Report on how well Primark will do in Morocco if they set up there.

1. Morocco, a country of a fast booming clothing market
Morocco, a country of a fast booming clothing market
Edmond Tindwendé Compaoré
Understanding Markets
Mr.A.Bennani
April 4th, 2012

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Content
I. Introduction
Company background
The Research description and the outlining of its schedule
II. Secondary data sources and collection process
The purpose of research in general
The benefits of secondary data
III. Description of the target market
The purpose of segmentation
The benefits of targeting
Demonstration of the research sampling unit and size.
Use evidence from secondary data to reinforce your choice
IV. Research Methods
Research Methods suggested to get primary data :
The benefits of primary data
Demonstration and description of the chosen methods
The reasons behind the choice.
V. Interview and Questionnaire
Writing and piloting one questionnaire and one interview questions.
Reporting the testing outcome and making any necessary adjustments
VI. Conclusion
VII. Referencing

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I / Introduction
All big investments require a serious and deep market research in order to unveil the
hidden face of the market. It has a paramount importance. Thus, the following paper is a
market research of the clothing market for Primark that may decide to invest in Morocco.
Indeed, after a little fear from the recession of 2008, Morocco has recovered immediately
from this recession. In fact; Morocco has seen its clothing market developed considerably in
almost all the sectors. A report from Euromonitor (2011) argued that “clothing accessories
retail volume sales increased by 4% in 2010 to reach 13.2 million units as consumer
confidence increased despite the worldwide recession. There is an increasing number of
international brands stores which opened in Morocco like Jules Cortefiel, Bossini Billabong
and ZARA…”.Therefore, other big company as Primark could decide to open their stores in
Morocco in the near future.
In fact, Primark opened its first store in Dublin in 1969 and work a lot to open other stores
through the years. Now, it is the biggest British discount fashion operating essentially in
Europe with more than 232 stores .The Company manufactures men swears specially casual
and formal ones. Also, it makes women swears for party or holiday and children swears for
girl and boys. In short the purpose of this study is to investigate on the opportunities that may
be offered to Primark in Morocco. Therefore, to do so, a market research will be necessary.
Thus, about the market research, some specific secondary data will need to be collected,
including quantitative and qualitative ones to uncover a specific gap in the Moroccan clothing
market. The next step will be the explanation of the chosen target group. Then, the study will
focus on outline the research method that will be undertaken. Finally, primary data will be

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collected by leading a survey, reporting the outcome and making any necessary adjustment.
To conclude, an analyse and interpretation of all the data will be required.
II/ Secondary Data Sources and Collection Process
Research is the mother of management (Abad, 2000).So, it has a crucial importance.
Abad (2000) stated that research is a “systematic inquiry aimed at providing information to
solve problems,” and as "a process through which new knowledge is discovered."
Therefore, investigators will have to collect secondary data when conducting a market
research. About secondary data Lynne (2010) pointed out that the most obvious strength of
secondary analysis is its cost effectiveness and time savings .The same author argued that
Secondary data are very useful especially for students who have limited means to access to
some data from large, national random. Therefore, Secondary data appears to be indispensable
for the market research.
Thus, from the secondary that has been collected, it appears that the Moroccan fashion
clothing market faces some critics despite of its booming. Indeed, consumers are complaining
more and more about the high costs of the different products. The immediate consequence of
that is that the majority of people cannot afford to buy these items because of their low salary
even if there is an increase of the middle class with more means. Discount chain as Primark
could do better in exploiting this gap as it sells items which are very affordable. Indeed,
according to the Primark website, the prices of the different items in Europe go from £8, £10
to £15...,
In addition, The “Centre Regional d’Investissement” (2010) stated that there are only very
few brands that target children whereas the population of children under 15 years old

