Algerian Products to Be Showcased in Doha and Johannesburg: A Bold Move for International Market Expansion

✏️ BY: Dr. Hana Saada

Algiers, Algeria | August 25th, 2024 — Following its success in Mauritania, where Algerian products are regarded for their exceptional quality, Algeria is set to expand its reach to new international markets, specifically in Qatar and South Africa. Two exclusive exhibitions dedicated to showcasing Algerian products will take place in October in Doha and in November in Johannesburg, representing a significant step in the country’s efforts to strengthen its presence on the global stage.

Fostering International Partnerships

According to the National Agency for the Promotion of Foreign Trade, these events are designed to highlight Algerian products from a wide range of sectors, with the primary goal of developing international business ties and establishing key partnerships, particularly in distribution. The Johannesburg exhibition, as noted by macroeconomic expert Ahmed Laidouci, presents an exceptional opportunity for Algeria to boost its commercial exchanges in South Africa—a large and largely untapped market for Algerian goods.

“Laidouci stressed the importance of capitalizing on this golden opportunity, as Algeria’s presence in South Africa remains minimal. This specialized exhibition offers a rare chance to introduce our products without facing competition, allowing us to carve out a niche in the market,” Laidouci explained. However, he cautioned that the Qatari market presents different challenges.

Navigating Complex Markets

Qatar, with its highly competitive and mass-driven economy, poses a unique set of obstacles. “In a region dominated by mass-market economies, particularly with China’s strong presence, it is extremely difficult to compete. For Algeria to make an impact in Qatar, we must showcase products that are either unique or underrepresented in the Qatari market,” Laidouci advised.

He further elaborated that Algerian participation in such exhibitions requires a tailored approach. “In international economic events, it’s crucial not to promote products where the host country is already a global leader. For instance, competing in the cosmetics sector in France—a country that has dominated this industry for over a century—would be futile,” he emphasized.

Strategic Market Prioritization

Laidouci also recommended that Algeria prioritize markets where quality standards align more closely with those of Algerian products. “Quality is a relative concept and varies by country. For example, Mauritania regards our products as of very high quality, while we may consider them of average quality. To reach our goal of $30 billion in non-hydrocarbon exports by 2030, we must focus on markets that value a balance between quality and affordability,” he remarked. He added that Algeria’s participation in these specialized exhibitions is a testament to the country’s growing efforts in promoting its products on the international stage.

Diplomacy and Quality Gains

International marketing expert Aissam Zemmal sees the growing number of these exhibitions as evidence of the steady improvement in the quality of Algerian products. “This reflects the positive results of Algeria’s economic diplomacy. From a marketing perspective, these specialized exhibitions function much like door-to-door sales, offering an excellent opportunity to explore new markets,” Zemmal noted.

In addition to the exhibitions in Doha and Johannesburg, Algeria will also participate in the 33rd edition of the World Food Moscow exhibition, scheduled for September 17-20, 2024, at the Crocus Expo International Exhibition Center in Moscow. This prestigious event, regarded as one of the leading trade fairs in the food and beverage sector, is part of Algeria’s official participation in international economic events in 2024.

Algeria’s push into international markets, marked by these high-profile exhibitions, signals the country’s ambition to expand its export base and elevate its global standing, especially as it continues to refine and enhance the quality of its products.

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