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June 2013 ~ Issue No 21 FRENCH
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  Dev Chamroo CEO  
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Editorial

 
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Dear Valued Partner

CHANGING GEAR This month, Enterprise Mauritius celebrated its 8th year of dedicated service to the industry in promoting ‘Made in Mauritius’ products worldwide. And what a better way to celebrate than to coincide it with the World Environment Day where TeamEM planted trees at the Enterprise Mauritius Business Park at Plaine Verte.

Today, Mauritius exports comprise a total of 1,580 product lines and reach131 destinations. Total domestic exports last year attained Rs 56,215 m compared to Rs 52,156 m in 2011. This year, total domestic exports for the period January to April amounted to Rs 18,498 m compared to Rs 17,349 m for the corresponding period last year, representing a growth of 6.6%. Despite the challenging and uncertain global environment, Mauritian companies are keeping abreast of the unfolding economic crisis by consolidating their existing client base and diversifying into new and emerging markets. They are optimising efficiencies at each step of the production value-chain and creating space from nowhere. Our industrialists are engaged in innovation, creativity and value-added product development to remain competitive. However, the going is getting tougher.

Government is providing a host of support measures to help our exporting companies built resilience on the economic diplomacy front, Government is engaged in opening up new markets for ‘Made in Mauritius’ products. The entry into force of the Mauritius Turkey Free Trade Agreement, with effect from 1 June 2013 is a landmark achievement. Mauritius is the first such trading partner of Turkey in Sub-Saharean Africa. Turkey is a market of 24 million people, but offers a market reach out to over 260 m people in neighbouring countries, namely Russia.

At the level of EM, we are engaged on several fronts to consolidate and diversify our export markets. It is pleasing to note that the share of non-traditional markets in our total domestic exports is now greater than that of traditional markets at 52% to 48% last year. Viewed from a historical perspective, the share of non-traditional markets in domestic exports which were only 27% in 2005 have grown steadily to reach Rs 29,071 m in 2012 (52%) compared to Rs 27,144 m (48%) for traditional markets. TeamEM is committed to expand our market outreach to new countries. In this perspective, we are exploring emerging markets such as Japan, China, Russia, Turkey, Germany, Scandinavia, Middle East, India and Brazil. At the same time, we are enlarging our footprints on the African continent to reach out to Egypt, Rwanda, Ethiopia, Angola, Zambia, Malawi and strengthening our market shares in South Africa, Kenya, Uganda, Tanzania, Zimbabwe, Mozambique and Madagascar.

However, with the fast changing landscape of global trade where opportunities are short-lived and uncertainty is a fixed variable, the goal post keeps moving during play. TeamEM, now 8 years old, is called upon to reconfigure what it does and how it does to be ahead of the market dynamics. Time is to change to higher gear. We must have in-depth and up-dated knowledge and market intelligence to effectively advise our local exporter’s community of opportunities and risks that arise. We must create value for our clients.

Moving ahead, EM needs to evolve into a result-oriented-cum-impact-oriented agency, focussed on the future, delivering high performance services through a collaborative alliance with our stakeholders. This may involve disengagement from a few exhausted tools and venturing into new innovative and creative marketing strategies premised on brand development and the positioning of Mauritius as a reliable sourcing destination. Mauritius ‘Made with Care’ would become the brand equity and vehicle to promote Mauritian products overseas.

For TeamEM to play the catalystic role in this new and dynamic world trade platform, EM has embarked on a complete review and over-haul of its service delivery processes by adopting ISO Certification. To this effect, the services of KPMG have been retained to prepare Enterprise Mauritius to graduate to a higher league of Trade Promotion Organisation (TPOs) that creates value for its exporters.

EM wishes to become a frontliner TPO setting a new benchmark for export promotion and facilitation, market development, enterprise development, product development and policy advocacy.

We are ending this month with a strong participation in SAITEX 2013 in Johannesburg, South Africa and shall start July with a Buyers Sellers Meeting in Maputo, Mozambique.

We will keep our valued partners posted of all developments.

Dev Chamroo
Chief Executive Officer


 
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