Coach, Inc. Marketing Plan Essay

This expansion demonstrates how the luxury industry is now run by massive corporations whose focus is only on growth, visibility, brand awareness, advertising, and most importantly, PROFITS! With growth and expansion, has come a decrease in quality and rarity. The luxury garments produced are mostly not handmade but are even outsourced to large factories in places such as China and Turkey. Also, to meet quarterly turnover projections, “designers churn(ed) out increasingly trendy collections of clothes, handbags, and shoes.” (Thomas, Pg. 246) With hundreds of new stores around the globe the surplus of designer labeled merchandise is immense hence, the proliferation of outlet malls.

Nike is a brand which is extremely well known for their sort of administration and items that they offer as this can be fitted to the size clients need. They likewise do various things to have the capacity to address furthermore surpass the issues of their clients.

While Coach, Inc. has managed to capture a large amount of the market by pursuing a broad differentiation strategy and promoting the company as an accessible luxury brand, they still have some areas to improve upon.

The following case analysis will assess Coach Inc. and its strategy in the accessible luxury brand goods market. The coach strategy focuses on its luxury rivals in matching key quality styles while offering it at a cheaper price. The company offers most products at a 50% off discount price less than other brands which gives them a competitive advantage pertaining to its customer base. Coach marketed its products to middle –income consumers desiring taste of luxury, but also affluent and wealthy consumers with means to spend considerably more on a handbag (Gamble, 2012. P.C-73) .The Company also has several other strategies such as to increase global distribution, improve same store sales productivity and continue its multi-channel business model which includes indirect whole sales to third party retailers but also focuses on direct consumer sales. Coach has done well in the luxury goods industry but the companies profit margin is still below the levels achieved prior to the onset of a slowing economy in 2007 ( Gamble, 2012. P.C-73.The Company had experienced a decline in sales as they are unsure if the company recent growth could remain constant and maintain their competitive advantage with other successful luxury lines Michael Kors, Salvatore Ferragamo, Prada and Dolce & Gabbana.

Coach is an American New York based company competing in the clothing sector of the consumer goods industry. Its products include leather goods for both men and women. Through exceptional customer service the company maintains and builds a loyal and dependable clientele. Unique designs and branding has distinguished the company from its peers. Peers include but not limited to L Brands Incorporated, PVH Corp., Ralph Lauren Corp., Tiffany & Co., VF Corp., Estee Lauder Incorporated, Kate Spade & Co., Abercrombie & Fitch and Michael Kors Holdings Limited. From fragrances, sunglasses, outerwear, travel bags, men’s belts, wallets and gloves the company has strategically remained relevant in the market place. Coach has been profoundly involved in increasing its global presence in the Asian markets.

Coach operates in a highly competitive industry with low market-entry barriers. While it is relatively easy for new companies to enter into this market, most shy away due to the lack of staying power and proper capital, as well as the know-how in total quality management. The long-standing brand equities associated with the existing players in this industry are a strong deterrent alone for any potential new entrants. In addition, there are large amounts of costs involved with the process of creating and maintaining a new company, which would also steer most potential new entrants away. If all other things being equal, Coach, along with its competitors, has greatly benefitted from these factors shielding them against the threat of entry

Coach is a one of recognizable American luxury brand which provide classic American style products. Coach’s history was begun as family-run s mall shop which sell handmade leather goods in Manhattan in 1941. Their well quality products greatly expanded, and Coach prominent a position as a luxury brand. They produce highest standard materials and it makes their value, today we can still see this integrity for not only for products but also customer

A marketing strategy is important for any product, and a big part of that strategy is the distribution elements and channels (Distribution, 2009; Marketing, 2011; Timberlake, 2012). Coach is very selective about how they distribute their products. They have authorized stores and outlet stores, as well as catalogs and a company website (Coach, 2012). They also allow some department stores to carry their products, as well as catalogues and specialty stores (Coach, 2012). A few duty free locations also have Coach bags (Coach, 2012). This is clearly stated on their website in an effort to dissuade people from purchasing a Coach handbag in a way that is illegal. It can also help prevent people from purchasing something they think is a Coach handbag but finding out later it is a copy or a fake. The target market for Coach is generally upscale, so Coach does not want the less expensive chain retailers carrying its product. There should be some exclusively with the Coach brand, and that can only be created and maintained by controlling what stores and locations can carry the Coach brand. Doing this allows the company better marketability when targeting specific groups or areas of a target market, such as upscale consumers.

Coach has many strengths and weaknesses. Coach strengths include its wide range of accessories such as its handbags, watches, accessories, cosmetic cases, key fobs, belts, electronic accessories, gloves, hats, scarves, business cases, luggage, eyewear, fragrance, and clothing. It is the leading luxury leather goods company in the United States, with expansion in Japan, China, and Asia. Coach has developed a respected reputation by providing their customers with quality products and its 70+ years of being in business. They do a great job of advertising through press releases, catalogs, internet, and shopping centers. Coach has a larger range of pricing which attracts lower income consumers and wealthier consumers. They also allow their products to be sold at stores (department and full price stores) and online. Coach prides themselves on creating customer value. However, Coach also displays weaknesses as well. They have a limited selection for men and a poor inventory turnover rate. Coach has no direct announcements to the public about the promotion of new products. Their new products first sell at full price which keeps the lower income

Coach has a very strong brand image. They continue to gain new customers and because of devotion and loyalty they are able to keep repeat customers. Brand image can be considered everything to customers when searching for a handbag. Industries that manufacture handbags must be able to provide what is considered a “chic service”, while continuing a “thriving business” (Foster, 2006). Due to the brand image that Coach has they are able to introduce new and more risky handbags with the confidence that most current consumers will continue to purchase their

Routine Problem Solving Nike's prominent and continuous advertising campaigns ensure that consumers in the youth market are aware of the brand, as greater awareness inevitably leads to greater sales. Once these sales are secures by consumers in the youth market their interest is maintained by further advertising, which leads to repeat purchase. 4.5 Variety

The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.

Coach uses e-commerce strategy including invitation-only factory flash sites and third-party flash sites; global lifestyle brand

Emerging markets- The 2 biggest emerging markets for luxury fashion products are China and India, which is a great opportunity for the brand to explore and

The objective of this study is to verify the positioning of the new luxury brands in relation to traditional luxury brands and middle range brands, and to draw implications for both academics and practitioners. In other words, to show that in terms of perceived prestige new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands.