{"id":296913,"date":"2006-05-11T02:00:00","date_gmt":"2006-05-11T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-au-maroc-en-est-au-stade-du-developpement-2408"},"modified":"2006-05-11T02:00:00","modified_gmt":"2006-05-11T01:00:00","slug":"la-franchise-au-maroc-en-est-au-stade-du-developpement-2408","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-au-maroc-en-est-au-stade-du-developpement-2408","title":{"rendered":"La franchise au Maroc en est au stade du d\u00e9veloppement"},"content":{"rendered":"
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Avant 1980 on pouvait compter le nombre de r\u00e9seaux de franchises sur les doigts. Qualifions cette \u00e9poque de pr\u00e9historique tant nous en sommes \u00e9loign\u00e9s car le march\u00e9 compte fin 2005 plus de 250 franchises pour 1200 points de vente franchis\u00e9s contre 80 franchises et 400 points de vente franchis\u00e9s en 1982 soit trois fois plus en 3 ans!<\/p>\n

La phase de naissance du march\u00e9 s’est d\u00e9roul\u00e9e dans les ann\u00e9es 1990-1997 avec quatre \u00e0 huit nouveaux r\u00e9seaux par an <\/b>et nous sommes dans la phase contemporaine de d\u00e9veloppement (1997-2006) avec nettement plus de dix nouveaux r\u00e9seaux par an et ce n’est pas fini car le mouvement s’acc\u00e9l\u00e8re et nous sommes encore loin de la maturit\u00e9.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les causes de ce d\u00e9veloppement ? <\/h3>\n
Un meilleur pouvoir d’achat, une \u00e9volution des consommateurs et une ouverture croissante du Maroc sur le monde<\/b> associ\u00e9s \u00e0 un r\u00e9el dynamisme \u00e9conomique et \u00e0 la baisse des tarifs douaniers. Il est donc naturel que les franchiseurs \u00e9trangers s’int\u00e9ressent de plus en plus au Maroc ou que les entrepreneurs marocains cr\u00e9ent leurs propres r\u00e9seaux. D’une mani\u00e8re g\u00e9n\u00e9rale, les franchises install\u00e9es au Maroc r\u00e9ussissent bien m\u00eame si le nombre de franchis\u00e9s moyen par r\u00e9seau est encore faible avec environ 4 franchis\u00e9s par r\u00e9seau.<\/p>\n

La m\u00e9tamorphose des consommateurs et la croissance de leur pouvoir d’achat provoquent la modernisation du commerce au Maroc et notamment par le succursalisme et la franchise. Pour peu que la lutte contre la pauvret\u00e9, l’illettrisme et le ch\u00f4mage se poursuive et que le dynamisme \u00e9conomique demeure aussi vivace, les classes moyennes seront plus nombreuses et permettront aux franchises de s’implanter dans davantage de sites.<\/p>\n

Si la notori\u00e9t\u00e9 de l’enseigne, le savoir-faire du franchiseur et la collection de produits et\/ou de services offerts, sont per\u00e7us comme des avantages par l’entrepreneur marocain, la discipline qu’implique la franchise n’est pas encore aussi bien comprise que dans des pays plus habitu\u00e9s \u00e0 la rigueur du commerce en r\u00e9seau. Un effort d’explication des contraintes est n\u00e9cessaire pour que les franchis\u00e9s marocains comprennent bien que ce sont ces r\u00e8gles et ces contraintes qui font que la franchise r\u00e9ussit.<\/p>\n

Par ailleurs, le gouvernement voit dans la franchise une des solutions aux probl\u00e8mes du d\u00e9veloppement<\/b>, de la cr\u00e9ation d’emplois et un moyen de moderniser le tissu \u00e9conomique national. La micro franchise (petits investissements pour des petites unit\u00e9s) pourrait \u00eatre un levier \u00e9conomique pour le pays d’autant plus que les bons emplacements sont souvent trop chers pour les moyens des cr\u00e9ateurs potentiels. Cela plaide pour le d\u00e9veloppement des franchises de service et d’artisanat qu’elles soient import\u00e9es ou made in Maroc alors que pour l’instant, ce sont surtout les franchises de distribution qui se sont multipli\u00e9es<\/p>\n

