Coach Inc. Case Analysis
Six years after deciding to be an independent public company in late 2000, Coach Inc.’s net sales had grown at a compounded annual rate of 26 percent and the stock price had increased by 1,400 percent due to a strategy keyed to a concept called accessible luxury. Coach crafted the accessible luxury category in women’s handbags and leather accessories by differentiating themselves on price, but matching competitors on styling, quality, and customer service. The accessible luxury strategy mirrors a focus (or market niche) strategy based on low costs. Coach concentrates on a narrow buyer segment and outcompetes rivals by having lower costs than rivals and thus being able to serve niche members at a lower price. Management believed that new products should be based on market research rather than on designers’ instincts. Coach utilized extensive consumer surveys and focus groups to gain insight in the market, and ultimately a competitive advantage over competition. Coach’s $200-$500 handbags appealed to both middle class consumers who now were able to afford a taste of luxury, as well as affluent consumers with the means to spend $2,000 on a handbag on a regular basis.
In addition to the above strategies, Coach Inc. has also adopted an aggressive growth tactic of expanding their company-owned stores in the United States and Japan. Going into 2007, Management expected to add 5 factory stores and 30 full price stores specifically in the U.S, and add at least 10 stores in Japan per year. By doing so, Coach hopes of taking advantage of their market potential.
Coach also entered into licensing agreements with Jimlar Corporation, Movado Group, and Marchon Eyewear in attempt to increase their network of...
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...o-Assets |22.9% |27.0% |
|Times '' Interest-Earned |36.3 |23.4 |
Figure 8: SWOT Analysis
Strengths:
-Market research
-Core Competencies in: women’s apparel, customer service, integration
-Strong Financial Position
-Strong Brand Name
-Creativity and Innovation
-Wide Geograhpic coverage
-Alliances, Joint Ventures, Licensing
Weaknesses-
-narrow product line (mens)
-ecommerce
-intellectual property
Opportunities-
-openings to win market share from rivals
-serving additional customer groups or market segments
-online sales
-acquiring rival firms
Threats
-economy
-loss of sales to substitute products (counterfeiting)
- bargaining power of customers or suppliers
In Tim Seibles' poem, The Case, he reviews the problematic situations of how white people are naturally born with an unfair privilege. Throughout the poem, he goes into detail about how colored people become uncomfortable when they realize that their skin color is different. Not only does it affect them in an everyday aspect, but also in emotional ways as well. He starts off with stating how white people are beautiful and continues on with how people enjoy their presence. Then he transitions into how people of color actually feel when they encounter a white person. After, he ends with the accusation of the white people in today's world that are still racist and hateful towards people of color.
Established in 1941, Coach began as a small family run leather goods company. The company grew over time and in the 1980’s opened Coach retail stores. During 1985 Coach was sold to diversified food and consumers group Sara Lee and expanded quickly from there. By the late 1980`s they had expanded into 12 exclusive Coach retail stores including roughly 50 boutiques selling Coach products in department stores. In 1996 Reed Krakoff joined Coach, who was a key player in positioning Coach as an accessible luxury brand. In October 2000, Coach went public under the name of Coach Inc. By 2005 Coach`s revenues tripled as their share price increased more than 900 % since their IPO in 2000. Coach is in the process of deciding to move to foreign markets
Svinos, George, and Nick Debnam. Attitudes to Luxury Brands (TNS Survey). N.d. Raw data. Monash University, Shanghai, China.
Lululemon, a premium yoga-focused retail chain, serves two market segments. One segment consists of consumers who are characterized as “trendy urban” and the other segment consists of “wealthy” consumers. The “trendy urban” segment, in summary, is fashion oriented or active women who live in metropolitan areas. The “wealthy” market segment is affluent women who live in either urban or suburban areas. As discussed below, these two market segments are defined by differences in demographics, geography as well as behavioral and psychographic characteristics.
