{"id":287386,"date":"2016-09-27T07:10:00","date_gmt":"2016-09-27T06:10:00","guid":{"rendered":"https:\/\/ac-franchise.be\/master-franchise-le-modele-marocain-3548"},"modified":"2016-09-27T07:10:00","modified_gmt":"2019-03-07T16:01:37","slug":"master-franchise-le-modele-marocain-3548","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/master-franchise-le-modele-marocain-3548","title":{"rendered":"Master-franchise : le mod\u00e8le marocain ?"},"content":{"rendered":"
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Soutenu par les pouvoirs publics marocains et boost\u00e9 par les nouvelles habitudes de consommation au royaume, le secteur de la franchise connait une croissance qui se confirme sur les dix derni\u00e8res ann\u00e9es<\/b>.<\/p><\/div>\n
La franchise marocaine a d\u00e9velopp\u00e9 au fil du temps un mod\u00e8le adapt\u00e9 au contexte du pays. Un mod\u00e8le majoritairement tourn\u00e9 vers la master-franchise.<\/p><\/div>\n
D’apr\u00e8s un article de Claude N\u00e8gre VU Dans L\u2019Economiste
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Les statistiques officielles r\u00e9v\u00e8lent que 1990 a \u00e9t\u00e9 une ann\u00e9e cl\u00e9 pour la franchise au Maroc.
En effet, le nombre de franchiseurs n\u2019a cess\u00e9 d\u2019augmenter depuis cette date<\/b> pour atteindre une cinquantaine en 1998, 150 en 2001, 440 en 2010 et 650 en 2013. Notons toutefois que ces statistiques n\u2019indiquent pas le taux de survie des unit\u00e9s franchis\u00e9es. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un environnement institutionnel et \u00e9conomique favorable<\/h3>\n
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Si la franchise a pu se d\u00e9velopper au cours des ann\u00e9es au Maroc, c\u2019est parce qu\u2019elle b\u00e9n\u00e9ficie d\u2019un environnement favorable. Ainsi, les pouvoirs publics ont int\u00e9gr\u00e9 le secteur \u00e0 leur plan Rawaj<\/b>, destin\u00e9 au d\u00e9veloppement du commerce et de la distribution dans le pays. <\/p>\n

Le soutien de l\u2019Etat se manifeste, en outre, \u00e0 travers la relative libert\u00e9 de transfert des capitaux <\/b>ainsi que par l\u2019absence d\u2019une l\u00e9gislation contraignante. <\/div>\n

Le secteur de la franchise a \u00e9galement b\u00e9n\u00e9fici\u00e9 de l\u2019\u00e9volution des habitudes des consommateurs marocains qui sont de plus en plus nombreux \u00e0 se tourner vers les enseignes \u00e9trang\u00e8res avec une pr\u00e9f\u00e9rence pour les franchises fran\u00e7aises, italiennes, am\u00e9ricaines, espagnoles et turques.<\/div>\n
C\u2019est d\u2019ailleurs tout naturellement que les enseignes fran\u00e7aises se tournent vers le royaume<\/b>, conte tenu de sa proximit\u00e9 g\u00e9ographique mais \u00e9galement des facteurs communs entre les deux pays (langue, culture et Histoire)<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un format, la master-franchise<\/h3>\n
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Une recherche exploratoire sur les modes d\u2019entr\u00e9e des enseignes d\u2019origine \u00e9trang\u00e8re au Maroc a r\u00e9v\u00e9l\u00e9 une pr\u00e9dominance de la master-franchise<\/b>. Un format juridico-financier qui accorde au franchis\u00e9 le droit exclusif d\u2019exploiter des unit\u00e9s de franchise, de sous-franchiser et de \u00a0signer les contrats de franchise qu\u2019il conclut dans le pays d\u2019implantation. Il repr\u00e9sente l\u2019enseigne sur le territoire d\u2019implantation et recrute \u00e0 son tour des franchis\u00e9s selon le mod\u00e8le de son franchiseur. En contre partie, le master-franchis\u00e9 s\u2019acquitte d\u2019un droit d\u2019entr\u00e9e et reverse une partie des royalties de son r\u00e9seau de franchise au franchiseur.<\/p><\/div>\n
Ce format de franchise pr\u00e9sente l\u2019avantage de la flexibilit\u00e9 des liens contractuels. Il convient autant au master-franchis\u00e9 qui \u00a0jouit d\u2019une bonne marge de libert\u00e9 sur son territoire qu\u2019au franchiseur qui minimise les risques financiers.\u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Note de Jean Samper<\/h3>\n
440 r\u00e9seaux de franchise en 2010 et 650 en 2013 recens\u00e9s par le Minist\u00e8re du commerce. Attention, comme le rappelle Claude N\u00e8gre on ne conna\u00eet pas les fermetures ni le d\u00e9veloppement de ces r\u00e9seaux. Lorsque le Maroc comptait 400 enseignes pr\u00e9sentes selon les stats du minist\u00e8re, il n’y avait que 2000 franchis\u00e9s…. Beaucoup de r\u00e9seaux n’ont que 2 \u00e0 4 unit\u00e9s et en fait on serait bien en peine de trouver qui sont les plus de 600 r\u00e9seaux au Maroc. Nous ne les avons pas trouv\u00e9s en tout cas. Beaucoup sont morts et sont aussi compt\u00e9s comme une franchise le fait qu’il y ait un magasin portant l’enseigne (Swatch par exemple)\u00a0 dans le royaume. Prudence sur les chiffres mais il y a un potentiel.
Attention aussi aux loyers prohibitifs, aux contrats sign\u00e9s sans \u00eatre lus..etc..<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Soutenu par les pouvoirs publics marocains et boost\u00e9 par les nouvelles habitudes de consommation au royaume, le secteur de la franchise connait une croissance qui se confirme sur les dix derni\u00e8res ann\u00e9es.<\/p>\n

La franchise marocaine a d\u00e9velopp\u00e9 au fil du temps un mod\u00e8le adapt\u00e9 au contexte du pays. Un mod\u00e8le majoritairement tourn\u00e9 vers la master-franchise.<\/p>\n","protected":false},"author":7828,"featured_media":287385,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[2],"tags":[135,136],"class_list":["post-287386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","tag-franchise-informations","tag-international","entry","has-media"],"acf":[],"yoast_head":"\nMaster-franchise : le mod\u00e8le marocain ?<\/title>\n<meta name=\"description\" content=\"Soutenu par les pouvoirs publics marocains et boost\u00e9 par les nouvelles habitudes de consommation au royaume, le secteur de la franchise connait une croissance qui se confirme sur les dix derni\u00e8res ann\u00e9es. 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