Market brief

Transcription

Market brief

Des entrepreneurs au service des entrepreneurs
Market Survey of the French
Caribbean
Market brief
GUADELOUPE
127, rue Nobel
Carré Nobel – ZI Jarry
97122 Baie-Mahault
MARTINIQUE
41, Bd Sainte Catherine
97200 Fort-de-France
Tel / Fax : 0590 24 56 82
Tel / Fax : 0596 54 22 10
Project Manager : Caroline Ventura, [email protected], +596 696 31 39 50
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean – Market brief_01_B
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
CAYRIBE ® - Reproduction interdite - PTF_RAO_V1.1
1
Versioning
Date
Référence
Objet de la modification
04/27/2015
A
Document creation
06/22/2015
B
Amendments answering the comments made by
exporTT on 06/09/2015
Approval
Société
Nom
Fonction
Date
CAYRIBE
Caroline Ventura
Directrice
Martinique
06/23/2015
CAYRIBE SARL
Signature
2
Table of contents
1.
INTRODUCTION
4
2.
MARKET OVERVIEW
5
2.1.
Guadeloupe
6
2.2.
Martinique
6
2.3.
French Guiana
6
2.4.
Public holidays (2015 - dates might vary every year.)
7
3.
ECONOMIC & POLITICAL ENVIRONMENT
8
3.1.
Guadeloupe
8
3.1.
Martinique
9
3.2.
French Guiana
9
4.
POLITICAL STRUCTURE
11
5.
CARIBBEAN INTEGRATION
11
6.
TRADE ENVIRONMENT
12
6.1.
Guadeloupe
13
6.2.
Martinique
13
6.3.
French Guiana
14
7.
SELLING, MARKETING & PROMOTION
15
7.1.
Selling and promotion techniques
15
7.2.
Advertising techniques
15
7.3.
e-commerce
16
8.
MARKET CHALLENGES
17
9.
USEFUL CONTACTS
18
9.1.
Guadeloupe
18
9.2.
Martinique
18
9.3.
Guyane
19
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1. Introduction
This document aims to give a global market overview of the three FCOR territories of Guadeloupe,
Martinique and French Guiana.
Beside the general description of the territories, it contains information about their economic and
political structure
The description also contains information about the most used promotion and advertising media.
Since most detailed information is provided in the product brief document, the market brief
focuses on general information.
The last chapter presents the main market challenges a Caribbean country wanting to enter the
FCOR market will have to asses.
We also provide a few institutional contact since companies contacts are provided in the product
brief.
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2. Market Overview
Guadeloupe
Martinique
French Guiana
Demographics (INSEE 2013)
Population
405 739
386 486
250 001
Growth rate
+0.2%
-0.4%
+3.1%
25%
43%
% of under 20
Language
Official: French
Official: French
Other spoken language is Creole Patois
Other languages :
French Guianese
Creole, Bushinenge,
Amerindian and
Hmong NJua
Area
1 628 sq. km
83 846 sq. km
Population Density
249 / sq. km
3 / sq km
Climate
Tropical moderated by trade winds and
maritime influences,
Equatorial and damp
climate with low wind
Relatively high humidity,
Dry seasons : March
and August to
November
Geography
1 128 sq. km.
Rainy season : June to October
Average temperature
27° C (87° F) at lower
altitudes
Narrow
range
temperatures
of
23° C (73° F) at higher
levels.
Natural risks
Earthquakes, hurricanes and volcano
Landslide, flooding,
coastal erosion
Capital
Basse Terre
Fort-de-France
Cayenne
Major towns
Pointe-à-Pitre, BaieMahault, Les Abymes
Le Lamentin, Le
Robert, Le François
Kourou, Matoury,St
Georges, Saul, Saint
Laurent du Maroni
Monday – Friday 8/9
A.M. to 12/1 P.M.
A.M. to 12/1 P.M.
A.M. to 12/1 P.M.
2:30/3 P.M. to 5/6
P.M.
2:30/3 P.M. to 5/6
P.M.
2:30/3 P.M. to 5/6 P.M.
Opening hours
Business
Shops
Government
agencies
9 A.M. to 7:30 P.M.
Monday – Tuesday –
Thursday 8 A.M. to 1
P.M. and 2 P.M. to
5:30 P.M.
Wednesday & Friday
8 A.M. to 1 P.M.
Monday – Friday 7:30
A.M. to 1 P.M. Mon-Fri 7:30 am to
12:30 P.M.
