11 Strategic Initiatives for the Timber Industry of any country (where applicable)

1. Proposals
For
Timber Re-generation Environment and
Enhancement Associations
(TREE Associations)
11 Strategic Initiatives that will provide
outstanding innovation and creativity in
transforming the timber industry.
By
Lt Cmdr (Retired) Johnny Moi, RMN

2. 2
Table of Contents
Section Proposal Topic Page No
1 Executive Summary 3
2 Current Situation 4
3 TREE Policies 5
4 The Approach – 11 Strategies 6
5 Implementation Summary 7
6 Deliverables Overview 8
7 Results Enhancers 9
8 Conclusion 11

3. 3
I. EXECUTIVE SUMMARY
The purpose of this proposal is to provide timber related
associations [including Malaysian Timber Council,
Malaysian Timber Industry Board, Malaysian Wood
Industries Association, Malaysia Furniture Council, Timber
Exporters Association of Malaysia and related organizations]
with the Strategic Initiatives that will address the socio-
economic challenges and improve livelihoods of individuals,
communities and regions in the timber industry. Successful
implementation of this proposal will enable it to have an
enhanced model to achieve its objectives (or strategies) and
beyond.
The proposed overall objectives (or strategies) to be
accomplished are:
1. To expand and improve current uses of timber products and
services.
2. To find new uses and markets for timber products and
services.
3. To improve production efficiency and quality in timber
processing.
4. To optimize land utilization in timber areas using
technologies and other farming methodologies.
5. To promote the consumption and marketability of timber
products.
These are the major overall objectives or strategies.

4. 4
Secondary benefits that will result from the success of these
strategic initiatives are:
1. A Master plan or Blueprint to implement policies and
developmental program relating to the timber industry.
2. A central point to conduct and promote R & D.
3. An industry Training and Development platform.
4. A focal point to coordinate all activities in relation to the
timber industry.
5. Further development and maintenance of the timber
markets.
6. Forum and Focus point with external interested parties.
7. Human Resource Development Centre – planning and
implementation of all training programs.
8. Management of a Resourceand Information Centre for the
timber industry.

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II. CURRENT SITUATION
There are many critically challenges and factors affecting the
timber industry. Among them are low prices, low alternative
timber prices, replanting issues and unregulated supply and
demands. Growing challenges and issues have necessitated
other organizations that are beginning to challenge the
leadership position. This new leadership challenge make it
imperative that it reasserts its status quo by introducing new
strategic initiatives that will bring value-added benefits
beyond its entity to existing and new members and the
community at large.
III. TIMBER ASSOCIATIONS POLICIES
The proposed key activities and policies of TREE
Associations are:
1. To adopt strong market and industry –orientated research
and development programs.
2. To aggressively undertake transfer of technologies and
commercialization of research results.
3. To forge an active partnership in technology development
and utilization with the private and public sectors.
4. To strengthen international linkages and research
collaboration in selected areas.

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5. To promoteglobal awareness, appreciation and demand for
Malaysian timber and related products and services.
IV. THE APPROACH – DEVELOPING THE 11
STRATEGIC INITIATIVES
TREE Associations proposes to meet the objectives and
requirements by implementing of the following approach.
This implementation plan consists of 11 Strategic
Initiatives.
This will include the following:
1. Development of a global or transnational strategy.
2. Development of a total system approach in measurement,
mitigating, reporting and monitoring in timber production.
3. Development of a blueprint to improve timber yields and
reduce biodiversity environmental and climatic impacts.
4. The development and enhancement of a Research &
Development Centre as well as a Training Centre.
5. Development of a strategic approachto CSR programs for
community development in the timber industry.
6. The empowerment of smallholders / farmers through
plantation companies & governmental assistance programs.
7. The study and adoption of new technologies to improve
yield, reduce pollution and improve management of mills and
plantations.
8. Development ofa comprehensive conservation approachto
mitigate biodiversity impacts of timber production.