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represents around15% . This is a large and great opportunity for Primark that targets a lot this
sub-segment of the young segment. Furthermore, there is a great unbalance in the products
distribution in term of place. In fact, almost the fashion discount chains are located mainly in
Casablanca, Rabat and Marrakesh. Other cities like Tangier, Agadir have not been targeted
enough by these brands whereas; these cities represent a large potential market. Moreover, in
Morocco, certain niches such as women lingerie and linen which are relatively new are not
targeted as much it should be (Ministere de l’Industrie, du commerce et des Nouvelles
Technologies, 2010). These niches need more investments as the demand of these items
increase. Therefore, Primark could benefit from this lack of investments in these sectors. In
short, the demand of fashion clothes in Morocco has increased considerably exceeding the
supply. (Others opportunities for Primark are highlighted below by the “Ministere de
l’industrie, du commerce et des Nouvelles Technologies.”).
01/03/2012

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III/ Target group Description
James (2002) argued that market segmentation is primordial in the way that it helps to
identify customers’ needs and market segments so as to develop profiles. He added that
targeting helps to evaluate the attractively of each segment and to select the right target in
order to be successful.
So, to apply that to the current case the sample unit that should be included in the market
research will focus mainly on the young people and also teenagers or adolescents which
accounts for 20% of the whole population (National Democratic Institute, 2008).The other
obvious reason is that Primark is a company which operates mainly in the manufacture of
clothes for children, men and women whom the particularity is that it targets mainly young
people and the teenagers.
However, there will a big trend of targeting the female gender because of its high level of
spending on clothes and its number which accounts for more than the half of the young people

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population (“Centre Regional d’Investissement”, 2011). It is true that the young people
segment is being bombarded by other brands like Sara and H&M, but there is still a large part
of this population to be conquered .Indeed, Morocco is made up of lots of young people.
According to the World Bank Organization (2008), the population of Morocco is estimated
about 31 million of people whom around 36% are young aged from 15-34 years old which is
accountable for 11 millions of people .For the Regional Investment Centre (CRI), Morocco is
made of 32 million whom 64% aged less than 34 years old .So, the growing number of young
people is a reason of why targeting this segment is a right doing. That represents a
considerable market for Primark. The number of participants to be questioned will be 100
young people because of the big number of this population.
Moreover, by choosing this sample size, it is to have an important number of diversified
responses so as to make a good analyse and a credible conclusion.
Furthermore, the reason of the choice of this segment ,it is that ,young people and specially
teenagers are influenced easily by their preferences like trend, fashion… ;what is an asset for
Primark .That fits well with the vision of Primark to create style, quality and affordable prices
and always create new products. This factor conjugated with the desire of young Moroccan
people to look like the young people from the western countries is reason why it is good to
target the young and adolescents.
After that, the above target groups are less worried about what is going on in the economy
than their parents. Also, Primark’s products are at affordable prices what fits well with the
slogan of Primark is “Look Good Pay Less”. Finally, Primark is likely to do well among
young people of Morocco because it has already a good perception from the young European

8. Morocco, a country of a fast booming clothing market with page number 8
for its good quality. This is a great strength for Primark comparing to the already established
brands like Sara whose lots of consumers complained about the quality.
IV/ Outline of the research methods
Primary data is seen as being the most difficult and tiring part because it does not exist
yet. It must be conducted by the investigators. A good collection of primary data is crucial to
come up with a credible outcome of the market research (James, 2008).
Thus, the first step for the primary data to be conducted will be a focus group. It is very
important to get a comfortable place to lead this activity. Indeed, the focus group will be held
in the room or the coffee of SIST where 8-12 people will come together to discuss about their
consumptions preferences and experiences on the fashion clothes market. It is very important
to get a proof of the focus group. Thus, a video recorder will be the best way to record the
focus group; however, it will not be easy to get people to participate. Therefore, cash payment
will be used and other incentives may be offered to the participants. Indeed, the focus group
members will have the privilege to know one another in small party that will be organized just
after the end of the focus group.
For the interviews, the semi-structured interview will be the appropriate one as the
investigation is an explanatory research. Therefore, by using this semi-structure, the
investigation will be more qualitative as respondents will be asked to clarify their responses.
The interview will take place in the coffees where students come to study. In fact; the
questions will turn about the number of clothes the members used to buy before and during
the crisis.
Then, respondents will be asked to talk about the health of their purchasing power. Also,

