AGRICULTURAL COOPERATIVES IN MOROCCO: COMMUNICATION CHALLENGES AND MARKETING OBSTACLES – AN OVERVIEW OF THREE CASE STUDIES

Agricultural cooperatives are built on a foundation of solidarity, balancing the social and economic needs of their members and the broader community. This article investigates the operational challenges and marketing obstacles faced by agricultural cooperatives in Morocco, with a specific focus on communication deficiencies. Through an in-depth study of three cooperatives in the Timoulilt area of the Béni Mellal-Khénifra region, involving 49 cooperative members, the research reveals that these cooperatives suffer from significant communication challenges. These issues hinder their ability to effectively market their products, which are largely reliant on word-of-mouth and sporadic participation in trade fairs. The study highlights the need for greater support from sustainable development agencies and tailored programs to help these cooperatives overcome their communication and marketing obstacles. This article primarily aims to explore the communication and marketing challenges faced by agricultural cooperatives in Morocco. It particularly endeavors to understand the impact of these challenges on the cooperatives' ability to effectively market their products. The research puts forward the hypothesis that despite offering high-quality products, Moroccan cooperatives struggle with external communication, affecting their market reach and profitability. The research employed a qualitative approach, utilizing interviews as the main data collection method. An interview guide was developed based on an extensive literature review, allowing the researchers to capture cooperative members' emotions, experiences, and perceptions regarding their communication challenges. The study involved three case studies of cooperatives operating in different sectors within the Béni Mellal-Khénifra region. A total of 49 individuals participated in the study, with 35 women and 14 men, representing 72% and 28% of the sample, respectively. The interviews were conducted on-site over three months, allowing for a detailed and systematic data collection process. The study's findings reveal a significant lack of external communication among the cooperatives, which severely impacts their product marketing efforts. The cooperatives primarily rely on word-of-mouth and occasional participation in trade fairs to market their products. None of the cooperatives allocated a budget for regular communication expenses, and their communication tools were limited to commercial brochures. Furthermore, the cooperatives lacked online presence, with no websites or social media activity, making it difficult for them to reach a broader audience. The research also uncovered that while cooperative members are generally satisfied with certain aspects of their working conditions, such as team relationship and workspace environment, there are notable areas of dissatisfaction, particularly regarding salaries, working hours, and safety measures. The internal communication within the cooperatives was found to be basic, relying mostly on phone calls, meetings, and bulletin boards. The lack of effective communication strategies within these cooperatives not only limits their ability to market their products but also hinders their overall development. The findings suggest that without a comprehensive communication strategy that includes modern information and communication technologies (ICTs), these cooperatives will continue to struggle in the increasingly competitive and globalized market. The study emphasizes the need for continuous training, support, and awareness-raising among cooperative members to enhance their understanding of the importance of external communication in expanding their market share. The cooperative model in Morocco, especially in rural areas, plays a crucial role in supporting socio-economic development. However, these cooperatives face significant challenges in adapting to the demands of globalization and the digital age. The study underscores the importance of addressing communication deficiencies to improve the marketing and overall performance of agricultural cooperatives. To achieve sustainable growth, cooperatives need targeted support, both in terms of resources and training, to develop effective communication strategies that can help them reach new markets and improve their profitability.

EL GHAZI, SAFAE

Revue Marocaine de Recherche en Management et Marketing (2024)

Vol. 16 N° 2 (2024)

DOI: 10.48376/IMIST.PRSM/remarem-v16i2.51052

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