SWOT Analysis for coach inc in 2012 its strategy in the accessible Case Study

SWOT Analysis for coach inc in 2012 its strategy in the accessible luxury good market - Case Study Example The company aimed at attaining the strategic priorities through increasing market share in North America through opening new distribution outlets and increasing the products targeted towards men. The company would also increase the online sales and raise brand awareness in markets with low penetration such as South America (Gamble & Eastburn, p 289). One of the strengths is the widespread distribution network that includes wholesale retailers and factory stores. The company has approximately 970 wholesale locations in North American market, 169 retail outlets in Japan, 66 stores in China and other international wholesale outlets in 18 countries. The effective distribution network is essential in creating customer efficiency, enhancing brand awareness and penetrating new markets thus will enable the company to attain higher sales volumes in the future. Currently, Coach has a wide geographic coverage and strong global distribution capabilities due to partnering with wholesale retailers in different countries (Gamble & Eastburn, p 297). The company has a reputation for quality and differentiated products that meet the current product trends and consumer desires. The company uses the highest-quality leathers and has established quality sourcing agreements with the overseas third parties (Gamble & Eastburn, 2014). The company has excellent customer service capabilities that include wide range of direct marketing activities such as websites, catalogs, and brochures. The company is capable of collecting and storing current and potential customer information in order to understand the changing customer tastes and respond effectively through offering products that meet the changing customer expectations. For instance, Coach increased the customer contacts by 52 percent in 2011 to over 625 million contacts (Gamble & Eastburn, 2014). Coach has good supply chain management capabilities that ensure high quality