Morocco - Country Commercial Guide
Market Entry Strategy
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Close working relationships are often critical to concluding deals in Morocco. Like other markets in the MENA region, Moroccans base business on trust and mutual respect built over time.  When possible, U.S. exporters should strongly consider travel to the country to develop and strengthen relationships.  In addition, working with a locally based agent or distributor typically enables U.S. firms to develop essential knowledge of key contacts, customs regulations, niche opportunities, and sustained relationships with partners and distributors.  U.S. firms should also fully understand the regulatory environment and procedures before entering the market to avoid unexpected hurdles.

Business practices in Morocco differ from those in the United States.  For example, bureaucratic red tape consumes more time than in the United States, often requiring multiple copies of documents, with official stamps and signatures.  Yet Moroccans have rapidly adapted to mobile technology and often reply to text messages, internet messaging, or phone calls more quickly than email.

Based in the U.S. Consulate General in Casablanca, the U.S. Commercial Service in Morocco can provide individualized counseling to determine the best market entry strategy for a given U.S. company or product, and can assist with partner searches for joint ventures, resellers, agents, and distributors.  We encourage U.S. firms to contact the nearest U.S. Export Assistance Center for an initial orientation and explanation of export assistance business services. U.S. companies may also consult their local U.S. Export Assistance Center.  For the address and phone number of the nearest U.S. Export Assistance Center please visit