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Executive Report on Strategies in Morocco
ICON Group International, June 2007, Pages: 391
How to Strategically Evaluate Morocco
Perhaps the most efficient way of evaluating Morocco is to consider key dimensions which themselves are composites of multiple factors. Composite portfolio approaches have long been used by strategic planners. The biggest challenge in this approach is to choose the appropriate factors that are the most relevant to international planning. The two measures of greatest relevance are “latent demand” and “market accessibility”. The figure below summarizes the key dimensions and recommendations of such an approach. Using these two composites, one can prioritize all countries of the world. Countries of high latent demand and high relative accessibility (e.g. easier entry for one firm compared to other firms) are given highest priority. The figure below shows two different scenarios. Accessibility is defined as a firm’s ease of entering or supplying from or to a market (the “supply side”), and latent demand is an indicator of the potential in serving from or to the market (the “demand side”).
Framework for Prioritizing Countries
Demand/Market Potential Driven Firm
Relative Accessibility
Accessibility/Supply Averse Firm
Relative Accessibility
In the top figure, the firm is driven by market potential, whereas the bottom figure represents a firm that is driven by costs or by an aversion to difficult markets. This report treats the reader as coming from a “generic firm” approaching the global market - neither a market-driven nor a cost-driven company. Planners must therefore augment this report with their own company-specific factors that might change the priorities.
Latent Demand and Accessibility in Morocco
This report provides an extremely detailed overview of factors driving latent demand and accessibility in Morocco. Latent demand is largely driven by economic fundamentals. But, latent demand only represents half of the picture. A country may at first sight appear to be attractive due to a high latent demand, but it is often less attractive when one considers at the macro level how easy it might be to serve that entire potential and/or general business risks.
Chapter 2 deals with macro-accessibility. While accessibility will always vary from one company to another for a given country, the following domains are typically considered when evaluating macro-accessibility in Morocco:
Openness to Trade in Morocco
Openness to Direct Investment in Morocco
Local Marketing and Entry Strategy Alternatives
Local Human Resources
Local Risks
Across these domains, a number of not-so-obvious factors can affect accessibility and risk. These are also covered in Chapter 2, which is presented from the perspective of an American firm, though it is equally applicable to most firms entering Morocco. This chapter has been authored by local offices of the U.S. Government. I have included a number of edits to clarify the provided information as it relates to the general strategic framework.
In Chapter 3, I summarize the economic potential for Morocco over the next five years for hundreds of industries, categories, and products. The goal of this chapter is to report my findings on the real economic potential, or latent demand, represented by Morocco when defined as an area of dominant influence. The data presented are the result of various spatial econometric and time-series forecasting models which, for each category presented, are applied to forecast and allocate latent demand across all countries of the world and major distribution centers or centers of dominant influence within each country. This is accomplished knowing that economic fundamentals (e.g. income) generally vary from one country to another within a given country over time. In this chapter, I report the allocation for each category for Morocco as an area of dominant influence in Africa and, potentially, the world.
The report concludes with trade indicators for Morocco. Often, the amount of trade flowing into and out of a country is a strong indicator of trading partners, trade openness, and related latent demand. Trade indicators are purely statistical in nature. Although international trade is not a direct measure of latent demand, it does provide an indicator of general market conditions with respect to trade flows and trade openness in Morocco.
As a whole, this report presents a strategic assessment of Morocco by considering an extremely broad set of factors affecting both latent demand and accessibility, as outlined in the following chapters.
MACRO-ACCESSIBILITY IN MOROCCO
Government Role in the Economy
The Moroccan government has gradually reduced its role in the economy. In particular, it ceased direct credit and foreign exchange allocation, reduced trade barriers, partially restrained government spending, and embarked on a privatization program, including the telecom sector, tobacco, and concessions in energy and utilities.
Foreign Exchange Control Risks
The Moroccan dirham is convertible for all current transactions (as defined by the IMF’s Article VIII) as well as for some capital transactions, notably capital repatriation by foreign investors. Foreign exchange is available through the commercial banks on presentation of appropriate documents. Foreign firms have complained about the complexity of remaining restrictions on foreign exchange. Private Moroccan residents face foreign exchange restrictions, and Moroccan banks do not issue internationally accepted credit cards.
