Large-scale distribution: A real niche in the job market!
22 August 2008
Read by 2351 persons
Since the early 1990s, the distribution landscape in Morocco has been undergoing transformations. Indeed, driven upwards by the wealthy class and followed by the middle class, the consumption model of Moroccans is tending to "Europeanize". Despite a Moroccan commercial structure still largely dominated by the informal sector, supermarkets are gradually gaining market share. They currently represent 10% of retail trade in Morocco.
Large-scale distribution, a job creator
Grouping a wide range of activities, characterized by the diversity of their forms and levels of organization (traditional commerce, franchises, supermarkets, shopping centers...), the large-scale distribution sector had, in 2006, 720,000 points of sale spread throughout the Kingdom. At that time, it was the source of income for approximately 1.2 million people, or 13% of the Moroccan active population. Large-scale distribution therefore contributes significantly to job creation in Morocco.
Marjane and Metro have long shared the large-scale distribution market. Today, other players have emerged on the Moroccan market, including Label Vie and, most recently, Carrefour. The Label Vie supermarket chain, which currently has 18 supermarkets, is preparing to open new hypermarkets in Morocco during 2009. These openings are in line with the strategic plan for the 2008-2011 period, which aims to increase the number of points of sale to 40.
This brand has also partnered with Carrefour, the European giant of large-scale distribution. The latter opened its first store in Salé on February 19th. To establish itself in Morocco, Carrefour, in partnership with Label Vie, plans to open 6 points of sale by 2011. Thanks to this establishment, employment in this sector will be able to develop, knowing that a Carrefour point of sale employs at least 250 people...
Hanouty: A new concept in strong development
Launched in April 2007, this new concept combines the advantages of modern and traditional distribution, guaranteeing high-quality service and competitive prices. This chain aimed to create 3,000 stores and 5,000 jobs by the end of 2009 through the Moukawalati self-employment program (a government program aimed at creating 30,000 small businesses). To ensure quality service, Hanouty managers must have a minimum Bac+4 level and salespeople must have a Bac level. In this brand, employees receive training to guarantee good management and quality of service at the point of sale.
For the average consumer, all salespeople are the same, but those who recruit them probably don't see things the same way, perfectly distinguishing between the sales advisor, the department head, or the merchandising manager.
Therefore, it was necessary to think of a center that would adequately train all these people...
A school for distribution...
Kitea, Marjane, Aswak Assalam, Acima, and the newcomer Carrefour... all these supermarkets that are spreading throughout our cities, where do they get their human resources?
Cimadis, the name of the "International Center for Distribution Management," is an institution whose mission is to facilitate the recruitment, development, and retention of human capital for Moroccan distribution companies. This center was born from the desire of Moroccan distributors to have qualified personnel and is based on an original experience in distribution management training in France.
In large-scale distribution, the entire company works to ensure that the encounter between the product and the customer in the store goes as smoothly as possible. In other words: everyone thinks customer, everyone thinks store, from senior management to employee, and this is the mindset that needs to be established in Morocco.
Posted on March 2, 2009
The Team ReKrute.com
Large-scale distribution, a job creator
Grouping a wide range of activities, characterized by the diversity of their forms and levels of organization (traditional commerce, franchises, supermarkets, shopping centers...), the large-scale distribution sector had, in 2006, 720,000 points of sale spread throughout the Kingdom. At that time, it was the source of income for approximately 1.2 million people, or 13% of the Moroccan active population. Large-scale distribution therefore contributes significantly to job creation in Morocco.
Marjane and Metro have long shared the large-scale distribution market. Today, other players have emerged on the Moroccan market, including Label Vie and, most recently, Carrefour. The Label Vie supermarket chain, which currently has 18 supermarkets, is preparing to open new hypermarkets in Morocco during 2009. These openings are in line with the strategic plan for the 2008-2011 period, which aims to increase the number of points of sale to 40.
This brand has also partnered with Carrefour, the European giant of large-scale distribution. The latter opened its first store in Salé on February 19th. To establish itself in Morocco, Carrefour, in partnership with Label Vie, plans to open 6 points of sale by 2011. Thanks to this establishment, employment in this sector will be able to develop, knowing that a Carrefour point of sale employs at least 250 people...
Hanouty: A new concept in strong development
Launched in April 2007, this new concept combines the advantages of modern and traditional distribution, guaranteeing high-quality service and competitive prices. This chain aimed to create 3,000 stores and 5,000 jobs by the end of 2009 through the Moukawalati self-employment program (a government program aimed at creating 30,000 small businesses). To ensure quality service, Hanouty managers must have a minimum Bac+4 level and salespeople must have a Bac level. In this brand, employees receive training to guarantee good management and quality of service at the point of sale.
For the average consumer, all salespeople are the same, but those who recruit them probably don't see things the same way, perfectly distinguishing between the sales advisor, the department head, or the merchandising manager.
Therefore, it was necessary to think of a center that would adequately train all these people...
A school for distribution...
Kitea, Marjane, Aswak Assalam, Acima, and the newcomer Carrefour... all these supermarkets that are spreading throughout our cities, where do they get their human resources?
Cimadis, the name of the "International Center for Distribution Management," is an institution whose mission is to facilitate the recruitment, development, and retention of human capital for Moroccan distribution companies. This center was born from the desire of Moroccan distributors to have qualified personnel and is based on an original experience in distribution management training in France.
In large-scale distribution, the entire company works to ensure that the encounter between the product and the customer in the store goes as smoothly as possible. In other words: everyone thinks customer, everyone thinks store, from senior management to employee, and this is the mindset that needs to be established in Morocco.
Posted on March 2, 2009
The Team ReKrute.com
