Expansion of MyOats to Germany

Wimmer, Lena; Pastor García, Rita

Expansion of MyOats to Germany

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Citation

Wimmer, L, Pastor García, R. Expansion of MyOats to Germany. 2021. handle: http://hdl.handle.net/10230/48487

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Abstract

This Master Thesis, develops a business plan for MyOats, which is the company that we have created here in Spain, to expand its business to Germany. The company aims to produce a 100 percent recyclable plant-based oat drink. We intend to create a company that is respectful of our planet by remaining as sustainable as possible in the manufacture and distribution of our products, in the knowledge that this is difficult when it comes to exporting. We have opted to solely produce oat milk, given that it is the vegetable beverage that we can produce in the most sustainable way. Our competitive advantage in a fragmented market is to be the first company in Germany selling plant-based dairy products in glass bottles. By entering the German market through a distributorship we achieve to gain a foothold in the FMCG industry and we will be part of a big movement towards more sustainable food consumption.