Harcour Swot Analysis Essay

The SWOT analysis is a tool to evaluate the internal structure of a business and the impact of external forces on it. It allows the business to see what are its strengths and weaknesses and where are the opportunities and threats.

1.1.1 Strengths

The actual strengths of the brand are the brand awareness, its customer service, the customer satisfaction, the loyalty of its customers and its faculty to launch new products using new technologies and following the trends. In France, the brand is well recognized and known for the good quality of its products and its originality. Moreover, it has a good recognition for the quality of its customer service that lead to customer satisfaction and increase the loyalty of the customers. In fact, through the presence of the brand on many show jumping competition and horse events for many years, the brand has created a real bound with its customers so they repeat the purchase and

It shows that the expansion is possible but as they are implemented for long it is difficult to say if they applied the good strategy. In addition, there are new competitors entering the market every year and the market is a niche so it can be difficult to resist to the pressure if the market starts to be overload. The main competitors are well settled at the top and well known by most of the riders and it make it difficult to enter this private circle of top brand. The recession is always a threat as a new economy crisis which is unpredictable and can or cannot happened but everyone should be prepared meanings that as equestrian sport is one of the first budget that people cut when times are hard. Another threat could be the recent elections both in France and in the US because the new presidents and governance can change the policy and impacted badly the trade agreement between those two