The International Business Environments of Franchising in Morocco

Background/Objectives: This paper aims to analyze the environment of franchising in Morocco, by studying the determinants of attractiveness for foreign brands and factors of success in this market.

Methods/Statistical analysis: We propose a SWOT analysis (strengths / weaknesses and threats / opportunities) to examine the franchising environment in relation to five environmental factors: economic, demographic, political, legal and cultural.

Findings: The results of the SWOT analysis illustrate that the business environment in Morocco has strengths and significant opportunities for the development of the franchise. So Morocco is characterized by attractive geographical position, liberal and stable economic system, favorable regulatory environment and important political freedom. Also, Moroccan market present a several opportunities: large market size, strong demand for international quality products, strong demand for western product, low local competition, large urban population, large and dynamic workforce and high protection of industrial property.

Improvements/Applications: Morocco must adopt strategies to promote the franchising sector and benefit from there advantages, especially, contributing to the modernization of commercial sector, improving the quality of distribution channels, creating jobs, contribute to creating the national GDP, encouraging domestic investment and entrepreneurship.