What We Do

Kingdom of Morocco

Challenge: On July 22, 2004, The United States Senate, by a vote of 85 to 13, approved the Morocco - U.S. Free Trade Agreement. The agreement covered a wide range of topics that particularly benefited America's manufacturers and farmers. On the first day that the Morocco - U.S. Free Trade Agreement went into effect (January 1, 2006), 95 percent of the two-way trade in industrial and consumer products went without tariffs. Research classrooms were given the main goal of finding out what potential investors' and key commercial decision makers' awareness level was regarding Moroccan industries, plus uncovering how to get these key decision makers to find more information about how to invest in Morocco.

Solution: Research students, through the use of quantitative and qualitative research methods, provided insight to Morocco on factors that encourage and attract target segments to purchase and invest in Moroccan industries. Teams presented the image presently perceived by U.S. businesses, recommendations on who to target as the primary economic development candidate within U.S. companies and determined how to get them interested in investing in Morocco while overcoming misconceptions.

The data provided from the student teams was then used to design the Brand Morocco National Collegiate Case Study Competition, the goal of which was to design effective marketing strategies to promote Brand Morocco to the target markets.

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