AFFI urges SMEs to prepare for seasonal peak demand

MANILA, Philippines - For most small and medium enterprises, particularly those with heavy retail operations, summer time is a peak business period.

Students are out of school by end-March, and by April, traffic in big and small malls gradually increases as the public looks for areas to cool off from the summer heat while having fun.

 Summer movies and summer activities are also expected to result in increased retail demand for goods and services. And for April, Easter Sunday is a peak celebration day for the typical Filipino family – restaurants, food courts, cinemas, and all other recreational areas are typically packed.

 Then we have the two other favorite family celebrations during the rest of summer – Mother’s Day in May, and Father’s Day in June.

 Most brands have special offers during these periods to generate incremental  Sales, with billboards, print ads and TV commercials featuring these themes, according to the Association of Filipino Franchisers (AFFI).

The months of April to June are also peak remittance period of OFWs, another source of revenue for various businesses. The summer demand peaks with the “Back To School” fever, during which retail demand again nears its peak. The more than 20 million student population in the Philippines is a huge market in itself for all school-related items. The 20 million families in the Philippines are also a huge market for anything related to family celebrations or family bonding.

Given the busy schedule of consumers during summer, AFFI recommends to all SMEs to formulate detailed business building plans way before the summer season starts, to enable the business to maximize the potential of the season. Plans for summer business building must be ready no later than January so that preparations can be done throughout February and rolled out mid-March.

“The summer season is an opportune time to try out new product ideas, or execute marketing initiatives that tap new markets, or launch an awareness building campaign for your brand, or simply renovate your store or launch a new merchandising campaign. Big or small, any business will benefit from formulating a plan to tap the special demand from the summer season,” AFFI said in a briefing paper.

 AFFI as an association is focused on Small and Medium Enterprises, which together with micro-enterprises, comprise 99 percent of all Philippine business establishments, 60 percent of Philippine exporting firms, employs 55 percent of the Philippine labor force and contributes 30 percent to total domestic volume in the Philippines, according to data from the company.

 The group believes in the power of franchising to propel business growth and has year-round training and educational seminars and programs aimed at honing the skills of all Filipino entrepreneurs and business owners at franchising and franchise development.

 AFFI conducts regular seminars for its members on how to conduct effective seasonal marketing from the perspective of SMEs. AFFI also offers special mentoring programs. Interested parties may call them at (02) 654 0345, 09228149882 or visit their website at www.affi.com.ph.

 The group was founded in 1997 and its members include corporate presidents, CEOs and prominent Filipino businesses who recognize the competitive potential of the local franchising industry in the global market.

 Its vision is to promote world-class Filipino entrepreneurs through responsible franchising and to promote excellence and growth in responsible franchising while service the interest of the members of stakeholders.

Among its notable members are Reyes Barbecue, Figaro Coffee Company and Big Apple Express Spa.