[ Le marketing-mix de la grande distribution au Maroc à l’ère de la crise du Covid-19 ]
Volume 36, Issue 3, June 2022, Pages 917–928
Kenza HAJRAOUI1 and Abdelouahed MESSAOUDI2
1 Doctorante en Sciences de Gestion, Centre des études doctorales, Laboratoire de Recherche en Management et Développement (L.R.M.D.), Département des sciences de gestion, Faculté des Sciences Juridiques, Economiques et Sociales de Settat, Université Hassan Premier, Maroc
2 Département des Sciences de Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Université Hassan 1er, Settat, Morocco
Original language: French
Copyright © 2022 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Due to the spread of the Covid-19 pandemic, retailers in Morocco have been obliged to adapt their practices to this unprecedented context. The sanitary measures including the population lockdown led the retailers to propose alternative solutions in order to save their business but also in order to respect the measures put in place by the government. In this context, they have quickly started to adapt both strategic and operational marketing by offering new distribution channels that would allow consumers to buy from them on the one hand while reducing the time spent in the store and on the other hand to glean new market shares from competitors. To do this, they have relied on digital technology in order to face the imperatives of the pandemic but also to seize the opportunities that the situation could offer.
Author Keywords: Covid-19, retail, delivery, click & collect, phygital, marketing channels.
Volume 36, Issue 3, June 2022, Pages 917–928
Kenza HAJRAOUI1 and Abdelouahed MESSAOUDI2
1 Doctorante en Sciences de Gestion, Centre des études doctorales, Laboratoire de Recherche en Management et Développement (L.R.M.D.), Département des sciences de gestion, Faculté des Sciences Juridiques, Economiques et Sociales de Settat, Université Hassan Premier, Maroc
2 Département des Sciences de Gestion, Faculté des Sciences Juridiques, Economiques et Sociales, Université Hassan 1er, Settat, Morocco
Original language: French
Copyright © 2022 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Due to the spread of the Covid-19 pandemic, retailers in Morocco have been obliged to adapt their practices to this unprecedented context. The sanitary measures including the population lockdown led the retailers to propose alternative solutions in order to save their business but also in order to respect the measures put in place by the government. In this context, they have quickly started to adapt both strategic and operational marketing by offering new distribution channels that would allow consumers to buy from them on the one hand while reducing the time spent in the store and on the other hand to glean new market shares from competitors. To do this, they have relied on digital technology in order to face the imperatives of the pandemic but also to seize the opportunities that the situation could offer.
Author Keywords: Covid-19, retail, delivery, click & collect, phygital, marketing channels.
Abstract: (french)
Face à la propagation de la pandémie du Covid-19, les acteurs de la distribution au Maroc se sont trouvés dans l’obligation de s’adapter à un contexte jusque-là inédit. Le consommateur marocain, à l’instar de plusieurs autres populations mondiales, s’est retrouvé du jour au lendemain en situation de confinement et sous la menace d’un virus jusque là méconnu. Les activités quotidiennes anodines, comme faire ses courses, se trouvent soumises à une autorisation. Les priorités des consommateurs en termes de choix et de fréquentation de points de vente se trouvent complètement chamboulées. Dans ce contexte, les acteurs de la grande distribution au Maroc se sont trouvés dans l’obligation de s’armer de stratégies et d’outils marketing en vue de s’adapter à une situation aussi inédite qu’inattendue. L’objectif de cet article est donc de répondre à la question suivante: dans quelle mesure la crise sanitaire du Covid-19 a impacté la stratégie et le marketing mix des enseignes de la grande distribution au Maroc? Pour cela, nous avons effectué une enquête sur un échantillon de consommateurs de 70 personnes en vue d’analyser ces nouvelles pratiques mises en place par les distributeurs.
Author Keywords: Covid-19, livraison à domicile, Click & Collect, phygital, canaux de distribution, stratégie de canal de distribution.
How to Cite this Article
Kenza HAJRAOUI and Abdelouahed MESSAOUDI, “The retailers’ marketing-mix during the era of the Covid-19 crisis in Morocco,” International Journal of Innovation and Applied Studies, vol. 36, no. 3, pp. 917–928, June 2022.
