Friday at noon most stores close the Friday prayer time

Former French presence

When deciding to invest in a foreign country, research and documentation on the company, the history and culture of the country must accompany the study of market and the business plan. Especially in the Maghreb. Indeed, these countries have experienced a French presence, it is important that you can know how the France is perceived by the generation who lived this period and the new generation. Make no mistake: colonization is still present in minds, even among young people. Major brands are widely known by the Maghreb public who has access to television via the parable and magazines channels. The is and the dessert at the same time: if it is a recognition and a free advertising, combined with a found Western culture sometimes very different from the local culture.

Manager: between heat and distance

In Maghreb business: the meaning of the hierarchy is much more marked. Familiarity is not seen. If the manager is too friendly, it risks for someone who wants to integrate at any price without complying with the codes. A good manager will need to find the right balance: be warm enough to not appear cold and haughty, while creating a visible distance with its employees.

Islam, State religion

Although warm and welcoming, the North Africans are generally modest and enjoy little familiarity. Although at first, a part of the population seems to "Westernized" in his clothing, his manner of speaking and centres of interest, Islam is the State religion in the three countries, respected even by non-believers. In Algeria for example, during the month of ramadhan, all public and private companies are adjusting to the Muslims by adapting scheduling starvation. Friday at noon, most stores close the Friday prayer time. Usages, customs, holidays and taboo subjects are parameters essential to understand before starting a franchise.

Adapt its product: the quality-price ratio

The North Africans do not have the same approach to brands than the Europeans. At a world famous brand, they may prefer the anonymity of a small shop if it offers a best quality-price ratio. It may be recalled "the Quick effect" in Algeria where for the first week of activity, hundreds of clients have been the tail overnight to buy a hamburger. Today, this movement of crowd has completely disappeared. Foreign brand draws but does not retain if the offer is too different from what the North Africans are looking for, or if the concept already exists in other more advantageous forms.

Infringement: the inescapable reality

The parallel market is a reality. A popular joke says that in the Maghreb, it is possible to buy counterfeit people. It is important in an implementation, that the franchisee said in a clear and visible manner using all means at its disposal (press, affiches), to announce that it represents well the brand original and to avoid the amalgams. People may not have confidence in the product, thinking that he is still infringement. Indeed, some stores do not hesitate to use the name and false French brands logos, that they put on their shops which can create confusion when the franchise.