Coach has built and maintained a reputation that leaves a lasting impression on its consumers that keeps them coming back (see Appendix B for Brand Reputation Capability and the VRIN Test) . Coach has also built its brand very well to be able to maintain its competitive advantage and manage industry strengths (see Appendix A, Porters 5 Forces). Opportunities/Threats: It is also important to highlight opportunities and eliminate threats. That said, the luxury goods market is expected to reach over $350 billion in 2015. This presents a great opportunity for Coach to expand and reach booming markets that it has not been successful in before. With the increase in demand and forecast spending on luxury goods, competition is also intensifying, which poses threats. Another threat emerged in 2007, when economies were hit by a recession that affected consumer spending, such an event could happen again. Today we can see a growing demand for luxury products sold all over the world. Much of this comes from emerging markets like China. It is a race between competitors to gain market share in these regions before others. The challenge arises when it comes to properly marketing, distributing and selling in these new markets. To accomplish these feats, the Coach will have to turn to his resources and abilities (see Appendix