Coach Handbag analysis Essay

Company overview
Planing and selling of accoutrements and gift merchandises for adult females and work forces. The company chiefly operates in the US and Japan. It is headquartered in New York City. New York and employed 18. 000 people as of June 30. 2012. 36 % market portion as conformity of Marketline

In merely two old ages ( 2003–2005 ) . Coach’s market portion has increased from 18 per centum to 23 per centum. Target MARKET DISCRIPTION
work forces and adult females aged between 20s- 40s who possess mid to high degrees of disposable income. seeking typical. easy recognizable. accessible luxury merchandises that are relevant. good made. and supply first-class value

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( 2012. 03 ) . Mkt 501 Case Study Module 1 Target Market Coach Handbags. StudyMode. com. Retrieved 03. 2012. from hypertext transfer protocol: //www. studymode. com/essays/Mkt-501-Case-Study-Module-1-942364. html hypertext transfer protocol: //coachinc. wordpress. com/assignment-1/brand-positioning/competitor-analysis/ Product Life Cycle

Shorten new-product rhythm clip ( releases every four to five hebdomads. up from twice a twelvemonth ) . Learn through multiple new-product fluctuations ( 12 to 28 per release. up from two to three ) . hypertext transfer protocol: //mmoore. Ba. ttu. edu/ValuationReports/Coach. pdf

Strong focal point on the handbags class Consistent gross and net income growing Multi-channel distribution scheme WEAKNESSES
Dependence on independent maker for securing ware Opportunity
Expanding presence in China
Joint ventures with international spouses in Europe
Increasing online gross revenues
Counterfeit goods
Ban on advertisement of luxury merchandises in China
Intense competition

Coach was launched in 1941 in a loft in New York’s Soho territory by a leather craftsman named Miles Cahn. who created ladies’ bags designed in elegantly unostentatious black or brown and having simple brass turnlocks and small other ornament. The bags were expensive but so good made that they were considered an first-class value. Coach was able to show the trade name from caput to toe. including merchandises from chapeaus and outerwear to handbags and accoutrements. One major discovery was the “wristlet. ” a zippered rectangular bag merely 4 by 6 inches.

This new merchandise grew out of Coach’s research into how adult females were utilizing their bags. Coach spends over $ 5 million per twelvemonth on market place testing of new merchandises research shows that the best Coach clients visit the shop every four to five hebdomads. This dictates the beat at which Coach rolls out its ain merchandises and floor-set alterations.


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