The Strategic Positioning of Moroccan Seaports: An Application of the Boston Consulting Group Growth-share Matrix

Abstract

Background: Under the current challenges of global and regional changing environments in the seaport industry faced by market players and the increase of competition among port business entities, the necessity of pursuing a competitive strategic positioning by strategic business units is a compulsory plan to ensure constructive and sustained growth. Aims and Objectives: In this context, the purpose of this study is to analyze the competitive position of the eight (largest, most important, busiest) seaports of Morocco in the four-years period from 2014 to 2017 using a dynamic portfolio analysis known as the Boston Consulting Group (BCG) matrix. This study aims to overcome the regional challenges that have a substantial impact on seaport activities by highlighting competitive strategic positioning, which will enable seaport operators to visualize the position of selected ports, monitor their progress, and predict the future trends of the studied ports. Results: The finding reveals the competitive strategic positioning of analyzed ports is varying over the studied period. Conclusion: The Tangier MED, Jorf Lasfar and Casablanca ports were found to be stars in 2017, while in 2015 they had a combined position of stars and cash cows. Other studied seaports were found to be in an unfavorable strategic position.