Chapter
One: Introduction
Argan oil is a vegetable oil produced from the nut of
a plant, Argania Spinosa, (L), native to Morocco that has uses in both the
cosmetic and culinary worlds and is said to have medicinal properties as well.
My goal is to work with a small team of three individuals to market the
product in both the United States and the European Union. I will be responsible
for the US, the second partner for EU and our third partner will be responsible
for managing relationships with suppliers in Morocco. This Independent
Learning Project (ILP) provides me an opportunity to gain knowledge essential
to successfully launching this company. As a deliverable I will complete
a comprehensive Feasibility Study that will provide the company with the
opportunity to define our vision, mission statement, and strategic
objectives.
The main reason that led me to choose to do a feasibility study
about this kind of business is the huge increased demand on Argan oil in the
international market, due to the declaration of many celebrities and Hollywood
superstars, including Madonna, Kim Kardashian and Katy Perry, say that Argan
oil is their beauty secret. Moreover, this feasibility study will allow me to
better understand the cosmetic market, and in general enriches my knowledge in
the marketing.
History of Argan Oil
Argan oil is produced near the city of Agadir in South Morocco.
Historians believe that the tree was named as Argan attributed to the
Argana village. It is the nut of a tree that lives for about 200 years,
and has been used by Moroccans for many generations. Phoenicians recorded
the first use of the oil was asa beauty product in 1550 BC. 3000 years
later, in 1510 the African explorer Leo Africanus had carry out the product in
first time to Europe and became the monopoly use by wealthy and rich
class. Nowadays, Argan oil still the beauty secret for many celebrities and
wealthy people, and became the talk time by many magazines and chat forums
which specialized in the cosmetic topics.
The tree is in some danger of extinction, and the United Nations
Educational, Scientific and Cultural Organization (UNESCO) has created programs
to protect the species. It is estimated there Argan «woodlands
cover an area of approximately 700, 000 to 800,000 hectares» or 7% of the
forested areas of Morocco. (Moussouris & Pierce, 2000).
The Moroccan government is also aware of high demands on the
Argan oil in the international market, therefore it put many plans in order to
conserve and expanse the argan forest. Also it encourages the cooperative work
in order to increase the production and decrease the expenses and to help small
businesses to well compete in the market.
Types and Uses of Argan
Oil
In general, there are two types of Argan oil. The first type is
culinary designated as a food consumption, and the second one is cosmetic,
destined as a cosmetic product. However according to the quality we can obtain
up to 4 to 5 types for the culinary useas well as the same numbers for the
cosmetics, and this according of the type of the fruits itself, the method used
in the harvest, the storage of the fruit, extraction method, the grinding and
squeezing techniques and also the storage of the oil itself.
Culinary Use
This type of Argan oil is obtained by roasting the fruits, and
after that the roasted fruits will be grinded, blended and squeezed.
Moroccans use this type of oil by dipping the oil with bread, with the
famous Moroccan food couscous, and also in salads and similar uses.But they use
it most in breakfast with honey over pancake. It is also the main ingredient in
`Amlou' which is a delicious paste made of ground of almond, Argan oil and
honey. It is similar to peanut butter paste.
Recently has been a lot of researches on the medical benefits of
Argan oil, and showed that the daily consumption of Argan oil prevent from many
kinds of diseases such as cancers, cardiovascular diseases, and obesity. Also
most gourmet chefs around the world, are using culinary Argan oil
asdrizzleonfish,vegetables, soupsandpasta. And they recommend the use of this
oil in our daily meals.
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