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| Morocco is a country known for its exquisite cuisine, vibrant culture and heritage, and rich artisanal traditions. Although Moroccan artisans have been successfully negotiating both export and tourist markets for years, there is opportunity for Morocco to expand its current share of the international handcraft market, especially in the niche and high-end markets, as well as tourist markets. There is also a great opportunity to present a more modern and fresh look of traditional crafts to the local market. The Moroccan handcraft sector is poised for growth. However, there are constraints and missed opportunities that are impeding this expansion and hindering artisans from fully taking advantage of these lucrative markets. Although not all of these constraints are known, the foremost among them are an inefficient and complex organization of the informal sector and a lack of marketing and promotion to primary markets. | |
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Solimar, in partnership with Aid to Artisans, has an overall objective in Morocco to identify the needs of the artisan sectors in Fez and Marrakech, primarily focusing on marketing and promotion.
Specific objectives to be addressed include:
- Assess and identify the needs of individual artisans and handcraft MSMEs in terms of promotion and marketing;
- Assess the promotion and marketing needs of tourist circuits which have integrated craft components;
- Create detailed plans for the promotion of individual and SME handcraft producers to tourist, domestic and international markets; and
- Create a detailed plan for promoting tourist circuits with integrated craft components in the medinas of Fez and Marrakech.
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The Etude des Besoins en Promotion de Morocco is a project funded by MCC and in collaboration with APP, Artisanat du Maroc and Aid to Artisans. In order to achieve the project goals and objectives, the team will 1) analyze sub-sector and value chain dynamics; 2) identify key constraints to and opportunities in promotion and marketing for broad-based economic growth for artisans and craft-related tourism suppliers, and
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3) create sustainable and actionable plans to address constraints and leverage opportunities. This approach combines the strengths of value chain analysis with the promotion of commercially viable solutions to value chains and individual and SME artisan constraints. |
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EXPECTED OUTCOMES
• Value chain methodology for the assessment and planning
• Report of the assessment of needs of promotion
• A detailed plan of promotion of production from individual artisans to tourist markets
• A detailed plan of promotion of artisan products from SMEs to tourist, domestic and international markets
• A detailed plan of promotion for a national label/branding strategy
• A detailed plan of promotion for craft-related tourist circuits and recommendations for additional craft-related tourist circuits in Fez
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