A la uneActualité

Romain Keraval (Business France – bureau Algérie) à l’Actualité-Eco : « 60% du commerce bilatéral est réalisé par plus de 5000 PME »

Dans cet entretien, l e patron de business France en Algérie estime que l’attractivité réelle  du marché algérien tout autant que la restauration de la confiance des investisseurs  dépendent  du contenu du code de l’investissement en cours de préparation.  Il revient, également,  sur l’événement  «Rencontres Algérie» organisé il y’a un mois à peine et  qui a connu un franc succès aussi bien du coté algérien que du coté français. Les témoignages de responsables  de Société Générale, BNP Paribas, CMA CGM, Danone, le groupe Castel, Eurapharma (CFAO) qui  ont abordé le fonctionnement du marché algérien ont  été trés appréciés par les  entrepreneurs français qui ont besoin, selon Romain Keraval,  d’entendre d’autres dirigeants leur expliquer le fonctionnement du marché algérien.

On vous confond souvent avec le service économique de l’ambassade de France. Pouvez-vous nous éclairer sur le rôle et les missions de Business France en Algérie dont vous avez pris les rênes depuis un peu plus d’un an ?

Le Service économique analyse la situation économique et financière du marché pour le compte des autorités françaises. Il s’agit d’une administration. Business France est une agence au service du développement international des entreprises françaises. Elle accompagne les opérateurs économiques en les mettant en relation avec les porteurs de projets algériens et en qualifiant en amont les opportunités requérant des solutions développées en France. A cette fin, nos experts tissent un réseau relationnel sur l’ensemble du territoire algérien et soutiennent leurs partenaires dans leur stratégie de développement à court et long terme. Ils montent des actions commerciales qui permettent aux opérateurs des deux rives de se rencontrer et de rendre visibles leurs projets. La force de Business France est d’appartenir au réseau Team France Export, dont les équipes sont réparties partout en France, en relation directe et quotidienne avec les entrepreneurs.

Business France a organisé, il y’a de cela un mois,  la 13eme édition des « Rencontres Algérie ». Un petit bilan de l’événement ?

Les rencontres Algérie sont une marque Business France. C’est un moment fort de la relation bilatérale qui permet d’expliquer aux entreprises françaises, la trajectoire du marché algérien et les attentes actuelles des opérateurs. L’édition 2022 était encore un succès d’audience énorme, avec :

–              6 tables rondes thématiques réunissant 29 experts intervenants

–              591 sociétés distinctes inscrites dont 153 sociétés françaises connectées

–              Des centaines de rdv b2b organisés entre les sociétés inscrites sur la plateforme digitale

Je vous invite à en revoir le contenu via les replay disponibles ici : https://www.businessfrance.fr/algerie-defis-economique-et-opportunites

Lors de cette édition qui a été sous format  à 100% digital, plusieurs grandes entreprises sont intervenues  à l’exemple de Société Générale, BNP Paribas, CMA CGM, Danone, le groupe Castel, Eurapharma (CFAO) pour ne citer que ces derniers. Quel est le sentiment qui se dégage de leur expérience en Algérie ?    

Je remercie l’ensemble de ces dirigeants pour la confiance renouvelée qu’ils accordent à Business France. Leur participation active fait le succès de ces rencontres en raison de leur engagement fort sur le marché algérien. Ces entreprises génèrent des dizaines de milliers d’emplois directs et indirects en Algérie, et déploient les standards internationaux les plus exigeants en mettant en œuvre des politiques environnementales et sociétales responsables. Les entrepreneurs ont besoin d’entendre d’autres dirigeants leur expliquer le fonctionnement du marché algérien. Leur expérience cumulée et la variété de leurs secteurs d’intervention en Algérie rendent indiscutable leurs analyses de terrain.

Comment voyez –vous le marché algérien et son potentiel partant du principe que 2022 est considérée comme « l’année du décollage économique » comme qualifiée par les plus hautes autorités de l’Etat algérien avec à leur tête le président de la république en personne ?

Le marché algérien est un marché historique pour les opérateurs français. Au moins 60% du commerce bilatéral est réalisé par plus de 5000 PME qui travaillent sans discontinuité malgré les aléas. Le plus important pour ces entreprises est de pouvoir opérer en minimisant leurs risques. Elles prendront pleinement part au « décollage économique » de l’Algérie si elles sont en capacité de saisir les opportunités générées.

Alors peut-on dire clairement que le marché algérien est compétitif en termes d’attraction des investissements directs étrangers (IDE) ?

Plus de 300 entreprises d’origine française sont implantées en Algérie, faisant de la France le 1er investisseur hors hydrocarbures. Il y en a 3 fois plus au Maroc et 5 fois plus en Tunisie. Ces entreprises ont su faire preuve de résilience et maintenir leurs activités en dépit de l’impact des crises successives. Elles font aujourd’hui encore, le pari d’un avenir porteur de mutations profitables à leurs activités. S’agissant des nouveaux investissements, les nouveaux entrants potentiels témoignent de leurs difficultés à surmonter les obstacles réglementaires et à garantir la protection de leurs actifs ainsi que de leurs opérations. L’évolution annoncée du cadre des investissements avec la diffusion prochaine d’un nouveau code jouera un rôle décisif sur l’attractivité réelle du marché algérien et la restauration de la confiance des investisseurs. A la faveur des modifications des chaines de valeurs, seuls les partenariats jugés viables et solides se concrétiseront, les investissements étrangers sont d’une certaine façon également régis par la loi de la gravitation universelle.

 Que prévoit Business France comme actions pour les mois à venir ?

Le rôle de Business France est de monter des opérations positionnées sur les secteurs identifiés comme porteurs. Nous programmons nos actions à deux ans mais nous agissons toujours dans des délais très courts afin de rester au plus proche des attentes du marché. Nous croyons que le développement des énergies renouvelables ou du secteur de l’énergie au sens large, continuera d’être un vecteur de croissance puissant. Il restera donc au cœur de nos actions. Nous ferons également en sorte d’appuyer les transformations des secteurs agricoles, alimentaires, numériques et sanitaires, en accompagnant les opérateurs capables de générer des retombées tangibles en Algérie. Les rencontres d’affaires ou les salons mobilisant les experts Business France seront donc naturellement tournés vers ces domaines.

Entretien réalisé par Nabila S

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