Compétitivité des exportations tunisiennes de l’huile d’olive face à la nouvelle concurrence sur le marché mondial: analyse par l’approche shift-share
New Medit, Vol. 10, n. 4, (December 2011), pp. 13-18
Jel classification: Q17, C43
Olive oil exports play a major role in Tunisian economy because they contribute to attain the agricultural trade balance. In 2008, they accounted for 4% of the country’s total exports. However, over the last years, new producing/exporting countries have emerged which can compete with Tunisia and enter the olive oil market due to their fast-paced growth. Therefore, it is necessary to make a comparison between Tunisia and its new competitors which pose a threat today to its position in the international market. The main goal of this work is to assess the current state of Tunisian olive oil exports in the international context in order to design some appropriate strategies to take up the challenge of competition. The method applied is based on a shift share approach to analyse two time periods, 1997-2001 and 2002-2006. The empirical results show that Tunisia is still increasing its market share and maintaining its leading position in the American and Canadian market compared with the new competitors i.e. Syria, Argentina, Australia and Chile. In the European Union market, Tunisia always remains the first supplier but with a decreasing market share during the last years which is countered by the increasing Syrian market share.