The international marketing plan in the craft sector: Case of the Marrakech-Safi Region

  • Madiha GHARBAOUI Hassan first University of Settat, Morocco
  • Mouaad KHALIL Hassan first University of Settat, Morocco
  • Omar OUBIHI Cadi Ayyad University of Marrakech, Morocco
  • Karima TOUILI Hassan first University of Settat, Morocco
  • Essaid EL MESKINI Chouaib Doukkali University of El Jadida, Morocco
Keywords: SME, International marketing, Marketing plan


The Moroccan SMEs exporters of handicrafts, are in phase to undergo, in coercion, the effects of a virulent competition on behalf of foreign companies, the world market as national shrinks, the need for the search for competitiveness in the Moroccan company, to achieve commercial efficiency or commercial performance, appearing to take importance, especially in the sector of the Moroccan handicrafts, a sector quite sensitive to variables of the internal and external environment. The debate therefore on a successful international marketing strategy is launched.

Our objective through this article is, on the one hand, to contribute to the understanding of different dimensions of international marketing, such as strategy, marketing mix and marketing plan, and on the other hand, to demonstrate that the marketing plan is the conductor that gives the overall image of the presence of the company on the foreign market, and therefore constitutes a lever of competitiveness.

According to our study which was conducted by 14 participants in the region of Marrakech-Safi in compliance with the principle of semantic saturation, through semi-directed interviews with the professionals in the field. However, despite the difficulties encountered due to the unavailability and the considerable distance from our respondents, we were able to collect quality responses given the relevant choice of our target. It turned out that among the different levers studied, those considered essential to the success of the marketing plan, its international strategy and especially its competitiveness.


Keywords : SME, International marketing, Marketing plan.

JEL Classification : M31, P42.

Paper type: Empirical research.


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How to Cite
GHARBAOUI, M., KHALIL, M., OUBIHI, O., TOUILI, K., & EL MESKINI, E. (2022). The international marketing plan in the craft sector: Case of the Marrakech-Safi Region. International Journal of Accounting, Finance, Auditing, Management and Economics, 3(5-2), 597-618.