Product Name	Market Share	Price	Contrib. Margin	Material Costs	Labor Costs	Awareness	Accessibility
Aft	21%	$33.00	31%	$13.43	$9.28	100%	70%
Edge	20%	$33.00	31%	$13.69	$9.07	94%	66%
Bold	19%	$33.50	35%	$13.54	$7.42	100%	58%
Dot	19%	$33.45	34%	$14.36	$7.83	100%	56%
Coat	12%	$30.00	16%	$15.41	$10.22	66%	32%
Ernie	9%	$33.00	32%	$13.89	$8.46	70%	66%

What are Coat strengths/weaknesses/issues and plan of action compare to the rest of the products?

Customer buying Criteria

1. Reliability 43% importance

2. Price 29% importance