Evaluation des potentiels marchés et proposition d'une stratégie d'approche pour un équipement de torréfaction de la biomasse

Abstract

The world is currently entering an energetic transition, in which renewable energies are, little by little, replacing fossil fuels. The European Union set optimistic goals in that sense for 2020 and beyond. In that context Cockerill Maintenance & Ingénierie has developed the MHF100/0™ , a technology that torrefies biomass. Biomass torrefaction is a process that creates black pellets, a renewable energy source with properties similar to the ones of coal. The main aim of black pellets is, thus, to substitute coal in coal-fired power plants. The torrefied biomass market is currently at its premises, which means that many questions still remain with unknown answers. The aim of this paper was to help CMI identify the most attractive segments and potential markets for its MHF100/0™. The methodology built for this project was first a desk research that was used to collect data and to build hypothesis. A field research was then undertake, consisting in a qualitative study. The aim of this study was to meet prospects and confirm or modify the hypotheses. The results reveal that the potential markets for a biomass torrefaction technology would be in first position France, followed by Germany and Poland. The most attractive segments would be the industries exploiting medium-sized coal-fired power plant and more specifically plants producing heat. For its strategy, the company should not forget to communicate on its assets and on the advantages of its technology. The customers need to know what their benefits would be by using the MHF100/0™.