2 P.M. to 5:30
P.M. (closing at 1:30
P.M. at specific days
of the week)
3 P.M. to 6 P.M.
Hours are shorter on
Wednesday and
Thursday afternoons
Conveniences
Public holidays
Currency
18 Days including religious, cultural and
historical celebrations
17 Days including
religious, cultural and
historical celebrations
Euro
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Communication
ISDN network with
international dialing,
local
access
to
Internet (ADSL and SL)
Cellphone coverage
99% of the population
2.1.
Working
on
the
improvement of good
internet reception in
other
town
than
Cayenne.
77% of the population
have access to 3G.
The objectives for 2014
was to spread it to
Maroni, South centre
and Oyapock.
Guadeloupe
Guadeloupe’s population (excluding the Northern Islands) was estimated at 405,739 inhabitants
at 1st January 2013, i.e. 0.6% of the national population. The average annual population growth
rate between 2006 and 2013 fell considerably compared to the rate between 1990 and 1999 (1.0%
a year) and stood at 0.2%. This rate is now below the nationwide rate (+0.5%) and is exclusively
due to the contribution of the natural balance (+0.7%), as net migration is negative (-0.5%). It is
estimated that in 2040, Guadeloupe will have 404,000 inhabitants, which is slightly lower than the
current population level.
While the archipelago’s population is younger than in mainland France, it is ageing due to the
declining birth rate and a negative migration balance. In 2040, the share of under 20s is expected
to be close to 22%, and the proportion of over 60s is expected to reach 40%. Guadeloupe will then
be the third oldest region in France, after Corsica and Martinique.
2.2.
Martinique
Martinique’s population was estimated at 386,486 inhabitants on 1st January 2013, i.e. 0.6% of the
total French population and 20.5% of the population of the overseas territories. Population density
is high, with 343 inhab./km2, and concentrated in the center of the island, with over one inhabitant
out of two (58.5%).
Martinique’s population has been declining in recent years and its average annual growth rate
was negative from 2006-2013 (-0.4%). It is also ageing under the combined effect of the decline in
the birth rate and emigration, which is particularly high for the 18-30 age group. According to INSEE
projections, Martinique is expected to become the second oldest region in France by 2040, after
Corsica. The ratio between the number of elderly people and the number of people of working
age (15-64 year-olds) is expected to rise from 21.7% in 2007 to 66.4% in 2040.
2.3.
French Guiana
French Guiana is considered as one of the most dynamic and youngest departments of France.
Indeed due to its high natural growth rate (6609 Birth against 789 deaths in 2012) French Guiana’s
population is not only constantly growing but is also largely composed of individuals under the 20s.
This population is also characterized by its multi-culturalism (composed of Creole, Bushinengue,
Hmong, Amerindian…) and a sizeable immigrant population (30% of the total population) coming
from Haiti, Brazil, Suriname and other French departments.
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2.4.
Public holidays (2015 - dates might vary every year.)
NB: Most shops and offices are closed during public holidays.
Guadeloupe
Martinique
New Year's Day
1 Jan
1 Jan
1 Jan
Epiphany
6 Jan
-
-
Carnival Monday*
16 Feb
-
Mardi Gras (Shrove
Tuesday)*
17 Feb
17 Feb
17 Feb
Ash Wednesday*
18 Feb
18 Feb
18 Feb
Mi-Carême
Lent)
15 Mar
-
-
Good Friday*
-
3 Apr
3 Apr
Easter Monday*
6 Apr
6 Apr
6 Apr
Labour Day
1 May
1 May
1 May
Victory Day
8 May
8 May
8 May
Ascension Day
14 May
14 May
14 May
Whit Monday
25 May
25 May
25 May
Abolition Day
27 May
22 May
10 Jun
Bastille Day
14 Jul
14 Jul
14 Jul
Schoelcher Day
21 Jul
21 Jul
21 Jul
Assumption
15 Aug
15 Aug
15 Aug
Cayenne Festival
-
-
15 Oct
All Saints' Day
1 Nov
1 Nov
1 Nov
Armistice Day
11 Nov
11 Nov
11 Nov
Christmas Day
25 Dec
25 Dec
25 Dec
(Mid-
*These dates vary depending on the date of Easter Sunday.
