Sectoral Export Marketing Plan (SEMP) for Costume Jewelry 2009

 As the global economy is expected to recover in 2010 after the worst downturn in decades, the exporters of costume jewellery in Cebu, Philippines pooled their resources and expertise to create an extensive marketing plan which will be used to better target both existing and emerging markets, as well as to identify ways to remain competitive in an increasingly aggressive business climate.

OBJECTIVES

•          Provide a planning framework for the short, medium & long term considering the extremely difficult market conditions taking into account the competitive landscape and consumer trends.

•          Institutionalize the SEMP Planning process into the regular functions of the organization

•          Convey the importance of the SEMP to the general membership so each company can develop their own marketing plans

BENEFITS OF THE SEMP

•          Provides a comprehensive framework and analysis that will enable exporters to meet the crisis in a more proactive manner and not just with a piece-meal, band-aid approach

•          Discover opportunities the exporters have not seen before

•          Will allow exporters to get ready for the next upswing by helping them

o        Formulate new strategies

o        Maximize limited resources

o        Reposition their sector

o        Develop inspiration for synergy within the sector, or across sectors

o        Develop an  actionable implementation plan (roadmap)

•          The SEMP is a means of communication and inspiration for the sector as it aligns stakeholders toward a common goal and sets a realistic sector export agenda

•          The  SEMP is a plan, ready to be implemented, which provides:

o        Valuable trade data and market/sector trends

o        Updated value chain analysis of the sector

o        Export market analysis and opportunities

o        Market (entry) strategy

o        Sector export action plan and financial plan

Unlike other SEMPs, this one does not utilize an annex and all of the pertinent data and charts are included in the main body so as to facilitate the presentation and justify immediate analyses and conclusions.