Marrakech is one of the main touristic centres in Morocco, the number of visitors keeps rising and the residential market seems to keep strengthening.
Within this positive environment, CGI aims at developing a high-quality project on 130 ha of land, located in Chrifia, in the suburbs of Marrakech,.
Even though the opportunity to carry out a project in such an environment is highly attractive, its profitability in the long term could be threatened by increased competition. As a result, CGI wants to develop an appropriate strategy that makes it possible to take advantage of current opportunities and neutralise threats, while offering an innovative product which meets the latest trends and needs of the market.

In order to create a competitive strategy for the resort and to achieve strong positioning through differentiated elements, DRF sets up a concept, programme and management model which guarantee the success of the Chrifia resort.
The physical Mater Plans, set up in cooperation with Canin, and the financial plan which makes it possible to assess viability and profitability of the project were defined. Finally, THR’s team set up the marketing and promotional plan in order to attract investors and prestigious operators.
In order to develop the project, various studies and activities were performed, including:
• Analysis of the situation and Benchmarking ( both at national and international level)
• Analysis of Land
• Business Model
• An envisioning charrette
• Master plan
• Architectural zoom plans, perspectives and illustrations
• Business Plan