1 / 9

COACH

COACH. Candie Narcisse Carolina Hernandez. Coach History. Founded in 1941 in a Manhattan loft with six family members who were handcrafters and collectors of leather goods. 1961 Miles Cahn & His wife buys out the family’s business. Acquired by Sara Lee Corporation in 1985.

ciel
Download Presentation

COACH

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. COACH CandieNarcisse Carolina Hernandez

  2. Coach History • Founded in 1941 in a Manhattan loft with six family members who were handcrafters and collectors of leather goods. • 1961 Miles Cahn & His wife buys out the family’s business. • Acquired by Sara Lee Corporation in 1985. • By 2000, Coach was incorporated and listed. • Late 1970s/early 1980s Coach opened their first mail-order business & specialty stores.

  3. Target Market • Started as 25-40 year old females earning six figures. • Then the main target was 18-24 year old females, with 61% being college students. • Now Coach does not want to target to a specific age group but more to a certain class. • As the consumers change, Coach plans to change also keeping their products fresh and relevant.

  4. Value Proposition • Coach has five values. • The brand is our touchstone • Customer satisfaction • Integrity • Innovation • Collaboration • All adds up to deliver on mission statement: “Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling”

  5. Marketing Strategy Digital • Using a Multi-Channel in multiple geographical areas. • Reaching out to a wide range of consumers through the internet. • Coach is fairly new to the digital world being that their first on-line store was launched in 1999. • They still manage to reach out through facebook, twitter, and E-mails. • E-mail being their MAIN source of marketing. • Offering discounts • Special night shopping on new collections • Etc. • In 2009, coach re-launched their website to enhance the e-commerce shopping experience. Non- Digital • Coach seems to be doing well in the non-digital market. • Stores ranging from the U.S., Japan, Canada, and even international.  France, Mexico, United Kingdom, Guam, Saudi Arabia and many more. • As of 2011, Coach operated 322 retail stores and 138 factory stores in the United Statesalone.

  6. S.W.O.T Analysis • Strengths: • Known as the American style of designer, producer and marketer of fine accessories and gifts for women and men. • Multi- Channel company • Customer Loyalty • Diverse Products • Weaknesses: • Moving down from couture to just designer. • Weak inventory turnover rate • Fashion trends changes • Opportunities: • More international expansion • Product expansion • Threats: • Strong competition • Counterfeit Products • Economic Recession

  7. Holes in Current Strategy • Not many holes in Coach’s strategy because most of their threats are uncontrollable. • The creation of counterfeit products being the biggest uncontrollable aspect. • Flip inventory turn over rate faster. • Market more to men in the U.S. to increase sales. • Update Coach application.

  8. Implementation Plan • Update Coach app by partnering with Aurasma to showcase their product line. • New approach to Facebook page. • Coach needs to find other ways to reach out to their consumers besides overloading them with E-mails.

  9. New S.W.O.T • Strengths: • Would continue to grow. • Weaknesses: • Would hopefully disappear but, • Still might remain the underdog in the luxury handbag industry. • Opportunities: • Hopes of getting back It’s couture value. • Reaching out to all ages and still keep value. • Threats: • Would remain the same because they are still uncontrollable.

More Related