The role of coaching in business environment is becoming increasingly important as a means of improving performance, attaining organisational and personal goals. The aim of this research is to investigate the distinctive features of coaching to identify its role and place among other targeted interventions. Quantitative and qualitative data analysis methods have been used in this research. On the basis of the analysis, it is concluded that coaching is positioned as beneficial, selfdevelopment, work-related intervention that deals with the client’s mental growth.