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Morocco, a country of a fast booming clothing market

Morocco, a country of a fast booming clothing market

Edmond Tindwend Compaor

Understanding Markets

Mr.A.Bennani

April 4th, 2012


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Morocco, a country of a fast booming clothing market with page number 2

Content

I. Introduction Company background The Research description and the outlining of its schedule

II. Secondary data sources and collection process The purpose of research in general The benefits of secondary data

III. Description of the target market The purpose of segmentation The benefits of targeting Demonstration of the research sampling unit and size. Use evidence from secondary data to reinforce your choice

IV.

Research Methods

Research Methods suggested to get primary data : The benefits of primary data Demonstration and description of the chosen methods The reasons behind the choice.

V. Interview and Questionnaire Writing and piloting one questionnaire and one interview questions. Reporting the testing outcome and making any necessary adjustments

VI. ConclusionVII. Referencing


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I / Introduction

All big investments require a serious and deep market research in order to unveil the

hidden face of the market. It has a paramount importance. Thus, the following paper is a

market research of the clothing market for Primark that may decide to invest in Morocco.

Indeed, after a little fear from the recession of 2008, Morocco has recovered immediately

from this recession. In fact; Morocco has seen its clothing market developed considerably in

almost all the sectors. A report from Euromonitor (2011) argued that clothing accessories

retail volume sales increased by 4% in 2010 to reach 13.2 million units as consumer

confidence increased despite the worldwide recession. There is an increasing number of

international brands stores which opened in Morocco like Jules Cortefiel, Bossini Billabong

and ZARA.Therefore, other big company as Primark could decide to open their stores in

Morocco in the near future.

In fact, Primark opened its first store in Dublin in 1969 and work a lot to open other stores

through the years. Now, it is the biggest British discount fashion operating essentially in

Europe with more than 232 stores .The Company manufactures men swears specially casual

and formal ones. Also, it makes women swears for party or holiday and children swears for

girl and boys. In short the purpose of this study is to investigate on the opportunities that may

be offered to Primark in Morocco. Therefore, to do so, a market research will be necessary.

Thus, about the market research, some specific secondary data will need to be collected,

including quantitative and qualitative ones to uncover a specific gap in the Moroccan clothing

market. The next step will be the explanation of the chosen target group. Then, the study will

focus on outline the research method that will be undertaken. Finally, primary data will be


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collected by leading a survey, reporting the outcome and making any necessary adjustment.

To conclude, an analyse and interpretation of all the data will be required.

II/ Secondary Data Sources and Collection Process

Research is the mother of management (Abad, 2000).So, it has a crucial importance.

Abad (2000) stated that research is a systematic inquiry aimed at providing information to

solve problems, and as "a process through which new knowledge is discovered."

Therefore, investigators will have to collect secondary data when conducting a market

research. About secondary data Lynne (2010) pointed out that the most obvious strength of

secondary analysis is its cost effectiveness and time savings .The same author argued that

Secondary data are very useful especially for students who have limited means to access to

some data from large, national random. Therefore, Secondary data appears to be indispensable

for the market research.

Thus, from the secondary that has been collected, it appears that the Moroccan fashion

clothing market faces some critics despite of its booming. Indeed, consumers are complaining

more and more about the high costs of the different products. The immediate consequence of

that is that the majority of people cannot afford to buy these items because of their low salary

even if there is an increase of the middle class with more means. Discount chain as Primark

could do better in exploiting this gap as it sells items which are very affordable. Indeed,

according to the Primark website, the prices of the different items in Europe go from 8, 10

to 15...,

In addition, The Centre Regional dInvestissement (2010) stated that there are only very

few brands that target children whereas the population of children under 15 years old


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represents around15% . This is a large and great opportunity for Primark that targets a lot this

sub-segment of the young segment. Furthermore, there is a great unbalance in the products

distribution in term of place. In fact, almost the fashion discount chains are located mainly in

Casablanca, Rabat and Marrakesh. Other cities like Tangier, Agadir have not been targeted

enough by these brands whereas; these cities represent a large potential market. Moreover, in

Morocco, certain niches such as women lingerie and linen which are relatively new are not

targeted as much it should be (Ministere de lIndustrie, du commerce et des Nouvelles

Technologies, 2010). These niches need more investments as the demand of these items

increase. Therefore, Primark could benefit from this lack of investments in these sectors. In

short, the demand of fashion clothes in Morocco has increased considerably exceeding the

supply. (Others opportunities for Primark are highlighted belowby the Ministere de

lindustrie, du commerce et des Nouvelles Technologies.).

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III/ Target group Description

James (2002) argued that market segmentation is primordial in the way that it helps to

identify customers needs and market segments so as to develop profiles. He added that

targeting helps to evaluate the attractively of each segment and to select the right target in

order to be successful.

So, to apply that to the current case the sample unit that should be included in the market

research will focus mainly on the young people and also teenagers or adolescents which

accounts for 20% of the whole population (National Democratic Institute, 2008).The other

obvious reason is that Primark is a company which operates mainly in the manufacture of

clothes for children, men and women whom the particularity is that it targets mainly young

people and the teenagers.

However, there will a big trend of targeting the female gender because of its high level of

spending on clothes and its number which accounts for more than the half of the young people


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for its good quality. This is a great strength for Primark comparing to the already established

brands like Sara whose lots of consumers complained about the quality.

IV/ Outline of the research methods

Primary data is seen as being the most difficult and tiring part because it does not exist

yet. It must be conducted by the investigators. A good collection of primary data is crucial to

come up with a credible outcome of the market research (James, 2008).

