Contents
Business Review
www.eccp.com
February 2011
Volume XXVII No. 3
Building and defining the
Philippine country brand 4
editorial
Getting the Philippines
Moving Forward
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CHAMBER@WORK
Meeting with DOJ Secretary de Lima
Meeting with Tourism Sec. Lim
Most critical labor bills filed in Congress
Arangkada Philippines 2010
ECCP Launches New ECCP Website
FMI-organized Philippine participations in international trade fairs in Europe all
set to go in January and February
18 SMART CEBU
18 to 20 Feb 2011 - FMI-managed TravelTour Expo
ECCP and VoiceOne - Forge partnership
Meeting with EC Head of Delegation
in delivering new services to members
13 SOCIAL NETWORK 14 EU-ASEAN
ASEAN – EU Business Summit 2011
EBOs organize EU-ASEAN Business
Golf Challenge 2011
Forum
Integrity Run on 29 May
1st Philippine Retirement &
Integrity Pledge Signatories Grow
SMART Cebu @ Year 1
SMART Cebu Study Tour in Europe
21 FEATURE
Building and defining the Philippine country brand
Amb. Guy Ledoux
9 EVENTS Call for Players 12th ECCP Annual
16 INTEGRITY INITIATIVE
27 MEMBERS’ CORNER
From Hobby to Raffia Maven
TÜV SÜD wins the “Best of European Business” award
32 IMPRESSUM
Healthcare Summit 2011
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February 2011
12 BUSINESS REVIEW
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Feature
Building and defining the Philippine country brand By Junie Del Mundo, CEO, EON The Stakeholder Relations Firm
B
uilding the Philippine country brand—a crucial step to marketing the Philippines as a destination and a nation—is a shared responsibility. It is as much to the government as it is the private sector’s interest to make sure that the Philippine country brand is defined and fleshed out. Unless these two work together, the Philippine country brand will not attain its full potential.
tourism, consumers, trade, and power. A country cannot leave its reputation to chance. It must endeavor to develop a country brand—one that its people will understand, own, and live up to. This country brand should enjoy the support of the highest ranking leaders of the land, and should withstand changes in the political landscape. Because when all else is equal, a strong country brand makes the difference.
As the world becomes more competitive, people, organizations, companies, and countries become more interconnected than ever. Economies battle to gain a bigger share of investments,
To this day, much of the world sees the Philippines in a negative light. Its image as a corrupt, uncompetitive, disorderly, and unsafe third world country remains, despite all its achievements and
BUSINESS REVIEW
offerings that prove the opposite. In the absence of one singular, powerful Filipino identity, the world never gets to appreciate the Philippines for what it is and what it has to offer. Outsiders have no single thing to connect to their positive experiences of the Philippines. Their memories, and the sights, sounds, feelings, scents, tastes of the Philippines are like thin fibers unwoven. On its own, each is weak and easily diluted. Unless these are woven into a common shape, like rose petals tied by a core, it creates no distinctive picture or image. Definitely, the misalignment between perception
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Member’s Corner
TÜV SÜD wins the "Best of European Business" award
M
unich/Berlin. TÜV SÜD AG is the winner of the "Best of European Business" award. The renowned accolade was created by Roland Berger Strategy Consultants to honour companies and top managers. TÜV SÜD received the award for its successful business operations in Asia Pacific, particularly the ASEAN-5 countries. The sixth "Best of European Business" competition of Roland Berger Strategy Consultants was dedicated to the performance of German and European companies in Asia Pacific, particularly their activities in the ASEAN-5 countries. With over 500 million inhabitants and a forecast average growth in gross domestic product of six per cent by 2020, Indonesia, Malaysia, the Philippines, Thailand and Vietnam are among the most important regions of the future in terms of economic potential. TÜV SÜD AG received the award for the company's rapid development and broad presence in the Asia Pacific region. The jury particularly emphasized the intelligent diversification of services. In the ASEAN-5 countries, TÜV SÜD not only relies on its traditional products in the industry sector, but has consistently developed services catering to the needs of the Southeast Asian enterprises, particularly in the field of consumer products. Dr Axel Stepken, CEO and President of TÜV SÜD AG: "Between 2005 and 2010 we quadrupled our sales revenue and our staff headcount in Asia Pacific. As a service provider, we develop our strategy along the development of the international markets and the requirements of our clients. This also applies to Southeast Asia, where we have aligned our services to cater to the special requirements of these markets. As the manufacturing of textiles, clothing and shoes is one of the strengths of these markets, we made targeted investments in the further improvement and expansion of our softlines testing infrastructure. For over 140 years, TÜV SÜD has been striving to make products and processes safe, reliable and profitable. This also, and particularly, applies to new topics and innovative technologies such