9. Morocco, a country of a fast booming clothing market with page number 9
respondents will be welcome to talk about their favourite fashion clothes named in Morocco
and in Britain. To record the interview, the voice Notes Recorder or a microphone will be
necessary.
For the final research method that will be used is a questionnaire. In the questionnaire, there
will have at the head of the paper, a clear explanation of the goal of the questionnaire and a
statement of keeping the collected information strictly confidential. Then, below, there will
have the gender and the range of age and the occupation of the respondents.
After, the different questions will follow and will be made up of a closed-end-questions; a
Liker scale…to give to the participants more choices. There will have some multiples choices
and feeling scales. Participants will be asked to feel free to let any comment after filling the
questionnaire. Finally, there will be a message of thank. . To get the questionnaire completed,
the questionnaire will be posted online, in different group’s page on Facebook. Students from
different universities or superior school will be approached. In short the questionnaire will be
completed by interviewee.
V/ Interview and Questionnaire
After piloting the questionnaire to four (4) persons, the respondents seem to be pleased
with the questionnaire but, they recognize the need to make more questions relating to their
purchasing power and the confidence of the consumer in a context of global economic crisis.
They were also a little skeptical to fill up the age section because according to them, it is a
little bit distributing. Example of comments: “Good questionnaire, but, you need to ask some
questions on the purchasing power. Also, it may seem disturbing for other to fill the section of
the age.”(Anonymous, 2012).

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Appendix
Cardiff Metropolitan University
Questionnaire
We are doing a research on the habits consumption of clothes by young people in
order to convince Primark, the British fashion chain to invest in the booming clothing market
in Morocco. Please complete the questionnaire to the best of your knowledge. Your
contribution will help us know more about the topic and answers are going to remain
confidential. Thank you for your time.
Gender: Female Male
Age : <18 18-20 21-25 23-30 30-35
Occupation: Student/Pupil worker Student and worker
Please circle the response that applies to you:
1) Do you think that Morocco still need other foreign investment in the clothing market?
Yes No
2) Do you know Primark, the British discount fashion chain?
Ye s No
3) Do you think that Primark will be successful in Morocco?
Strongly disagree Disagree Neutral Agree strongly agree
4) What is/are your favourite brand name?
Zara H&M G-Star Pull&Bear Breshka Marwa Others (Please specify)
5) How many clothes do you buy per month?
0-2 3-5 5 and more
6) How often do you buy fake clothes monthly?
Never Rarely Neutral sometimes always

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7) Do you think that people will decrease their sales of clothes if the crisis persists?
Yes No
8) What are the degree of your optimism and pessimism about the future?
Very pessimist Pessimist Neutral Optimistic Vey optimistic
9) How is your purchasing power doing?
Decrease Stable Increase
10) How do you think about the prices of clothes in general?
Very Cheap cheap Neutral expensive very expensive
Do you have any other comments regarding this questionnaire?
…………………………………………………………………………………………………..
…………………………………………………………………………………………………..
…………………………………………………………………………………………………..
…………………………………………………………………………………………………..
THANK YOU VERY MUCH FOR FILLING IN THIS QUESTIONNAIRE

12. Morocco, a country of a fast booming clothing market with page number 12
Conclusion
In conclusion, having said all that, one cannot deny that Morocco has become an
unavoidable partner in Africa .It is come out from this investigation that any big company
which respects itself has to do business with Morocco, especially in the clothing sector. In
short, from this investigation it is clear that Morocco is the ideal country where one has to
invest. It is an immense opportunity for Primark to be part of the “ongoing clothing
revolution” in Morocco “Future belongs to those who awake early.”

13. Morocco, a country of a fast booming clothing market with page number 13
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