Analyse entreprise Icabin en anglais

MET 3122

12/03/2019

TERM PROJECT

Management of SME’s

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• Gabin Burgun
• Mathilde Ferreira
• Loïc Nassi
• Simon Rozencwajg

1. Introduction……………………………………………………………….3

Business Problem…………………………………………………………..3

1. Description of the company……………………………………….3

1.  Description of the product…………………………………………………..3
2.  Description of the market……………………………………………………5
3. Pestel Model……………………………………………………………………..5
4. Market presentation…………………………………………………………..7
5. Competition………………………………………………………………………8

1. Analysis of the company…………………………………………..8

1. VRIN………………………………………………………………………….8
2. Porter’s 5 forces…………………………………………………………..9
3. SWOT……………………………………………………………………….12

1. Positioning……………………………………………………………….14

Recommendation………………………………………………………..14

     Appendices…………………………………………………………………………………16

1. Introduction

Business problem 

Founded in 2009, AESP Énergie Verte is a company specialized in the search for renewable energy solutions. It offers a wide choice of products: streetlights, charging stations, terminals and autonomous signs. In this study, we will analyze the development of the marketing strategy for one of AESP's products: i-Kabin charging stations in Ivory Coast.

In order to develop the best strategy to reach the consumer, an analysis of the market in which it will do business is necessary. This study will therefore focus on the analysis of this market, which claims to be particular because of its youth.

First, we will discuss the analysis of the industry in order to understand how this market is developing. Then we will analyze the company's environment at the political, economic, sociological, technological, ecological and legislative levels. Finally, we will analyze the market where we will discuss the competition, customers, suppliers and opportunities thanks to SWOT, VRIN and 5 Porter's forces.

In conclusion, recommendations on the marketing strategy to be adopted, based on the above analysis, will be proposed.

1. Description of the company

1 Description of the product

The i-Kabin is available in two different versions: 2000 and 4000 watts. They are small structures that are able to provide electricity through solar energy. The i-Kabin 2000 Watts is capable of charging more than 20 phones and more than 35 i-Packs per day. As for the 4000 Watts, it is possible to charge more than 40 phones and more than 70 i-Packs per day. The i-Packs is a rechargeable battery that supplies electricity to a fireplace for several hours.

According to Leo Clarkin, vice-president of AESP Green Energy, the batteries recharge in four hours and have a lighting capacity of about 50 hours before depletion.

This allows fireplaces to illuminate two rooms for approximately 3 to 4 hours per night, using two three-watt light-emitting diodes, also supplied with a portable battery kit.

In addition, the system has been designed to serve as a solar-powered battery charging station connected to the Internet of Things (IoT).

It is important to know that I-Kabin is a prepaid service managed by an agent, like your own micro-enterprise.

AESP's business model is based on the delivery of the I-Kabin as a service; the company does not sell the charging units as ready-to-use goods.

AESP enters into partnerships with local companies that manage I-Kabins.

For its part, AESP provides maintenance services through the IoT connectivity capabilities of the stations, through remote interventions.

I-Kabins are delivered to partners at 50% of their market value and operate on a revenue-sharing model negotiated on a case-by-case basis.

The unit price of the cabin is about $ 5000 (a little more than 2.5 million CFA francs) on average, it can be variable according to the needs expressed by customers.

The I-Kabin is not just a charging station, as a device connected to the IoT, it is also an Internet access point.

In addition to battery charging services, it offers related services, such as access to wi-fi, which is another income-generating activity.

As for mobile operators, the system makes it possible to make the I-Kabin a base station to improve services in areas with low coverage.

Finally, the I-Kabin can also be used as an electricity supply station for mobile phone operators or as a relay station in the context of a mesh network.

2 Description of the industry & the market

The electrical power industry occupies a dominant position in today's global economy, thanks in particular to major power groups such as General Electric, Hydro-Québec and nuclear companies. However, this market aims to restructure itself through renewable energies such as solar energy used by AESP.

In the case of Africa, access to electricity is a key issue for the continent.

Africa's per habitant electricity consumption is only 18.5% of the world average in 2016.

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