Briu: A Coffee Roasting Startup

Beck, Maximilian

The purpose of this study is to examine the German coffee market and its appropriateness as a new market to enter for the startup Company Briu. The company has been continuously growing since its initial start. The Chilean Coffee startup has since then looked for new markets opportunities in Europe. Their favored market is Germany. The research conducted in this paper is supposed to reveal the market its suitability for the company its expansion. The following key areas are assessed in order to decide whether or not the company should enter the market: 1. The demand for specialty quality coffee in Germany 2. The supply chain for the product 3. Governmental support of startups in Germany 4. The potential of the German Coffee Market 5. The legal and regulatory frame in Germany 6. German Customer 7. Market attractiveness 8. Ease of entry 9. Partner selection In this study, nine Coffee startups were interviewed. All the companies are located in Germany and the interviews were conducted via phone. The results suggest that the demand for specialty coffee in Germany is high enough to make the market entry of the company successful. The legal and financial landscape of the German startup industry supports the decision to enter the German specialty coffee market and an appropriate supply chain as well as suitable business partners are available.

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