Reference no: EM132989624

A French company MPO Fenêtres is planning on launching a new product, state of the art windows that were characterized by thermal performance. This thermal performance was achieved by the use of triple glazing in window manufacturing. This company is based in the French region of Orne. It has 200 employees, and realized a turnover of over €35 million in the last year. It has positioned itself as an innovative company, always seeking to apply the latest technical developments. In the current economic crisis customers are more careful with their money, and think more carefully about potential purchases. In recent years it has been shown that consumers' purchasing behaviour has evolved, and that criteria such as sustainable development and environmental protection are now among the factors that may influence purchasing decisions. In this sense, an "ecological consciousness" has emerged. Not only the Grenelle de l'Environnement (a French forum for the discussion of issues relating to sustainable development) and government standards, but also tax credits associated with the purchase of certain goods, have affected the housing industry, and therefore also window manufacturers. Rebuilding and renovation are also subject to these factors.

In this context, the launch of windows made of PVC, with their high thermal performance and technical and competitive advantages, was important for this SME. It was the company managers' responsibility to launch and market these products successfully.

Q1. Conduct an internal and an external diagnosis of the company. Use the SWOT tool to synthesize this information.