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Country Commercial Guides for FY 2000: Mauritania Report prepared by U.S. Embassy Nouakchott, released July 1999   Note*

IV. MARKETING US PRODUCTS AND SERVICES

Distribution and Sales Channels

Almost all of Mauritania's imported goods arrive at the "Friendship Port" of Nouakchott. From there, they are forwarded to wholesalers, distributors, or retailers via trucks and trailers. Most goods are sold through small shops (boutiques), although medium-sized stores (supermarkets) are increasingly popular in Nouakchott. Large wholesalers and retailers (a few small and medium-sized family-owned firms) import large quantities of consumer goods. Agents operating on commission deal mainly with computers.

Use of Agents/Distributors: Finding a Partner

Although few agents/distributors in Mauritania represent U.S. manufacturers or exporters, local businessmen frequently express interest in representing U.S. companies. Commercial agents are mainly used in such sub-sectors as computers, vehicles, heavy equipment, oil products, pharmaceutical products, cosmetics, communications equipment, cigarettes, and transit. In general, these agents have a written contract, and they negotiate sales and purchases on behalf of producers, manufactures, or dealers.

Direct Marketing

Direct Marketing is very limited in Mauritania. Catalogs are the only opportunity for U.S. companies. The best prospects are cosmetic products, health care, jewelry, HIFI stereos, and videos.

Joint Ventures

Joint ventures are also limited. Mauritania's existing joint ventures are primarily with other Arab countries and are active mainly in the mineral, fishing, and banking sub-sectors. However, Mauritanians wish to expand such ventures with foreign partners in diverse enterprises, and the GIRM offers a wide range of incentives. American companies are advised to select an experienced Mauritanian partner with strong knowledge of local procedures and regulations who maintains good relations with Government officials.

Steps to Establish an Office

The GIRM encourages the creation of new enterprises. The Government agency for investment ("Guichet Unique de l'Investissement") and the Mauritanian Chamber of Commerce and Industry offers assistance and advise to those wishing to establish a business office in Mauritania. Two guides on how to do business in Mauritania ("Guide de l'Operateur Economique" and "Entreprendre et Investir en Mauritanie") are available from the commercial library of American Embassy Nouakchott.

Selling Factors/Techniques

Buying decisions in Mauritania are made on the basis of the quality, price, and product expiration date. Labeling should be in French and/or Arabic.

Advertising and Trade Promotion

There are few qualified advertising agencies in Mauritania. In general, advertising is done in Arabic and French through newspapers, magazines, radio, and TV. There are about twenty newspapers. The most prominent are as follows:

Journal HORIZONS
B.P. 467
Nouakchott, Mauritania
Tel: [222] 25-58-83
Fax: [222] 25-31-70/25-45-87
Mr. Mohamed Ould Hamady, Director.

LE CALAME
B.P. 1059
Nouakchott, Mauritania
Fax: [222] 25-75-55
Mr. Habib Ould Mahfoud, President and Managing Director.

LA TRIBUNE
B.P. 6227
Nouakchott, Mauritania
Tel: [222] 25-44-92
Fax: [222] 25-02-09
Mr. Mohamed Fall Ould Oumère, President and Managing Director.

MAGHREB HEBDO
B.P. 5266
Nouakchott, Mauritania
Tel: [222] 25-98-10
Fax: [222] 25-98-11
Mr. Khattri Ould Diè, President and Managing Director.

L'Eveil Hebdo
B.P. 387
Nouakchott, Mauritanie
Tel & Fax: [222] 25-67-14
Mr. Sy Mamoudou, President and Managing Director.

Nouakchott Info
B.P. 1905
Nouakchott, Mauritanie
Tel: [222] 25-02-71
Fax: [222] 25-54-84
Mr. Cheikhna Ould Nenni, President and Managing Director.

Graphic billboards on major thoroughfares are an important advertising medium for the largely illiterate public. The number of billboards is increasing rapidly in Nouakchott and Nouadhibou, as they are a relatively inexpensive means of advertising. Trade events, such as shows, exhibitions, and fairs are almost non-existent in Mauritania. Information generally passes through the country by word of mouth.

Selling to the Government

In general, sales to the GIRM are made through foreign government tenders (avis d'appel d'offres). Direct negotiations are used for small projects suitable for local company bids. In such cases, the government agencies concerned issue their own tenders and negotiate directly with local suppliers. Major projects are usually guaranteed by an international financial entity, which determines the source market of the project equipment and materials. Tender decisions are often based on experience in the field. The GIRM's Central Procurement Board ("Commission Centrale des Marchés"), which falls under the Prime Minister's authority, is responsible for monitoring compliance with procurement regulations and for most government negotiations with foreign suppliers. Deadlines for bidding on tenders vary from 30 to 45 days, depending on the size and complexity of the project. The Government often requires bidders to submit letters of interest to be included on a short-list prior to the issuance of the tender. Then a restricted tender is issued only to short-listed companies.

Need for a Local Attorney

Establishing an entity to do business does not require a contract with a lawyer. However, foreign investors are advised to use an experienced lawyer, keep him informed of their business activities, and receive his advice. The American Embassy in Nouakchott keeps an updated list of local lawyers.