Context

Marsa Maroc, the leading national port operator, operates the Car Terminal at the Port of Casablanca through its Casablanca Port Operations Department (DEPC). Faced with the growing influence of the Tanger Med logistics complex on import-export traffic for new vehicles and the emergence of integrated logistics platforms competing with its storage activity, Marsa Maroc commissioned Massir Invest to define the development strategy and operational roadmap to sustainably reposition the Car Terminal within its value chain.

Scope / Methodology

The intervention was structured into three successive phases:

• Market study and diagnosis covering the analysis of the national new car market, characterization of port traffic (import-export-transshipment), PESTEL analysis of the sector, comparative examination of national port and logistics offerings, and the formalization of a SWOT analysis of the car activity at the Port of Casablanca, supported by fifteen external interviews with shipowners, shipping agents, importers, manufacturers, logistics platforms, customs administration, and port authorities.
• Analysis of the Car Terminal’s cost accounting, examination of pricing, full costs, and market share evolution, with a competitiveness comparison between Casablanca and Tanger Med across the entire chain (maritime freight, port transit costs including handling and storage at the port, and land transport).
• Definition of strategic ambition and development axes. This was broken down into 4 strategic themes, 9 axes, and 18 initiatives covering traffic, storage, value-added services, and integrated logistics offerings, followed by a multi-criteria prioritization leading to the selection of 10 strategic initiatives and 4 enablers.
• In-depth analysis of priority initiatives, economic modeling, testing of selected orientations with a panel of clients and strategic partners, and integration into Marsa Maroc’s global strategy.
• Development of the roadmap for 2025, structured into 8 operational projects documented by dedicated files (description of actions, governance, objectives, milestones, risks, investment needs, dependencies), with an estimation of investment and human resource requirements.
• Construction of the business plan for the new integrated transport and storage activity, including sizing, cost structure, revenue projections, profitability analysis, and financial documents (balance sheet, income statement, cash flow), and formalization of an internal and external communication plan.

Results / Outputs / Deliverables

• Market study and diagnosis report for the car terminal activity
• Report on the identification of strategic axes and the development plan
• Roadmap for 2025, broken down into 8 operational projects with detailed files
• Business plan for the integrated transport and storage activity
• Estimation of investment and human resource requirements
• Internal and external communication plan
• Governance framework and implementation monitoring tools

Value for the Client

At the conclusion of this mission, Marsa Maroc has a consolidated view of the Car Terminal’s competitiveness across its entire value chain and a clarified strategic ambition: the progressive positioning of the operator as an integrated logistics player, beyond its core port business. The associated operational roadmap and business plan provide a structured framework to launch priority projects, secure commercial negotiations with manufacturers and importers, and manage the terminal’s transformation over the long term.