The Central Bank currently sets the exchange rate for the dirham against a basket of currencies of its principal trading partners. Changes in the rates of individual currencies reflect changes in cross rates.
Privatization
Morocco launched a privatization program in 1992 and since then has sold stakes in 65 enterprises, raising $5.2 billion. On March 31, 1999 Parliament approved an amendment to the privatization law that designated 28 of the remaining enterprises to be sold off, mainly reflecting legal and financial problems in the others. The law also provides a legal framework for other state-owned enterprises to be privatized in the future. Among the entities to be privatized are six sugar plants, nine hotels, three banks (Banque Centrale Populaire, Banque Nationale pour le Développement Economique, Credit Immobilier et Hotelier) and the state fertilizer company, Fertima.
Balance of Payments Issues
Morocco runs a chronic merchandise trade deficit, which is generally offset by receipts from tourism, workers’ remittances and foreign investment.
Infrastructure
Morocco is making the development of its communications and transportation networks a top priority. With many improvements already achieved and several projects underway in these two sectors, Morocco’s infrastructure for the distribution of goods and services is good.
Roads and Highways
Morocco’s 37,267 mi (60,000 km) road network is among the best in Africa. Most parts of the country are readily accessible by well-surfaced roads. Most agricultural and manufactured goods move by road. With the completion of a toll-highway linking Fez and Rabat, Morocco now boasts 311 miles (500 km) of expressways linking the coastal cities of Casablanca, Rabat and Assilah, and the inland cities of Fez and Meknes. However, the slow progress of the highway between Casablanca and Marrakech is a frustration to residents, tourists and distributors, and the road between Casablanca and Jorf Lasfar, passing through the resort town of El Jadida has been the scene of frequent traffic accidents involving fatalities. Traffic in Casablanca continues to be clogged due to insufficient signaling, absence of pedestrian overpasses and lack of parking and traffic enforcement.
Airports
There are eleven major airports in the country. The largest international airport “Mohamed V,” located 22 miles (35 km) south of Casablanca, offers about fifty regular flights per day to Europe, the United States, Canada, the Middle East and several African cities. Merchandise can be transported to and from the airport by truck or by train. Rabat and Tangier also have international airports with daily flights to Europe. All airports have modern equipment to increase traffic security and safety, and to improve airspace radio coverage. Runways are being extended to receive large planes and training is provided to airport technical agents. The U.S. Trade and Development Agency signed a grant with the Ministry of Economy, Finance, Privatization and Tourism for a pilot airport privatization project.
Air Transportation
An “Open Skies” air transport agreement between the United States and Morocco entered into force in August 2002. Royal Air Maroc (RAM), Morocco’s national airline, has a well-developed route structure, particularly to Europe and the Middle East/Gulf. The carrier has modernized its middle and short-haul fleet with the purchase of new generation Boeing 737s and four Airbus A321s. A tender for a 22-plane fleet renewal to replace RAM’s middle/short haul and long haul aircraft was won by Boeing in November 2000. RAM has a code share agreement with Delta Airlines, and Northwest Airlines has a code share arrangement with KLM. Regional Airlines and RAM, former domestic competitors, are now also partners in a code share agreement.
The Rail Network
The rail company, the “Office National des Chemins de Fer” (ONCF), plays an important role in the Moroccan economy. It employs 13,820 people and operates on some 1,242 miles (2,000 km) of track. ONCF handles passenger service and the freight service of phosphates, fertilizers, chemical products and other minerals.
Shipping Network
The National Port Authority, “Office d’ Exploitation des Ports” (ODEP) is the Moroccan ports’ managing body. The port infrastructure handles 98% of the country’s foreign trade. The port of Casablanca, the second largest in Africa, handled 37% of all goods imported and/or exported. Morocco’s shipping costs are high in comparison to its Mediterranean competitors. There is frequent ferry service to and from Spain and France for tourists.
Telecommunications
The national telecommunications network offers a range of services including cellular, paging, video conferencing, voice mail and Internet. The sector employs over 50,000 people and generates $1.3 billion in turnover. The number of fixed lines has slowly declined while the number of mobile phones has exploded. The country’s state-owned telephone company Maroc Telecom was partially privatized to Vivendi Universal in 2001.
