Standardization and Adaptation of International Franchising in Morocco: The case of fast food franchises

Authors

  • ZINEB SAYL Department of Economics and Management, Ibn Zohr University, Agadir, Morocco

DOI:

https://doi.org/10.14738/abr.104.12122

Keywords:

Franchising, Standardization, Adaptation.

Abstract

This article aims to analyze the appropriate level of standardization and adaptation that has determined the success of international franchising in Moroccan market.

We propose a comparative study between two American fast food franchises: McDonald's and Subway. The success of McDonald's franchise and the failure of Subway franchise in Moroccan market, suppose that there are key factors to entry in this market. We therefore present a managerial and marketing analyze of each case to determine the appropriate level of standardization and adaptation.

The results indicate that the international franchise system maintains a high level of the standardization of the business package, it is also evident to modify the methods of operations and marketing mix strategy to adapting their products to specific behavior of the Moroccan consumer. Moreover, the results suggest that the McDonald's franchise adapts a higher level of adaptation than the subway to entry Morocco.

References

American Chamber of Commerce for Brazil, (2016), “How to Franchise in Brazil”, Hoffmann.

Megan Thompson, (2000), “A Framework For International Retail Franchising: Standardisation And Adaptation ».

Zineb SAYL (2015), The International business environments of franchising in Morocco. Indian Journal of Economics and Development. Vol 3 (5).

World bank (2022). URL: https://data.worldbank.org/country/morocco?view=chart, retrieved on 2022-03-20.

Global Analysis Report, (2014):“Consumer Profile: Morocco” Market access secretariat.

Euromonitor International (2018): Fast food Morocco URL: https://www.euromonitor.com/, retrieved on 2022-03-20.

Mcdonald’s(2022). URL: www.corporate.mcdonalds.com, retrieved on 2022-03-20.

Top Fastest-Growing Franchises for 2015. URL: https://www.franchise500.com/article/241670, retrieved on 2022-03-20.

Subway (2022). URL: www.subway.com, retrieved on 2022-03-20.

Kingdom of Morocco (2022). Website institutionnel du haut-commissariat au plan du royaume du Maroc. URL : www.hcp.ma, retrieved on 2022-03-20.

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Published

2022-04-25

How to Cite

SAYL, Z. (2022). Standardization and Adaptation of International Franchising in Morocco: The case of fast food franchises. Archives of Business Research, 10(4), 48–54. https://doi.org/10.14738/abr.104.12122