foreign furniture products due to the low tariff imposed to China, Malaysia and Indonesia products. Local condominiums, residential, hotels and resorts tend to import furniture rather than purchase locally. Lack of management education/manufacturing program – for middle managers and skilled workers – institutionalize in selected schools in the Philippines High cost of inter-island shipping due to the “Cabotage” principle iv Industry situation Rare introduction of new technologies as companies are not willing to invest on machines anymore New designs introduced but there is always an issue on pricing v. Industry initiatives to promote exports No budget for international trade fair promotions - companies joining individually vi. Government export promotions No budget allocated for export promotion for the BSO initiated projects There are inbound and outbound missions but not significant enough to push the companies forward 2 Target is very low. Domestic Economic Environment Address the abrupt strengthening of the domestic currency Retail Open Access for Power Consumption Attract more investors in the Furniture industry to decrease pressure in the prices of inputs Government policies and regulations PLEASE REFER TO ITEM C Sustainable Forest Management Law EU Timber Regulation compliance Establishment of industry plantation programs 5-10% Yes with the implementation of the programs above Yes with the support of the government in the implementation of the Roadmap Yes with the establishment of a Business plan to complement the Roadmap Element Description Products Diverse range of furniture and furnishings which vary according to material, function and utility Markets Medium to high-end segment of the traditional markets (i.e., North America, Europe, Middle East and Japan); Asia (specifically, Kuala Lumpur, Jakarta, Shanghai, Ho Chi Minh, Bangkok and Singapore); and BRICs. Growth Projection Target growth rate of 1% in 2013; 2% in 2014; 5% in 2015; 7% in 2016; and 10% in 2017 Assumption: US market continues to grow positively in the next 5 years Timeline 2013 - 2017 Key Strategies Market Development - Niche Marketing Indicators Jobs Generated - maintain for 2013 – 2014 Local Sales - Php50M in 2013; 10% increase every year until 2017 Export Sales - 1% increase in 2013 from the 2012 BETP export figures of US$159.59M Investments - green technologies PRODUCT DEVELOPMENT PROGRAMS 1. Material Manipulation and Innovation 2. Design Development Seminars 3. Hiring of International Trends consultants 4. Region-Based material innovation and Furniture component production 5. Product Development programs 6. Green Furniture program Marketing Programs Tie up with leading brands in target (glocal) markets Establishment of local showrooms in the ASEAN region Buyer-Designer-Exporter Merchandise Development Program Selling missions (inbound and outbound) Participation in International shows abroad Philippine Furniture Shows for promotion, sales and branding Tap design consultancy programs Branding of Philippine furniture products Alternative Markets Program (BRICS) Strategic Options . Technology and Packaging development program . Continuing R&D programs Action Step 1)Raw Material Development Reverse Trade Fair (suppliers of parts, components) Materials suppliers' Database program 2) Product and Design Development R & D Clinic Design Development Program Student Internship Program (SIP) Obra Design Green Design Competition KAGIKAN Timetable Strategic Options . Tap CBI, DTI and Philexport for market information . Conduct continuous market intelligence . Do country profiling of target markets . Invite professional designers who are knowledgeable in other markets Action Step Market Intelligence Subscription of CSIL Info Sessions on BRICs Market Opportunities Buyers’ Forum Market Analysis Timetable 2013 2014 Starting 2014 Strategic Options Action Step Timetable Creation of marketing team for local markets Domestic marketing Regional Roadshows (Davao, Palawan, Panay Is.) Strengthening of regional / local Chamber trade shows •"TUBOD" The Philippines' Ultimate Domestic Furniture Trade Show . Strategic regional showrooms •Furniture & Furnishings Equipment Show for domestic market •Pampanga Furniture & Furnishing Show . Linkage with allied industries (e.g., PhilConShows) . Organize Design Congress October (Davao) June September December Strategic Options and Action Plan INPUT PROVISION Strategic Options Action Step Timetable Organize info sessions to BSOs re . Massive information campaign in updates all levels on EO 23 Determine what plantation species . Consistent implementation of EO are not part of the log ban 23 Work out for the DENR Certification . Strengthen linkage with that the wood is sourced from a Philexport for advocacy issues plantation Link / Bridge plantation owners to manufacturers To get data from DENR on the list of plantations and with reactivated cutting permits Review relevant policy particularly on the value added process (e.g., DENR - Section 46.4 of DAO 04 Series of 1989 exportation of raw Submit letter to DENR to review Section 46.4 of DAO 04 Series of 1989 rattan poles; abaca fiber) 2013 2013 Strategic Options and Action Plan Strategic Options Action Step Lobby for the abolishment of DAO 9946 Aggressive follow-up with the with DFA (Authentication of Supplier’s Office of the DENR Secretary Contract on Importation) Timetable ongoing ENABLING ENVIRONMENT: Lobby for the reclassification of plantation trees from forest to agriculture product and compliance to Timber Legality Assurance System (EU FLEGT) Benchmark with Malaysia (Ministry of Timber) experience / EU FLEGT: done by best practice 2013 Prepare project study Reclassification: done Position Paper to lobby for the by 2015 reclassification Establish bulk buying facilities (Cebu, Pampanga, Metro Manila) Prepare business plan to secure PhP10M funding from SBCorp. for bulk buying 2014 Locate / establish SSFs in the identified plantations (e.g., North Cotabato, Butuan) Submit proposal to PD Bravo re establishment of SSF 2013 Strategic Options and Action Plan Strategic Options Action Step Use alternative raw materials for product development Promote the use of manipulated . Aluminum and metal industrial materials and mixed. Synthetic / Plastic media . Environment friendly or green materials (e.g., bamboo, coconut) Increase the critical mass and upgrade the level of technology and skills Commission a consultant to conduct a study on the best practices of Myanmar, Vietnam and Indonesia in inviting foreign companies to their countries Develop incentives specific to the furniture industry Invite foreign companies to locate in the Philippines Timetable 2013-2017 2014 Strategic Options and Action Plan MANUFACTURING Strategic Options Action Step Declaration of existing furniture companies with at least 1 hectare facility as ecozone Follow-up with PEZA for the approval of one hectare company / two or more companies as an ecozone Greening the workplace Implement ‘RECP’ (resource efficient clean production) Skills upgrading . Skills transfer from OFWs to PH workers . Organize skills upgrading programs (e.g., upholstery, packaging training, quality control, product reengineering, carving) . Train new generation of workers and expand the HINABI (e.g., weavers) Develop short intensive management courses for the furniture executives & middle managers Commission an academic institutions to develop the module Timetable 2014-2017 Strategic Options and Action Plan Strategic Options Action Step Encourage companies to invest in capital equipment to technology and productivity Tap the DOST SET-UP Program Green manufacturing Tap wastes of other products as inputs to manufacturing Public-Private Partnership PRIVATE SECTOR: LEAD THE INDUSTRY GOVERNMENT SECTOR: RESOURCE GENERATOR/PROVIDER THANK YOU..