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New at Geodis Morocco. The SNCF subsidiary, which specializes in logistics and multimodal transport, has unified all of its businesses under one management.
From now on, the Maghreb activities (excluding Algeria) of the French group will be managed from Casablanca, under the direction of Jérôme Algier, managing director Maghreb. This manager will be responsible for doubling the turnover by 2022 in the group’s main businesses, namely: international transport (road, sea and air), logistics and forwarding services.
“But the road remains our main business in Morocco, followed by logistics and freight forwarding,” says Laurent Parat, president and CEO of Geodis WEMEA (West Europe Middle East Africa), which has twenty countries including Morocco.
Parat, who has been closely monitoring the group’s activities in Morocco for the last twenty years, was recently in Casablanca on the occasion of the appointment of the new management. It was also an opportunity for him to meet his main clients, including multinationals such as Unilever, Renault, PSA, Nestlé or Alshayeh group (H&M, American Eagles …) … for which Geodis plays the role of “agent of journey,” according to his terms. “Morocco is a country where we have a lot of ambitions,” continues the head of the WEMEA region.
The objective of the Moroccan subsidiary is to double its turnover by 2022. To achieve this, Geodis focuses on two sectors: automotive (manufacturers, equipment manufacturers, spare parts …) and large-scale products. consumption. “We are number 1 in Europe for all automotive spare parts, with customers like Renault and PSA. We hope to accompany them in their development in Morocco,” announces Parat.
The objective is also to develop the road flow between Morocco and Spain, France and Italy for all automotive and consumer goods (textile, household appliances, telecoms …). “We particularly want to develop the South-North flows,” continues the manager. According to Laurent Parat, there is a huge flow South Africa-Germany, South Africa-England. This is also the case for Morocco-France, Morocco-Spain flows.
Geodis, which will soon close its 40 years of presence in Morocco, was first a road operator. It is therefore logically in this sector that the company intends to develop first. While logistic activity is much more recent (only 17 years old), it is also expanding.
Geodis Morocco currently manages no less than 55,000 m2 of storage space, of which 45,000 m2 is dedicated to logistics. The rest is divided between its forwarding activities and offices. “We are able to take charge of inventory management, receiving, depalletizing, preparing orders …”, says Faiçal Smaïli, deputy managing director.
To support its ambitions, the company is also investing in the redesign of its IT tool to achieve its expansion ambitions.
“We intend to make Morocco a stronghold for all customs declarations,” says Laurent Parat. In other words: Geodis Morocco will be the subcontractor of Geodis France for customs declarations, including administrative tasks such as seizure … The French group, 8th global provider, weighs some 8.5 billion euros, of which nearly 1 billion in the WEMEA region.
