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Market Research Transforms Coach

In: Business and Management

Submitted By sushi55
Words 509
Pages 3
Summary: Coach spends a great deal amount of money on research and discovered that cosmetic case is enjoying strong sales, which provides Coach an opportunity to innovate.

1. Coach’s brand positioning can be described as “accessible luxury”.” What do you think this term means?

The term means that Coach should be affordable but yet wants to perceive as a pretty good luxury brand. Coach primarily targets middle-class women and its target customers in China consist of university-educated professional women in the emerging middle class whose annual earnings are increasing substantially. This shows that Coach wants to position itself as a pretty good luxury brand by targeting and wanting those types of customers to purchase its products. By conducting various research (spending $5 million on research and conducting various interviews with more than 10,000 consumers), Coach was able to identify new segment for the Coach line. For example, after conducting the research, Coach found out women want bags made out of feature materials other than leather. Consequently, Coach started to develop products that are made out of thinner and softer material of products than its existing Coach’s offerings.

2. In light of the current global economic downturn, will Lew Frankfort’s strategy for expanding in China need to be revised.

Frankfort believes that China will be a bigger market than Japan for Coach one day and he stated, “If we are able to replicate what we did in Japan, the business will double in the next four or five years.” However, he needs to understand that Chinese consumers are different from Japanese consumers. Consequently, Frankfort needs to treat Chinese consumers differently from Japanese consumers and different products and marketing strategies need to be implemented. Also because Coach’s primary target in China is university-educated…...

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