Cool Hand Co. has several strengths that can be leveraged to mitigate its weaknesses. The brand's long - standing presence, smart rebrand, and well - made products using local and organic ingredients can enhance its reputation. The great seasonal flavors and a specific customer crowd indicate potential for targeted marketing. However, the high price and slow sales are concerning. Category managers should consider a more competitive pricing strategy to increase perceived value. To address the issue of being less appealing than competitors, they can focus on the brand's unique selling points, such as local and organic sourcing, in merchandising. Since it's the only shrub brand carried, more in - store promotions and partnerships can be explored to boost sales and improve shelf performance.