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Morocco - Country Commercial Guide

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Morocco Country Commercial Guide ●
Doing Business in ○
Leading Sectors for US Exports & Investments ○
Customs, Regulations & Standards ○
Selling US Products & Services ○
Distribution and Sales Channels ■
eCommerce ■
Selling Factors and Techniques ■
Trade Financing ■
Protecting Intellectual Property ■
Selling to the Public Sector ■
Business Travel ○
Investment Climate Statement ○
Selling Factors and Techniques

Last published date: 2024-01-01
As in most markets, relationships are key to success in Morocco. Business

relationships build over time and become stronger with cultural awareness
and sensitivity. A key component to successful selling is finding a local
.partner with an excellent reputation and market experience
It is also important to be sensitive to market concerns about U.S. products
regarding perceived barriers including language difficulties for services,
access to parts, metric/standard measurement, and electrical adaptability,
.among others
Local distribution partners expect substantial advertising and promotional

support, particularly when introducing a new product or brand name.
Promotional material and technical documentation should include French or
Arabic translations. U.S. firms should sufficiently train their local partner.
The more knowledgeable the partner is about the products, the more
competitive these products will be. U.S. machine and equipment sales
must be backed up by strong in-country after-sales service, support, and
.spare parts supply
A small investment in a high-quality online presence dedicated to the

Moroccan consumer can deliver a substantial return by raising the profile of
U.S. products over rivals. Making manuals, parts ordering, and contact
.information easily available online will help increase business success
Trade Promotion and Advertising

U.S. advertising firms have offices in Morocco and provide services.
Moroccan advertising agencies offer comprehensive services. Visual
advertising is key due to low literacy rates. Food, hygiene, and beverages
are the most common products advertised on television. Multinational
producers of consumer goods are among the biggest advertisers.
Newspapers and periodicals provide advertising space, but verification of
subscriptions and circulation is difficult. Radio advertising sales are
considered a relatively inexpensive form of communication. The amount
and importance of billboard advertising as well as social media advertising
.has increased dramatically in the last few years
French is the language of the educated elite and Darija, the local Moroccan
Arabic dialect, is the language of the broad consumer base, making it
important to choose advertising languages carefully. Companies
increasingly turn to the internet and mobile phone messaging as a means
.of reaching consumers
Pricing
The Moroccan currency is the Moroccan dirham, which is divided into 100
centimes. Common abbreviations for the dirham are MAD, DH, and Dhs.
Most prices are quoted in dirhams although some businesspeople
.occasionally include centimes
Morocco operates under a Value Added Tax regime (TVA in French) with
different TVA rates for different products. Some businesses are exempt
from TVA altogether. Before doing business in Morocco, it is advisable to
consult with a local tax advisor on how TVA will affect the company’s
business. The market determines prices without government involvement
with exceptions for staple commodities like flour, sugar, and butane gas
which remain subsidized. There are different TVA rates in Morocco (20%
for most products, 10% for services and non-reimbursable drugs, 5.5% for
indispensable FMCG, 2.1% for media, shows and reimbursable drugs). For
service providers, all invoices issued by foreign companies are subject to a
10% tax. It is important to clarify with the contracting partner if negotiated
.rates are before or after this tax has been added
Sales Service/Customer Support

Sales support to the customer or the reseller is not common in Morocco.
Companies able to build a reputation for high quality customer support will
.quickly develop a competitive advantage
U.S. companies should supply their resellers with sales and product
documentation in French or Arabic, as well as training in brand
management and customer support services. Product packaging,
warranties and guarantees, as well as user and product care instructions
should be in French or Arabic, depending on the end-user market. This
information is critical when marketing high-tech or consumer goods that are
targeted by counterfeiters. Consult with your agent or distributor regarding
.the choice of language
Local Professional Services

There is a network of U.S.-trained and English-speaking professionals who
routinely help U.S. companies do business in Morocco. For information on
:local professional services providers consult
The U.S. Commercial Service in Morocco ●

The American Chamber of Commerce in Morocco ●
Principal Business Associations

The below mentioned business associations accept U.S. companies’
:membership
Chamber of Commerce, Industry, and Services of Casablanca- ●

Settat
La Chambre de Commerce, d’Industrie et de Services de Casablanca-(

)Settat, CCISCS
General Confederation of Moroccan Enterprises ●
)Confédération Générale des Entreprises du Maroc, CGEM(
Office of Trade Events of Casablanca ●

)Office des Foires et des Expositions de Casablanca, OFEC (
Rue Tiznit, Face à la Mosquée Hassan II
Casablanca 20000, Morocco
Tel: +(212) 522 27 32 82 or +(212) 522 27 16 64 or +(212) 522 20 06 54
Fax: +(212) 522 27 49 73 or +(212) 522 26 49 49
Association of Moroccan Private Equity and Venture Capital ●

Investors
)Association Marocaine des Investisseurs en Capital, AMIC(
Tourism Engineering and Investment ●
)Société Marocaine d’Ingénierie Touristique, SMIT(
Moroccan Association of Textile and Clothing Industries ●
Association Marocaine des Industries du Textile et de l’Habillement,(

)AMITH
Moroccan Federation of Consulting and Engineering ●
)Fédération Marocaine du Conseil et de l’Ingénierie, FMCI(
Federation of Information Technologies, Telecommunications, ●

and Offshoring
Fédération des Technologies de l’Information, des Télécommunications et(

