Where there is no specialist importer or distributor for your specific product, you may need to sell directly to a wholesaler who services your market. A wholesaler does not usually have exclusive selling rights. Wholesalers play a very important role in the distribution system of the Haitian markets, in particular in supplying independent retailers and informal operators. Certain larger wholesalers in Haiti are also utilised extensively by retailers in neighboring countries who will visit the wholesaler on a monthly basis to procure their requirements. For certain products, particularly in the food sector, the major importers also operate as wholesalers. A further feature of the wholesale sector is that the large wholesalers are often owned by one of the major retail groups.
Retail Chain
Large retail stores may also buy products directly from an overseas supplier. This is most often the case when there is exclusivity on a line such as a particular range of linen, clothing or kitchenware. Of growing importance in the Haitian market is the existence of house brands that are manufactured specifically for a retailer under their own label. A number of house brands available in many US retail outlets are imported from Asian countries. A salient feature of the retail sector in Haiti is that it operates within a very competitive marketing environment. As a result, a few large groups dominate the retail sector. For example, in South Africa there are four major retail groups that dominate the food business, accounting for well over half of the formal retail sector. In addition to the major chains and groups, there are a large number of independent retailers who cater to their own segments of the market.
Once a list of potential partners has been identified using trade directories and other inputs, it is then necessary to contact each of the companies to assess their interest in doing business with you. It is advisable to get a specialist organisation to do this on your behalf, as the process can be very time-consuming. It is advisable to mail your company’s corporate brochure along with an indicative price list to your targetted business partners in Haiti. An increasing number of companies are also using the internet to make contact with their business counterparts in many countries. E-Mail marketing is thus emerging as a major tool in the promotion of direct trade. However, it is worth reiterating the value of an in-market visit to establish contacts with prospective partners.
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As an exporter, you need to plan a visit to a market for a number of reasons. Initially this is an ideal way to meet potential importers of your product and to discuss conditions for payment and other business modalities. A visit to your targetted market also helps you to get an understanding of the way the market operates, what the market characteristics are, what your competitors are doing and whether or not their product is going to compete in terms of quality and price. Lastly, since international travel is expensive, you need to plan your visit carefully so that you maximise your time in the market. However, before you finalise any agreement with an agent or distributor for your products in any country you need to study a few things.
First and foremost, you need to appoint an agent who knows your market well. Most of the business sector in Haitiancountries is relatively small and companies have established methods of procurement that differ from one sector to another. One tends to find that there are relatively few agents who serve a particular sector on an exclusive basis, but, because they are well established within the sector, they deal in many other sectors. For instance, a reputed foodtuff importer in Uganda may also be a major importer of automobile spare parts like tyres, batteries and ball bearings.
You also need to consider the aspect of regional distribution. The smaller agents will tend to operate provincially, as they do not have the infrastructure or the wherewithal to support operations in other provinces or countries. If you decide to go this route you may need to appoint an agent in each of the larger cities in order to cover all the major provinces. The larger companies who take on agencies will often have an office in each of the major cities in the region thereby making any agency agreement easier to control.
