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al exports from Sri Lanka are done by 25 large scale manufacturers. These organizations are in a position to restructure and sustain themselves in a competitive market according to surveys. But the survival of the other small and medium scale industries is at stake, making the situation critical because these small and medium scale manufacturers are the biggest employers in the apparel industry.

SWOT FOR THE APPAREL INDUSTRY

8.Strengths. The product quality level for the current market segments is considered high Reputation as a country which follows labour laws and good working conditions. The product price ranks second with large customers confirming that price quality relation of Sri Lanka is good On time delivery is the third best strength with effort towards reducing lead-times. Availability of skilled labour, educated and trainable work force and management of production capacity and ability to handle high volume orders are also considered strengths the Sri Lankan industry presently possesses. Apart from those the geographical size of the country facilitates easy movement with in the country serves a further advantage.

9. Weaknesses. The weaknesses in the Sri Lankan industry can be listed down as follows;

a.Lack of marketing skills with over dependence on buying officers, and allocation of quotas.

b.Low level of marketing information, and knowledge about export marketing with hardly any marketing activities.

c.Lack of fabric base and over dependence on input suppliers with long lead times

d.Lack of a strong work ethic along with high absenteeism and labour turn over.

e.Warm climatic condition of the country which reduces productivity

f.Increasing cost of labour and availability of employment in other industries and foreign employment opportunities

10.Opportunities. To overcome the loss of orders due to the expiry of Multi Fibre Arrangement after year 2005, the position in the traditional export markets in the USA and UK by should be strengthened by establishing a strong relationship with distributors and buyers and developing an expansion strategy for the markets with good potential. Thereafter the opportunity exists to gain a higher market share by implementing an aggressive marketing strategy in the markets, where Sri Lanka has a weak positioning. Further there is a very good opportunity to capture a bigger market share in the EU: As at present Sri Lanka is not with in first 15 exporters to the EU.

11. Further opportunities exists in capturing the South Asian Market especially the High Price garments with designer wear and Intimate garments, a market where Sri Lankan Manufactures are now experts in producing and marketing. The available free trade agreements should be exploited in trade between India and Pakistan to export finished garments and to import fabric and accessories. It is also important to establish and identity for of Sri Lanka as a destination, which manufactures very high quality garments

12.Threats. The threats to the present Garment Industry are as follows;

a.An intensification of the competition, especially from the sub Asian member countries, before and after the phasing out of the MFA.

b.Improvement of the former socialist economies, who have a good textile industry and a large dom