Case story

Emerging market entry model yields rapid results in Morocco

Electrolux drew on its experience of entering new markets when quickly establishing itself in Morocco by leveraging deep consumer and market insight to ensure a relevant offering.


  • Very high Net Promoter Score of 61
  • Double digit market share in built-in, dishwashers and free-standing cookers

With a potential market of over six billion consumers, new emerging markets are essential to the Group’s long-term success. Electrolux has specific roadmaps to develop selected emerging markets and drive organic growth.

Rapid establishment in Morocco

Electrolux entered Morocco in late 2017, and in less than a year had established a new sales division from scratch with over 100 office and field-based staff. The division will also serve new markets in North and West Africa, with significant future growth opportunities.

Deep consumer and market insight provide foundations for success

Prior to entering the Moroccan market, Electrolux gained comprehensive local knowledge in the form of local consumer needs, target group insights, competitive landscape and distribution opportunities and challenges.

This knowledge laid the foundations for success in Morocco, with rapid establishment and good consumer traction – with many key retailers reporting Electrolux Group as being in the top three brands by market share.

Ensuring a relevant offering

Electrolux built on its previous experience in emerging markets to develop a good range of products that was well suited to meeting the needs of local consumers. Particular success has been reported for built-in, dishwashers and free-standing cookers that achieved double digit market share in 2019.