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3. Economic & Political Environment
2013
Guadeloupe
Martinique
French Guiana
Economic performance
GDP
8.1 B€
8.4 B€
3.9 B€
GDP Growth
0.5%
0.2%
3.3%
GDP / capita
19,593 €
21,527 €
15,416 €
Inflation rate
0%
0.7%
1%
State expenditure (%
GDP)
44.0%
35.4%
23.3%
Imports
2,9 B€
2,6 B€
1,6 M€
Exports
830 B€
383.7 M€
292.6 M€
Structure of output
# Businesses
45,776
34,500
13,452
80%
x
75%
1-9 employees
17%
x
21%
Breakdown of added
value
2009
2009
Non market services*
41%
40%
34%
Market services**
44%
44%
42%
Construction
6%
6%
9%
Agriculture
3%
3%
4%
Labor force
170,730
167,583
75,402
Unemployment rate
26.1%
22.8%
46.6%
Political
stability
(Political Risk Index)
Low risk of instability
Political structure
Overseas region and department/European Union outermost region
Sources:
Annual IEDOM report 2013 of Guadeloupe
No employees
unknown
or
2007
Labor force
Oo3
Annual IEDOM report 2013 of Martinique
Annual IEDOM report 3 French 2013 of French Guiana
*A unit is considered to render non market services when it provides them free of charge or at prices
which are not economically significant.These service activities are found in education, health, social
work and administration.(INSEE)
** Activities such as whole sale, retail trade ,hotel, restaurant, transport real estate.
3.1.
3.1.1.
Guadeloupe
The GDP growth mainly relies on household consumption and investment, the later having
increased anew in 2013 (+1.7%).
However, public administrations accounts for 38% of the GDP with an increase in health and
social services.
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Both exports and imports are rising in volume, and foreign trade negatively impacts the
economic activity since the trade balance is negative.
In 2013, there was massive trade on oil products.
The number of companies created keeps on decreasing with 4,960 new ones in 2013, especially
in non market services and trade.
3.1.2.
Labor force
Guadeloupe has the second highest unemployment rate of the French overseas territories (51.2%).
The tertiary sector is the one employing most of the labor force (86.1%). Primary sector accounts
for 1.5% of the workforce with industry and construction respectively accounting for 7% and 5.4%
of the labor force.
3.1.
3.1.1.
Martinique
Martinique’s economy is marked by a chronic balance of trade deficit, heavy dependency on
Metropolitan France and the European Union for financial support and specialization in few
sectors, which suggests the need for diversification.
However, in absolute terms, the added value of all sectors is increasing, with the exception of the
hotel and catering industry (-2.7% a year on average). Traditional sectors (bananas, sugarcanerum) play an important role in the social and territorial balance of the island.
3.1.2.
Industrial Facilities
The Martinique Chamber of Commerce and Industry is in charge of the port, airport, industrial
zones and World Trade Center. The center employs foreign trade specialists to inform business
people on regulations; sets up meetings between local and foreign business people. It also
employs interpreters to facilitate adequate communications at these meetings.
At the industrial zones, factory space for rent and in-bond facilities are among the special benefits
available. These zones are Zone de Gros de La Jambette at Fort- de-France; Place d’Armes
industrial zone and La Lezarde industrial zone at Lamentin; Petite-Cocotte industrial zone at Ducos
and La Laugier industrial zone at Riviere-Salee
3.1.1.
Labor force
The unemployment rate has remained at a high level over the past ten years, above 20%, with the
exception of 2005 (18.0%). Age and the low level of training are the main discriminatory factors. In
2013, the unemployment rate was 22.8% in Martinique (10.2% in mainland France). It stood at 68.2%
for working-age people under 25, and reached 30.4% for working-age people without
qualifications. The number of category A end-of-month jobseekers stood at 44,583 in 2013,
including 51.3% for over a year, an increase of 2.7% and 2.3% year-on-year, respectively, while the
number of unemployment insurance recipients fell by 4.0%. In 2012, 84.3% of paid employment
was in the services sector, ahead of industry (6.9%) and construction (5.2%). Central Martinique
accounts for almost two-thirds of paid employment in the territory. Public sector employment
accounts for about a third of paid employment and comprises three categories: the State civil
service (39.5% of the workforce), the territorial civil service (40.0%) and the public hospital service
(20.5%).
3.2.
3.2.1.
French Guiana
The GDP growth mainly relies on public administration, consumption, construction and French
Guiana space activities. Indeed the presence of the space centre not only increases the country’s
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exports but also attracts investments. Due to its wide range of services it is able to meet global
demands.
With 1685 people and approximately 4200 jobs related to it the space sector is a driving force of
the Guianese economy.
However, other main sectors of development of the French DROM showed signs of difficulties in
2013. The construction industry, considered as the second pillar of this economy, was in decline
because of cancellation of numerous contracts and a decrease in the launches of new
construction projects and granted permits. The gold industry, one of the main local exports, is since
the fall of gold price in decline too. The business sentiment indicator results reflects these negatives
outcomes with a constant decline throughout the year.
In 2013, 1952 companies were created, 16% more than in 2012. Of these, 634 are affiliated to
market services, 383 to business and 369 to the construction sector.
