Tendance De Consommation Au Maroc

In the business world where everything grows to regroup, to be alone is now a risky feat conditioned by an exceptional talent, prominent location, or cash out of ordinary. Commercial profession has undergone changes and fullness of traditional functions bursts delegations granted to central purchasing, groups of notoriety. This change was imposed by the relocation of markets, the need to support their expansion and the answer to the growing demand of consumers, marked by the globalisation of trade era.

Without the establishment of distribution networks capable of transporting a product from its place of manufacture to the place of consumption, this extension would not have emerged . The franchise is an example.

In fact, the origins if franchising can be traced back to the middle ages, the word “franchise” comes from old French meaning “privilege” or “freedom”. It was a privilege or a right. In those days, the local sovereign or lord would grant the right to hold markets or fairs, to operate the local ferry or to hunt on his land. This concept extended to the king granting a franchise for all manner of commercial activities such as building roads and the brewing of ale. Thereby the Company of One Hundred Associates and the Hudson’s Bay Company, obtained the “franchises” that allowed them to undertake their business in Canada. “ About the end of the 19th century, some vanguard companies have used rudimentary forms of franchising.

With the grow of industrialization that marked the beginning of the 20th century, many saw in franchising a modern way to deal with some major challenges of the products distribution over a wide area.

During this period, the franchise knew a boom especially in the areas of distribution of petroleum products (petrol stations), automotive (dealers) and soft drinks (local bottlers).

The form of franchising used was not operating the franchise we know today but rather what is now referred to as “franchise of products”. Indeed, in this type of franchise, the role of the franchisor is primarily to bring the product to the franchisee and the franchisee to ensure the distribution of the local territory.

The franchisor was therefore usually the manufacturer of the product or the wholesaler, who ensured, through franchising, a distribution network identified to his products.

This new approach to franchising was the key that allowed expanding in almost all sectors of the retail trade and the service sector.

The concept of franchising has been proven worldwide. It is based on a method of collaboration between a franchisor, creator of the concept, and a franchisee that operates this concept on his own account in exchange for compensation in the form of royalties, fees. In Morocco, Franchising started in the 60’s, it is in the area of services that the franchise has made its appearance before experiencing a boom since 2001, when the reference rates was eliminated.

At the beginning, the growth rate was very low with franchising networks opening every 5 years. The first franchising networks entering the Moroccan market were car rental brands (Avis, Hertz, Europcar).

Nowadays, franchising activity in Morocco is present through 363 franchise networks, representing 310 brands and 2726 sale points, owned and operated by 1041 franchisee, 141 of which are master franchisees. The

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