Le marketing-mix de la grande distribution au Maroc à l'ère de la crise du Covid-19

Due to the spread of the Covid-19 pandemic, retailers in Morocco have been obliged to adapt their practices to this unprecedented context. The sanitary measures including the population lockdown led the retailers to propose alternative solutions in order to save their business but also in order to respect the measures put in place by the government. In this context, they have quickly started to adapt both strategic and operational marketing by offering new distribution channels that would allow consumers to buy from them on the one hand while reducing the time spent in the store and on the other hand to glean new market shares from competitors. To do this, they have relied on digital technology in order to face the imperatives of the pandemic but also to seize the opportunities that the situation could offer.