Product details

BioDrive was a start-up founded in 2016. This social enterprise collected and converted used cooking oils into a more efficient, less polluting, and less expensive source of energy for diesel powered vehicles, which is called biodiesel. Biodiesel is a green energy, obtained from a renewable source that burns without residues and with less greenhouse gas emissions than fossil diesel fuel. The process of recycling used cooking oil not only reduces the harmful effects of pollution related to the improper disposal of these oils, but it also reduces the carbon footprint generated by the fossil fuels that the resulting biodiesel replaces. In addition, it creates economically viable activities that include the collection and transportation of used oils to their transformation into biofuel and ultimately their distribution for use in vehicles. As a start-up company in the very protected Moroccan petroleum products market with strong barriers to entry, BioDrive was limited in its sales to the B2B market. Unlike Europe and the US, Moroccan laws and regulations were still not completely favorable to the transition to a low-carbon and inclusive economy. Alia Idrissi, a Master's degree student at ESCA Ecole de Management in Casablanca, received an internship in the summer of 2019 to analyze the market potential for BioDrive's new biodiesel product. She was also asked to develop a responsible marketing strategy which would be in alignment with the CSR priorities of the three identified customer segments.