Coach As A Pioneer Of The American Affordable Luxury Industry

The Coach does not need to have experience specific to the "coachee's " employment, the coach does not have to be the senior of the "coachee" within the organisation.

Westminster Company is a giant Global manufacturer of health products whose brand has been recognized by the world. As the company they have three different operations which produce and distribute different product lines. Their main strategy on which they are working and which is a major success for them is decentralized management. Now they are re-evaluating their traditional supply chain strategy because the company is getting too much pressure from their large domestic’s customers and global customers. Now the company has to study on

Eventually, people with a need of travel bags with relatively higher discretionary income which contains 29% of Vancouver population with the income of 25000 or under (vividata). Although the observation reveals that middle aged buyers with a tendency to purchase practical products with high quality are interested in Herschel 's pieces as well. While the market segment includes a wide range of consumers as it 's been mentioned before, In contrast, the size of Herschel section in Nordestrom is pretty small in ladies handbags area which is contradictory for a world wide Canadian company.

A Coach is somebody who develops, improves or promotes changes in a persons ability and understanding. Coaches work with another person or a group of people and develops them as people using sport to progress them in their development. All coaches have certain responsibilities towards performers, their sport, their profession and themselves. Below I have identified what a coach may be required to fulfil.

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.

What is coaching – “The coach works with the clients to achieve a speedy, increased and sustainable effectiveness in their lives and careers through focused learning. The coach’s sole aim is to work with the client to achieve all of the client’s potential-as defined by the client” The Coaching Manual Starr, J 2008.

With high rates of travel within US and abroad, there is a greater demand for luggage and leather accessories.

Limiting the company’s collection of high quality hand bag, purses and accessories, and selecting the products with more popularity, will have a huge influence on their success. The past couple of years the major products from their accessories category were cosmetic cases, eye-glass cases, wristlets, wallets and gifts and paper; on the category of travel and leisure the most popular items were rolling luggage, garment bags, duffel bags, and travel cosmetic cases. Figure 4 shows a reflection of the revenue report on Vera Bradley’s most profitable products and its progress/deterioration of those items through the years.

The Birkin bag is a highly exclusive handmade bag from France; it is very expensive because of its exclusivity but also because of how it is constructed and the materials

… an ongoing partnership that helps clients produce fulfilling results in their personal and professional lives. Through the process of coaching, clients deepen their learning, improve their performance and enhance their quality of life ……

Coach maintains very high brand equity within the market. Coach is known for producing items of exceptional quality. Coach has proven that, even in a down economy, customers are willing to pay for quality. The perceived value of a Coach bag has helped Coach to weather the financial downturn. Coach consistently outperforms the market.

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 is the manufacturer of a collection of handcrafted leather goods that are considered high in quality and unique in craftsmanship. Coach strives on their continued high standards that are required for the materials and workmanship that go into their handbags. The Coach brand is attributed their reputation and is considered one of the leading high-end handbag provider. The Coach brand is considered a “unique combination of their original American attitude and design, their heritage of fine leather goods and custom fabrics, their superior product quality and durability and commitment to customer service” (Coach Company Profile, n.d.). Coach has materialized as one of America's distinguished designers and manufacturer of fine handbags for women. The Coach brand has been developed over time from the signature styles and unique character that the handbags posses. (Corkindale, 2008).

There are several definitions for the term luxury. It is a matter which has now become more complex as there are several organizations which have now taken up the ownership of the luxury brands. It is with the recovering of the global economy that the global luxury industry is expanding at a fast pace. As a surprise this growth has been observed more in the Asia Pacific region as there has been a change in the customer perspective towards global luxury brands owing to the increase in the disposable income and