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
Premium New York City Marketing Strategic management
case teaching note 8 Coach Inc.: Is Its Advantage in Luxury Handbags Sustainable? Overview In the six years following its October 2000 initial public offering (IPO)‚ Coach Inc.’s net sales had grown at a compounded annual rate of 26% and its stock price had increased by 1‚400% as a result of a strategy keyed to “accessible” luxury. Coach created the “accessible” luxury category in ladies handbags and leather accessories by matching key luxury rivals on quality and styling‚ while beating them on price
Premium Luxury good Retailing LVMH
Situation analysis 1. Coach present market position; Strengths: * Ability to match key luxury rivers in quality and style but beating them in price by more than 50% * Can serve both middle and high income customers (while the low price and good designs are appealing to the low income customers‚ the high quality is also a pooling factor to the high income customers.) * Best selling Brand in the industry by 2006 with about 25% market share in the USA and second best selling in Japan
Premium Luxury good Sales Marketing
COACH HANDBAGS Overview Since October 2000’s IPO‚ net sales had grown at a compounded annual rate of 26% and stock price had increased by 1‚400% as a result of a strategy keyed to “accessible luxury”. Coach created accessible luxury in ladies handbags and leather accessories by matching key rivals on quality and style‚ while beating them on price by 50% or more. Not only did Coach’s $200-$500 handbags appeal to middle income consumers wanting a taste of luxury‚ but affluent consumers with the means
Premium Luxury good LVMH
Leather and Leather Goods Bangladesh has a long established tanning industry which produces around 2-3% of the world’s leather from a ready supply of raw materials. The country is therefore an established and attractive location to source and outsource the manufacture of finished leather products. The leather industry is ideally suited to Bangladesh with its abundance of labor and natural resources at internationally competitive rates. Sector Highlights Flourishing in this sector are finished
Premium International trade Leather Cattle
1. What are the defining characteristics of the luxury goods industry? What is the industry like? Economics define a luxury good as one for which demand increase as income increase. Luxury goods are said to have high income elasticity of demand as people become wealthier‚ they will buy more and more of the luxury good. This also means‚ however‚ that should there be a decline in income its demand will drop. Unlike mediocre goods‚ they are related to price and high-income individuals. A luxury corporation
Premium Luxury good LVMH Goods
Coach Inc.‚ uses the best-cost strategy which allows them to offer unique‚ recognizable handbags and leather accessories at an excellent value. Coach Inc.‚ also added one more important aspect to their brand‚ customer service experience — the company provides their employees with often customer services trainings at a glance. Their policies regarding product guarantee is outstanding‚ and the fact that they refurbish and replace damaged handbags not matter how old they might be is impressive. The
Premium Marketing Strategic management Revenue
Coach is a large company that has created a strong product identity in the market. They are known for gorgeous soft leather handbags. Coach has used a family brand strategy as they have now branched out to selling coats‚ shoes‚ gloves‚ briefcases‚ watches and even jewelry. They have also used a national or manufacture branding strategy as they do not carry any other private labels or generic products in Coach Stores. Any women can see a leather‚ or not leather purse with large “C”’s and know beyond
Premium
Target Market for Coach Handbags When trying to define the specific target market for Coach handbags we first need to identify those who have a desire‚ financial means‚ are eligible and have the authority to make a purchase (Christ‚ 2008a). There are typically two main markets that Coach will need to look at and those are the individuals who will purchase at the full-price and then those that will only purchase at a discounted price. The full-price purchaser is around her mid thirties and is either
Premium Retailing Branding Brand
industry like? A luxury brand may have profound influence on an overall product strategy since its position may determine how the company is going to make its next step. A luxury brand like Coach epitomizes elegance and combines classic beauty with modern design. According to John E. Gamble‚ not only has Coach become one of the most respected and known brand names in the ladies’ handbags and leather accessories luxury brand industry‚ it is also one of the most best-selling luxury brand companies
Premium Marketing Luxury good Brand