Ride the Mouse

This is a fact of life that everyone, in particular business and industrial enterprises, must accept in order to survive and indeed thrive in the rapidly evolving global environment. For businesses, the ubiquitous presence and profound possibilities provided by the internet have revolutionised their activities – be it operations, production, management, systems or marketing.

And now that the internet and e-commerce have made it possible for companies and individuals to conduct business without being in close proximity, the world is our marketplace.

While local manufacturers and service providers can access a significantly wider market, they also now face competition from both regional and international sources, which drives them to reshape and restructure their operations to meet the demands of sophisticated and demanding consumers.

Given this scenario, it is particularly important that local companies rise to the challenge and utilise current technology to go head-to-head with major international companies.

Such is the case with Sacha Cosmetics Limited. Just recently, the 27 year old cosmetics firm launched their new local website – www.shopsacha.com, at a ceremony attended by business and professional leaders and Trade and Industry Minister, Kenneth Valley.

According to Kama Maharaj, Managing Director of Sacha Cosmetics, eight years ago, his company considered use of the internet as it is the most potent, direct, inexpensive sales channel, and began offering their products in the global marketplace.

Moving forward to 2006, and the company has launched its local internet purchasing site, based on the experience gained selling online to the world.

The online store, said Maharaj, benefits both the company and its customers, as it is available 24 hours a day seven days a week and involves direct selling, no credit or waiting for payment. In addition, customer’s are assured delivery to their homes via Sacha Cosmetics partnership with TTPost.

In his address at the launch event, Minister of Trade and industry Kenneth Valley indicated that business activities such as this one can have a two fold benefit, because they encourage greater internet usage among certain sectors of the population, while at the same time serve as a critical marketing and profit generating tool for the manufacturer.

COMPETITIVE

ADVANTAGE

Indeed, any company, he said, which does not focus on creating and defining a clear competitive advantage to meet the needs of consumers will suffer greatly in this demanding global trade environment as local manufacturing and service industries are not competing against regional firms solely, but at the global level.

Minister Valley also identified various activities taking place at the governmental level, dedicated to increasing the awareness and usage of the Internet, as a major factor in achieving developed nation status.

These include the FastForward program under the Ministry of Public Administration and Information, whose mandate is to increase the use of Information and Communications Technology (ICT) in Trinidad and Tobago, in keeping with the National ICT Strategy.

The programme comprises a variety of multiple integrated components known as Pathfinder Projects, which are designed to provide the technical, organisational and legislative platform upon which the broader ICT agenda can be based.

The Pathfinder Projects include an awareness campaign, e-business development programme, a connecting communities programme, legislative upgrade, development of a broadband strategy and are scheduled for completion by mid-2006.

The ICT strategy works in harmony with government’s other initiatives, to bring about an evolution in socio-economic conditions, and ensure greater equity across the society.

LEVERAGING SKILLS

According to the Minister, government’s vision is one of a highly dynamic, technically savvy, prosperous and value added business sector within Trinidad and Tobago, which achieves not only an increase in the market penetration of Trinidad and Tobago’s goods and services, but also provides an avenue for the continued upgrade of our national skills base, thereby resulting in an increased standard of living for all our citizens.

In addition, the Minister indicated that the mandate of the Ministry of Trade and Industry is to drive the development of the non-energy sector, especially through creation of an environment supportive of business, therefore it was particularly heartened when local companies utilised technology, leveraged their own skills and operational advantages to push business and industrial development.