Pricing and discounts remain one of the main strategies companies in this category are using to compete in Morocco in 2021, seeking to stimulate volume sales amid declining consumer purchasing power. Hewlett-Packard SARL, with its HP brand, is set to remain the leading player in computers and peripherals in Morocco in 2021.
After COVID-19 dampened consumer confidence and spending power resulting in weaker performances across the board in computers and peripherals in 2020, the category is set to bounce back in 2021. Remote working has become commonplace in Morocco since mid-March 2020 due to the spread of COVID-19, with companies giving employees the equipment they need, mainly laptops and tablets, to perform their work without issues, especially when accessing VPN services.
Tablets continue to lose share to smartphones in Morocco in 2021. Tablets face increased competition from the more portable smartphones by those seeking a high level of portability, while those demanding greater power, a larger screen, or an operating system equivalent to that used by a desktop machine, prefer laptops.
Fluctuations in the market during 2020 and 2021 in volume sales are expected to stabilise with pre-pandemic trends likely. Both desktops and laptops are expected to see continued negative growth over the forecast period.
Printers is the only category within computers and peripherals that is expected to see positive volume growth over the forecast period. The performance of printers will be healthier than demonstrated by other categories, as printers are applicable for use with both laptops and desktop machines.
In terms of distribution, e-commerce which experienced a volume share gain in computers and peripherals in 2020 is expected to continue this trend over the forecast period. With consumers becoming increasingly knowledgeable about products in this category, they will become more comfortable researching and making purchases online and will be less likely to require the advice of in-store staff, which previously represented one of the main competitive advantages for store-based specialist retailers.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Computers and Peripherals industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Computers and Peripherals research and analysis database.
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