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El Mercado Del Aceite De Oliva En Israel

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El Mercado Del Aceite De Oliva En Israel EL MERCADO DEL ACEITE DE OLIVA EN ISRAEL ELABORADO POR: Miguel de Benito Cavero Becario del ICEX en Tel Aviv, Israel ISRAEL, ENERO DE 2002 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL INDICE I. Introducción. II. Datos básicos de Israel. III. Importaciones y exportaciones. - El sector exterior israelí. · Importaciones. · Exportaciones. IV. Análisis de la oferta. V. Análisis de la demanda. VI. Factores de comercialización. - Estudio de la distribución. - Ferias comerciales. VII. Barreras técnicas. - El certificado Kosher. - Régimen de comercio y aranceles. - El permiso de importación. VIII. Resumen y conclusiones. IX. Anexos. Página 2 de 40 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL I. INTRODUCCIÓN Hoy día existen en España más de 215 millones de olivos en una superficie de alrededor de 2 millones de hectáreas, lo que representa el 27% de la superficie mundial, y coloca a España en el primer puesto mundial en la producción y exportación de aceite de oliva. En el año 2000, la producción nacional de aceite de oliva superó el millón de toneladas. En ese mismo año, España exportó al mundo aceite de oliva por valor de más de 900.000 millones de Euros. La importancia de estos y muchos otros datos justifica sobradamente la realización de este estudio de mercado. Pero existen además otras razones para analizar en profundidad el mercado del aceite de oliva en Israel. Este es un país en constante crecimiento demográfico (casi 6 millones y medio de habitantes en 2001). El poder adquisitivo de los israelíes es elevado, situándose en torno a los 17.000 dólares. Culturalmente, a pesar de sus muchas peculiaridades, Israel tiene muchos puntos en común con España, dado el carácter mediterráneo de ambos países. El mercado israelí tiene por tanto ciertos rasgos que lo hacen, en principio, atractivo a los ojos del exportador español. Es este precisamente el objetivo de este trabajo: averiguar si Israel es o no un buen destino para las exportaciones españolas de aceite de oliva. Se pretende en este estudio responder de manera directa, clara y sobre todo útil, a las cuestiones prácticas, concretas, que se pueda plantear el exportador español que sopese la idea de exportar aceite de oliva a Israel. Por otro lado, también trataré en este estudio de analizar el posible impacto de la “crisis del aceite de orujo de oliva”, averiguando si este ha supuesto o no algún tipo de cambio en la demanda de este producto. Este estudio de mercado está estructurado de manera que vaya respondiendo sucesivamente a todas las cuestiones fundamentales. En primer lugar, se hace un estudio general de los datos socioeconómicos más relevantes del país. También se analizan los datos de exportación e importación de aceite de oliva en relación con Israel. Una segunda parte está dedicada al análisis del estado de la oferta actual de aceite de oliva: quiénes y cómo son los que están vendiendo aceite de oliva en Israel. Qué competencia se encontrará el exportador español al entrar en este mercado. Página 3 de 40 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL A continuación se realiza un estudio de la demanda: cómo es el consumidor israelí, qué factores determinan sus hábitos de consumo. No menos importante es el estudio de la distribución: cuáles son los diferentes caminos para hacer llegar el producto al consumidor final: se verá cuáles son las ventajas e inconvenientes de cada uno de ellos. Asimismo explicaré cuáles son los obstáculos que se puede encontrar el empresario español en la comercialización de aceite de oliva en Israel. Se analizará en qué consisten las posibles barreras técnicas a la importación, los impuestos, aranceles, homologaciones técnicas, el requisito Kosher… La parte final del estudio está dedicada a los factores de comercialización: política de precios, ferias sectoriales, marketing… Se utilizan en este estudio de mercado múltiples fuentes de información. Pero la más importante de ellas es sin duda la constituida por las aportaciones de las personas (importadores, exportadores, distribuidores, agentes, etc.) que mejor conocen el mercado israelí del aceite de oliva. Los códigos arancelarios sobre los que en concreto trata este estudio son los siguientes: · Partida arancelaria 1509: Aceite de oliva y sus fracciones, incluso refinado, pero sin modificar químicamente. - 15091010/7: Aceite de oliva virgen (comestible). - 15099000: Los demás (esta partida comprende no solamente el aceite de oliva refinado, sino igualmente este último aceite mezclado con aceite de oliva virgen). · Partida arancelaria 1510: Los demás aceites obtenidos exclusivamente de la aceituna, y