Strategic market selection for global expansion: assessing Uniqlo’s potential entry into Morocco

Identifier:  TFM:2287

Handle: https://hdl.handle.net/20.500.11797/TFM2287

Authors:  Aderdor, Noura

Abstract:
This study explores Uniqlo’s potential expansion into Morocco using a qualitative case study approach. It applies the CAGE framework and SWOT analysis to assess market suitability, examining cultural, administrative, geographic, and economic distances, as well as internal strengths and weaknesses. Findings highlight both opportunities and challenges in the Moroccan market, emphasizing the importance of contextual adaptation in international strategy. The study positions Morocco as a strategic entry point for Uniqlo into African and Mediterranean markets, suggesting that combining global strengths with local insight can support responsible and effective global expansion.