Abstract:
Coconut is one of the major plantation crops which playa pivotal role in the economy of Sri Lanka. It has been contributing on average
1.8% to country's Gross Domestic Production. Coconut industry faces a major setback due to non-utilization of up to date appropriate
technological advances to improve product and process efficiency by focusing on market requirements. This study attempts to identify
technological issues in the industry with special emphasis on marketing aspects to gain the competitive edge in the global market. The
study utilizes Porter's value chain model to identify main industry sectors such as Plantation, Processing and Marketing. The conceptual
model designed around this primary model, takes into consideration Technological Competency and Marketing Orientation as the main
two inputs to derive the competitive edge. The findings stress the importance of overcoming application of primitive traditional
technology and convert to modern effective state of arts industrial practices with the support of new technological applications. This
paper concludes with recommendations on needs to improve technology to enhance productivity and cost efficiency.
