|
|
 |
| Sunday, 2 June 2002 |
 |
|
 |
Business |  |
| News Business Features Editorial
|
Course to prepare apparel sector for 2005 The first professional qualification in apparel marketing, the CIM Post Graduate Diploma in Apparel Marketing, was launched recently by Chartered Institute of Marketing (CIM) in collaboration with the Sri Lanka Apparel Exporters Association. The programme is internationally recognised and is aimed at gearing the industry professionals with the much needed marketing expertise to compete successfully in the trade once the Multi Fibre Agreement (MFA) ceases in 2005. Minister of Enterprise Development, Industrial Policy and Investment Promotion and Constitutional Affairs Professor G.L. Peiris, addressing the gathering, said: "Take advantage of the basic strengths of the industry's human capital and assess the initiatives needed to put the house in order to face the challenges of 2005 and beyond." Prof. Peiris said that there is no reason to be apprehensive. Many things need to be done and the most important among them is training. He outlined the initiatives taken by the Government to face the challenges of 2005 and beyond. Among them are selecting professional lobbyists and negotiations for more generous treatment for Sri Lanka, specially regarding tariffs. He said: "We are asking for equal treatment and not charity." Chairman MAS Group Mahesh Amalean told the gathering that though manufacturing skills and products are very good here, people have to learn designing and marketing to make it complete and reach the end buyer. "The ceasing of the MFA in 2005 will pose unknown challenges. Therefore, it is a very opportune time to address our weaknesses and remedy them," he said. Tracing the history of the garment industry in Sri Lanka, Mr Amalean said that it all started two decades ago and Sri Lanka attracted many buyers due to the country being a non-quota country. The Katunayake Free Trade Zone helped the industry flourish. Subsequently, the USA and the European Union imposed the quota system, but despite these restraints, the industry grew at around 18 per cent every year. "New apparel technology was introduced while the Government established institutes to develop technical capabilities. All this resulted in the apparel industry gaining international recognition," said Mr Amalean. The industry, while going through rapid development, was informed that quotas would come to an end in 2005. At present over 350,000 are employed in the garments sector while over one million also depend on the sector. According to a recent study, less than 50 per cent of industrialists were prepared to face the situation after 2005. The study also revealed that backward linkages are low in addition to low productivity. It is necessary to move from a manufacturing culture to a marketing culture. Therefore, he requested people to be taken from the section of merchandising and provided an education to suit the needs of the future. Mr Amalean said that margins kept by intermediaries can be scrapped while direct marketing will make manufacturers forge a greater bond with buyers. Chairman CIM Sri Lanka Branch Lasantha Abeywickrama said the course will be conducted in three stages - Certificate, Advanced Certificate and Post Graduate Diploma. The courses will be conducted in line with the new syllabus of CIM. The course will relate directly to the country's apparel industry and address its concerns and issues. He said that it will not provide technical knowledge and skills that will enable the industry to select its markets, buyers and develop strategies to stay competitive in the global market place. The lectures will include interactive lectures and will be held in one or more accredited tuition centres by expert marketers and tutors who are familiar with the industry and are knowledgeable about its concerns and needs. He said that assessments are based on projects and assignments and are directly related to the participants' area of work. |
|
News | Business | Features
| Editorial | Security Produced by Lake House |
