By Chuang Peck Ming

SINGAPORE exporters are so traumatised by the recent two-year recession that they are now ensuring that they will be better equipped the next time around.

Though exporters can't do much to prevent another meltdown in the global economy, what they can do is soften the blow during the next downturn by learning how to strategise better.

At the peak of the recession around the first three months of last year, Singapore's total trade plunged 28 per cent to its lowest level in almost 45 years. The fall for the full year wasn't as great - at 19 per cent - but hurt a lot nevertheless.

Tan Li Lin, group director for customer services and enterprise services at International Enterprise (IE) Singapore, the government's trade promotion arm, says since the recent global downturn, Singapore companies are now more keen to be more strategic in their exports.

'Some have come to realise the need of cushioning themselves against such fluctuations (as seen in the past two years), as well as the importance of adopting a long-term vision of their export business,' she says.

Mrs Tan says a sustainable, well-thought-through export strategy is the secret to not only growth in overseas markets but also to rolling with the ups and downs of economic cycles.

She recommends IE Singapore's Exporter Development Program (EDP), which provides participating companies 'a comprehensive and structured approach to exporting'.

'A good part of the programme involves companies looking within and reviewing their structure, products and services, as well as financial standing and production capacity before they can start to develop a sustainable strategy for its export business,' Mrs Tan says.

Also considered in the EDP is the business situation of target markets.

'Companies will learn to understand the importance of its surroundings that will affect its success rate in exporting,' Mrs Tan says. 'They will acquire the skills and knowledge and apply them in export endeavours.'

The EDP is tailored for Singapore-based companies which are: 1) re-looking at their export strategies; 2) seeking new export markets; and 3) looking to export for the first time.

Since it was launched in May last year, some 65 companies have come on board. Among the markets the EDP has targeted are Australia, the United Arab Emirates, Vietnam, the United States, the United Kingdom, India, Japan and China.

'The programme is not limited to any sectors or industries,' Mrs Tan says. 'All companies are welcome to join the programme as long as they have exportable products or services and are export-ready. We have companies from the food and beverage, fast-moving consumer goods, fashion and apparel sectors, as well as companies involved in ICT (info-communications technology) applications, engineering services and industrial products.'

Feedback from those who have completed the EDP has been 'positive', according to her.

'Success comes in many forms,' Mrs Tan says. 'We are happy to note that some companies have closed successful deals as a direct result of the programme. Others shared with us that they were happy that the EDP helped them avoid some of the common pitfalls related to doing business overseas - and they were more prepared in terms of dealing and negotiating with clients from overseas markets.'

She says the programme has groomed participating companies to project a more confident front to prospective customers - and make inroads into new markets.

The EDP is made up of three parts: export strategy planning, where participants are coached by export experts; export training, where trainers lead participants through export-related modules; and overseas market visit, where participants visit an export market of choice to collect valuable market information and pick up business leads.

'Each of these components plays an important role in imparting a holistic view and training in relation to exporting,' Mrs Tan says.

An export coach works with participants in export strategy planning at a pace in keeping with their export-readiness and the products or services they offer.

The export training course is conducted in the classroom, but in an interactive mode and encourages peer-to-peer sharing of export experiences.

'Companies will also go through in-depth discussion on case studies relevant to them,' Mrs Tan says.

The overseas market visit is designed to get participants to know the export markets - and to meet potential partners.

'We place emphasis on the importance of market familiarisation as it is important for companies to understand how business should be conducted in that market, in terms of the cultural, legal and business environment,' Mrs Tan says.

This article was first published in The Business Times.