FROM THE LEADER

RETAILER TO By: Houda Akrat

AN E-COMMERCE
OUTLINE
1. Presenting Marjane
2. Situation of E-commerce in Morocco
3. Problem Statement
4. Theoritical Framework
5. Amazon’s Supply chain
6. Purpose of this study
PRESENTING MARJANE.

1. Marjane, founded in 1990, became the largest

general distribution company in the late 1990s.
2. The parent company, Marjane Holding, is divided
into three brands: Marjane, Electroplanet and Acima.
3. The head office of the company is located in Sidi
Maârouf, Casablanca in Morocco. In 2013, the
turnover of Marjane is 13.5 billion Dirhams.
4. 38 hypermarket.
SHAREHOLDERS:

MARJANE is the commercial name of COFARMA, a

holding company charge of the development of the
hypermarkets of “ALMADA” group.
A privileged partnership with AUCHAN
Since January 2001, ALMADA has been a partner of
AUCHAN, Second largest French distribution group in
13 countries different companies, which owns 49% of
the capital of COFARMA (the 51%remaining owned
by ALMADA).
 SITUATION OF E-COMMERCE IN
MOROCCO
1.  The Moroccan e-commerce market is booming and is among the
most vibrant in Africa. One major hurdle, however, is a lack of online
payment systems.
2. Internet payment activity was characterized by a strong growth
during the first half of 2018, with the number of online payments
increasing 32%.
3. The number of e-commerce customers rose above 4.2 million, which
account for 12% of total population.
4. '2020 Morocco Digital Plan’ .
5. According to the Moroccan National Telecommunications Regulatory
Agency Annual Report, saving time is by far the main reason that
 SITUATION OF E-COMMERCE IN
MOROCCO

1."Multichannel payment, the new lever of the digital

economy ", is the theme of the meeting held Tuesday,
May 24, in Casablanca.
2.According to Mr. Mounir Alaoui, president of the E-
business and E-commerce commission at CGEM. "The
whole of e-commerce in Morocco, corresponds to a
trade the size of a Marjane Hay Riad. While it should
represent between 15% to 30% of all National trade. "
PROBLEM STATEMENT
Would it be benificial for Marjane to
expand into E-commerce business, or
should the company stay functioning in
the traditional retailing. If, so how would
Marjane Finance this new project
( Evaluating the Cost of Financing , and
evaluate the return to make out the most
profitable decision).
 THEORY OF CYBER TRANSFORMATION

1. Cyber transformation theory was developed at

the Centre for E‐Business Research at the
University of Texas in the late 1990s
2. This transformation must be two‐dimensional:
Technological and strategic.
3. Businesses must transform their business
models to exploit the potential of the Internet
as a business channel.
 THEORETICAL FRAMEWORK- SOSTAC
PLAN MODEL
SOSTAC is a generic framework planning
that can be easily adapted and gives a
critical view of the company
AMAZON.COM SUPPLY CHAIN MANAGEMENT
(FOCUSING ON INVETORY NETWORK)
Amazon.com’s primary supply chain
focus is in providing customer service
excellence through product availability
and self-selection of service
PURPOSE OF THE STUDY

The purpose of this study is to identify and develop a

strategy that would enable the Moroccan retail leader
Marjane to enter the online Market, and propose a business
plan concerning liquidity and how to finance such big step
for a big company. Starting by cost of developing website,
carrying inventory, Shipping cost, also whether it would be
efficient to implement this project on their own or
partnering with a similar company such as Carrefour
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https://www.doc-etudiant.fr/Commerce/Etude-de-marche/Rapport-La-grande-distribution-au-maroc-cas-marjane-122479.html
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https://www.doc-etudiant.fr/Commerce/Economie/Rapport-Rapport-de-stage-marjane-80484.html
https://www.export.gov/article?id=Morocco-eCommerce
https://visual.ly/community/infographic/economy/ecommerce-morocco
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