EASYCUP ft IBR

BOYEAU Camille
QIRJAKO Frenki
VAN WIK Mari
GALANTE Louise
2020 - 2021 MAURICI Zoé
Description of the Context

☕
The Company
INTERNATIONALIZE - Initially part of Los Primos, the first
craftsman roaster in Rhônes - Alpes. The
company was bought by M. Moreau in
2009.

IDENTIFY MARKETS

The Offer
- T h e o ffe r o f Ea sy C u p i n c l u d e s
biodegradable, sourced and compostable
TRADE EVENTS capsules, that are made in France. This
machines are made in France and are
compatible only with Nespresso
machines.

INTERESTING LEADS The Requests

EasyCup is growing day by day and for
n o w, t h e i r m a i n g o a l s a r e t o
internationalize in interesting countries, to
identify markets where Nespresso is
highly present, participate in trade events
and generate leads.
 Internal Analysis

Improvement Points Strong Points

☒ Limited financial resources, limited
time and limited human capital ☑ Short distribution circuit

☒ Multitask employees. ☑ Brand Image

☒ Languages spoken are only English and ☑ Strong values

French ☑ Family Business
☑ Organization and communication
EXTERNAL ANALYSIS

09
08 Local

Social
environment
05
Substitute
06 Products,
03 Financial aids
Subventions
Alternatives
04
Stable Teleworking
Situations

07
Eco-friendly
02
01 France,
Europe
Political and
Economic
Environment
Why EasyCup should develop in Europe?

Coffee Consumption
Environment The continent holds the largest numbers of coffee
consumers in volume and intensity.
The Environment grants a safe place to
develop businesses, a stable politic
situation and a promising economy.

ENV MARKET Growth

European Union The coffee market it is expected to
have major growth and is very
Most countries proposed are member or
have FTAs and others agreements
EUROPE promising for the start-up.

between them, facilitating so trade actions

and development internationally.

Green Factor &

Regional
Europe, thanks to the EU regulations
has a lot of eco-friendly values and
green initiatives
 Covered Countries

BENELUX GERMANY
- High tax policy - Stable economy
- Coffee is consumed mainly at home - Competitive market, this means attractive
- Not a very large market market too.
- Rising trends of health consciousness - Rising trend of sustainable competitiveness
- Less coffee consumption - EU member
- Awareness of consumers is rising

AUSTRIA SWITZERLAND
- Very good economic indicators - Geographic proximity
- Low % of unemployment - No language barriers
- High R&D expenditure - Nespresso HQ
- Annual coffee market growth: 9.1% - Purchasing Power
- Numerous competitors, little market - Rising trends of go green
share

IRELAND SCANDINAVIA
- Stable economy - High GDP
- Safe political environment - High PPP: 300% of the global average
- Low tax policies - Health & Sustainability
- Most people drink coffee at home - Coffee is more consumed at home
- Coffe capsule consumption decreased: - Little consumption of coffee capsules
32% and pods.
 Internal Recommendations

Hiring Staff Social Media

Hiring a multi lingual salesperson. We created Be active, try to engage your followers and gain
a salary estimation of 3050 €. new ones. The secret is the content: quantity &
quality. Post on Wednesday and Thursdays.

Google Search Business Development

If someone taps in a search engine “EasyCup”, H ave a we l l - e sta b l i s h e d C u sto m e r
those results are not oriented to the coffee but Relationship Management. Focus on lead
to different topics. generation online and avoid fairs until the
Covid19 restrictions are faded .

ADJUST WEBSITE Hire interns

AS you expand internationally it is important to The recommendations that we identified are
translate the website in English or the easily done by experienced interns, and the
languages of the targeted markets. It costs positive side is that they’re cheap.
around 240 €. You can also add new tabs:
PESTEL Switzerland

P E S T E L
Political
Federal
Republic
Economic

Living Standa
rd
Social

Languages:
German
Technological

Impro
ve
Environmental

No mor r
nuclea r p
by 2034
e
owe
Legal

Improve
> New ment me
the Industrial French offer > New o nt
Bern is ffers
capital Productivity Italian
s
Education
Reduce energy
consumption: 35%

Hum dece
Schengen GDP growth Develo an ntra
: -6% Index pment lisat
ion
Zone : 0,94
3/1
Only 13% of
companies in
vest
in R&D
Currency: CHF Tax Heaven
Short Term Recommendations: Start with Geneva

Client Awareness
Lorem ipsum dolor sit amet, nibh est. A
magna maecenas, quam magna nec quis,
lorem nunc. Suspendisse viverra sodales
GENEVA mauris, cras pharetra proin egestas arcu
erat dolor, at amet.

Roasted Coffee
Lorem ipsum dolor sit amet, nibh est. A
magna maecenas, quam magna nec quis,
Strategic location lorem nunc. Suspendisse viverra sodales
mauris, cras pharetra proin egestas arcu
Lorem ipsum dolor sit amet, nibh est. A
erat dolor, at amet.
magna maecenas, quam magna nec quis,
lorem nunc. Suspendisse viverra sodales Dense population &
mauris, cras pharetra proin egestas arcu
erat dolor, at amet. Strategic location
Lorem ipsum dolor sit amet, nibh est. A
magna maecenas, quam magna nec quis,
French speaking lorem nunc. Suspendisse viverra sodales
Lorem ipsum dolor sit amet, nibh est. A mauris, cras pharetra proin egestas arcu
magna maecenas, quam magna nec quis, erat dolor, at amet.
lorem nunc. Suspendisse viverra sodales
mauris, cras pharetra proin egestas arcu
erat dolor, at amet.
Mid - Term Recommendations

Zurich
- There are ten coffer roasters in the city
center and fourteen more in the
LAUSANNE surrounding area

1 - There are six coffee roasters and eight

others in the surrounding area
- The Coffee Society
- Vitali

3 4
ST GALLEN
- There are five coffee roasters
in total.
- Turm Kaffe

2
BERN
- There are six coffee roasters in the city
and seventeen in the surrounding area.
- Ojo de Café
 "
By:

.com
Long - Term Recommendations: Germany

Mecklenburg-
Hamburg Vorpommern
Berlin Bremen
It represent the final step in the German
market. A true international capital rich of Niedersachsen
different cultural Berlin

Brandenburg
Stuttgart Saxony-Anhalt
Not as much metropolitan as Munich, but it’s
still close to France and the coffee culture is
very present. The city is full of people who Sachsen
have a fast pace of life.
Thuringia
Hessen

Munich Rheinland-Pfalz
It is a cosmopolitan city which has an Bavaria
international dimension also. It has a very
dynamic coffee market and the physic distance Saarland
it is not considerable.

Baden-
Württemberg
 Host Fairs

#
Switzerland
Swiss Coffee Connection, located in Lausanne

$ Greece
World of Coffee, located in Athens

"

$
" Germany
Coteca Global Industry, located in Hamburg
We Thank You for Your Attention
Questions Are Welcomed