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Country Report

Morocco Flag Consumer Electronics in Morocco

| Pages: 69

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Consumer electronics records positive growth in 2012

2012 was a particularly good year for consumer electronics in Morocco. Volume and value growth were positive as the industry’s leading players dropped their prices in order to remain competitive due to the price sensitivity of the majority of Moroccan consumers. At the same time, there was increasing demand for new technologies and more powerful and faster consumer electronics devices. In addition, many local consumer electronics brands are recording stronger growth in their volume shares as they are more suited to the consumption habits of Moroccan consumers as well as meeting their desire for low unit prices. The consumer electronics category with the highest number of local brands present remains computers and peripherals.

The Moroccan government moves towards its IT vision through Digital Morocco

In order to position Morocco as a dynamic emerging country for information technology and communications, in October 2009 the Ministry of Industry, Trade and New Technologies launched the Digital Morocco 2013 strategy. Initially endowed with a budget of US$5.2 million dollars, the programme’s main objective is to promote and develop new information technologies by focusing on four strategic priorities: social transformation through information technology; orientating public services towards users; computerising small and medium-sized enterprises; and developing the national IT industry. In addition, the government is providing financial support to businesses and start-ups in the IT sector as technology start-ups generally have difficulty obtaining financing from Moroccan banks, the majority of which focus mainly on supporting larger companies and conventional business. This has encouraged many entrepreneurs to begin manufacturing consumer electronics products for sale in Morocco and begin expanding into France, Senegal, Gabon and Nigeria. The two most successful local players in this respect are Data Plus with its RMC tablets and DBM with its Accent tablets and laptops.

The shift from desktops, netbooks and feature phones towards tablets, laptops and smart phones led by government

Consumer electronics in morocco is rapidly becoming an industry marked by regular technological improvements. This is possible thanks to various government actions. The most important of these is INJAZ, a programme which aims to equip each student with a computer internet connection. Telecommunications companies play an important role in the development of this programme. The second government programme is GENIE, which targets all public institutions and aims to upgrade all IT infrastructure with better and faster performing computers, printers and peripherals. Then there are the MOUSANADA and INFITAH programmes, which target small and medium-sized enterprises with annual revenues not exceeding US$300 000, providing them with financial support up to 60% of the cost of refurbishing their offices with newer computers, televisions, telecommunications equipment and In-car navigation devices for business purposes. Computers recorded strong growth in Morocco during 2012 as the influence of government and banks helped students gain access to personal computers at low prices. Moreover, many Moroccan companies switched from desktops to the use of laptops in order to provide greater flexibility to their employees, many of whom became more mobile as a result.

Branded retail outlets gaining ground over informal retail distribution channels

During 2012, the majority of international companies operating in consumer electronics in Morocco saw their volume shares falling. Many new local and international brands which offer products at more competitive prices than the industry leaders began attracting the interest of Morocco’s price-sensitive consumers. The strongest brands in this respect were Haier and Edison in televisions, RMC in tablets and Accent in laptops. Sales of consumer electronics through informal retail channels continue to decline, to the benefit of well-established branded retail outlets. The reason for this is that Moroccans are now looking more for consumer electronics products which offer warranties as they feel that they cannot risk purchasing consumer electronics through informal channels with no recourse to the seller in the case that the device turns out to be defective.

Consumer electronics is set to record moderate growth over the forecast period

Over the forecast period, consumer electronics in Morocco is expected to record slow but steady growth. Tablets and other portable computers is expected to record by far the most dynamic volume and constant value growth of any consumer electronics category over the forecast period. As consumption of netbooks and desktops is declining, tablets is gaining share in computers. Tablets and other portable computers is set to increase in volume at a CAGR of 25% over the forecast period, while constant value sales are set to increase at a CAGR of 13%.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Consumer Electronics in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Morocco?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Table of Contents

Consumer Electronics in Morocco - Industry Overview

EXECUTIVE SUMMARY

Consumer electronics records positive growth in 2012

The Moroccan government moves towards its IT vision through Digital Morocco

The shift from desktops, netbooks and feature phones towards tablets, laptops and smart phones led by government

Branded retail outlets gaining ground over informal retail distribution channels

Consumer electronics is set to record moderate growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Morocco’s recently elected government focuses on education

Demand for consumer electronics favours the black market and second-hand goods

Unions reach agreement on salary increases and minimum wage rise in Morocco

Business climate and competition

MARKET DATA

  • Table 1 Sales of Consumer Electronics by Category: Volume 2007-2012
  • Table 2 Sales of Consumer Electronics by Category: Value 2007-2012
  • Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Consumer Electronics by Category: % Value Growth 2007-2012
  • Table 5 NBO Company Shares of Consumer Electronics: % Volume 2008-2012
  • Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2009-2012
  • Table 7 Distribution of Consumer Electronics by Format: % Volume 2007-2012
  • Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2012-2017
  • Table 9 Forecast Sales of Consumer Electronics by Category: Value 2012-2017
  • Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2012-2017
  • Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2012-2017

