Strategic Analysis of
Compagnie Marocaine de Transport (CTM)

MGT4306: Strategic Management
Dr. Chihab Benmoussa

Rabie Baijou
Amine Belkhaoua
Youssef Bounaga
Haitham Naciri
Fabian Zellinger

Fall 2011

Acknowledgements Our team would like to thank all AUI Staff and Professors who contributed in a way or another to the realization of the CTM project. We are grateful to some professors for helping us achieve our objectives. Especially, we would like to thank Dr. Ahmed Baijou for his involvement and support in our work. We sincerely express our gratitude to Mr. Hamid Sekkat (interurban transport general manager) for offering us the opportunity to know more about the company through providing us the needed documentation for our project. We were able to be in touch with different employees and learn more from different departments. We would like to show our appreciation to our professor Dr. Chihab Benmoussa for his directions, patience and efforts to supervise our project and evaluate it.

Executive summary

CTM (Compagnie Marocaine de Transport) is originally an interurban transportation founded in 1919. The company has diversified and reinforced its activities in the last decade. The leader of interurban transportation is operating nationally and internationally. With a current capital of MAD 321 millions, CTM is growing continually despite external barriers. In order to avoid falling into the comfort zone, CTM has to evaluate and set the most appropriate strategies though analyzing its weaknesses and strengths with opportunities and threats.
Our team could get in touch with managers in the company in order to gather the most useful information. Also, we could collect enough financial and other data from the Casablanca Stock Exchange since CTM is a listed company. Our visit to the company’s headquarter allowed us to understand the