ANALYSIS AND PRESENTATION TEST 1

Test Instructions

Background Your client is one of the largest players within the hot drinks industry with a focus on
coffee products. They are keen to understand the trends in the German market.
Ultimately, the client wants an overview of the immediate and short-term opportunities
to further penetrate the German market in order to plan for their business strategy in
the near future.

Expected output Your objective is to complete a brief management summary (two slides present in this
deck) in PowerPoint to give a snapshot of the German coffee market. Making use of the
qualitative and quantitative information provided, please provide analysis on the
following:
• Market overview
• Key market trends including
• Demographic profile of consumers
• Trends shaping the market
• Key players and what they’re doing

Documents Documents provided:

• Excel workbook with relevant market data
• Related extracts from relevant country reports

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ANALYSIS AND PRESENTATION TEST 2

General test instructions

Preparation • You have one day to create your presentation and share it with the interviewer
ahead of the session
• Make assumptions where required and please call these out clearly during the
presentation
• Although you can, it is not necessary to complement research with other sources
of information

Assessment We will assess your:

• professional interpretation of the data provided
• ability to engage the audience and handle questions
• the effectiveness of your delivery in addressing client objectives

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COFFEE IN GERMANY

PPT test: [Mohit Kumar Yadav]

Date : 24/01/2020
 ANALYSIS AND PRESENTATION TEST
4
Market overview
Key takeaway
6,000 4%

5,000
3%
Market size, EUR million

4,000

Y-o-y growth
2%
3,000
1%
2,000

0%
1,000

- -1%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Fresh Coffee Instant Coffee Coffee y-o-y growth

Sub-heading
Volume:
 Low yoy growth rates indicate that the coffee market in Germany is heading towards maturity
 Fresh coffee comprises majority ( approx. 85%) of retail volumes
 average yoy growth rates from 2014 to 2023 for fresh coffee is at 0.4 % versus 1.5% for instant coffee.
 All though the market size of instant coffee is smaller than fresh coffee, higher growth rates in comparison to fresh coffee make it an
attractive investment
Price:
 Retail sales average yoy growth from 2014 to 2023 has been higher for fresh coffee compared to instant coffee(2.3% versus 1.3%

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 ANALYSIS AND PRESENTATION TEST
5
Report summary
Key takeaway

Demographic profile of consumers

1 Median age reach to 46.3 indicating greying population. Foreigner accounts for 13% of total
population by 2030 , indicating cosmopolitan society. Increasing urban mobility to cities like
berlin (5.7 %)Hamburg (2.8%) ,Munich (2.4%,)

trends shaping the coffee market

Consumer willingness to pay is impacted by premium character, quality and freshness .
2 fresh coffee beans’ premium character is expected to continue to gain in popularity
amongst German consumers. Coffee pod sales affected by doubts of Germans on
sustainability and authenticity

Key players and what they’re doing

3 Mondelez Deutschland is market leader .German brand comprise of 45%(approx.) of market
based on RSP. Gepa : the fair trade co has shown an increase of 75% in RSP from 2104 to 2108.
indicating the wider acceptance of sustainable products. Nestle and Starbucks become market
leader in Germany due to wider target segment innovative campaign by nestle with its
collaboration with media markt can further boost sales
Alternative channels
4 Sales in brick & motor outpaces e-commerce, however ecommerce have future potential .
coffee brands in online retailers such as Amazon, coffeecircle.de and roastmarket.de and
easier ordering options are opening up the potential of the e-commerce space.

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