| [Tapez le sous-titre du document]| | || | | | PART ONE: INTERNAL ANALYSIS I. Identity of the brand COACH 1. Overview of the company a) Nature of the brand b) What does COACH sell? c) Mission statement d) The steadfast governance and employees 2. Power (unique selling point) of go-cart a) The USP of civilise b) 2009 Results 3. Limits of the notion of Identity: strategic and operational consequences a) The real business strategy of Coach b) pass contracts c) Trademarks and patents II. Segmentation and positionning I. Identity of the brand COACH 1. Overview of the company Coach Inc. is an American actor of handbags, slash goods, outerwear, travel goods and accessories for men and women. Coach has been in existence for 64 years maintaining the strongest brand in affordable luxury. Coach primarily operates in the United States, Japan, and East Asia. There are approximately 190 Coach stores in the United States. Of these stores great hundred are retail and the rest include factory outlets, catalogs, and an online store. away of the United States 175 Coach stores are spread in18 countries.

Coach was founded in 1941 as a family workshop with six workers who make small leather goods by hand. One of the workers included Miles Cahn who began rill the workshop for its owners in the 1950s. Ten years later Cahn borrowed bullion to buy out the companys owners and take self-control of Coach Inc. It is under the Cahns possession where Coach took more(prenominal) of a conservative, high quality and elegant feel to the leather products as opposed to following trends. But as style changed greatly so did Coachs traditional style, introducing products for specialised seasons and trendier styled clothing. By the late 80s the company began a mail regularize business and specialty stores to help sell its products outside of division stores. During this time Coach also began expanding internationally. The... If you want to get a full essay, order it on our website:
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