Coach (Field Research Assignment) (MKTG 368W)

Coach (Field Research Assignment) (MKTG 368W) - Name COACH...

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Name: _________________ COACH Case Analysis Outline (Field Research Assignment) (http://www.coach.com) I. Background a. Organization’s Business Definition Coach seeks to be the leading brand of quality lifestyle accessories for all demographics by offering quality, authentic accessories in the classic, modern American style by establishing long-term relationships based on trust and satisfaction. b. Organization’s Long-Term Goals/Objectives - Increase international distribution and target international consumers, with an emphasis on the Japanese consumer. - Maintain a consistent brand strategy both domestically and abroad. c. Industry Analysis c.i. Identification and Analysis of Competitors - Marc Jacobs Handbags and Accessories: innovative designs, durability, and launches several new product lines each year. - Chanel Designer Purses and Accessories: materials used are natural and high quality. - Belen Echandia Handbags: custom made per individual and more moderately priced. - Gucci Designer Handbags and Accessories: most sought out designer for handbags on the market. - Dolce & Gabbana: stands out in its craft and variety of colors/models. -
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This note was uploaded on 01/29/2012 for the course MKTG 368W taught by Professor Tammymccullough during the Summer '11 term at Eastern Michigan University.

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Coach (Field Research Assignment) (MKTG 368W) - Name COACH...

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