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as e-mobility, renewable energies or energy efficiency." The "Best of European Business" competition was created by Roland Berger Strategy Consultants to honour the outstanding performance of companies and top managers. Further information can be found on the Internet at http://www.best-ofeuropean-business.com/best-of-european-business/competition/beb-2011.html Media Relations: Matthias Andreesen Viegas TÜV SÜD AG Corporate Communications Westendstr. 199, 80686 Munich Tel. +49 (0) 89 / 57 91 – 1613 Fax +49 (0) 89 / 57 91 – 2224 E-,ail matthias.andreesen@tuev-sued.de Internet www.tuev-sued.de i TÜV SÜD is a leading international service organization catering to the strategic business segments INDUSTRY, MOBILITY and CERTIFICATION. Over 16,000 employees are represented at more than 600 locations throughout the world. Optimizing technology, systems and know-how, the interdisciplinary specialist teams act as process partners to strengthen their customers' competitiveness.
BUSINESS REVIEW
Member’s Corner
From Hobby to Raffia Maven It all started as a hobby. 5 years later, one woman’s love for bag-making and accessories became synonymous with quality Raffia Weaving. Established in August 2006, BOHOL BEADS & FIBERS started as a hobby for Josephine Socorro Jumamoy. Seeing the need to provide support and assistance to local craftsmen, the hobby that started it all has now transformed into an extensive manufacturing venture expanding product lines to home and lifestyle wares. Based in Bohol, the company has expanded to three branches from its factory outlet in Inabanga, to its stalls at the Island City Mall in Tagbilaran and Loboc Tourism Center in Loboc. Their products are also available in other privately owned souvenir shops in the country. In addition, the company also accepts customized designs for personal use, giveaways or seminars. Following the weaving tradition of old, products are intricately woven and handcrafted by Boholano artisans utilizing indigenous materials abundant in the province. Main materials used are raffia and buntal fibers, as well as other indigenous materials like pandan, ticog, cogon, bamboo, abaca, coco, wood beads, and seashell cuttings. According the Department of Trade and Industry Bohol Provincial Office (DTI-Bohol) statistics, a total of one thousand nine hundred ten (1,910) individuals engage in home- based raffia loom weaving in Bohol. In addition to that, five thousand seven hundred thirty (5,730) support workers have been identified to include raw material suppliers, gatherers and laborers. With Inabanga as one of the main producers of Raffia in Bohol, it is an integral part of the company’s Corporate Social Responsibility to help their weavers uplift and promote their means of livelihood. Thus as the leader in Inabanga based weavers, Bohol Beads and Fibers con-
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tinually seek new developments and ways of improving their designs and weaving qualities. They are currently partnering with Action for Enterprise, a USAID funded organization in training their weavers and upgrading their production. Likewise, they are a forerunner in the European Chamber of Commerce of the Philippines-Cebu and Department of Trade and Industry Region 7’s Bohol Weaving Program, coming up with 56 new materials through assistance and exposure to the latest design trends and information. Through the ECCP & DTI 7 project, their materials have been purchased by leading exporter companies who converted their materials into bags, fashion accessories, furniture and home accessories. The company’s thrust for innovation and continued product development also made them stand out in local trade fairs such as Sandugo Trade Fair, OTOP Visayas Island Fair, National Trade Fair and international fairs like the Manila F.A.M.E. International and Bijoux Cebu, attracting local and foreign buyers alike with their fresh designs and interesting material application. As an established name in the weaving and handicrafts industry through their material use, designs, quality and standards of their craftsmanship, it is their desire to satisfy their consumers. But more importantly it is their commitment to showcase Bohol’s artisan pride to the whole world. To see their product line and to find more about the company, please visit them at www.boholbeadsandfibers.com
