Morocco - Country Commercial Guide
Selling Factors and Techniques
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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.


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:

Principal Business Associations

The below mentioned business associations accept U.S. companies’ membership:

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

(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 Marocaine des Investisseurs en Capital, AMIC)

(Société Marocaine d’Ingénierie Touristique, SMIT)

(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)

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

  • Energy Investments Company (

(Société d’Investissements Energétiques)

  • Mining Industry Federation

(Fédération de l’Industrie Minière, FDIM)

1, pl. de l’Istiqlal - ex Mirabeau, 3°ét. n°308, Centre-Ville

Casablanca, Morocco

Tél : +(212) 522 30 68 98

Fax : +(212) 522 31 99 96

E-mail :

 Specialized Agricultural Trade Associations

  • Interprofessional Federation of the Poultry Sector in Morocco (

(Fédération Interprofessionnelle du Secteur Avicole au Maroc, FISA)

  • Feed Millers Association (

(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 Marocaine des Importateurs de Matériel Agricole, AMIMA)

  • Grains and leguminous Pulses Importers and Traders Federation

(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)

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

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.