Coach Inc ITs strategy in the accessible luxury goods market
Case Study 7:
Coach Inc. in 2012:
ITs strategy in the accessible luxury goods market
__GROUP 8_
GROUP MEMBER
Name
Class
Roaster ID
Student ID
Nguyễn Hải Anh
AFA54A
01
11120068
Tạ Yến Ngọc
AFA54A
29
11122843
AFA54A
31
11123066
Nguyễn Ngọc Phương AFA54A
32
11123139
Phạm Trung Thành
AFA54A
36
11123531
Trần Ngọc Trung
AFA54A
45
11124302
Vũ Ngọc Diệp
AFA54A
05
11120600
Trần Quang Hiếu
AFA54A
17
11121414
Đào Minh Ngọc
AFA54A
30
11122808
Ngô Bảo Trung
AFA54A
47
11124286
Tạ Sơn Tùng
AFA54A
49
11124451
_ Anh Phương
Đinh
table of content
CHAPTER 1: Executive Summary
CHAPTER 2: CASE ANALYSIS
CHAPTER 3: CONCLUSION
1-2
CHAPTER 1 | EXECUTIVE SUMMAry
Recommendation: BUY
Our Group is announcing their coverage of Coach Inc. After reviewing all aspects of the firm we have decided to give Coach a BUY rating with high future predictability and a price target of $64 at year end.
Industry Success
Coach is in the Luxury apparel and accessories industry and considers themselves a small company with large scales. The apparel and accessories industry has seen weak returns over the industry as a whole. Coach however has experienced extreme success over the past several years and seems to have found a niche in the highly competitive market. Coach has recorded very high profit margins and has emerged as a leader in the industry. Coach has achieved these results by selling high end quality products and establishing a well respected and solid brand image.
Marketing Strategy
Much of Coach’s success comes from their successful marketing strategy.
Coach has been able to avoid becoming the trendy one hit wonder company by carefully marketing their products. One thing that Coach deliberately does not do is market to teenagers or younger people. Coach feels that if they advertise to this group they endanger themselves of
Coach Inc. in 2012:
ITs strategy in the accessible luxury goods market
__GROUP 8_
GROUP MEMBER
Name
Class
Roaster ID
Student ID
Nguyễn Hải Anh
AFA54A
01
11120068
Tạ Yến Ngọc
AFA54A
29
11122843
AFA54A
31
11123066
Nguyễn Ngọc Phương AFA54A
32
11123139
Phạm Trung Thành
AFA54A
36
11123531
Trần Ngọc Trung
AFA54A
45
11124302
Vũ Ngọc Diệp
AFA54A
05
11120600
Trần Quang Hiếu
AFA54A
17
11121414
Đào Minh Ngọc
AFA54A
30
11122808
Ngô Bảo Trung
AFA54A
47
11124286
Tạ Sơn Tùng
AFA54A
49
11124451
_ Anh Phương
Đinh
table of content
CHAPTER 1: Executive Summary
CHAPTER 2: CASE ANALYSIS
CHAPTER 3: CONCLUSION
1-2
CHAPTER 1 | EXECUTIVE SUMMAry
Recommendation: BUY
Our Group is announcing their coverage of Coach Inc. After reviewing all aspects of the firm we have decided to give Coach a BUY rating with high future predictability and a price target of $64 at year end.
Industry Success
Coach is in the Luxury apparel and accessories industry and considers themselves a small company with large scales. The apparel and accessories industry has seen weak returns over the industry as a whole. Coach however has experienced extreme success over the past several years and seems to have found a niche in the highly competitive market. Coach has recorded very high profit margins and has emerged as a leader in the industry. Coach has achieved these results by selling high end quality products and establishing a well respected and solid brand image.
Marketing Strategy
Much of Coach’s success comes from their successful marketing strategy.
Coach has been able to avoid becoming the trendy one hit wonder company by carefully marketing their products. One thing that Coach deliberately does not do is market to teenagers or younger people. Coach feels that if they advertise to this group they endanger themselves of