BUSINESS REVIEW
Impressum
Business Review Published by European Chamber of Commerce of the Philippines (ECCP) Main office: 19/F Philippine AXA Life Centre Corner Sen. Gil Puyat Ave. and Tindalo St., Makati City, Philippines Tel: (02) 845 1324, 759 6680 Fax: (02) 845 1395, 759 6690 Cebu branch: 3/F C. L. Center 14 Juana Osmeña St., Cebu City, Philippines Tel: (032) 253 3389 254 3765 254 3767 Fax: (032) 253 3387 E-mail: info@eccp.com ECCP is on the World Wide Web at: http://www.eccp.com
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ECCP Board of Directors Hubert d’Aboville - President Erik Moeller Nielsen - Vice President Michael Raeuber - Vice President Cyril Rocke - Treasurer Edgar Chua - Director Richard Eldridge - Director Neil Elias - Director Rico Gonzales - Director Peter Labrie - Director Guenter Matschuck - Director John Miller - Director Bernard Poplimont - Director Jose Luis Romero-Salas - Director Bernhard Krueger-Sprengel - Director Richard Strollo - Director
Honorary Auditors KPMG Manabat Sanagustin & Co.
Submissions Articles and other materials of interest to the general membership are actively solicited and may be sent to the Chamber All materials submitted for publication become the Chamber’s property and are subject to editorial review and revisions.
Subscription service Subscriptions from non-members are also accepted: in the Philippines: Pesos 1,500 (6 issues); Individual copies may be purchased locally at Pesos 220 (members) and Pesos 250 (non-members); and for companies outside the Philippines at US$25.00.
reasons why you should join the ECCP
1.
Business support – Receive comprehensive and effective business support from industry and support committees and a team of dedicated government relations staff.
2.
Business advocacy – Take advantage of the chamber’s more than 30year track record in successfully addressing business issues with the Philippine government – both national and local.
3.
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Networking & business opportunities – Meet and exchange views with some 700 local and foreign senior business executives that are active in various business and social activities each year, in Manila and Cebu.
Reproduction No part of the Business Review may be reproduced or transmitted in any form or by any means, electronic or mechanical without prior written permission. Circulation 1,000 copies of the Business Review are distributed free of charge on a bi-monthly basis to ECCP members, friends of ECCP, as well as to industry associations and government officials with whom the Chamber has dealings.
communication, business continuity, soft skills, HR management, and quality management. We also provide local and international coaches. 8.
Business promotion – Promote your business to a targeted audience of senior business executives through the introduction of potential business partners, sponsorship of high-profile events, and promotion through the chamber’s publications and websites.
9.
Trade fair participation – through its affiliate fairs&more, the chamber offers a wide range of trade fair services, from booth / pavilion design to stand construction, from marketing collaterals to pavilion management, from product selection to design support – in Asia, Europe, the Middle East and the United States.
10. Social & community activities – Enjoy high-quality social and sports events, organized and managed by the chamber, for members and third parties, including golf events, soccer tournaments, fashion shows or wine tasting. 11. Corporate Social Responsibility – Be part of the chamber’s CSR activities, from ‘English is Cool’ to ‘Retirement & Healthcare’, from ‘OneFilipino.Net’ to the promotion of creative industries.
4.
Government relations – Interact with senior government officials of relevant departments at meetings, round tables, and social events.
5.
Relevant, up-to-date market information – Receive frequent updates and analysis on the business and regulatory environment through e-mail, eccp@work, and the Business Review.
6.
Alternative conflict resolutions – Make use of our network of partners in resolving disputes without going to court.
13. Special member services – Make use of our special services in visa and work permit support through our close working relationship with the Bureau of Immigration.
7.
Training – Attend tailor-fit seminars and training courses with worldrenowned experts covering areas such as leadership, management, project management, negotiation and presentation skills, cross-culture
14. Consulting services – Consult with experts for advice concerning the selection of partners and on handling specific business issues vis-à-vis the government.
February 2011
12. European Chamber network – Tap into the expertise and experience of European Chambers and European Business Organizations in surrounding markets and around the world.
BUSINESS REVIEW