Tapestry Swot Analysis Paper

For Tapestry to be successful, it is crucial to understand what makes the company strong. This is what the retailer can dictate (Berman & Evans, 2013). It is also crucial for the business to know their opportunities, so they can take hold of it. Knowing where a company is strong ensures that the retailer knows what to continue to do. Tapestry can take their strengths and opportunities to eliminate weaknesses and minimize threats. For example, the company owns three “brands” (Berman, 2017, para. 2). According to Berman, “This includes Coach, Stuart Weitzman, and Kate Spade” (2017, para. 2). The company even has strong market presence, and it is well known. It is the “leading company in the handbag industry” (Data Monitor, 2009, p. 5). This

4). For example, the company sells products through the web (Tapestry, n.d.). This takes advantage of the opportunity of gaining more revenue through the trend of purchasing on the internet. There will be over a nine percent increase in revenue from this (Market, Line, 2017). These strengths bring the opportunities of reaching many different target markets and having collaborations with other major companies. For example, “Selena Gomez” did a collaboration with the business (Espinoza, 2016, para. 1). If the company was not as recognized and successful as it is today, there would be no way that they would be able to collaborate with major celebrities. The business is targeting millennials (Espinoza, 2016). This allows this retailer to effectively reach their target market because it goes hand in hand with their consumers’ interests. It is also positioned as “affordable luxury” (Abrams, Friedman, & Paton, 2017, para. 1). This is especially important to appeal to younger consumers who may not make a large salary. The company is also targeting people in their forties (Kashyap, 2016). The differing product offerings and brand images allow the retailer to attract more than one market

Knowing where the company is weak can help this retailer improve. This is another factor that the company can dictate (Berman & Evans, 2013). For example, the business does not directly produce their goods (Market Line, 2017). Until next year, the company’s footwear brand is also having “style misses and delays with their products” (Bhasin, 2018, para. 8). These weaknesses go hand in hand. Not obtaining merchandise on time is a direct result of having “independent manufacturers” (Market Line, 2017, p. 5). Another thing that occurs from this is not being able to know the exact value of the “raw materials” that the bags are made from (Market Line, 2017, p. 5). This merchandise is produced in other continents, as well. This brings the “threat of foreign exchange risks” (Market Line, 2017, p. 4). Since these transactions are never the same “rate,” the company needs to be careful with their financials (Market Line, 2017, p. 4). In the past five years, there has only been one year of “sales growth” for this business (Market Watch, 2018, para. 1). The company has even gotten more “debt” (Market Line, 2017, p. 4). This is from getting their newest brand. While it is supposed to bring the company more revenue in the future, it is costing them now (Market