Samenvatting

In recent years the number of farriers in the Netherlands has decreased though the number of horses hasn’t. As there are only three big horseshoe manufacturers competitors in the Netherlands. Their goal is to increase their market share. In order to win existing farriers over, the horseshoe manufacturers need to know the needs of the farriers and the journey they are making when they are buying their products. The horseshoe manufacturers must strengthen their offer by developing services that will help to determine ways to better understand and address the evolving needs and expectations of farriers. The main question of this research is: “How can horseshoe manufacturers better address the needs of farriers in order to gain a higher market share?”. It is answered with the characteristics of farriers in the Netherlands, experience of the farriers with the horseshoe manufacturers, what the pain points in the customer journey of farriers are and how horseshoe manufacturers can increase the approach of the needs of the farriers. These questions were researched by conducting qualitative interviews with farriers.