Our favourite future territories – Morocco

Are you screening new markets from home?

That new phrase “social distancing”? – this is how we started; How2Go was created to bridge the gap of geographical distancing!


We have been video-conferencing DAILY, for years – in fact, since before the phrase was invented!


How2Go has always worked efficiently and effectively remotely, with people on the ground in many markets, each with a network of relationships in place. This means you can do business remotely and use your 2020 time to plan the route to opportunity abroad.


With one-third of the World in virus lockdown, (and cause for measured optimism – early signs that this is slowing the spread), in this new article, we look ahead to when economic travel can resume – and who will be ready. 


How2Go sets you ready on “standby” with immediate/continuous presence – which can prepare the ground for future sales. It makes sense to work with consultants with contacts in the home country and ones in the target country. Important work can continue even while in lockdown and prepare your company for growth opportunities as and when possible.



Some “Working from Home” reading on exporting to one of our favourite future territories – Morocco


Morocco is a politically stable, business-friendly country. The currency is the Dirham and economic growth in 2018 was 3.1%, gradually easing, but far ahead of European countries close-by.


Though it is at the north-west tip of Africa, sea-routes, the Atlas Mountains and the Saharan deserts to the south have meant that its economy has traditionally been more aligned to Europe than to Africa.


Morocco can be said to have good connections into three cultures and markets, the Arabic, the European and the African, and is increasingly recognised for ease of doing business. It ranks third in Africa and second in the Middle East (it is at the western edge of the Arab Mahgreb) in the World Bank’s 2019 Ease of Doing Business Report, and is the top African investment destination according to the Africa Investment Index 2018.


All located just south of Spain, and on the same time-zone as most of Europe.



Character and challenges


The unemployment rate in Morocco is quite high, around 10%; recently the French-speaking call centre business has been heavily-invested. This is because Morocco is close via land and sea routes.


The agriculture sector – cereals, vegetables and citrus fruits – accounts for only around 15% of GDP but employs 40-45% of the Moroccan workforce, including a significant amount of seasonal work. However, with a semi-arid climate, it is difficult to rely on good rainfall and Morocco’s GDP varies significantly, depending on the weather.


Global warming is expected to affect Morocco, as its mountainous interior is already prone to drought, combined with occasional flooding.



Key growth theme


Multinational companies are attracted by Morocco’s geographical and cultural proximity to Europe, in addition to its time zone. This has led to significant improvements in the telecoms sector, which can now assist the country’s economy to consolidate.


The sustained growth of Morocco’s economy has increased levels of healthcare provision and other services. Demand for medical equipment has increased.



More than one way to approach Morocco


Morocco is a largely coast-orientated economy and a de-centralised country, with strategic ports to the Atlantic, from North Africa. The home of the Moors, and being north-west of Africa’s Atlas mountains, south-east of which giving way to desert and the border with Algeria, Morocco is naturally “other” than greater Africa.


There are four Imperial Cities, Marrakesh, Fez and Meknes and Rabat, reaching back over one thousand years of history and culture, each favoured by different dynasties. Nowadays Rabat is the political and administrative Capital, while Casablanca, of all the cities in all the north-African Mahgreb, is the largest city, a port and commercial hub on Atlantic coast.


Tangier, on the north-west tip of Morocco, a historic port on the Strait of Gibraltar, is still Europe’s gateway to Africa and has recently seen extensive inward investment. The A1 highway serves the western coast, connecting Casablanca and the new port infrastructure at Tangier, the road network centring on Rabat, while the A2 connects West to East, with modern rail-links between the cities.


So do you choose the seat of Government, the big city, tourism or the gateway?


Using a trusted network allows you to do this kind of groundwork ahead of time, ready to apply your preparation, as restrictions are able to be relaxed.



ACTION: What is an international consultant and how will it help your business?


Knowledge of market and dynamics of a country – knows the current status of the market and is up to date with it.


Cost control – in less certain times, the measured response is to do things differently – not do nothing. Of course, you don’t want to take on more full-time employees, so working with a consultant can ensure a controlled budget and work effort. Projects are bespoke and tailor-made to needs.

  • Trust – using a consultant with experience minimises risk, maximises opportunity.
  • The way to turn “social distancing” into the biggest opportunity!
  • Let’s talk, on the phone – then on screen, with Facetime, Skype, Teams, Zoom.


Louisa Criscenti-Brown is the UK Partner of How2Go Worldwide Business Solutions, who offer sales and marketing consultancy services to companies in more than 10 countries worldwide.

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