Despite an increase in exports (292.6 million in 2013), the economy of French Guiana is still
characterized by its strong dependency on imports (1588.9 million in 2013). As a result French
Guiana’s commercial deficit grow wilder and reached 1296.4 million at the end of 2013.
3.2.2.
Labour force
The tertiary sector is the one employing most of the labour force. 591,58 individuals were working
for the markets sector in 2013, with more than three quarters of them working in the service
sector.
A statistic that has to be highlighted about French Guiana’s work force is that 30% of it is made of
public servants. In 2011, 21438 persons were working in public services.
At the end of the second quarter of 2013, 21.3% of the Guianese workforce was unemployed,
amounting to 16,045 persons. In addition to this number INSEE recorded another category of
18,000 classified as “discouraged”. These individuals are unemployed who wants to work, but
estimates that their chances of finding a job is are practically nonexistent, therefore they do not
actively seek a job.
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4. Political structure
Guadeloupe, Martinique and French Guiana have been departments of France since the
Departmentalisation Laws of 19th March 1946 and Regions since 31st December 1982. In mainland
France, four Departments form a Region, not so in the Overseas territories, where the ratio is 1:1
This institutional framework is defined by the Constitutional Law of 28th March 2003 which created
the denomination of ”Overseas departments and region” (DROM). Unlike its counterparts in
mainland France, it is a single department territory with extended powers, particularly for local
public finances.
All French laws are directly applicable there, but can be adapted to the specific situation of the
region (on the basis of Art 73 of the Constitution). Since the 1st of January 2015 ODRs have been
new authority to manage economic development, health, education, culture, and the social
cohesion sector.
At the national level DROMs are represented in both the National Assembly and Senate. They also
have representatives at the Economic, Social and Environmental Council. The Prefect is the local
representative of the French government on the territories.
As overseas departments, Guadeloupe, Martinique and French Guiana are also European Union
outermost regions (OMR), which means that Community Law is applicable and allows it them to
benefit from structural funds.
The French Constitution now gives DROMs the possibility of creating a single entity replacing the
Department and Region, subject to the consent of the electorate.
In the referendums on the 10th and 24th of January 2010, voters in Martinique widely rejected its
transformation into an Overseas territory, governed by Article 74 of the Constitution, and decided
to create a single, entity exercising the powers conferred on the Departments and Regions under
Article 73 of the Constitution. The single entity of Martinique is expected to come into being in 2015.
Following the referendum of January 2010 in French Guiana, it was decided that a new single
entity would replace the department and region and discharge the functions of both. A draft law
defining the organizational and operational arrangements (governance, voting method, number
of councilors, financial resources) for the territory was put before the Council of Ministers in January
2011 and voted in July 2011. It was expected to be introduced in 2014 but has been postponed to
December 2015 simultaneously with the renewal of all regional councils. It will be established as a
unique council called a Collectivité Unique (with 51 members), and executive power represented
by the President of the Council and standing committees (Commission permanente).
Contrary to these, Guadeloupe has chosen not to modify its political organization.
5. Caribbean integration
In order to empower the French overseas territories in their relationship with neighboring countries,
they are granted specific authorizations for negotiating and signing cooperation agreements with
their neighbors.
Both Guadeloupe and Martinique have asked to join OECS and CARICOM and are already
associated members of AEC since February 2014.
Guadeloupe has also joined the CEPALC (ECLAC) since August 2012.
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11
6. Trade Environment
2013
Guadeloupe
Martinique
French Guiana
Imports (Million €)
Total imports
2,747.4
2,641.1
1,588.95
Agricultural products
51.2
52.6
16.38
Oils & Gas
33.0
309.7
1.66
551.6
446.8
238.86
Agrifoods
412.4
401.2
214.74
Consumption goods
424.5
379.9
167.18
Equipment goods
751.1
616.1
515.79
Wood,
cardboard
paper,
90.5
72.8
24.58
Chemical,
cosmetics
perfume,
126.7
120.9
240.99
Rubber
&
plastic
products, minerals
141.5
132.7
66.18
Metal products
164.0
107.9
102.2
0.7
0.5
195.42
Refined
products
petroleum
Other
Exports (Million €)
Amount
264.5
383.7
292.6
Agricultural products
38.0
77.1
0.6
-
5.0
6.7
48.2
179.7
4.4
Agrifoods
61.7
57.1
11.2
Consumption goods
18.6
7.1
0.9
Equipment goods
55.6
29.6
185.0
Wood,
cardboard
paper,
2.2
2.5
2.2
Chemical,
cosmetics
perfume,
12.0
5.4
7.5
Rubber
&
plastic
products, minerals
4.9
1.0
1.9
Metal products
9.4
9.9
67.5
Other
13.7
9.4
32.1
3,7 million tons
3.1 million tons ( 2012)
653,941 tons
198,140
143,728
302,245 tons (2014)
Imports
66%
Not Found
Not Found
Exports
12%
Not Found
Not Found
Transhipping
22%
None
None
Air transport
10,661 tons
9,430 tones
4,635 tons
Import
64%
70%
Not Found
Export
36%
30%
Not Found
Oils & Gas
Refined
products
petroleum
Sea transport
TEU
CAYRIBE SARL
12
Sources
IEDOM annual report 2013 Guadeloupe
IEDOM annual report 2013 Martinique
IEDOM annual report 2013 French Guiana
6.1.
