Retail industry:

Retail markets and shops have a very ancient history, which dates to antiquity. Retailing involves the
process of selling consumer goods or services to customers through multiple channels of distribution
to generate a final profit. The way to satisfy the customers is done by the retailers through the layout
of a specific supply chain. The managers of the retailing industry ideally make a variety of strategic
level decisions that include the type of store, the market chosen to be served, the optimal product
assortment, customer service, supporting services, and analyzing and improving the store's overall
market positioning.
Once the strategic retail plan is made, retailers devise the retail mix which includes product, price,
place, promotion, personnel and presentation. In this digital era, we live in, a developing and
increasing number of different retailers to reach broader markets by selling all their products through,
different ways and channels such as including both bricks and mortar and online retailing. The
Digital technologies that are becoming more and more popular in this domain are also changing the
way that consumers pay for the provided goods and services. Retailing support services may also
include the provision of credit, delivery services and a range of supporting services.
Retail strategy:
The distinction between strategic and managerial decision-making is commonly used to
distinguish "two phases having different goals and based on different conceptual tools. Strategic
planning concerns the choice of policies aiming at improving the competitive position of the firm,
taking account of challenges and opportunities proposed by the competitive environment. On the
other hand, managerial decision-making is focused on the implementation of specific targets."
In retailing, the strategic plan is designed to set out the vision and provide guidance for retail
decision-makers and provide an outline of how the product and service mix will optimize customer
satisfaction. As part of the strategic planning process, it is customary for strategic planners to carry
out a detailed environmental scan which seeks to identify trends and opportunities in the competitive
environment, market environment, economic environment and statutory-political environment. The
retail strategy is normally devised every 3- 5 years by the chief executive officer.
The strategic retail analysis typically includes following elements:
The retailer also considers the overall strategic position
* Market analysis
Market size, stage of market, market competitiveness, market attractiveness, market trends
* Customer analysis
Market segmentation, demographic, geographic and psychographic profile, values and
 attitudes, shopping habits, brand preferences, analysis of needs and wants, media habits
* Internal analysis
Human resource capability, technological capability, financial capability, ability to generate
scale economies or economies of scope, trade relations, reputation, positioning, past
performance
* Competition analysis
Availability of substitutes, competitor's strengths and weaknesses, perceptual mapping,
competitive trends
* Review of product mix
Sales per square foot, stock-turnover rates, profitability per product line
* Review of distribution channels
Lead-times between placing order and delivery, cost of distribution, cost efficiency of
intermediaries
* Evaluation of the economics of the strategy
Cost-benefit analysis of planned activities
The retail strategy, including service quality, has a significant and positive association on customer
loyalty. A marketing strategy effectively outlines all key aspects of firms' targeted audience,
demographic and preference. In a highly competitive market, the retail strategy sets up long-term
sustainability. It focuses on customer relationships, stressing the importance of added value and
customer satisfaction.
History of Acima:
Since its creation in 2002, Acima has been a pioneer in introducing the concept of "proximity
supermarket" in the neighborhoods of large cities, before expanding it to small and medium-sized
cities. With a vast network reaching 40 points of sale throughout Morocco, Acima is experiencing a
steady increase in the number of its customers.
Creation (company and points of sale)
Created in 2001, of a Moroccan-French partnership between the North African Omnium
(ONA) and the holding Auchan, holding 51% and 49% of the shares respectively, the public limited
company Acima opened its first supermarket on 24 January 2002 In Casablanca (avenue du 2-Mars)
5, where his seat (Place d'Aknoul) is situated.
In 2002, Acima also launched five other outlets in Casablanca7. Then, its network grew:
The 20th point of sale appeared in 2006;
There existed 22 at the end of 2006, and once the shareholder Auchan started8, 28 at the end of 2008
and 36 at the end of 2014;
In November 2015, that of El Hajeb was born.
Apart from the operation of supermarkets, three mini-supermarkets in railway stations - in Tangiers,
Mohammedia and Sal - were attempted in 2011, but stopped in 2015 for lack of profitability10.
The departure of the French shareholder Auchan
In 2006, there was a disagreement between the North African Open (ONA) and Auchan, which, like
Acima, held 51% and 49% of the shares of Marjane (hypermarket network), respectively. That year,
in March, the ONA imposed, to its advantage, the passage of two to three members in the
management of each of the mass-market companies.
On the basis that "joint and joint control" (an ONA chairman and a general manager Auchan11) was
originally planned between the two shareholders, Auchan then turned to the Casablanca Arbitration
Tribunal, but Last, on 22 January 200711, did not succeed4.
Auchan finally decided to sell all its shares to the ONA - sold at the end of August 20078 - which
thus became the sole owner of Acima (as of Marjane) 4, then having 22 supermarkets8; The presence
of Auchan in Morocco ended at that time4.
In 2010, the brand changed its logo and business plan In order to face increasing competition:
Label'Vie, BIM and Ct march.
In 2014, its turnover amounted to 1 841 948 677 dirhams.
Mission:
Acima aims to be a local supermarket, and to make its supermarkets a real pleasure for the
customer. Indeed, the customer finds in Acima stores the ambience of the market which must make
him want to return regularly thanks to:
An irreproachable freshness.
A warm welcome and quality customer service.
An attractive free service.
Competitive prices
A sales development Consulting.