Le plan marketing international dans le secteur artisanal : Cas de la Région Marrakech-Safi

The Moroccan SMEs exporters of handicrafts, are in phase to undergo, in coercion, the effects of a virulent competition on behalf of foreign companies, the world market as national shrinks, the need for the search for competitiveness in the Moroccan company, to achieve commercial efficiency or commercial performance, appearing to take importance, especially in the sector of the Moroccan handicrafts, a sector quite sensitive to variables of the internal and external environment. The debate therefore on a successful international marketing strategy is launched. Our objective through this article is, on the one hand, to contribute to the understanding of different dimensions of international marketing, such as strategy, marketing mix and marketing plan, and on the other hand, to demonstrate that the marketing plan is the conductor that gives the overall image of the presence of the company on the foreign market, and therefore constitutes a lever of competitiveness. According to our study which was conducted by 14 participants in the region of Marrakech-Safi in compliance with the principle of semantic saturation, through semi-directed interviews with the professionals in the field. However, despite the difficulties encountered due to the unavailability and the considerable distance from our respondents, we were able to collect quality responses given the relevant choice of our target. It turned out that among the different levers studied, those considered essential to the success of the marketing plan, its international strategy and especially its competitiveness.   Keywords : SME, International marketing, Marketing plan. JEL Classification : M31, P42. Paper type: Empirical research.Les PME Marocaines exportatrices des produits artisanaux, sont en phase de subir, en coercition, les effets d’une concurrence virulente de la part des entreprises étrangères, le marché mondial comme national se rétrécit, La nécessité de la recherche de la compétitivité chez l’entreprise marocaine, pour atteindre de l’efficacité commerciale ou encore de la performance commerciale, paraissant prendre de l’importance, surtout dans le secteur de l’artisanat marocain, un secteur assez sensible aux variables de l’environnement interne et externe. Le débat donc sur une stratégie marketing international réussite est lancée. Notre objectif à travers cet article est d’une part, contribuer à la compréhension de différentes dimensions du marketing international, telles que la stratégie, le mix marketing et le plan marketing, d’autre part, de démontrer que le plan du marketing est le chef d’orchestre qui donne l’image globale de la présence de l’entreprise sur le marché étranger, et qui constitue donc un levier de compétitivité. D’après notre étude qui a été réalisée dans la région de Marrakech-Safi auprès de 14 personnes tout en respectant le principe de saturation sémantique, et ce à travers des entretiens semi-directifs avec les professionnelles du domaine. Cependant, malgré les difficultés rencontrées suite à la non-disponibilité et la distance considérable avec nos répondants, on a pu collecter des réponses de qualité vu le choix pertinent de notre cible. Il s’est avéré que parmi les différents leviers étudiés, ceux jugés indispensables à la réussite du plan du marketing, sa stratégie internationale et surtout sa compétitivité.   Mots clés : PME, Marketing international, Plan Marketing. Classification JEL : M31, P42. Type de l’article : Recherche appliquée

Phytochemical Compounds, Acute Toxicity, Anti-Inflammatory and Antioxidant Activities of Thymus leptobotrys Murb Essential Oil

The present study was conducted to evaluate the acute toxicity and anti-inflammatory effect in vivo, as well as the antioxidant activity, of the essential oil of Thymus leptobotrys Murb. The results indicate that the tested essential oil is non-toxic, with an estimated LD50 of 2500 mg kg−1 of mice body weight. The anti-inflammatory test revealed that, at a dose of 200 mg kg−1, the essential oil reduced rat paw edemas by 89.59% within 3 h of oral administration, this reduction in edema size was greater than that obtained with indomethacin (75.78%). The antioxidant activity (IC50) of Thymus leptobotrys Murb essential oil was 346.896 µg mL−1 and 861.136 mg Trolox equivalent/g essential oil in the 2.2-diphenyl1-picryl-hydrazyl radical scavenging capacity (DPPH) and Trolox equivalent antioxidant capacity (TEAC) assays, respectively. The toxicity test reveals an LD50 greater than 2500 mg kg−1 of body weight of mice which classifies it within category 5 of non-toxic substances that can be administered orally. These results suggest that the essential oil of Thymus leptobotrys Murb is not toxic, and it represents a valuable source of anti-inflammatory and antioxidant metabolites

Phytochemical Compounds, Acute Toxicity, Anti-Inflammatory and Antioxidant Activities of <i>Thymus leptobotrys</i> Murb Essential Oil

The present study was conducted to evaluate the acute toxicity and anti-inflammatory effect in vivo, as well as the antioxidant activity, of the essential oil of Thymus leptobotrys Murb. The results indicate that the tested essential oil is non-toxic, with an estimated LD50 of 2500 mg kg−1 of mice body weight. The anti-inflammatory test revealed that, at a dose of 200 mg kg−1, the essential oil reduced rat paw edemas by 89.59% within 3 h of oral administration, this reduction in edema size was greater than that obtained with indomethacin (75.78%). The antioxidant activity (IC50) of Thymus leptobotrys Murb essential oil was 346.896 µg mL−1 and 861.136 mg Trolox equivalent/g essential oil in the 2.2-diphenyl1-picryl-hydrazyl radical scavenging capacity (DPPH) and Trolox equivalent antioxidant capacity (TEAC) assays, respectively. The toxicity test reveals an LD50 greater than 2500 mg kg−1 of body weight of mice which classifies it within category 5 of non-toxic substances that can be administered orally. These results suggest that the essential oil of Thymus leptobotrys Murb is not toxic, and it represents a valuable source of anti-inflammatory and antioxidant metabolites