Two types of customers:
The consumers = products directly sold to the customers
The department stores = buy wholesale products
Two clear consumer targets:
Consumers with high purchase power = Buy the products for their design, style(full-price stores)
Buy various products per year = Middle-income consumers who want a taste of luxury
Buy because accessible price for luxury (factory stores)= Buy fewer than one bag a year
[...] Sell Coach Inc.'s products only in factory stores 3. Create a sub brand of Coach Inc. and sell it in the factory stores Criteria : • Cost of implementation • Risk of failure • Delay to obtain funds • Augmented value of the operation Weight in decision 1. Sell Coach Inc.'s products only in full price stores 2. [...]
[...] I. THE PRESENTATION OF THE COMPANY II. THE INTERNAL ANALYSIS Marketing system ( 4P ) Core & Distinctive competences III. EXTERNAL ANALYSIS : Opportunities & threats IV. [...]
[...] IDENTIFICATION OF THE PROBLEMATIC V. ALTERNATIVES VI. SOLUTIONS FOUND VII. SOME PROBLEMS ENCOUNTERED 1941: Founded by Miles Cahn and his family Produced only women handbags in leather Created the accessible luxury category Produced just 2 collections per year 1985 : Acquisition of Coach inc. [...]
[...] Create a sub brand of Coach Inc. and sell it in the factory stores Total= 1.0 cost risk time market Total score Alternati ve 1 4=1,6 6=1,8 7=0,7 Alternati ve 2 6=2,4 3=0,9 7=0,7 Alternati ve 3 3=1,2 7=2,1 6=0,5 Scale: 1=low; 10=high Market survey to make sure that our strategy is the proper Differentiate both products with external signs Work with designers to define wich materials will be used and how will be defined the products. [...]
[...] Communicate on two differents ways for the two kind of products and insist strongly on the new one. [...]
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