From the cheap model to Premium products - “Made in Albania”, the 3 pillars of export transformation
Albanian exporters continue to face large losses due to the depreciation of the euro, which are estimated at around 15–25% of revenues for many businesses, while on the other hand, costs in lek continue to increase.
Referring to an analysis conducted by ALTAX, to help exporters and strengthen the "Made in Albania" brand, it is suggested that a National Strategy for Exports 2026–2036 be urgently drafted. The analysis suggests moving from the cheap and simple model to premium products, building the 'Made in Albania' brand, diversifying markets and providing real support for exporters.
Specifically, it is suggested that the strategy focus on three main pillars.
According to the analysis, the first pillar of a national export strategy should be the construction of a comprehensive financial architecture that not only aims to mitigate immediate losses from currency fluctuations, but also strengthens the structural basis of the manufacturing sector. One method is “forward contracts” with domestic banks, which allow exporters to fix the exchange rate for payments they will receive in a few months. This mechanism strengthens liquidity and avoids structural risk, making the export sector much less vulnerable and less threatened by the sustainability of its finances.
But in parallel, targeted and direct measures are suggested, such as tax incentives for those exporters who choose to invest in technology and automation, making companies more competitive and more resistant to exchange rate pressures; favorable loans in lek, with low preferential rates, which reduce the cost of capital; but also subsidies for certifications and European standards, such as ISO or CE, which strengthen the Albanian brand in international markets, making it known for quality and reliability.
The second pillar focuses on regulatory policies, with the aim of transforming from passive protection to active productivity. At this point, it is suggested to reduce administrative costs, simplify administrative procedures and move from the classic low-cost production model towards premium products, through value-added products and European certifications.
The third pillar is EU integration and transforming access to EU funds such as IPAIII or the Growth Plan as an opportunity to rebuild the Albanian export model and transform foreign exchange challenges into a strategic advantage.
To build this strategy, it is proposed to create a National Council for Export Policies, which would include the government, the Bank of Albania and exporters as actors.
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