Akwa Case Study

877 Words 4 Pages
I. Overview of Akwa Group: Akwa Group is a Moroccan conglomerate company founded in the 1930s by Ahmed Ouldhadj Akhannouch, and Ali and Jamal Ouakrim. In a context of independance, when Morocco was is need of necessary industries such as the oil sector, Akwa group, called at first Afriquia SMDC (Société Marocaine de Distribution de Carburants), imposed itself like a pillar of the Moroccan economy, in spite of the hostile competition and monopoly of some multinational companies. Conscious of its national impact and its responsibility to escort the social and economic development of Morocco, the group diversified itself by investing on other strategic activities, besides its original domain : hydrocarbons. Progressively, Akwa entered mostly …show more content…
These departments are centralized in Casablanca. The Agadir headquarters are made of Afriquia SMDC, Afriquia Gaz and Akwa Immo. I am not assigned to a specific department such as the sales department, but I shift each day and learn from department to department. For now, I stayed most of the time in Afriquia SMDC, iconic company of Akwa group and leader in the distribution of gas in Morocco. Afriquia SMDC also has the first storage capacity in Morocco with 470 000 m3 and the first network of service stations in Morocco, with 420 stations. During the next weeks, I intend to move to the other companies in the regional headquarters in order to learn about other industries' practices and processes (Afriquia Gaz and Akwa …show more content…
I started thinking about that already during my first days in Akwa, after knowing that the marketing department is centralized in the principal headquarters in Casablanca. I could not stop asking myself if it could be better if there actually was a marketing department in the regional headquarters, simply because in Morocco, people are different from one region to another, and not only in Morocco of course. As a marketing undergrade, I questioned myself about how come a company that focuses principally on selling has such a low marketing power? Even if a big group like Akwa surely already weighed the pros and cons, I will do my own analysis to answer my business problem: “Would it be better for Akwa group to decentralize their marketing department in all regional headquarters, such as in

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