Guadeloupe
Sea transport increased by 28.3% over the last 10 years, maintaining a constant distribution of the
traffic between the different harbours, with 95% of the flows transits through Jarry.
In 2013, imports increased again by 4% despite uncertainties in the economic context and thanks
to a rebound in investments that supported capital goods consumption.
While France and EU are the main providers of Guadeloupe, thanks to oil products, USA is now the
3rd largest exporter to Guadeloupe.
In the Caribbean, the ACP countries are the only ones doing business with Guadeloupe.
Exports have also increased in 2013 (24%), mainly because of trade in oil products directed to
Martinique and French Guiana which are more commonly clients for foods and beverage
products, plus tobacco (French Guiana) and capital goods (Martinique).
Except
for unemployment
oil products, Guadeloupe mainly exports bananas and melons to France (including
High
Martinique for the last) and EU (generally countries sharing a border with France).
46 000
Unemployment and demand for employment
43 000
30%
40 000
25%
37 000
20%
34 000
31 000
15%
10%
28 000
5%
25 000
0%
2003
2004
2005 2006 2007 2008 2009
Unemployment rate (right scale)
2010
Employment
Total employment
Self- employment
Paid employment
Agriculture, forestry and
fishing
Industry – Energy and
Water
Construction
Market services
Non-market services
35%
2011 2012 2013
DEFM A (left scale)
AAGR*
12/ 0 2
+ 0 .6 %
+ 0 .8 %
+ 0 .6 %
2 002
125 ,770
8,154
117 ,616
2012
1 33,183
8,794
1 24,389
5,232
4,492
8,644
8,620
-0.0%
5,272
41,307
57,161
6,447
53,922
50,908
+2.0%
+2.7%
-1.2%
-1.5%
*
Average annual growth rate.
Source: INSEE, EPURE database.
DEFM A: End-of-month category A jobseekers.
Sources: DIECCTE, INSEE.
The unemployment rate has remained at a high level over the past ten years, above 20%, with the exception of 2005 (18.0%).
Age and the low level of training are the main discriminatory factors. In 2013, the unemployment rate was 22.8% in Martinique
(10.2% in mainland France). It stood at 68.2% for working-age people under 25, and reached 30.4% for working-age people
without qualifications. The number of category A end-of-month jobseekers stood at 44,583 in 2013, including 51.3% for over a
year, an increase of 2.7% and 2.3% year-on-year, respectively, while the number of unemployment insurance recipients fell by
4.0%. In 2012, 84.3% of paid employment was in the service sector, ahead of industry (6.9%) and construction (5.2%). Central
Martinique concentrates almost two-thirds of paid employment in the territory. Public employment accounts for about a third of
Energy
accounts
for adown
significant
part of
foreign
due to the
fact that
oil
paid
employment
and breaks
into 3 statuses:
theMartinique’s
State civil service
(39.5% trade,
of the workforce),
the territorial
civilthe
service
(40.0%)
and
the hospital SARA
public service
(20.5%).
refinery
company
(Socié
té Anonyme de la Raffinerie des Antilles), which exports refined fuel,
6.2.
Martinique
is established in the department. This explains why Guadeloupe and French Guiana are important
Foreign trade struct ural deficit
export partners for Martinique, while mainland France and the European Union are its largest
Energy
accounts
for a significant
of Martinique’s
foreignis,
trade,
duepart,
to thestill
factin
that
oil refinery
(Société
suppliers.
Regional
trade part
(excluding
energy)
for its
its the
infancy.
Thecompany
trade SARA
balance
is
Anonyme de la Raffinerie des Antilles), which exports refined fuel, is established in the department. This explains why Guadeloupe
structurally
in
deficit
and
the
trade
deficit
has
grown
over
the
decade
(+46.6%).
and French Guiana are important export partners for Martinique, while mainland France and the European Union are its largest
suppliers. Regional trade (excluding energy) is, for its part, still in its infancy. The trade balance is structurally in deficit and the
trade deficit has grown over the decade (+46.6%).