Political Risks
Economic Relationship with the United States
Morocco’s bilateral ties with the United States date back to 1787 when Morocco was the first nation to recognize the independence of the United States. More recently, Morocco’s early activism in the search for peace in the Middle East has made the kingdom a valuable partner on the international stage.
Major Political Issues Affecting the Business Climate
Islamic extremism has not gained widespread support in Morocco, although rapid growth in urban poverty has led to growth in the Islamist movement, as demonstrated by the May 16 attacks. A recent phenomenon has been the emergence of Islamic youth gangs in urban slums willing to use violence to enforce their conception of religiously correct behavior. While there are no accurate election or opinion poll results upon which to base an estimate, it is likely that followers of non-violent political Islam probably account for nearly one fourth of the population. These non-violent Islamists are for the most part divided between those who have elected to cooperate with the regime and those who have not. The former, a minority of Morocco’s Islamists, have a political party, the Party of Justice and Development, and are represented in Parliament. The latter form a tightly disciplined organization with more adherents than the aforementioned political party, yet they remain outside the realm of political legitimacy and their activities remain closely circumscribed by the authorities. Another issue is the ongoing dispute over the Western Sahara. A ceasefire between the Moroccan government and the Polisario Front has been in effect since 1991, and the UN maintains a peacekeeping presence in the territory pending a UN-brokered permanent settlement.
The border between Algeria and Morocco remains closed. Both cannabis production in northern Morocco and illegal immigration to Europe have become serious concerns for Morocco’s European neighbors, but have not destabilized the region.
The Political System
Morocco is a constitutional monarchy in which the King remains the final arbiter of power. In September 1996, a constitutional referendum divided the Parliament into two chambers. The lower house is directly elected and the upper house is made up of representatives elected by labor unions, management associations and communal councils.
Morocco is divided into regions, provinces, prefectures and communes. Citizens of a commune elect a council that is roughly the equivalent of a city council. Members of communal councils in turn elect councils for provinces and prefects (the prefecture is urban, the province rural). Communal councils elect 60% of the members of the upper house of the national parliament as well. Members of provincial and prefectural councils elect members for a regional council. Each communal, provincial, prefectural and regional council elects a council President from among its ranks. In theory, these council Presidents function as executives at the communal, provincial, prefectural and regional levels. In practice, however, executive authority at the communal level is effectively in the hands of a “Qaid;” at the provincial/prefectural level, in the hands of a “Super Qaid;” and, at the regional level, in the hands of a “Wali.” The Minister of Interior has the authority to appoint the Qaids, Super Qaids and Walis. In practice, however, the King appoints the Walis. Morocco has 16 regions, 67 provinces and prefectures, and some 1500 communes presided over by mayors.
Marketing Strategies
Distribution and Sales Channels
Casablanca is the primary point of entry for foreign manufactured goods for direct distribution to the public, wholesalers, distributors and retailers. However, ferry services between Morocco and Spain and France do allow goods to be imported and exported by trucks over land and water.
Agents and Distributors
Foreign manufacturers and exporters are represented in the market either through their own branch offices or through authorized agents and distributors. Distributors customarily provide technical support to end-users and often have contractual arrangements with their principals under which the local importers provide in bond warehousing. Although it is legal for an American corporation to be an independent distributor, local agents and distributors are often necessary to assist the U.S. firm with documentation in the French language and with local customs and know-how. Some U.S. firms supply Morocco indirectly through regional distribution centers in Europe. Although this helps in terms of language and shipping, often the products go through so many distribution channels that the item ceases to be competitive in the Moroccan market. As always, volume is the key. Large-scale stores based on the “Costco” model are a relatively new phenomenon and a good source for direct distribution of consumer products. The German-owned “Metro” stores are in Casablanca, Rabat, Fes and Agadir. More traditional European style hyper-marches such as Marjane are also present in major cities and provide good markets for Western food and household supplies.
Franchising
Close to 90 foreign franchises have been successfully operating in the sectors of fast food, clothing, furniture, cosmetics, office cleaning and auto repair since the first Pizza Hut was established in 1992. Franchise holders are attracted to the marketing image and financial security of well-known American products and brands such as Pepsi Cola, McDonald’s, Dominos Pizza, KFC, Haegen Daz, Budget, New Balance, FutureKids, Office 1 Superstore and Midas. The success of franchising stems from an expanding base of young entrepreneurs who have the financial means to develop master franchises.
