Coach's SWOT

Strength/ Competencies/ Capabilities

• Brand image – high quality and innovative design at lower prices

• Distribution capabilities – products are sold through various channels such as factory outlets, full priced retail stores, department stores and internet.

• Diverse product line- continuous innovation and new product introduction based on comprehensive and market research.

• Leveraged existing brand name by adding various accessory lines

• Outstanding customer service

• Low manufacturing cost – products are manufactured by third party suppliers and licensing agreements

• Strategic Alliances

Weakness/ Competitive Deficiencies and Liabilities

• Small selection of the products catered to men

• Penetration of other markets such as business case and luggage is small

• European presence is small

Opportunities

• Invest internationally- by expanding into Europe and different emerging markets

• Develop line for men

• Add retail stores in Europe

Threats

• Counterfeiting – negatively affects the sales of luxury brands

• Competition – consumers may find diffusion lines offered by more prestigious luxury goods companies more appealing

• Economic downturns which may cause middle income consumers to cut spending on luxury goods