)de l’Offshoring, APEBI
Energy Investments Company (http://www.siem.ma/sitesie) ●
)Société d’Investissements Energétiques(
Mining Industry Federation ●
)Fédération de l’Industrie Minière, FDIM(

pl. de l’Istiqlal - ex Mirabeau, 3°ét. n°308, Centre-Ville ,1
Casablanca, Morocco
Tél : +(212) 522 30 68 98
Fax : +(212) 522 31 99 96
E-mail : fdim@menara.ma
Specialized Agricultural Trade Associations
Interprofessional Federation of the Poultry Sector in Morocco ●

(http://www.siem.ma/sitesie/)
)Fédération Interprofessionnelle du Secteur Avicole au Maroc, FISA(
Feed Millers Association (http://fisamaroc.org.ma/) ●
)Association des Fabricants d’Aliments Composés, AFAC(
Hatcheries Association ●
)Association Nationale des Accouveurs Marocains, ANAM(
Poultry Meat Producers Association ●
)Association Nationale des Producteurs des Viandes de Volailles, APV (
Egg Producers Association ●
)Association Nationale des Producteurs d’Oeufs de Consommation, ANPO (
Poultry Processing Plant Association ●
)Association Nationale des Abattoirs Industriels Avicoles, ANAVI (
Association of Moroccan Importers of Agricultural Equipment ●
)Association Marocaine des Importateurs de Matériel Agricole, AMIMA(
Grains and leguminous Pulses Importers and Traders Federation ●

/http://www.fncl.ma ●
Fédération Nationale des Négociants en Céréales et Légumineuses,(

)FNCL
Wheat Millers Federation ●
)Fédération Nationale de la Minoterie, FNM(
Purebred Dairy Cattle Association ●
)Association Nationale des Eleveurs de Bovins de Races Pures, ANEB (
bd Mohamed Triki, résid. Tissir, imm. B appt.2 et 19 Agdal ,5
Rabat, Morocco
Tél : +(212) 537 23 02 44 Fax: +(212) 537 23 02 62
Limitations on Selling U.S. Products

and Services
All Moroccan citizens can own and sell U.S. products and services in the
.manufacturing or services sectors. No particular limitations apply

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Morocco - Country Commercial Guide

Selling Factors and Techniques

As in most markets, relationships are key to success in Morocco. Business

Local distribution partners expect substantial advertising and promotional

A small investment in a high-quality online presence dedicated to the

Trade Promotion and Advertising

Sales Service/Customer Support

Local Professional Services

The U.S. Commercial Service in Morocco ●

Principal Business Associations

Chamber of Commerce, Industry, and Services of Casablanca- ●

La Chambre de Commerce, d’Industrie et de Services de Casablanca-(

General Confederation of Moroccan Enterprises ●

)Confédération Générale des Entreprises du Maroc, CGEM(

Office of Trade Events of Casablanca ●

Rue Tiznit, Face à la Mosquée Hassan II

Casablanca 20000, Morocco

Tel: +(212) 522 27 32 82 or +(212) 522 27 16 64 or +(212) 522 20 06 54

Fax: +(212) 522 27 49 73 or +(212) 522 26 49 49

Association of Moroccan Private Equity and Venture Capital ●

)Association Marocaine des Investisseurs en Capital, AMIC(

Tourism Engineering and Investment ●

)Société Marocaine d’Ingénierie Touristique, SMIT(

Moroccan Association of Textile and Clothing Industries ●

Association Marocaine des Industries du Textile et de l’Habillement,(

Moroccan Federation of Consulting and Engineering ●

)Fédération Marocaine du Conseil et de l’Ingénierie, FMCI(

Federation of Information Technologies, Telecommunications, ●

Fédération des Technologies de l’Information, des Télécommunications et(

Energy Investments Company (http://www.siem.ma/sitesie) ●

)Société d’Investissements Energétiques(

Mining Industry Federation ●

)Fédération de l’Industrie Minière, FDIM(

Tél : +(212) 522 30 68 98

Fax : +(212) 522 31 99 96

Specialized Agricultural Trade Associations

Interprofessional Federation of the Poultry Sector in Morocco ●

)Fédération Interprofessionnelle du Secteur Avicole au Maroc, FISA(

Feed Millers Association (http://fisamaroc.org.ma/) ●

)Association des Fabricants d’Aliments Composés, AFAC(

)Association Nationale des Accouveurs Marocains, ANAM(

Poultry Meat Producers Association ●

)Association Nationale des Producteurs des Viandes de Volailles, APV (

Egg Producers Association ●

)Association Nationale des Producteurs d’Oeufs de Consommation, ANPO (

Poultry Processing Plant Association ●

)Association Nationale des Abattoirs Industriels Avicoles, ANAVI (

Association of Moroccan Importers of Agricultural Equipment ●

)Association Marocaine des Importateurs de Matériel Agricole, AMIMA(

Grains and leguminous Pulses Importers and Traders Federation ●

Fédération Nationale des Négociants en Céréales et Légumineuses,(

Wheat Millers Federation ●

)Fédération Nationale de la Minoterie, FNM(

Purebred Dairy Cattle Association ●

)Association Nationale des Eleveurs de Bovins de Races Pures, ANEB (

bd Mohamed Triki, résid. Tissir, imm. B appt.2 et 19 Agdal ,5

Tél : +(212) 537 23 02 44 Fax: +(212) 537 23 02 62

Limitations on Selling U.S. Products