Direct Marketing
Marketing services and advertising agencies are increasingly focusing on direct marketing in response to saturation in the traditional media. Common forms in Morocco are point-of-sale promotions, games, moving billboards, direct mail and door-to-door sales. Avon and Oriflame are active in door-to-door cosmetic sales. Thus far, there is only a small emerging market focused on Internet sales.
Joint Ventures and Licensing Options
Moroccans are increasingly interested in joint venture business opportunities with American partners as a way to modernize their factories or license a technology. Beginning in the 60’s, the manufacturing of U.S. products has typically started through joint ventures or acquisition of a local Moroccan firm. The best examples are Goodyear Tire, Gillette, Coca Cola Export Corp., Procter & Gamble, Colgate Palmolive Maroc, Clark Gum, CPC Maghreb, Crown Cork Corp., Fruit of the Loom, Jacob Delafon (Kohler), Johnson & Johnson, Pfizer, Simmons Maroc, Kraft Foods and Steelcase Strafor Maroc. For interested American firms, Morocco also provides a good geographic location for exporting to the EU and the rest of Africa.
Steps to Establishing an Office
According to the American Chamber of Commerce, the steps to opening an office in Morocco have been greatly centralized and simplified over the last year. Morocco’s sixteen new Regional Investment Centers are the governmental headquarters for the entire registration process. Within one week of providing the center with a completed application, a passport or ID, and a copy if not personally present, and $16 (150 dirhams), a certificate from the Regional Investment Center will be processed. If the completed certificate is not picked up after one month it automatically becomes void and the process must begin again. Upon receipt of the certificate and after presenting a proof of patent, a registration receipt from the Registre du Commerce ($37 or 350 dirhams), a fiscal statement and a completed application to the social security savings bank (Caisse de sécurité sociale), the business can be established. All businesses are subject to inspection by the Regional Investment Centers.
Selling Strategies
Most local distributors of imported merchandise expect their suppliers to provide them with substantial advertising and promotional support, particularly when introducing a new product or brand name. All sales promotional material and technical documentation should be in French. Clear and simple French language operating instructions are necessary. Illustrations helping the consumers and sales force are recommended. U.S. firms often need to train local staff, provide full documentation of products in French, ensure an adequate supply of spare parts, and cooperate in advertising and marketing. Direct mail is becoming very popular and can aid this process.
Advertising and Trade Promotion
There are several Moroccan advertising agencies that operate mainly on a small scale, thus reflecting the undeveloped state of the Moroccan advertising industry. However, McCann Erickson and a joint operation of Leo Burnett and Darcey Masius Benton & Bowles have offices that provide state-of-the-art resources for new product launches.
TV has overtaken the print media as the most prevalent vehicle for advertising, generating more than 70% of advertising returns. Food, hygiene and beverages are the most common products advertised on television, with multinationals such as Procter & Gamble and Coca-Cola among the biggest advertisers. Newspapers and periodicals continue to provide advertising space for a variety of products and services, but verification of subscriptions and circulation is difficult. The number and importance of billboards advertising anything from state of the art cell phones to coffee has dramatically increased in the last few years. More and more small and medium-sized companies are also turning to the Internet as a means of reaching consumers. Many companies have established Web pages, finding this a very economical way to reach a wide range of consumers.
Pricing Issues
The market freely determines commodity prices without government involvement with the exception of staple commodities such as gasoline, vegetable oil, sugar and subsidized flour. In June 2003, Morocco implemented a new tariff system for grains (barley, wheat, and corn) that resulted in a significant increase in tariffs for bread wheat. The new tariff system supplemented the October 1998 tariff system that is still applicable for oilseeds and sugar.
Supplying Customer Service
It is incumbent upon U.S. firms to supply their local distributor with customer and employee documentation in French. Training in the U.S. or in Morocco by U.S. headquarters representatives of management, sales and service personnel is important and can do much to support the relationship and build product loyalty. Sales service and product guarantees are also extremely important along with simple maintenance and care instructions for the consumer. As products improve in quality and customers become increasingly price conscious, emphasis on simple care and maintenance are critical techniques that illustrate the longevity of products that receive proper care. Unlike most Western countries, Morocco lacks the equivalent of a Better Business Bureau and thus consumer feedback is sometimes difficult to acquire.