SOURCES

  • Summary 1 Research Sources

Consumer Electronics in Morocco - Company Profiles

Data Business et Marketing in Consumer Electronics (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 DBM: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 DBM: Competitive Position 2012

Itissalat Al-Maghrib in Consumer Electronics (Morocco)

STRATEGIC DIRECTION

  • Summary 4 ITTISALAT AL MAGHRIB: Key Facts
  • Summary 5 ITTISALAT AL MAGHRIB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

INTERNET RETAILING

COMPETITIVE POSITIONING

Marjane Holding SA in Consumer Electronics (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Marjane Holding SA: Key Facts
  • Summary 7 Marjane Holding SA: Operational Indicators

COMPANY BACKGROUND

  • Chart 1 Marjane Holding SA: in tecknopark

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 8 Marjane Holding SA: Competitive Position 2012

Microchoix Maroc SARL in Consumer Electronics (Morocco)

STRATEGIC DIRECTION

  • Summary 9 Microchoix Maroc SARL: Key Facts
  • Summary 10 Microchoix Maroc SARL Operational Indicators

COMPANY BACKGROUND

  • Chart 2 Microchoix Maroc SARL: Microchoix in Zerktouni

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 11 Microchoix Maroc SARL Competitive Position 2012

Computers and Peripherals in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 12 Sales of Computers and Peripherals by Category: Volume 2007-2012
  • Table 13 Sales of Computers and Peripherals by Category: Value 2007-2012
  • Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2007-2012
  • Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2007-2012
  • Table 16 NBO Company Shares of Computers and Peripherals: % Volume 2008-2012
  • Table 17 LBN Brand Shares of Computers and Peripherals: % Volume 2009-2012
  • Table 18 Distribution of Computers and Peripherals by Format: % Volume 2007-2012
  • Table 19 Forecast Sales of Computers and Peripherals by Category: Volume 2012-2017
  • Table 20 Forecast Sales of Computers and Peripherals by Category: Value 2012-2017
  • Table 21 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2012-2017
  • Table 22 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2012-2017

Home Audio and Cinema in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 23 Sales of Home Audio and Cinema by Category: Volume 2007-2012
  • Table 24 Sales of Home Audio and Cinema by Category: Value 2007-2012
  • Table 25 Sales of Home Audio and Cinema by Category: % Volume Growth 2007-2012
  • Table 26 Sales of Home Audio and Cinema by Category: % Value Growth 2007-2012
  • Table 27 NBO Company Shares of Home Audio and Cinema: % Volume 2008-2012
  • Table 28 LBN Brand Shares of Home Audio and Cinema: % Volume 2009-2012
  • Table 29 Distribution of Home Audio and Cinema by Format: % Volume 2007-2012
  • Table 30 Forecast Sales of Home Audio and Cinema by Category: Volume 2012-2017
  • Table 31 Forecast Sales of Home Audio and Cinema by Category: Value 2012-2017
  • Table 32 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2012-2017
  • Table 33 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2012-2017

Home Video in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 34 Sales of Home Video by Category: Volume 2007-2012
  • Table 35 Sales of Home Video by Category: Value 2007-2012
  • Table 36 Sales of Home Video by Category: % Volume Growth 2007-2012
  • Table 37 Sales of Home Video by Category: % Value Growth 2007-2012
  • Table 38 Sales of LCD TVs by Type: % Volume 2009-2012
  • Table 39 Sales of Plasma TVs by Type: % Volume 2009-2012
  • Table 40 NBO Company Shares of Home Video: % Volume 2008-2012
  • Table 41 LBN Brand Shares of Home Video: % Volume 2009-2012
  • Table 42 Distribution of Home Video by Format: % Volume 2007-2012
  • Table 43 Forecast Sales of Home Video by Category: Volume 2012-2017
  • Table 44 Forecast Sales of Home Video by Category: Value 2012-2017
  • Table 45 Forecast Sales of Home Video by Category: % Volume Growth 2012-2017
  • Table 46 Forecast Sales of Home Video by Category: % Value Growth 2012-2017
  • Table 47 Forecast Sales of LCD TVs by Type: % Volume 2012-2017
  • Table 48 Forecast Sales of Plasma TVs by Type: % Volume 2012-2017

Imaging Devices in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 49 Sales of Imaging Devices by Category: Volume 2007-2012
  • Table 50 Sales of Imaging Devices by Category: Value 2007-2012
  • Table 51 Sales of Imaging Devices by Category: % Volume Growth 2007-2012
  • Table 52 Sales of Imaging Devices by Category: % Value Growth 2007-2012
  • Table 53 NBO Company Shares of Imaging Devices: % Volume 2008-2012
  • Table 54 LBN Brand Shares of Imaging Devices: % Volume 2009-2012
  • Table 55 Distribution of Imaging Devices by Format: % Volume 2007-2012
  • Table 56 Forecast Sales of Imaging Devices by Category: Volume 2012-2017
  • Table 57 Forecast Sales of Imaging Devices by Category: Value 2012-2017
  • Table 58 Forecast Sales of Imaging Devices by Category: % Volume Growth 2012-2017
  • Table 59 Forecast Sales of Imaging Devices by Category: % Value Growth 2012-2017