Thus, the first step for the primary data to be conducted will be a focus group. It is very

important to get a comfortable place to lead this activity. Indeed, the focus group will be held

in the room or the coffee of SIST where 8-12 people will come together to discuss about their

consumptions preferences and experiences on the fashion clothes market. It is very important

to get a proof of the focus group. Thus, a video recorder will be the best way to record the

focus group; however, it will not be easy to get people to participate. Therefore, cash payment

will be used and other incentives may be offered to the participants. Indeed, the focus group

members will have the privilege to know one another in small party that will be organized just

after the end of the focus group.

For the interviews, the semi-structured interview will be the appropriate one as the

investigation is an explanatory research. Therefore, by using this semi-structure, the

investigation will be more qualitative as respondents will be asked to clarify their responses.

The interview will take place in the coffees where students come to study. In fact; the

questions will turn about the number of clothes the members used to buy before and during

the crisis.

Then, respondents will be asked to talk about the health of their purchasing power. Also,


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respondents will be welcome to talk about their favourite fashion clothes named in Morocco

and in Britain. To record the interview, the voice Notes Recorder or a microphone will be

necessary.

For the final research method that will be used is a questionnaire. In the questionnaire, there

will have at the head of the paper, a clear explanation of the goal of the questionnaire and a

statement of keeping the collected information strictly confidential. Then, below, there will

have the gender and the range of age and the occupation of the respondents.

After, the different questions will follow and will be made up of a closed-end-questions; a

Liker scaleto give to the participants more choices. There will have some multiples choices

and feeling scales. Participants will be asked to feel free to let any comment after filling the

questionnaire. Finally, there will be a message of thank. . To get the questionnaire completed,

the questionnaire willbe posted online, in different groups page on Facebook. Students from

different universities or superior school will be approached. In short the questionnaire will be

completed by interviewee.

V/ Interview and Questionnaire

After piloting the questionnaire to four (4) persons, the respondents seem to be pleased

with the questionnaire but, they recognize the need to make more questions relating to their

purchasing power and the confidence of the consumer in a context of global economic crisis.

They were also a little skeptical to fill up the age section because according to them, it is a

little bit distributing. Example of comments: Goodquestionnaire, but, you need to ask some

questions on the purchasing power. Also, it may seem disturbing for other to fill the section of

the age.(Anonymous, 2012).


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Appendix

Cardiff Metropolitan University

Questionnaire

We are doing a research on the habits consumption of clothes by young people in

order to convince Primark, the British fashion chain to invest in the booming clothing market

in Morocco. Please complete the questionnaire to the best of your knowledge. Your

contribution will help us know more about the topic and answers are going to remain

confidential. Thank you for your time.

Gender: Female Male

Age :


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7) Do you th ink that people wil l decrease their sales of clothes if the cr isis persists?

Yes No

8) What are the degree of your optimism and pessimism about the future?

Very pessimist Pessimist Neutral Optimistic Vey optimistic

9) How is your purchasing power doing?

Decrease Stable Increase

10) How do you thi nk about the prices of clothes in general?

Very Cheap cheap Neutral expensive very expensive

Do you have any other comments regarding this questionnaire?

..

..

..

..

THANK YOU VERY MUCH FOR FILLING IN THIS QUESTIONNAIRE


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References

Lynne, M.C., 2010. Secondary analysis.MEDSURG Nursing, 19(3), pp.192-193. Abad, A.2000.Research with a Purpose.Journal of Management Research, 1(1), pp.5-11. Paul, B., Chris.F. and Kelly, P., 2008.Marketing.New York: Oxford University Press. Robert, B. M. et al., 2009.Entrepreneurship for Everyone. London: SAGE Publications Ltd. Stella, C., 2008.The Study Skills Handbook. New York: Palgrave Macmillan. Moroccan Investment Development Agency., 2010.Why Morocco.Invest in Morocco.

[Online]Available at :< http://www.invest.gov.ma/?lang=en&Id=3> [Accessed 09 January

2012].

Portail national du Maroc, 2011.Invest in Morocco.Maroc.ma.[Online]Available at : [Accessed 08 January 2012].

Ministere de lIndustrie, du commerce et des Nouvelles Technologies,2010 .Statistics.Maroc-trade.gov.ma. [Online]Available at :< http://www.maroc-trade.gov.ma/default.aspx>

[Accessed 29January 2012].

Casainvest.ma. 2011.Investors :The good reasons to invest in Casablanca.[Online]Availableat: [Accessed 03 February 2012].

Primark, 2012.Our Product. [Online]Available at :< http://www.primark.co.uk/our_products/> [Accessed 03 March 2012].

Emergence, 2011.Sector Development Strategy..[Online]Available at :

[Accessed 10 March 2012].
http://www.casainvest.ma/en/Investors/tabid/161/Default.aspxhttp://www.casainvest.ma/en/Investors/ThegoodreasonstoinvestinCasablanca/tabid/162/Default.aspxhttp://www.casainvest.ma/en/Investors/ThegoodreasonstoinvestinCasablanca/tabid/162/Default.aspxhttp://www.casainvest.ma/en/Investors/ThegoodreasonstoinvestinCasablanca/tabid/162/Default.aspxhttp://www.casainvest.ma/en/Investors/ThegoodreasonstoinvestinCasablanca/tabid/162/Default.aspxhttp://www.casainvest.ma/en/Investors/tabid/161/Default.aspx

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