Public Sector Marketing
Selling to the Moroccan government is handled principally through government tenders and on rare occasions through mutual agreement or private contract. In the latter case, the government applies directly to firms, which have been traditional suppliers through their representatives in Morocco. Tenders are published in newspapers and announcements are sent to Embassies. Each ministry issues its own tenders. Deadlines range from 30 to 90 days. The bidding documents are published in French and replies must be in French using French or European standards (i.e. metric, 50/60 htz). FCS Morocco transmits notice of Moroccan government tenders likely to be of interest to U.S. companies to the U.S. Department of Commerce for listing in the Commerce Business Daily through the Economic Bulletin Board (EBB) on E-menu. Interested U.S. firms can access this information on our Web site at www.export.gov.
In December 1998, the Government Council approved a decree overhauling the public procurement system to enhance transparency, accountability and competitiveness in procurement. In particular, the decree mandates public bid-opening sessions, substantially narrows the scope of restricted bidding or sole-sourcing, extends the period of bid submissions, and provides for mandatory special controls and audits for contracts valued at over $500,000. The decree entered into effect in summer 1999, and has reinforced the trend away from direct negotiation and toward open tenders in public procurement.
Hiring Local Counsel
Although no American law firm has a practice in Morocco yet, there are a number of English, French, and German firms as well as Moroccan firms with strong international expertise. New-to-market U.S. firms are strongly advised to obtain the services of a law firm or the legal department of one of the multinational accounting or consulting firms.
The government has made judicial reform a top priority within its overall program. to strengthen the ability of the judicial system to handle business-related cases, six new commercial courts and three commercial courts of appeal have been established. In order to ensure the effective operation of the new commercial court network, the government has also begun work on a legal guide for commercial court judges. A Casablanca Commercial Arbitration Center (CCAC) has been established as a pilot vehicle. Although the CCAC is a non-governmental body, the government wishes to support its activities and the broad concept of recourse to commercial arbitration; it has therefore completed an action plan and timetable for the preparation and adoption of a consolidated Commercial Arbitration Code that would bring together the numerous provisions relating to arbitration that are currently scattered in Moroccan laws. In the meantime, by training judges in commercial law and offering professional counseling to those with questions about business law, the CCAC has successfully expedited many cases.
Performing Due Diligence and Checking Bona Fides
All potential investors in Morocco, exporters of goods and service providers are strongly recommended to perform due diligence on and research the bona fides of their Moroccan agents, partners and customers (when extending credit).
Import and Export Regulation Risks
Trade Barrier Risks
The greatest barriers to trade in Morocco are irregularities in the government procurement procedures, lack of transparent governmental and judicial bureaucracies and contraband. Although the government is diligently working to liberalize the business environment, foreign corporations still complain about these challenges.
Customs Regulations
Moroccan customs has undergone a major transformation from a primarily cumbersome bureaucracy to a streamlined and computerized, efficient institution. In addition to the last customs survey indicating high levels of client satisfaction, the American Chamber of Commerce reports that the average waiting time has been reduced to just a few hours and that the well-organized customs service is one of the highlights of doing business in Morocco. Furthermore, all up to date customs information is available on its comprehensive French Web site, www.douane.gov.ma.
Tariff Rates and Import Taxes
Import duties are generally high and considered as the main obstacle to greater imports. However, if the import is an unfinished product requiring further processing or construction in Morocco, duties are reduced accordingly. Import duties vary from 2.5% to 35% for many raw materials and equipment. Imports are also subject to a Value Added Tax (VAT), varying from 0 to 20%. VAT is not always paid on locally produced goods (e.g., corn) or on some vehicles used for international transportation (e.g., moving vans). With import duties on food sometimes being as high as 329% for frozen lamb, food products are subject to an average 80% cumulated import taxes and duties, which makes the price of consumer oriented food products prohibitive for the average Moroccan consumer.
Import and Export Documentation
The following documentation is required for all imports and exports.
License (representing the “physical import or export”)
A commercial invoice: Pro-forma invoices are provided in most cases. No special invoice form is necessary. The commercial or pro-forma invoice should (a) be on the supplier’s letterhead, (b) fully describe the goods in French, (c) indicate the HS code when available, (d) indicate the value of the goods, (e) indicate the currency for payment (for foreign exchange transfer), and (f) indicate the address of the buyer. U.S. exporters should keep in mind that unlike in the U.S., the date format should be (dd/mm/yy).
