Coach Inc. Case Study

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Seth Christopher

David Deschenes

Melanie Arias

Ian Abrahamson

Katelynne Cerez

Michael D’Aniello

Table of Contents

Section 1: Executive Summary                                                                             3                                     Section 2: Introduction                                                                                          4

Section 3: Current Situation                                                                                  5

         3.1: Current Performance                                                       5

         3.2: Strategic Posture                                                                               8

Section 4: External Factors                                                                                  12

        4.1: Societal, Political, Regulatory, Community Factors                        12

        4.2: Industry & Competitive Analysis                                      14                                                    

        4.3: Summary of External Factors                                             17

Section 5: Internal Factors – Competitive Capabilities                             17

Section 6: Suggested Strategies & Alternatives                                     23

Section 7: Implementation                                                             37

Section 8: Citations                                                                    44                                           

Section 1: Executive Summary

Coach Inc. is a designer and marketer of high-quality, modern American classic accessories. In fact, they are among some of most known luxury brands in the United States and Asia. Coach’s immense success has been largely attributable to its focus on quality and stylish products which respond to consumers’ needs based on its extensive, effective and efficient marketing research. Its “accessible” luxury goods price strategy also helps drive growth. This report will analyze the current status of the company, and then further analyze the external environment of the industry in comparison with inner capabilities inherent in the company. As follows in this plan, Coach, Inc. should renew their vision and strategic focus by engaging in hit-and-run marketing tactics, expanding their product line into the male demographics, seizing exclusivity contract with an international supplier, and pursuing an aggressive international expansion effort into India and China, while following general broad differentiation guidelines. Coach will use its marketing tactics to help focus and differentiate themselves from their competitors.