Falcon Electronics, the exclusive retailer of Samsung products in Morocco, disclosed that it holds a 10% market share, but it is not yet satisfied.
Falcon has set its sights on commanding a 30% market share, according to the Moroccan Daily L'Economiste. Nonetheless, experts contend that this figure may be both "overly optimistic" and very difficult to procure, since 35 brandnames currently compete for Morocco's electronics market share. The threat posed by retail smuggling was curtailed by the recent reduction in taxes to a 2.5% level, which caused a general drop-off in the prices of domestic appliances.
Falcon Electronics' optimism appears to be rooted in its implemented strategy of after-sale service, which has branded the company a reputable name in the market. Although the Moroccan market is relatively small in size, it shows the promise of substantial growth potential. While the European and North American markets exhibit strong signs of saturation in domestic appliances, emerging markets like Morocco continue to develop their infrastructures.
© 2000 Mena Report (www.menareport.com )