Coach Handbag analysis
MARKETING RESEARCH PAPER
COMPANY OVERVIEW
Designing and marketing of accessories and gift products for women and men. The company primarily 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 share as accordance of Marketline
In just two years (2003–2005), Coach’s market share has increased from 18 percent to 23 percent.
TARGET MARKET DISCRIPTION men and women aged between 20s- 40s who possess mid to high levels of disposable income, seeking distinctive, easily recognizable, accessible luxury products that are relevant, well made, and provide excellent value
(2012, 03). Mkt 501 Case Study Module 1 Target Market Coach Handbags. StudyMode.com. Retrieved 03, 2012, from http://www.studymode.com/essays/Mkt-501-Case-Study-Module-1-942364.html http://coachinc.wordpress.com/assignment-1/brand-positioning/competitor-analysis/ Product Life Cycle
Shorten new-product cycle time (releases every four to five weeks, up from twice a year).
Learn through multiple new-product variations (12 to 28 per release, up from two to three). http://mmoore.ba.ttu.edu/ValuationReports/Coach.pdf SWOT ANALYSIS – MARKETLINE UNDER COACH 2
STRENGTHS
Strong focus on the handbags category Consistent revenue and profit growth Multi-channel distribution strategy
WEAKNESSES
Dependence on independent manufacturer for procuring merchandise
OPPORTUNITIES
Expanding presence in China
Joint ventures with international partners in Europe
Increasing online sales
THREATS
Counterfeit goods
Ban on advertising of luxury products in China
Intense competition
started
MISC INFO:
Coach was launched in 1941 in a loft in New York’s Soho district by a leather craftsman named Miles Cahn, who created ladies’ purses designed in elegantly understated black or brown and featuring simple brass turnlocks and little other decoration. The bags were expensive but so well made that they were considered an
COMPANY OVERVIEW
Designing and marketing of accessories and gift products for women and men. The company primarily 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 share as accordance of Marketline
In just two years (2003–2005), Coach’s market share has increased from 18 percent to 23 percent.
TARGET MARKET DISCRIPTION men and women aged between 20s- 40s who possess mid to high levels of disposable income, seeking distinctive, easily recognizable, accessible luxury products that are relevant, well made, and provide excellent value
(2012, 03). Mkt 501 Case Study Module 1 Target Market Coach Handbags. StudyMode.com. Retrieved 03, 2012, from http://www.studymode.com/essays/Mkt-501-Case-Study-Module-1-942364.html http://coachinc.wordpress.com/assignment-1/brand-positioning/competitor-analysis/ Product Life Cycle
Shorten new-product cycle time (releases every four to five weeks, up from twice a year).
Learn through multiple new-product variations (12 to 28 per release, up from two to three). http://mmoore.ba.ttu.edu/ValuationReports/Coach.pdf SWOT ANALYSIS – MARKETLINE UNDER COACH 2
STRENGTHS
Strong focus on the handbags category Consistent revenue and profit growth Multi-channel distribution strategy
WEAKNESSES
Dependence on independent manufacturer for procuring merchandise
OPPORTUNITIES
Expanding presence in China
Joint ventures with international partners in Europe
Increasing online sales
THREATS
Counterfeit goods
Ban on advertising of luxury products in China
Intense competition
started
MISC INFO:
Coach was launched in 1941 in a loft in New York’s Soho district by a leather craftsman named Miles Cahn, who created ladies’ purses designed in elegantly understated black or brown and featuring simple brass turnlocks and little other decoration. The bags were expensive but so well made that they were considered an