Main suppliers in 2013
(in millions of euros)
Main client s in 2013
(in millio ns o f euros)
France
European Union
North America
Other European …
Asia
Caribbean
South America
Near and Middle East
FDA
0
FDA
France
North America
Other European …
European Union
Caribbean
South America
250
500
750
1 000
1 250
1 500
0
20
40
60
80
100
120
140
160
Source: Customs.
Main imports in value ( millions of euros)
Natural hydrocarbons, other extractive industry products,
electricity, waste
Mechanical, electric, electronic and IT equipment
Agrifood industry products
Refined oil products and coke
20 13
Main exports in value ( millions of euros)
310
Refined oil products and coke
358
401
Agricultural, forestry, fishery and aquaculture products
Agrifood industry products
Natural hydrocarbons, other extractive industry products,
electricity, waste
Transport equipment
Other industrial products
Total exports
447
Transport equipment
Other industrial products
Total imports
Source: Customs.
258
791
2 ,6 41
20 13
178
77
57
14
13
20
25
384
CAYRIBE SARL
MAI N SECTORS OF ACTI VI TY
® - Reproduction
interdite
- PTF_RAO_V1.1
Martinique has the characteristics of aCAYRIBE
modern and
diversified economy.
Market
and non-market services are the main source of
wealth creation. Their weight in the economy increased by 2.5 points between 1999 and 2009, whereas the weight of the other
6.3.
French Guiana
French Guiana has few productive industries; consequently it has to import its raw materials and
goods for consumption and equipment. The importance of capital goods in imports is due to
imports of specific equipment destined for the space and petroleum sectors.
In 2013 France (including the French West Indies) remained the main suppliers for French Guiana
with 681.5 million euros, and 42.9% of market share. European Union remains a privileged partner.
Imports from Trinidad and Tobago, which is traditionally an important supplier for French Guiana,
decreased between 2011 and 2013 (69 million less). Indeed Martinique is now the supplier for
petroleum products. It is the same with imports related to oil exploration activities, consequently
imports from Trinidad fell by of approximately 22 million Euros.
In 2013 Guianese exports increased by 31% mainly because of capital goods (55.7%) and more
especially transport materials such as empty containers (78.5%). Despite that fact, exports remain
insufficient to offset the rise in imports.
French Guiana exports are essentially made of two categories of products:
-
the re-export of space shuttle related goods
gold production.
In addition to that, French Guiana does have a product range of exports such as fish, and wood.
However the volumes produced are not high enough, because of the lack of a work force, weak
structuring, and environmental constraints.
In 10 years the structure of Guianese exports has changed remarkably. First of all gold exports
which used to constitute 70.7% of French Guiana exports in 2003 has drastically decreased,
consequently in 2013 it only represented 31.6% of the exports.
The agro-processing industries (especially the fisheries industry) fell by 7.6%. In parallel the capital
goods industry, exports linked to space activities and re-export of transport materials progressed
from 10.1% to 53.2%. These products are not locally produced so consequently have low added
value for French Guiana.
In 2013 the structure of French Guiana’s clients have outstandingly changed. France, which for the
past years has been the Guianese department first clients, moved to second place with 27.7% of
exports, at 81.6 million euros. Trinidad took the first place with 40.7% of Guianese exports to 119.2
million Euros. This is a remarkable progression since in 2012 French Guianese exports towards that
destination were around 20 million Euros. These exports are related to petroleum exploration off
the coast of the French region.
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7. Selling, Marketing & Promotion
Considering the FCOR market, the list of products provided by exporTT has been divided into two
groups:
-
Mass market retail products with all foods and beverages and tissue products
B2B products
7.1.
Selling and promotion techniques
Cf. product brief.
7.2.
Advertising techniques
Advertising in the FCORs follows the French patterns and will use the following medias:
-
Billboard
Flyers
TV and Print media
Web advertising
Because of road traffic and habits, the billboard is a much appreciated media while web
advertising is hard to sell to firm’s directors.
Billboards are mainly used for special offers intended for both retail and specialized products.
Advertising is done by the wholesaler at the time of promotional events (anniversary, Christmas,
Carnival, Easter…).
Flyers are also still much relied upon for these two groups of products and distributed hand to hand
or directly in mailboxes. They generally present special offers and, when there is one, reinforce the
messages displayed on billboards.
Flyers are much appreciated by SMEs which seek to get close to advertisement support they buy.
This preference partly explains why web advertising spreads slowly.
Web advertising is relied upon through specialized websites offering deals to be bought during a
short lapse of time when an important discount (from 40% to 70%) is made on the public price.
TV commercials are mostly used for brand awareness promotion since this kind of advertising is
much more expensive than the others. It can also be combined with advertising banners on
selected websites in the case of institutional communication or top firms brand awareness
promotion.
Radio commercials are more focused on special offers.
Concerning advertising, press media is divided into two groups:
-
Content related press (free or not) mostly used for brand awareness
Small ads press distributed in mailboxes with advertisement targeted on price if not on
special offers
This panel of advertising techniques reveals that consumers are above all attracted by low prices
and promotions.
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Advertising channel
Guadeloupe
Martinique
French Guiana
TV – Local media
Guadeloupe 1er
Martinique 1ière
Guyane 1ière
Canal 10
ATV
Ktv Guyane
Alizée Guadeloupe
KMT
Zouk TV
Radio – main
RCI
RCI
Guyane 1er
Guadeloupe 1ière
Martinique 1ière
Ouest fm Guyane
MFM
Trace FM
RDI
NRJ
Trace fm
NRJ
Billboard companies
SAMSAG
CLG
Tip top Media
CLG
SAMSAG
Smartday
SEDECA
Nextone
Nextone
PRESTO
SmartDay
AVENTI ANTILLES
Print media
7.3.
France-Antilles
France-Guyane
Madin Mag
Saison en Guyane
Creola
Guyamang
e-commerce
Because of delivery issues, e-commerce is not much relied upon by local firms. When they do, they
organize meeting points for the customers to retrieve their goods.
FCORs population will buy online if they have a way of being delivered at home. They are
attracted to known products found at less expensive prices, generally fashion products.
These last years have seen the creation of firms acting as forwarding agents for individuals.
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8. Market challenges
With only a few exceptions, FCOR companies have well established relationships with their
suppliers, all of them, either European or Chinese, used to European norms and standards.
It means that Trinidadian companies’ main competitive edge at first will be the price of their
products.
Consequently the main challenge when entering the FCOR market from a Caribbean country is
to be able to control its costs considering necessary investments for:
-
Achieving compliancy with the European norms
For retail market products, the adaptation of the product to the consumption habits of the
populations
Most of the market entry strategy depend on the ability to reach market prices therefore the norm
compliance issue has much impact on the choice to export or not toward the FCOR since its
process directly impact the cost of the products.
Norm compliance solutions should be provided by studies made by experts companies along with
a cost estimation.
It is emphasized in the product brief that retail products should be adapted to local markets, at
least for language and packaging.
We also strongly recommend to have food and beverage products taste tested on the population
to ensure that there is a market.
The challenge for these products is to adapt to the FCOR context while maintaining their
Caribbean identity.
Another challenge to be faced by foreign companies is about the economic domination of
groups with widespread activities of their branches.
For example, PROCHIMIE SARL is a detergent and tissue company belonging to a group owning
detergent and tissue companies in both Guadeloupe and French Guiana but also measure made
aluminum companies in Martinique and French Guiana.
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9. Useful Contacts
9.1.
Guadeloupe
Regional Council
(Région Guadeloupe)
Avenue Paul Lacave
97100 Basse-Terre
Tel.(590)-80.40.40
Fax.(590)-80.40.35
Website:
http://www.regionguadeloupe.fr/accueil/
Custom department
(Direction Regionale des Douanes)
Chemin stade Felix Eboue
97100 Basse-Terre
Tel.(590)-81.54.32
Fax.(590)-81.18.22
Website:
http://www.douane.gouv.fr/accueil
Guadeloupe Chamber of Commerce
(Chambre de commerce et industrie de la
Guadeloupe)
Morne Mamiel Petit Pérou
97 139 Abymes
Tel : (590) 21 11 00
Website: http://www.guadeloupe.cci.fr
9.1.1.
Major Distributors
Carrefour Destreland
Ccial Destrelland
97 122 Baie-Mahault
Tel: (590) 26 10 10
Fax: (590) 26 14 78
Website:
http://www.carrefourguadeloupe.com/
Géant Casino
Bas du fort
97 190 Gosier
Tel : (590) 93 68 00
Leader price
La Jaille
97 122 Baie-Mahault
Tel : (590) 41 09 65
Super U
72 rue Jean Jaurès
97 110 Pointe-à-Pitre
Tel :0590 83 05 77
9.1.2.
Major Group distribution
Ecomax (head quarter)
Imm/ Logistika
Voie verte
ZAC Houelbourg 3
97 122 Baie-Mahault
Tel : (590) 41 94 60
Fax : (590) 41 94 78
SAFO group
Voie Verte
ZI Jarry
97 122 Baie-Mahault
Tel : (590) 38 12 33
Fax : (590) 26 73 15
Website : www.groupesafo.com
Email :[email protected]
LP Guadeloupe
Moudong Centre
97 122 baie-Mahaiult
Tel : (590) 32 28 08
Fax : (590) 32 23 03
9.2.
