Essay Coach Inc ITs strategy in the accessible luxury goods market

6064 Words Aug 29th, 2014 25 Pages
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
…show more content…
However, this also means that as the wealth declines, as does the demand for these items. The luxury industry can also be looked at as a status symbol.
Eye-catching utilization of their products by prominent figures in society leads to increasing demands for luxury good items and it is a growing industry with the global luxury goods market growing 9% per year. These consumers buy their products for satisfaction and to boost their self-esteem rather than for ease or comfort.
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 in the world, with net sales reaching 2.1 billion in 2006 (Gamble). When a company like Coach decides to set up a product strategy for the next season, the manager will need to take the brand’s established style into account, since their incoming products must fit with the existing brand. When a manager, such as Lew Frankfort, chairman and CEO of Coach, Inc., aims to build a luxury brand like Coach, he invests millions of dollars in setting up a series of business strategies, including advertising on

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