The practice of territorial marketing as an accelerated process for the development and repositioning of a territory: Case of the industrial zone Ait Melloul, Souss Massa region

Abstract

This article presents a theoretical synthesis from the literature as well as a qualitative study focusing on the real situation of the Ait Melloul industrial zone in the Souss Massa region, Morocco, to answer the following question: How territorial marketing can contribute local authorities to ensure the repositioning of the Ait Melloul industrial zone? And in order to study this main question, we opted for a qualitative approach. Thus, to bring my skills into line with my specialty option, I chose to harmonize territorial marketing with the municipality's ambitions of local development, hence the choice of this theme: "The practice of marketing as an accelerated process for the development and repositioning of a territory: Case of the Ait Melloul industrial zone, Souss Massa Region, Morocco”. This choice is justified by the importance of the industrial zone which constitutes a pillar of the city. Admittedly, the industrial zone has been diverted from the interests of local officials in terms of its territorial development, which threatens a tendency to relocate to other destinations. Hence the interest of using marketing tools to fulfill the mission of the municipality in order to reposition the industrial zone of Ait Melloul. We chose as an investigation tool the establishment of a semi-directive interview guide with the head of the industry department in the trade and industry delegation, responsible for the industrial zone of Ait Melloul in order to understand the actions carried out by the local authority and the territorial development actors serving this area. As well as with some members of ADIZIA (the association of investors in the industrial zone of Ait Melloul) whose objective is to study the degree of satisfaction of companies located in the industrial zone of Ait Melloul; knowing that our sample will focus on local and international companies located in the industrial district of Ait Melloul.

Keywords: Territorial marketing, investment, local authorities, investment, governance, repositioning, territory.

JEL Classification : M31 ; P35

Paper type : Empirical research