SWOT ANALYSIS LES EAUX MINERALES D’OULMES
Strenghts :
• Brand equity: Strong brand name that the company started to build since 1934.
• Highest market share: EMO claims around 70% market share.
• Strong reactivity to market changes: The bottled water market is growing. Over the past two years, demand has grown from 300 to 450 million liters, an average consumption of 15 liters per capita per year. According to an operator, it is three times the average recorded 5 years ago.
• Diversified products: The battle is also at the level of product diversification. Les eaux minerales d'Oulmès have launched in 2005, the concept of flavored waters with flavors peach, orange and strawberry.
• Natural resources: Les Eaux Minérales d’Oulmes has been certified by the Moroccan Ministery of Health: “water from a natural source”.
• Social responsibility: Les Eaux Minérales d'Oulmes is a socially responsible compan, as a proof of that the comapny launched the first vegetable bottle that is 100% natural.
• Training employees
• ISO certification: ISO 9001 version 2008, version 2005, certification ISO 22000, ISO 14001 certification being obtained ...
• Aggressive Marketing strategy

Weaknesses:
• Ain Atlas is not associated with the parent company’s brand name
• Raw materials price increase: The price of mineral water resources is increasing.
• Increase of distribution cost: An important increase in the cost id the distribution was caused by an inneficient distribution network.
• Outdated website: "www.leseauxmineralesdoulmes.ma" the website of the company is currently down for maintenance
• Lack of online advestisement: Since the majority of the target market use the internet, EMO could use online advertising to make more profit.
• Opportunities for exportation are not considered
• High dependence on debt financing: EMO is highly dependent on debt financing