Certaines entreprises marocaines disposent d’atouts permettant d’envisager un d\u00e9veloppement national mais aussi international. Les accords de libre \u00e9change et de coop\u00e9ration conclus avec les \u00c9tats-Unis et avec l’Europe favorisent l’importation de concepts \u00e9trangers mais aussi l’exportation de concepts marocains.<\/p>\n

Jean Samper
Consultant en franchise
Cr\u00e9ateur de AC Franchise<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La Franchise au Maroc en 2002 <\/h3>\n
Copie d’un article du 26 juillet 2003
<\/span>R\u00e9sum\u00e9 d’une synth\u00e8se faite par la fff pour vous aider \u00e0 appr\u00e9cier l’\u00e9volution tr\u00e8s rapide de la franchise au Maroc) 
  
Au Maroc, la franchise se d\u00e9veloppe depuis 10 ans et parmi les premiers r\u00e9seaux install\u00e9s, on trouve certains loueurs v\u00e9hicules<\/b> (Avis, Europcar, Hertz). <\/p>\n

Selon la fff qui a r\u00e9sum\u00e9 une communication gouvernementale marocaine, on trouverait en 2002 \u00ab\u00a0environ 80 r\u00e9seaux pour 200 franchis\u00e9s, 40 master franchis\u00e9s et 400 points de vente, principalement concentr\u00e9s sur Rabat et Casablanca, deux villes au pouvoir d’achat assez \u00e9lev\u00e9\u00a0\u00bb. <\/p>\n

Les secteurs en pointe sont : \u00ab\u00a0la restauration (19 enseignes), l’habillement (12 enseignes), les cosm\u00e9tiques et la coiffure (10 enseignes). Location de voiture, confiserie et ameublement atteignent presque chacun les dix enseignes.<\/p>\n

On ne sera pas surpris de la proportion d’enseignes fran\u00e7aises (27) et am\u00e9ricaines (15) et l’on suivra le d\u00e9veloppement du nombre d’enseignes marocaines : Kit\u00e9a<\/a>, Kaoba, Mobilia<\/a> et Castory dans le secteur de l’ameublement,<\/b> 303, Indigo et Unitex dans le secteur de l’habillement, Au Pain Tout Chaud (boulangerie), Drag\u00e9e d’Or et Pralinor<\/a> (confiserie), Lavazza et Kini’s (restauration), Floralement V\u00f4tre (d\u00e9coration). <\/p>\n

A noter : le gouvernement marocain a mis en place une charte de l’investissement en 1996, qui facilite les cr\u00e9ations d’entreprise, en particulier dans le contexte de la franchise. <\/p>\n

Nous avons aussi le plaisir de noter le tr\u00e8s grand nombre d’internautes marocains candidats aux enseignes fran\u00e7aises sur notre site.
 
 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Avant 1980 on pouvait compter le nombre de r\u00e9seaux de franchises sur les doigts. Qualifions cette \u00e9poque de pr\u00e9historique tant nous en sommes \u00e9loign\u00e9s car le march\u00e9 compte fin 2005 plus de 250 franchises pour 1200 points de vente franchis\u00e9s contre 80 franchises et 400 points de vente franchis\u00e9s en 1982 soit trois fois plus en 3 ans! La […]<\/p>\n","protected":false},"author":1,"featured_media":291072,"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":[3],"tags":[135,136],"class_list":["post-296913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","tag-international","entry","has-media"],"acf":[],"yoast_head":"\nLa franchise au Maroc en est au stade du d\u00e9veloppement<\/title>\n<meta name=\"description\" content=\"Avant 1980 on pouvait compter le nombre de r\u00e9seaux de franchises sur les doigts. 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