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Coach Strategy 2006

In: Business and Management

Submitted By leylamourad
Words 292
Pages 2
Coach has build a reputation of a manufacturer of luxury classic bags and has revised its strategies when sales growth declined. Fashion trends and consumers purchase decisions criteria has shifted , the company was obliged to introduce a new product with a quality close to its classic line but with a price appealing to the more price conscious consumer. Accessible luxury was then the new strategy adopted by coach. Affording Coach new fashionable products let consumer satisfy their needs and identify themselves with a certain class of population that will boost their ego and self-confidence.

In a large country like China with a huge consumer base it is of prime importance to establish a solid network of distribution as a first step of expansion. By acquiring Imaginex group, Coach CEO has chosen the right logistic strategy for his company development in china. However for his market strategy, China is not Japan. China has an emerging new middle class with no precise purchase behavior for luxury goods while Japanese consumers taste for this kind of products has long been identified I think a different approach in understanding Chinese purchasing trends with an extensive market research will enable coach to grab more market shares.

The poppy line introduced in 2009 . It was designed and marketed as an affordable product from the coach line. The introductory price was an appealing factor for the consumer however its thin and light material might not be identified as an original Coach product. Also the marketing strategy was solely based on experiment on a single coach shop in Manhattan knowing that consumer’s preferences and purchase criteria differ from region to region. It would have been wiser that the experiment been carried on wider scale across the…...

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