Vera Bradley is focused its customers, product, distribution channels, and marketing. The strategy can be best characterized as focused, high quality products. The company offers a limited number of products. Vera Bradley is unique and creative in their designs and patterns. The core competencies are in selling, merchandising, and designing. Vera Bradley’s situation is becoming less attractive in the market. Sales, revenues, net income, and earnings are decreasing. The company’s strengths are: high growth rate, skilled workforce, unique products, global sourcing, management expertise, debt-free, and strong supply chain. The weakness includes: poor financial performance, high investments in research and development, and broad product line.