An “engagement d’importation,” which is the authorization provided by the exchange office for transfer of foreign currencies from Morocco to foreign suppliers abroad.
A “declaration de douane” is provided by the customs office and is required for import and export through a port or airport. For shipments by mail, a simple form filled out at the post office replaces the “declaration de douane.”
The importer/exporter may attach any documentation, such as technical documentation, that might help the customs office.
The documentation required for import or export of digitalized products electronically delivered over the Internet (i.e., software, movies, downloads) or other networks, is the same as the documentation previously listed.
When sending promotional material, and especially promotional videos, it is important to clearly state, in French, “Promotional Use Only, No Commercial Value.”
Temporary Goods Entry Requirements
Goods imported under a temporary entry provision must be approved by decree of the Finance Ministry. Customs may authorize entry of goods on an individual basis. The limit for temporary entry is 6 months, renewable for up to two years.
Labeling Issues
No special regulations apply to the exterior marking of containers for shipments to Morocco. However, an indication on outer containers of the net weight in kilograms, together with other identification markings, will assist in locating goods on arrival and speed their clearance through customs. Duties and taxes are assessed on the value indicated on the commercial invoice.
Food labels can be in French or Arabic and must show country of origin. There is, however, a requirement for both local and imported canned foods and beverages to print the date of production and the expiration date.
The metric measurement is mandatory. Moroccans are not familiar with U.S. measurements and standards such as ounces, lbs., cups, servings, etc. Metric measurements are common on both local and imported products. Also, unlike in Egypt and other Middle Eastern countries, most Moroccans use exclusively the same numbers (characters) as those used in the U.S. Also, when using the date format (xx/xx/xx), U.S. exporters should keep in mind that unlike in the U.S., the date format should be (dd/mm/yy). The Agricultural Attaché’s office in Rabat has prepared a Food and Agricultural Import Regulations and Standards (FAIRS) report for U.S. exporters.
Prohibited Imports
Import restrictions apply only to firearms, explosives, used clothing, used tires, pornography, absinthe, kif and rugs similar to those produced in Morocco.
Warranty and Non-Warranty Repairs
Usually in Morocco a one-year warranty is given to end-users for products or equipment purchased.
Controls on Exports
Goods that are temporarily exported from Morocco for further processing abroad are only taxed on the value added outside of Morocco; however they must reenter the country by the indicated legal reentry date. In general, Morocco does not require authorization from the Exchange Office for the export of goods. However, certain restrictions apply to the following:
Goods exported on consignment to be sold on commission: except for fruits, vegetables, flowers and handicraft goods
Goods exported by individuals not registered with the Trade Registration Authority.
Goods valued at more than $300 that are not exported for sale.
Samples valued at more than $1,000 that are exported without payment.
Exports whose payment period exceeds 150 days.
The following goods require export licenses from the Ministry of Foreign Trade:
Antique articles older than 100 years.
Archeological, ethnographical, historical and paleontological products, and specimens of anatomy, botany, mineralogy and zoology.
Charcoal and flour made from cereals, except for ground rice.
Phosphates and chemicals.
Local Standards
The Government does not require locally registered firms to apply ISO 9000 usage. However most multinational firms operating in Morocco currently use the ISO, primarily as a marketing tool.
Except for few bulk commodities, most Moroccan importers are not familiar with the USDA and U.S. industry commodity grading systems and standards.
Customs Contact Information
For more information on import duties for specific products, U.S. exporters should contact the Director General des Douanes (customs office), Avenue Annakhil, Centre des Affaires, Hay Raid, Rabat, Morocco, tele: (212)-037-57-90-00; fax: (212)-037- 73-09-39; E-mail: addi@douane.msie.gov.ma. The customs Web site located at www.douane.gov.ma, though all in French, is also a great reference for any customs related issues.
Investment Climate
Openness to Foreign Investment
The Moroccan government actively encourages foreign investment and is taking concrete steps to improve the investment climate for foreign and domestic investors.
The October 1995 investment code applies equally to foreign and Moroccan investors, with the exception of foreign exchange provisions, which favor foreign investors. Foreign investment is now permitted in most sectors, with the notable exception of phosphate mining. It is also permitted in the agricultural
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