Running head: MARKETING STRATEGY – COACH, INC. (COH) Marketing Strategy Coach, Inc. (COH) Shirl L. Jenkins Professor: Eddie Alford Principles of Marketing (MKT100 - 014016) August 24, 2008 Introduction Coach is a leading American marketer of fine accessories and gifts for men and women. Their product offerings include handbags, women’s and men’s accessories, footwear, outerwear, business cases, sun wear, watches, travel bags, jewelry and fragrance. Coach has been in existence for sixty-four
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Background in Brief: Coach was first established in 1941, as a small family run leather goods manufacturing business. Over time Coach became recognized as a premium brand that provided superior quality leather goods in classic styles and in the 1980`s it opened exclusive Coach retail stores. Coach was sold to Sara Lee in 1985 and experienced rapid expansion. Coach`s product portfolio was expanded to include, accessories, luggage and briefcases and many more exclusive Coach stores and Boutiques were
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Introduction Coach came began in 1941 as a simple company making fine leather handbags for women. For 40 years Coach grew steady within the luxurious accessory market while maintaining their reputation for sturdy, fashionable handbags that were 50 percent less than other luxurious brands. In 1985 the family ran Coach was sold to Sara Lee, a food and consumer good producer. Sara Lee acquisition of Coach did not change the preexisting strategy and approach to operations for manufacturer too much
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Coach Company Analysis Recommendation: Sell Coach The current recessionary environment has had a strong negative impact on individual income levels, consumer spending and consumer credit availability. As a producer of high priced luxury goods Coach stands to suffer from the state of the economy as conspicuous consumption is frowned upon and consumer frugality is in fashion. These are factors that significantly impact Coach’s financial outlook as the company has experienced declines in both
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Kris Wackt (594101) BUS499AA Strategic Management February 15, 2015 Coach, Inc. in 2012 - Case Study 1. What are the defining characteristics of the luxury goods industry? What is the industry like? The luxury goods industry has a handful of defining characteristics which include price, quality, style and reputation. The price does not seem to be the key differentiator among competitors in this market, but it certainly helps increase sales volume given the other defining factors. Quality
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opportunities for Coach Inc. to grow. Key Success Factors Coach as a manufacturer include matching key rivals in quality and styling while beating them on price by 50 percent as well as and the ongoing creative designs. Coach has an exceptionally large and loyal customer base mostly due in part to the outstanding product quality. Coach takes great pride in using skilled employees, quality natural materials, exceptional leathers, and only the finest hardware. Through the years Coach has earned a reputation
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Table of Contents Executive Summary 3 Industry Success 3 Coach Strategy 3 Company and Industry Overview 4 Company Overview 4 Industry Overview 5 Apparel and Accessories Industry 5 Luxury Products Industry 5 Michael Porter’s five forces model 8 Competitive Force 1: Rivalry among Competing Sellers (Moderate) 9 Competitive Force 2: Threat of New Entrants (Low-Moderate) 9 Competitive Force 3: Threat of Substitute Products (Moderate-High) 10 Competitive Force 4: Bargaining Power of Suppliers
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Case 1: Coach Inc. in 2012: Its Strategy in the “Accessible” Luxury Goods Market -Rohan Shetty 1. Competitive Strategies Coach uses a broad differentiation strategy while competing in the handbag and leather accessories industry. Coach differentiates itself from its competitors by marketing itself as an “accessible luxury brand. It offers its buyers a tiered pricing structure with differentiated products. This makes the Coach’s products less price sensitive and also keeps the buyers loyal to
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of the company are Vera Bradley: Coach Inc, Michael Kors Holdings and Kate Spade & Company. The case says about Coach that "In 2013, says Coach operated 351 stores and 193 stores full price of factory outlets in North America and maintains more than 1,000 accounts department store wholesale. The company operated 191 stores in Japan and 218 stores in other Asian nations. Coach products were also available in 183 locations in other international markets. The coach also operates e-commerce websites
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Background in Brief: Coach was first established in 1941, as a small family run leather goods manufacturing business. Over time Coach became recognized as a premium brand that provided superior quality leather goods in classic styles and in the 1980`s it opened exclusive Coach retail stores. Coach was sold to Sara Lee in 1985 and experienced rapid expansion. Coach`s product portfolio was expanded to include, accessories, luggage and briefcases and many more exclusive Coach stores and Boutiques were
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