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Coach Inc. in 2012

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MGMT 5304 – Seminar in Management – MBA – Fall 2014 – PAPER GUIDELINE
Research Paper # 1 – “Coach Inc. in 2012. Gamble et al., pp. 287-298. This paper is worth 25% of total grade, due Monday September 29th via the “Assignments” link on the Blackboard no later than 11:00 p.m. After 11:00 p.m. the link will no longer be operational. PAPER WILL NOT BE ACCEPTED VIA EMAIL.

Make sure that you understand and follow the instructions in “A Guide to Case Analysis” posted in the “Course Documents” link.

Please remember that analyzing a case does not mean to write up a history of the firm - please refer to the “Guide to Case Analysis” p. 2, under “Identification.”

The Coach case provides an excellent example of a best-cost strategy discussed in Chapter 5. It contains ample information to conduct an industry analysis: dominant economic characteristics, driving forces, Porter’s Five Competitive Forces (chapter 3), SWOT analysis, VRIN framework (chapter 4), five generic competitive strategies (Chapter 5), etc.

Start with an analysis of the industry (reading the case you will recognize the other companies in the industry) – identifying the dominant characteristics, doing a five forces analysis, assessing the impact of driving forces, and identifying the key success factors. Then you can proceed to look at the company’s strategy, do a SWOT analysis, and conclude with recommendations.

The following questions MUST be addressed in the case analysis:

1. What are the defining characteristics of the luxury goods industry? What is the industry like? 2. What is competition like in the luxury goods industry? What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the market place? Is the pace of rivalry quickening and becoming more intense? Why or...

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