trips. They use them products because they like the reliability and product design which helps the image of the company. Urder qualier for the Coleman Company would have to be the fact that even though they have outsourced many of the manufacturing jobs to the Chinese, the quality of their products has not gone down in the slightest bit. When the consumer buys products from Coleman, the most important thing they are looking for is how durable and reliable will this product be in various situations. Due to that their reputation as a reliable company allows them to have a very big portion of their respective industry. Looking at the operations of the company, their competitive priorities do align with the supply chain, The company really focuses on their durability, reliability of their products, The Coleman Company designs their products to handle many situations, because the company produces items that are supposed to be used for outdoor recreational purposes. If the product line did not live up to the company's competitive strategy then there would be the issue of the misalignment with their supply chain. But it is quite the opposite, the company regardless of the outsourcing, the quality and the reliability of their products still allows the company to live up to their competitive strategy