Strengths:
- Variety of products (more than 120 different products).
- Product’s Quality (ingenious new approach to frame configuration and material selection that reduces weight while increasing durability).
- Intelligent and practical design.
- Best warranty in the market.
- Clients buy a second time.
- Convenience of finding and buying (most luggage and specialty retail stores).
- Sales people at retail stores are knowledgeable about the products and recommend it.
- Fast and good quality of repair service.
Weaknesses:
- High price compared to competition.
- Low brand awareness.
- Lack of Briggs and Riley Store (available just online or retail stores).
Opportunities:
- Low airline ticket price (people travel more).
- Laptop sales increase each year (important point especially for @work Collection).
- Airline companies carelessness with passenger’s luggage (they will want to buy a new one more resistant or one with good warranty).
Threats:
- U.S. bad economy.Established competitive brands.
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