Senior Management of PepsiCo is evaluating the potential acquisition of two companies – Carts of Colorado and California Pizza Kitchen – in order to expand the company’s restaurant business. If indeed PepsiCo decides to pursue the acquisition of one or both, they must decide how to align each of these business units in its historically decentralized management approach and how to forge relationships between the acquired business units and existing business units. In their evaluation, Senior Management is faced with the question of whether the necessary capital investment in order to purchase one or both of the businesses can be profitable for each of the acquired business units, but must also take into consideration that the additional business units will not hinder the profitability of the existing business units.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Shop in Shop approach makes it easy and appealing to stores decision to integrate the product, Under Armour must increase their foreign market share to compete internationally with their major competitors. Very important since Under Armour depends on North America for about 90% of its sales. Moving out international will not only generate significant revenue for the company, but also help out to complete its rivals. Not moving on with international markets may make it difficult for Under Armour to stay in business or have difficulty competing with other businesses in the long
Ben Cohen and Jerry Greenfield founded Ben & Jerry's Homemade Ice Cream in 1978. Over the years, Ben & Jerry's evolved into a socially-oriented, independent-minded industry leader in the super-premium ice cream market. The company has had a history of donating 7.5% of its pre-tax earnings to societal and community causes. Ben and Jerry further extended their generosity by offering 75,000 shares at $10.50 per share exclusively to Vermont residents, so that they may help those who first supported the company; Ben and Jerry's wanted residents to profit from their venture as well. In addition, steady growth and a widely recognized brand name helped Ben and Jerry's obtain 45 percent of the premium ice-cream market, yet the company stock price remained stagnant at $21 a share for several years.
The high pressure luxury brand industry has evolved over the last few decades from a small and selective to a multibillion dollar arena offering significant potential and growth opportunity for the luxury brands that compete within its realm. With many luxury brands competing for over $225 billion (The Economist, 2009) in revenue each year it is easy to see how strategy plays an important role.
Another reason is that the business will now cater to a new market of customers, it will also need to contend with that market’s existing competitors such as Macy’s, Bloomingdale 's, and Lord and Taylor. Stores such as these are already dominating the market, offering superior services along with their products. Furthermore, the proposal will also require that management invest heavily in promotion and advertisements to gain customer awareness. According to an article published in the Luxury Daily, a news leader in luxury marketing, the number of high income earners have decrease. Organizations must actively engage, pursue, and attract these kind of customer. In the same article founder of the Shullman Research Center stated “in many respects have to go after these people.” http://www.luxurydaily.com/high-income-tops-high-wealth-for-luxury-purchase-intent-report/ . An alternate perhaps better use of these resources is to cater more to current customers’ need which may result in an increase of market share. Lastly,
Erik Peterson faced a number of challenging situations with Jeff Hardy, a high level employee with CelluComm, the parent company of GMCT. At first we see an awkward relationship with Jeff Hardy whom Peterson had been assigned to work under by Ric Jenkins, partly due to the lack of concrete relationship guidelines between the two (Sami, 2013). Hardy had very little operational experience, and Peterson felt that he was unable to receive constructive guidance from Hardy. As a subordinate to Hardy, Peterson should have instead attempted to resolve this problem early on as it was a critical relationship within the GMCT Company. Consulting Hardy by letting him know of his concerns would have been a more efficient and respectful manner in handling the situation. This relationship building would also have been integral in facing the Peterson-Hardy communication issues with respect to the local municipalities and fire department. Operant Learning Theory (Johns & Saks, 2014, p.54) suggests that as a result of this negative consequence Peterson should be able to improve his interpersonal skills specifically with superiors within the organization moving forward. As a subordinate to Hardy, Peterson should have instead attempted to resolve this problem early on as it was a critical relationship within the GMCT Company.
The defendant is an Airlines Company that had 900 employees. The economic crisis followed with monetary crisis gave bad effects to the defendant. They should decrease the number of their airplanes form 9 to 2 airplanes. They also had to do the efficiency on their employees to 700. On the efficiency process, there was an agreement between the defendant and employees representation on October 30 1998. The agreement stated that they would bring Independent Public Accountant to analyze company financial condition. During the process, all side should work on their duty. The Defendant should pay employees’ wage. The agreement was not guarantee that didn’t mean the dispute process was over, but the negotiation still moved on. During the process, there was another agreement between the defendant and several employees. They agreed the finish the disputed process and the employees would get separation pay. Meanwhile, other employees, who were 153 people didn’t agree with that agreement. Because they didn’t agree each other, so the employees gave the case to the “Panitia Penyelesaian Perselisihan Perburuhan Pusat (P4P)”.
Under Arnault, the company was the world’s leading luxury product group. Arnault believed that LVMH control of retail chains was critical to luxury brand success. The finer points of retailing were believed to be, influencing of the overall image of luxury products, as much as the product attributes.
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board
in this segment are often brand conscious and enjoy the latest fads and trends. They...