Coach Inc ITs strategy in the accessible luxury goods market
Coach Inc. in 2012:
ITs strategy in the accessible luxury goods market
Nguyễn Hải Anh
Tạ Yến Ngọc
Nguyễn Ngọc Phương AFA54A
Phạm Trung Thành
Trần Ngọc Trung
Vũ Ngọc Diệp
Trần Quang Hiếu
Đào Minh Ngọc
Ngô Bảo Trung
Tạ Sơn Tùng
_ Anh Phương
table of content
CHAPTER 1: Executive Summary
CHAPTER 2: CASE ANALYSIS …show more content…
Coach, Inc. is different from other more expensive luxury brands, such as Hermes, Prada, Fendi, and Louis Vuitton in the sense that
Coach focuses more on middle-income consumers who want to purchase their hand bags from a price range of $200 to $500. Coach is the alternative to these competing companies, matching their key luxury products on quality and styling, while beating them on price by 50% or more (Gamble).
The luxury goods industry is under drastic change and at different levels.
This has an impact on Coach's business because they have two different types
of stores. On one hand they have factory stores who sell at a discounted price and on the other hand they have full-priced stores or flagship stores which cater to higher end consumers. While the factory stores are being hit by the
American financial crisis due to the lack of disposable income for the middle class, full-price stores or flagship stores have brighter future with an increasing number of millionaires.
Question 2: : What is competition like in the luxury goods industry?
What competitive forces seem to have the greatest effect on industry attractiveness? What are the competitive weapons that rivals are using to try to outmaneuver one another in the marketplace? Is thefigures in society
Eye-catching utilization of their products by prominent pace of