In-Car Entertainment in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of In-Car Entertainment by Category: Volume 2007-2012
  • Table 61 Sales of In-Car Entertainment by Category: Value 2007-2012
  • Table 62 Sales of In-Car Entertainment by Category: % Volume Growth 2007-2012
  • Table 63 Sales of In-Car Entertainment by Category: % Value Growth 2007-2012
  • Table 64 NBO Company Shares of In-Car Entertainment: % Volume 2008-2012
  • Table 65 LBN Brand Shares of In-Car Entertainment: % Volume 2009-2012
  • Table 66 Distribution of In-Car Entertainment by Format: % Volume 2007-2012
  • Table 67 Forecast Sales of In-Car Entertainment by Category: Volume 2012-2017
  • Table 68 Forecast Sales of In-Car Entertainment by Category: Value 2012-2017
  • Table 69 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2012-2017
  • Table 70 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2012-2017

Mobile Phones in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Mobile Phones: Volume 2007-2012
  • Table 72 Sales of Mobile Phones: Value 2007-2012
  • Table 73 Sales of Mobile Phones: % Volume Growth 2007-2012
  • Table 74 Sales of Mobile Phones: % Value Growth 2007-2012
  • Table 75 NBO Company Shares of Mobile Phones: % Volume 2008-2012
  • Table 76 LBN Brand Shares of Mobile Phones: % Volume 2009-2012
  • Table 77 Distribution of Mobile Phones by Format: % Volume 2007-2012
  • Table 78 Forecast Sales of Mobile Phones: Volume 2012-2017
  • Table 79 Forecast Sales of Mobile Phones: Value 2012-2017
  • Table 80 Forecast Sales of Mobile Phones: % Volume Growth 2012-2017
  • Table 81 Forecast Sales of Mobile Phones: % Value Growth 2012-2017

Portable Players in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 82 Sales of Portable Players by Category: Volume 2007-2012
  • Table 83 Sales of Portable Players by Category: Value 2007-2012
  • Table 84 Sales of Portable Players by Category: % Volume Growth 2007-2012
  • Table 85 Sales of Portable Players by Category: % Value Growth 2007-2012
  • Table 86 NBO Company Shares of Portable Players: % Volume 2008-2012
  • Table 87 LBN Brand Shares of Portable Players: % Volume 2009-2012
  • Table 88 Distribution of Portable Players by Format: % Volume 2007-2012
  • Table 89 Forecast Sales of Portable Players by Category: Volume 2012-2017
  • Table 90 Forecast Sales of Portable Players by Category: Value 2012-2017
  • Table 91 Forecast Sales of Portable Players by Category: % Volume Growth 2012-2017
  • Table 92 Forecast Sales of Portable Players by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Consumer Electronics
    • Computers and Peripherals
      • Computers
        • Desktops
        • Portable Computers
          • Laptops
          • Netbooks
          • Tablets and Other Portable Computers
      • Peripherals
        • Monitors
        • Printers
    • In-Car Entertainment
      • In-Dash Media Players
        • In-Dash Audio Players
        • In-Dash Video Players
      • In-Car Navigation
      • In-Car Speakers
    • In-Home Consumer Electronics
      • Home Audio and Cinema
        • Audio Separates
        • Digital Media Player Docks
        • Hi-Fi Systems
        • Home Cinema and Speaker Systems
        • Speakers
        • Other Home Audio and Cinema
      • Home Video
        • Televisions
          • Analogue TVs
          • Digital TVs
            • LCD TVs
            • OLED TVs
            • Plasma TVs
            • Other Digital TVs
          • TV Combis
        • Video Players
          • BD Players
          • Combi Players
          • DVD Players
          • Video Recorders
    • Portable Consumer Electronics
      • Imaging Devices
        • Cameras
          • Analogue Cameras
          • Digital Cameras
        • Camcorders
          • Analogue Camcorders
          • Digital Camcorders
          • HD Camcorders
      • Portable Players
        • E-Readers
        • Portable Media Players
          • Portable MP3 Players
          • Portable Multimedia Players
          • Other Portable Media Players
      • Mobile Phones
        • Feature Phones
        • Smartphones

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • Contract Vs Others
  • Digital TVs Network Connectivity
  • Possession Rates
  • LCD TVs by Screen Type
  • Replacement Cycles
  • Smartphones by Operating System
  • Tablets by Operating System
  • Urban vs Rural
  • Penetration Rates

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Business volume
  • Business volume % growth
  • Business volume per capita
  • Business value manufacturer selling price % growth
  • Business value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Business value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail and business volume
  • Retail and business volume % growth
  • Retail and business volume per capita

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