International Journal of Science and Research (IJSR) ISSN (Online): 2319-7064 Index Copernicus Value (2015): 78.96 | Impact Factor (2015): 6.391 Volume 5 Issue 11, November 2016 www.ijsr.net Licensed Under Creative Commons Attribution CC BY Strategic Analysis of the Pharmaceutical Sector in Morocco and Quality Approach Soukaina El-Akhdar 1 , Abdelhakim Mardhy 2 , Ebrahim Kerak 3 1, 2, 3 Laboratory of Virology, Microbiology, Quality and Biotechnology, Hassan II Casablanca University, Faculty of Science and Techniques POBox 146 Yasmina city Mohammadia 20650 Morocco Abstract: The pharmaceutical industry constitutes a link of the Moroccan industrial sector, especially after the adoption of European good manufacturing practices (GMP) as regulatory quality standard. In a context where the economy is globalizing, competition becomes total, technology evolves more and more and the factors which determine competitiveness change. The pharmaceutical industry, being a component of the national economy, is challenged to guarantee the perenniality of its investments and pretend to growth. In the same context, questions arise now, they are the strengths and weaknesses of national pharmaceutical industry? What is its threats and exists opportunities which arise? In which degree of maturity is it the quality system of national pharmaceutical industry? The objective of this article is to provide a photograph of this sector taken in its environment through a strategic analysis. After contextualization, the second part of this article presents the methodology. This work was conducted by the adoption of the combined matrix SWOT at tool PESTEL for the external diagnosis and at the approach by resources for the internal diagnosis. This analysis made it possible to reveal the strengths, weaknesses, opportunities and threats, in times present, of this industry from publications referenced, detailed in the third part of this article. The results of this study show the contribution of this industry to the social balance. And secondly, highlights the handicaps that hinder the development of the latter. Following the discussion, in last part, results obtained migration the quality system of Moroccan pharmaceutical industry to a management system for quality is defined as a strategic lever for this industry. Keywords: Quality, Pharmaceutical-Chemical Industry, SWOT, PESTEL, Resource-Based Approach, Good Manufacturing Practices, Drug 1. Introduction In front of the rise of competition observed, worldwide, in several sectors which we quote Tourism, Electrical Industries, Electronics and Communication, Automotive, Health etc., in recent years the quality starts take vaster place and to constitute one of the major axes of strategic development for these. The pharmaceutical industry is one of the most profitable and economically important industries in the world [1]. According to the figures collected by Intercontinental Marketing Services Health (IMS Health), the turnover of pharmaceutical industry on a world level in 2014 is Thousand billion dollars [3]. The pharmaceutical industry is a strategic economic sector which includes the research, manufacturing and marketing of drugs for human or veterinary medicine. This activity is carried on by the pharmaceutical laboratories and the companies of biotechnology and remains a key sector and an important growth engine of the global economy [1]. It is subject to the influence of several dynamic factors of scientific, social or economic nature. Many pharmaceutical groups are present on the national markets and multinational, so that their activities and their products are subjected to the laws, the regulations and the policies which apply to clarification, the manufacturing, the authorization, the quality control and the marketing of the drugs in many countries [3]. The Moroccan pharmaceutical industry was born by the will from some national entrepreneurs who had believed, from the start, in their mission to provide the country of this industry. Then, it developed with the encouragement of the public authorities. These, in the context of the industrialization policy by substitution of the imports, protected the pharmaceutical industry by the progressive ban on all pharmaceutical products that can be manufactured locally [4]. This industry carries out the manufacturing of the drugs under licenses of foreign firms within the framework of a partnership which can take three forms: Creation of subsidiary, Participation in the capital, License agreement [4]. It has constituted for more than fifty years one of the pillars of the Moroccan economy. These last years, the sector experienced a development supported with a level of performance and know-how recognized by the World Health Organization [5]. This industry is exerted within a framework fixed by legislative texts. In December 2006, a new code of the drugs and pharmacy came into effect, thus releasing capital to foreign participation [5]. The Moroccan pharmaceutical market is animated as much by national companies as international. Those contribute to more than half of total turnover of the sector [5]. The actors of this industry gather, to be stronger and to better defend their interest, in three professional associations, after the Moroccan Association of Pharmaceutical Industry (AMIP), Moroccan Association of Generic Drug (AMMG) and Morocco Innovation and Health (MIS). According to the statistics of the AMIP, in 2014, this pole counts 33 laboratories, properties of international groups, companies mixed with Moroccan partners or Moroccan operators full, 40 000 direct and indirect jobs with a rate of framing of 20%, more than 411 million produced units which cover nearly 70% of the local needs for drugs against only 15% in the Sixties and a generated income of over 8 billion DHs. Paper ID: ART20162892 DOI: 10.21275/ART20162892 876