Coach, Inc. Marketing Plan Essay

Decent Essays
Coach Marketing Plan June 2010 – June 2012 BUS 620: Final Group Project March 8, 2010 *Executive Summary *- The focus of our 2 year marketing campaign is the building of the Coach line of handbags. The typical market focus of the handbag business for Coach is geared towards middle class women who have an interest in quality handbags and don’t who mind paying a little more for the quality and prestige of Coach products. While a Coach handbag is certainly a niche item, we feel there is ample room for growth. Coach’s top competitors are Prada, Gucci, Hermes, Dolce & Gabbana, Dooney & Bourke, Inc., Kate Spade LLC, and Michael Kors, Inc. We feel that we can expand our lead in the ‘accessible luxury’ segment of the upscale…show more content…
Growth has been fueled by Coach’s niche as being ‘accessible luxury’. While Coach does not have the prices of most of its high-end competition, it is regarded throughout the industry, and most importantly by consumers, as being equal in quality to much more expensive brands. *Corporate Mission* – Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling. The Brand is Our Touchstone. Customer Satisfaction is Paramount. Situational Analysis (SWOT) Strengths – 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. Being and aspirational brand, combined with the value consumers seek, has lead to year over year growth, and an increase in same store sales the past 3 years. This strong financial performance validates these assertions. Coach customers remain very brand loyal, and according to our research, our rate of repeat business is very high. Coach’s multi-channel retail network has enhanced product availability, and driven sales. The growth of the Coach Factory Store concept has been a success. *Weaknesses –*
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