sus fracciones, incluso refinados, pero sin modificar químicamente, y mezclas de estos aceites o fracciones con los aceites o fracciones de la partida 1509 (la extracción no excluye el empleo de disolventes. Esta partida incluye mezclas con aceites o fracciones de la partida 1509; la mezcla más corriente está constituida por aceite de orujo de aceituna refinado y aceite de oliva virgen). Página 4 de 40 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL II. DATOS BASICOS DE ISRAEL Datos generales Israel está situada en el litoral sudeste del Mediterráneo y limita al norte con el Líbano, al nordeste con Siria, al este con Jordania y al sur con el golfo de Aqaba y el desierto del Sinaí (Egipto). La superficie de Israel es de 21.946 kilómetros cuadrados (excluyendo Cisjordania y la Franja de Gaza), similar a la de la Comunidad de Valencia, con gran diversidad de terrenos y climas. El norte, Galilea, es verde y de clima templado. La zona costera es llana y con clima de tipo mediterráneo (inviernos suaves y veranos calientes y húmedos). En Jerusalén y el interior el clima es continental, más seco, con temperaturas más frías en invierno y calurosas en verano. Al sur se encuentran los desiertos del Négev y Arava, que ocupan casi la mitad de la superficie del país. La población total de Israel es de 6.445.000 habitantes (septiembre de 2001). de los que 5.024.000 (el 78%) son judíos, 1.211.400 (el 19%) son árabes y el 3% restante son cristianos o pertenecientes a otras religiones minoritarias. La población total de Israel se ha incrementado de manera significativa a lo largo de los últimos años. Esto se debe fundamentalmente a la fuerte inmigración que se ha producido en el país. Tan solo en los últimos 10 años han llegado a Israel alrededor de un millón de inmigrantes, de los que 886.000 procedían de la ex Unión Soviética, conformando el grupo étnico más importante, con un total de 1.120.000 habitantes. Israel es un país muy joven. El 30% de la población tiene menos de 15 años y sólo el 10% más de 65. Es un país densamente poblado (256 habitantes/km2), en el que el 90% de la población vive en las ciudades. El gran Tel Aviv tiene 1,8 millones de habitantes aunque la ciudad en sí tiene 350.000 y Jerusalén cerca de 600.000. Haifa, al norte, tiene alrededor de 260.000 y Beer Sheva, en el desierto del Négev, algo más de 150.000. Ashdod, al sur de Tel Aviv, cuenta con alrededor de 100.000 habitantes y se encuentra en clara fase de expansión. Las lenguas oficiales son el hebreo y el árabe. El inglés es la primera lengua extranjera para una gran parte de la población israelí y se usa habitualmente en las relaciones comerciales. Dada la gran variedad de países de origen, también se habla ladino, español, ruso, yiddish y alemán. Página 5 de 40 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL La moneda de curso legal es el New Israeli Shekel (NIS), que equivale a unas 45 pesetas. Un Euro equivale a unos 3,8 NIS. Datos económicos Israel es miembro de la OMC desde enero de 1.995 y mantiene, entre otros, Acuerdos de Libre Comercio con la UE y con Estados Unidos, países de la EFTA, Turquía, Jordania y Palestina (UA). Datos macro-económicos de Israel ($ mill.) 1998 1999 2000 2001 (prev.) PIB 97.905 98.851 112.350 1% (2,0%) (2,2%) (5,8%) Renta per cápita 16.400 16.100 17.864 Desempleo 8,6 8,9 8,8 9,3 Inflación (%) 8,6 1,3 0 1 En el año 2000, la agricultura representó el 2,7% del Producto Interior Bruto de Israel. Las principales industrias del país son: diamantes, defensa, electrónica, telecomunicaciones, productos químicos y farmacéuticos, óptica y precisión. Es de destacar que la inversión en Investigación y Desarrollo se encuentra en términos relativos entre las más elevadas del mundo. Los kibbutzim (comunidades de propiedad colectiva de los medios de producción y distribución equitativa de los ingresos entre todos los miembros) representan el 7 % de la producción industrial nacional. III. IMPORTACIONES Y EXPORTACIONES (2000) El sector exterior israelí. - Importaciones. Importaciones israelíes por países de origen, durante los años 2000 y 2001, en millones de USD Año 2000 Enero/Octubre 2001 País Importaciones Porcentaje Importaciones Porcentaje Total 35.750 100 27.969 100 Estados 6.646 19 5.709 20 Unidos Unión 15.466 43 11.622 41 Europea Bélgica 3.548 10 2.149 8 Página 6 de 40 OFCOMES TEL AVIV ACEITE DE OLIVA EN ISRAEL Reino 2.715 8 1.874 7 Unido Alemania 2.673 7 2.196 8 Italia 1.720 5 1.382 5 Holanda 1.437 4 1.123 4 Francia 1.158 3 1.020 4 España 685 2 584 2 Demás 1.531 4 1.290 5 países U.E. Fuente: Central Bureau of Statistics Israel importó de España en el año 2000 mercancías por valor de unos 685 millones de dólares, lo que la coloca en el puesto undécimo entre los países que exportan a Israel.
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