Marrakech- A store owner in one of the major commercial spaces is keen to carefully arrange coffee boxes on the shelves, while decorating one of the walls with a painting that gathered the Moroccan flag and its map, highlighted as a symbol of pride for the success of his project, which he started from scratch.
It provides a coffee cup of coffee and then says, “Earn people’s confidence is the source of success. Our fame encouraged us to open stores in distinct locations from the city of Marrakech and in other cities, and we seek the world.”
“We cannot manage all these stores ourselves because of the lack of resources or real estate, so we gave us the right to” commercial concession “to investors and benefit from a percentage of profits,” he added to Al -Jazeera Net.
Next to him, other commercial stores are topped by well -known brands, Moroccan and international, investing in clothes, shoes, children’s toys and cosmetics, while others offer fast meals or drinks.
In a store bearing the name of a famous European company, a Moroccan woman ends the price of purchases with a bank card.
“The company provides natural products that we do not find elsewhere, but their prices are still high, we take advantage of the opportunities for discounts and the fulfillment card to benefit from its services,” she says to Al -Jazeera Net.
Commercial concession
“Our main mission is to make chocolate and draw a smile,” this is how a foreign company provides its announcement on a Moroccan platform for commercial concession to attract new investors.
It suggests that, in addition to the right to use its commercial brand, provide the store with the original product, provide a financially tested financial and accounting model, maintenance support service, employee training, review job performance, and help marketing.
However, it requires the availability of a store in a city whose population is not less than 200 thousand people, an investment of between 500 thousand dirhams (50 thousand dollars) and a million and 500 thousand dirhams (150 thousand dollars), and paying annual fees amounting to 6% of the total value of sales, And property fees are within 7 %.
This announcement is a model that summarizes the concept of commercial concession or “franchise”.
“It is a system approved according to an agreement in which the first party obtains a license to use the brand for the second party, in terms of the use of the trade name, the manufacturing system, production, distribution, or all of this, in exchange for the brand owner obtaining a percentage of profits, sums of money, or They are together.
Opportunities and challenges
Some seem to be the priori of the economic benefits that the commercial privilege brings, because it is linked to successful brands, while others look at these signs, especially the foreigner, with suspicion.
The commercial concession advisor, Naguib Al -Tariqi, says to Al -Jazeera Net that the presence of famous brands may lead to the monopoly of the market and pressure on resources with the high demand for distinctive sites, trained workers and supply chains, which may raise the costs on local brands, which is a challenge to their ability to compete , If you are not qualified and developed to apply the system professionally.
On the other hand, the commercial concession helps to attract important investments and create new jobs directly or indirectly, transfer knowledge and experience with high quality standards and modern technologies, and develop the business climate, and local brands can spread, which enhances their position locally and globally.
In turn, the head of the Moroccan Federation for Commercial Concession, Mohamed Al -Fan, confirms that the entry of these signs pushes Moroccan companies, for what he described “Al -Chermers about their help”, as some of them are competing with foreign companies, and even some Moroccan signs exceeded the borders of Morocco.
He adds to Al -Jazeera Net that the competition leads to the development of quality, and all of this is in the interest of the economy, as well as the consumer.
He concludes that the commercial concession is an economic model that represents a real parallel diplomacy that allows Morocco to enhance its soft power globally, by exporting experience and investment identity, and economic and cultural influence.
Morocco .. African leadership
Morocco seeks to become a pioneer in Africa in the commercial concession system, and it is currently available on 745 networks, including 84 internationals and 16 Moroccan-Moroccan, and its annual transactions number reaches the equivalent of 20 billion dirhams (two billion dollars).
The annual exhibition of Frances, which organized its first version in the city of Casablanca between 12 and 14 February this year, showed the increasing interest of Moroccan and foreign investors in this system, as the presence of famous foreign companies recorded, some of which have stores in Morocco and others that explore investment opportunities in the country for the first time.
Mohamed Al -Fan says that the commercial privilege has known a remarkable development for the past 15 years, with a growth of 25% annually, while aspiring to reach 500% by 2030, especially in the main sectors that include clothes, restaurants and services.
Art believes that Morocco is an attraction for foreign investors, and it works through important projects to qualify its infrastructure and develop its industrial and commercial system in preparation for the incubation of the 2030 World Cup, and before it the 2025 African Cup, which is great opportunities to bring foreign investment, and organize a number of important sectors to be able to Competition.
He adds that the commercial franchise system is an economic strategy that has succeeded in a number of developed countries, especially the United States, France and the Netherlands, as well as emerging countries such as Malaysia and Turkey.
The commercial concession system contributes about 900 billion dollars in the GDP of the United States of America annually, and provides about 8 million jobs.
Legal protection
The Moroccan Trade Blog is organizing commercial contracts, but the commercial concession contract is included in the door of new contracts that are not named and the legislator has not been unique to them and has been associated with the principle of freedom of contracting in line with the needs of merchants and the development of commercial transactions.
Nevertheless, Manal Al -Nuhi notes that the privilege has the legal protection of his commercial sign that he accounts for alone since its registration, and interferes in industrial property rights, and also benefits from the technical experience of the granted concession.
Al -Nahihi highlights that businessmen and investors resort to this system, taking advantage of the fame of brands and prior knowledge of products among consumers, instead of establishing companies and going through major experiences in the economic market.
As for the way, it is believed that the commercial privilege is one of the best investment models, as it provides the opportunity to work under the umbrella of a well -known and well -known brand, and the possibility of benefiting from a tried business model.
“However, it is not enough to obtain the license only, but it must be managed efficiently according to the brand policies and requirements, in order to ensure the sustainability of the concession and granted privilege, achieve profits, and support sustainable growth.”
The need for law
The Moroccan Academy, Manal Al -Nouhi, says that the commercial privilege needs a legal framework that regulates it, to fill the legislative void in a way that guarantees the rights of users, when the legal status of one of the parties changes, all of this in a way that suits the development of this sector and its growth and Morocco’s willingness to the global entitlements in which Morocco intends to succeed.
In order to go into this experience, the way – for his part – advises to choose the appropriate brand, review the commercial concession agreement carefully with the commercial concession consultant, apply work and quality standards, focus on the site and local marketing, effective financial management, and benefit from logistical support, training and development from the privilege.
In order to develop the experience in Morocco, the way suggested the following:
- Establishing regulatory laws that protect the privilege and granted concession and markets from monopoly and enhance fair competition.
- Encouraging partnerships between local and international brands to transfer experiences instead of direct competition.
- Providing support to local entrepreneurs who want to expand their signs inside and outside the country.
- Supporting investors interested in purchasing the rights to use the brand with the commercial concession system for local brands through regional forums to spread the culture of commercial concession, rights, duties, tasks and responsibilities between the privilege and granted.
