Marketing Implications for a Water Purification System for the Country of Morocco

Marketing Implications for a Water Purification System for the Country of Morocco

Executive Summary

Morocco is in a crisis. More than 20% of its population is currently without access to safe water with an impending 30% population increase anticipated over the next 40 years. Large scale water purification equipment, capable of providing potable water to millions of people, in desperately needed. Considered a passive Islamic state without the cultural or social bias toward US companies exhibited by other countries in the Middle East and North Africa region, Morocco possesses good opportunity for US companies to export this type of water purification equipment. Morocco’s improving economy and the availability of millions of dollars of internationally financed loans and grants are indications of the current and future viability of the water purification market. Other advantages include the benefits offered by the recently signed US-Morocco Free Trade Agreement and multiple options for market entry. All of these reasons indicate that Morocco is a very attractive market for large-scale water purification equipment

TABLE OF CONTENTS

Page

MARKET ENVIRONMENT ANALYSIS 4

Physical Environment………………………………………….. 4

Political Structure……………………………………………..... 5

Legal System………………………………………………..….. 6

Moroccan Free Trade Agreement…………………………..….. 8

Social and Cultural Environment…………………………….… 8

Religion……………………………………………….……….. 10

Education…………………………………………….………... 10

Economy……………………………………………………..... 10

Water Treatment Industry…………………………..…………. 11

MARKETING IMPLICATION 12

Product Consideration…………………………………….…… 14

Pricing Consideration……………………………………..…… 15

Market Entry and Distribution Consideration…………….…… 16

Distribution Channels……………………………………..…… 17

Promotion Consideration………………………………….…… 18

References……………………………………………………………… 19

Appendix A: Research Proposal…………………………………..…… 20

Appendix B: Copies of References………………………………..…… 21

MARKET ENVIRONMENT ANALYSIS

Physical Environment

Morocco occupies an area of approximately 172,413 square miles in the northwestern corner of the African continent. The Atlantic Ocean forms the country’s western perimeter. The north is bounded by the Mediterranean Sea. To the east and southeast lies the Algerian border and the Moroccan Sahara extends along the far south of the country. The majority of the population lives west of the Atlas Mountains, a mountain range that insulates the country from the Sahara Desert. Casablanca is considered the center of commerce and industry and the leading port, while Rabat is the seat of government, and Tangier is the gateway to Morocco from Spain