1. COACH CandieNarcisse Carolina Hernandez

2. Coach History • Founded in 1941 in a Manhattan loft with six family members who were handcrafters and collectors of leather goods. • 1961 Miles Cahn & His wife buys out the family’s business. • Acquired by Sara Lee Corporation in 1985. • By 2000, Coach was incorporated and listed. • Late 1970s/early 1980s Coach opened their first mail-order business & specialty stores.

3. Target Market • Started as 25-40 year old females earning six figures. • Then the main target was 18-24 year old females, with 61% being college students. • Now Coach does not want to target to a specific age group but more to a certain class. • As the consumers change, Coach plans to change also keeping their products fresh and relevant.

4. Value Proposition • Coach has five values. • The brand is our touchstone • Customer satisfaction • Integrity • Innovation • Collaboration • All adds up to deliver on mission statement: “Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling”

5. Marketing Strategy Digital • Using a Multi-Channel in multiple geographical areas. • Reaching out to a wide range of consumers through the internet. • Coach is fairly new to the digital world being that their first on-line store was launched in 1999. • They still manage to reach out through facebook, twitter, and E-mails. • E-mail being their MAIN source of marketing. • Offering discounts • Special night shopping on new collections • Etc. • In 2009, coach re-launched their website to enhance the e-commerce shopping experience. Non- Digital • Coach seems to be doing well in the non-digital market. • Stores ranging from the U.S., Japan, Canada, and even international.  France, Mexico, United Kingdom, Guam, Saudi Arabia and many more. • As of 2011, Coach operated 322 retail stores and 138 factory stores in the United Statesalone.

6. S.W.O.T Analysis • Strengths: • Known as the American style of designer, producer and marketer of fine accessories and gifts for women and men. • Multi- Channel company • Customer Loyalty • Diverse Products • Weaknesses: • Moving down from couture to just designer. • Weak inventory turnover rate • Fashion trends changes • Opportunities: • More international expansion • Product expansion • Threats: • Strong competition • Counterfeit Products • Economic Recession

7. Holes in Current Strategy • Not many holes in Coach’s strategy because most of their threats are uncontrollable. • The creation of counterfeit products being the biggest uncontrollable aspect. • Flip inventory turn over rate faster. • Market more to men in the U.S. to increase sales. • Update Coach application.

8. Implementation Plan • Update Coach app by partnering with Aurasma to showcase their product line. • New approach to Facebook page. • Coach needs to find other ways to reach out to their consumers besides overloading them with E-mails.

9. New S.W.O.T • Strengths: • Would continue to grow. • Weaknesses: • Would hopefully disappear but, • Still might remain the underdog in the luxury handbag industry. • Opportunities: • Hopes of getting back It’s couture value. • Reaching out to all ages and still keep value. • Threats: • Would remain the same because they are still uncontrollable.