7. 7
9. Development and enhancement of a trans-boundary haze
pollution prevention council.
10. The establishment of TREE Annual Gala Awards’ Night.
11. The development of a Strategic Marketing Plan that will
cover the Organizational Positioning, Goals & Strategies,
Market Opportunities, Target Market(s) and the Marketing
Budget to market timber products and services.
In enhancing TREEAssociations as an effective organization,
following are the considerations:
Vision – To become the premier laureate producing research
and development institution providing leadership and impetus
for the development of a highly diversified, value-added
globally competitive and sustainability timber industry.
Mission – It is to enhance the well being of the Malaysian
timber industry through research, development and excellent
services.
V. IMPLEMENTATION SUMMARY
1. Review all the above Strategic Initiatives, programs or
plans with approving Associations for final approval
and implementation.
2. Develop written and electronic copy and handbooks for
users’ distribution.
3. Hold enterprise-wide meeting and presentation to
formally introduce programs to all members.

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4. A Project Management Systemmay be developed forthe
implementation of TREE Associations’ 11 Strategic
Initiatives.
VI. OVERVIEW OF DELIVERABLES
In support of TREE Associations it is proposed with the
following proposed deliverables:
1. Legal and formal set up of a subsidiary company or entity.
2. Strategic Planning services for members (include
smallholders and traders) and associated parties in the timber
industry.
3. Financial Planning services for all members and interested
parties.
4. Development of a Small Medium Enterprise Model for
smallholders or traders and related service providers.
5. Development and implementation ofthe proposedMultiple
Benefits Insurance Plan (optional).
6. Development and implementation of BEST (Better
Expertise Support & Training programs) (2) – Basic and
Advanced Levels
7. The development of an Enterprise Resource Planning
(ERP) system to manage the end to end activities.

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OPTIONS
In addition, the following optional services may be made
available:
1. Project Management of start up, staffing and hand over
of TREE Associations Strategic Planning Unit or entity.
2. Feasibility Study and Project Management of TREE
Associations Strategic Division set up and any other projects
as directed by TREE approving Associations.
3. The sourcing and project implementation of the ERP
System for TREE Associations.
VII. RESULTS ENHANCERS
To provide accelerated project completion and reduce
development costs, the following items that add value and
enhance the results are proposed. Theseresults-enhancers
will provide TREE Associations with minimal risks,
maximum benefits in the following:
 The setting up of a Strategic entity / think tank to
develop global and transnational strategies for TREE
Associations.
 Development or enhancement of a whole system
approachin measurement, mitigation, monitoring and
reporting in timber production(ERP System).
 The adoption of Best Management Practices (BMP) to
improve timber yields and reduce Biodiversity,
Environmental and Climatic Impacts (BECI).

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 The establishment of an enhanced R & D Centre as
well as an Industry Training Centre.
 Development of a Strategic Plan to all CSR activities
for community development in timber industry and
environment.
 Further empowerment of smallholders, farmers and
traders through plantation companies and government
assistance with funding and management controlby
TREE Associations.
 Enhanced efforts in promoting new technologies to
reduce pollution and improve management of mills
and plantations (new machinery and ERP IT systems).
 Development of a comprehensive conservative
approach/plan to mitigating biodiversity impacts of
timber production.
 The creation of a transnational Haze Pollution
Prevention Council that will look into replanting, law
enforcement, zero burning, peat soil management,
firefighting, collaboration among members’ nations,
cloud seeding, payment for non burning practices and
any other innovative approaches.
 Timber Associations annual hosting of (TREE)
Annual Gala Awards Night (Round-table basis). A
separate proposalon this event management is
available on request.

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VIII. CONCLUSION
The many complex and challenges faced by all in the timber
industry make it imperative that TREE’s associations must
take the innovative approachin asserting its respective
leadership position and roles in this industry. A strategic
technology plan is needed and may not be adequate for
technology is just a tool in strategic planning.
With this in mind, the 11 Strategic Initiatives are proposed
to meet the myriad issues and challenges faced by those in
the industry. The 11 Strategic Initiatives will take in
consideration the objectives and policies of TREE
Associations and outline the strategic approaches and
benefits to enhance TREE Associations’ standing.
Implementation of the 11 Strategic Initiatives will enable
TREE Associations to address the major challenges outlined
in the proposaland faced in the timber industry.
The call for an innovative and creative plan necessitates that
an out-of-the-box approachto the complex and dynamic
nature of the timber industry. This means advocating the
implementation of a Strategic Plan (11 Strategic Initiatives)
rather than a Technology Plan. Suffice to say, a Technology
Plan is to supportthe Strategic Plan.

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Lt Commander (Ret) Johnny Moi, RMN, is an international award writer
and formerly the Chief Editor of LEADERS Magazine. He can be contacted
at johnnymoi7@yahoo.com