Martinique
Chamber of Commerce
(Chambre de Commerce et
d’industrie de la Martinique)
50 Rue Ernest Deproge BP. 478
Tel. (596) 55 28 00
Fax. (596) 60 66 68
E-mail: [email protected]
Website :www.martinique.cci.fr
Chamber of Trade and craft
(Chambre des Métiers de la
Martinique)
2, Rue du Temple
Morne Tartenson BP 1194
Tel: (596) 71 32 22
Fax: (596) 70 47 30
Website : cma-martinique.com
Regional Council
(Conseil Regional de la
Martinique)
Rne Gaston Deferre-cluny
97262 Fort-de-France -BP 601
Tel: (596) 59 63 00
Fax: (596) 72 68 10
Website: www.cr-martinque.fr
E-mail: [email protected]
Customs Department
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(Direction Inter-régionale des
Douanes)
Cluny Quartier Plateau Roy BP630
Tel: (596) 63 04 82
Fax: (596) 63 61 80
9.2.1.
Major distributors
Géant Casino ( groupe Ho Hio Hen)
Centre commercial
La Batelière
97 233 Schoelcher
Tel : (596) 61 32 62
Website : www.geantcasinomartinique.fr
Hyper U
Centre Cial Galléria
97 232 Le Lamentin
Tel : (596) 50 66 33
Website:
http://www.coursesu.com/lelamentin
Chez Mireille Proxi
Rte des plages
Cap chevalier
97 2727 Sainte-Anne
Tel: (596) 74 70 18
Fax: (596) 76 99 18
Website:http://www.chez-mireillemartinique.fr
Carrefour
Centre cial Dilon
97 200 Fort-de-france
Tel : (596) 75 20 21
Fax : (596) 75 07 19
Website : www.carrefour-martinique.com
9.2.2.
Major group distribution
(overseeing not only Martinique but
also Guadeloupe and French Guiana)
GBH ( Bernard Hayot Group)
Acajou- BP 423
97 292 Le Lamentin
Tel: (596) 50 37 56
(596) 50 81 76
Website : www.gbh.fr
Groupe créO
Leader price (Martinique and French
Guiana)
Zone de Manhity
97 232 Le Lamentin
Tel : (596) 39 00 12
Website:
http://www.leaderpricemartinique.com/fr
Groupe Ho Hio Hen / H distribution
2 avenue Arawaks
97 200 Fort-de-France
Tel : (596) 75 16 14
Website: www.groupehohiohen.com
Groupe SAFO
ZI place d’Armes
972 232 Le Lamentin
Tel: (596) 30 07 93
Fax: (596) 30 07 84
Email: [email protected]
Website : www.groupesafo.com
9.3.
Guyane
French Guiana Chamber of Commerce
(Chambre de commerce et d’industrie de la
Guyane)
Place de l’Esplanade BP49
97 321 Cayenne
Tel : (594) 29 96 00
Fax : (594) 29 96 34
Website : www.guyane.cci.fr
Customs Department
(Direction régionale des douanes)
8, rue Louis-Blanc
BP 5026
97 305 Cayenne
Tel : ( 594) 29 74 74
Fax : (594) 29 74 52
Chamber for trade and craft
(Chambre des métiers et de l’artisanat)
41 ZA Galmont
97300 Cayenne Cedex
Tel : (594) 2524 70
Fax : (594) 30 54 22
Website : www.cm-guyane.fr
Regional council
(La région Guyane )
Carrefour Suzini
4179 route de Montabo
BP 47025
97 307 Cayenne
Tel : (594) 29 20 20
Fax : ( 594) 31 95 22
Website: www.cr-guyane.fr
9.3.1.
Major distributors
Géant Cayenne
ZI Collery
5 Rocade Leblond
97 300 Cayenne
Tel: (594) 29 81 00
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Ecomax
9 k rte Rémire
97 354 Montjoly
Tel : (594) 35 40 93
Carrefour
Zone terca,
97 351 Matoury
Tel: (594) 25 70 00
Website:
http://www.carrefour-matouryguyane.fr
Ho Shiang Ming
8 ZI Collery Ouest
BP 116
97 300 Cayenne
Tel: (594) 35 08 89
Propadis
Zi Collery
97 300 Cayenne
Tel : (594) 35 17 17
Fax : (594) 35 31 14
CAYRIBE SARL
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Market brief

Transcription

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