Phl lags behind ASEAN neighbors

CEBU, Philippines - Philippine enterprises are catching up to gain standardization as their ASEAN counterparts are more advanced when it comes to ISO certification.

This according to ISO Consultant Jong Fernandez who said the country is lagging behind in terms of international standardization due to lack of knowledge among local companies on how it brings economic and technological benefits to the industry.

"You should start at the bottom, you have to educate the market. We need to increase the awareness as we move toward the integration -- a lot of work to do," said Fernandez who is general manager and CEO of AGF, an ISO-based management systems consulting firm.

"Definitely, we are left behind because our ASEAN neighbors have been practicing this already," he added.

The compliance with standards such as Good Manufacturing Practices is a must to get access to major retail markets and global trading. The export market requires other standards such as ISO and Hazard Analysis Critical Control Point.

For instance, cosmetic firm GT Cosmetics and office equipment supplier Ricoh are two AGF clients that have been certified to enter the global markets and prevent trade barriers.

This is a case in point that Fernandez would like to tell companies that if they eye to increase their market share and optimize operations, conformity to standards is their best way.

Teaching

Local chambers are good strategic partners in teaching entrepreneurs on various International Standards created by International Organization for Standardization.

"They (chambers) are very organized and majority of the businesses naa sa ila. And chamber is a believer of ISO," he particularly said of the support of Cebu Chamber of Commerce and Industry which is certified with ISO to good standards.

While this subject largely matters to companies, end consumers, for their part, should also understand how the standard certification of brands they patronize impact their consumption.

Fernandez said: "There's also a need of some degree of education for the consumer market. We need to know unsay pasabot ani on the part of the end users because they, too, have limited understanding."

The core of a business has always been the goal to satisfy customers which is ultimately one of the benefits of IS aside from its target to make the industry more efficient and break down barriers to international trade.

The consultant said when products and services adhere to ISO standards, consumers can be confident that they are safe and of good quality.  (FREEMAN)