Assessing Competitiveness In Moldova's Economy - Economic Growth

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Development Alternatives, Inc. Moldova Competitiveness Assessment: Market Architectures Figure 1: Market architecture for exports Almost all of the Moldovan companies that were successfully exporting to non-CIS (Commonwealth of Independent States) countries were working with or through a foreign partner. At least in the first years of the partnership, the foreign partner typically provided all of the services mentioned above—market information, buyer contacts, investment, and logistics support. Foreign partners sometimes transferred the responsibility of logistics support to the Moldovan partner once they understood the requirements, but Moldovan partners usually do not get involved in the marketing, continuing to rely on their partner to find new markets, negotiate the deals, and provide the investment or new equipment, when needed. There are examples of Moldovan companies exporting directly, without a foreign partner— they were either assisted by the Moldovan Export Promotion Organization (MEPO), a donor project, such as the Marshall Plan, or work through family and friends who have moved overseas and can help them find them contacts. There are also companies that ventured into foreign markets on their own in the initial euphoria of economic freedoms, but soon found themselves teetering on the brink of bankruptcy. Moldovan producers appear reluctant to engage trading companies that appear as intermediaries to help them find buyers, distribute their products, and handle the logistics. Import Channels The market for selling foreign goods in Moldova is somewhat more sophisticated, but there are still major Competition Lowers Prices Charged by Wholesalers One of the medium-sized wholesale bases serving the Chisinau region used to make a 25 percent margin when there were only three such bases providing this service, after Moldova first became a market economy. Being able to connect buyers and sellers was a service in high demand, but there were also low barriers to entry. Competition increased and today more than 40 wholesalers are active in the Chisinau region and their margin is about 2-4 percent. Since competition is also high among the retail stores, the consumer benefited from the price reduction. July 2004 • DRAFT Page 3
Development Alternatives, Inc. Moldova Competitiveness Assessment: Market Architectures gaps in the nonfood retail market (clothes, shoes, home furnishings, and accessories), with almost no Moldovan wholesalers active in the value chain and few large retail establishments that take delivery of goods and hold inventories, as illustrated in Figure 2. The retail chains do not need to offer this service since competition among them is limited and suppliers are numerous. Limited competition at the retail end is one of the reasons that at least one of the large wholesalers, Centaur, has forward integrated (that is, expanded to related areas to fulfill customer needs more directly) to open its own retail operations. It has also led a number of producers to sell through factory stores or open their own retail operations. These arrangements greatly limit productivity in the retail sector and argue for coordinated action and cooperation among producers. Food and Beverages The distribution of imported food and beverages is fairly well organized, with a variety of channels serving supermarkets, smaller grocery stores, and minimarkets. Although the number one supermarket uses foreign fournisseurs (suppliers) to purchase, consolidate, and transport shipments of a variety of food and nonfood goods sold in its store, other grocery stores find imported goods through large Moldovan wholesalers or the network of Moldovan wholesale bases (optoviye bazi). Foreign companies selling fast-moving consumer goods, such as beverages, snack foods, and cigarettes, are diligent at developing their channels throughout Moldova, using wholesalers to get their products into supermarkets, minimarkets, and kiosks. Reportedly, a wide range of imported goods is available for purchase at kiosks and small outlets throughout the country outside of the urban centers, while the range of Moldovan products remains limited, even though prices of imported goods in the smaller cities and villages are 20-40 percent higher than in Chisinau. Figure 2: Market architecture for imports July 2004 • DRAFT Page 4
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