Wednesday, May 6, 2020

Marketing and Coach - 4120 Words

Coach, Inc. About Coach, Inc Coach, Inc in New York, NY is the most recognized luxury American brand manufacturing women’s handbags and purses. It was established as a family-run workshop in 1941 and incorporated in Maryland (Manta). The SIC Code is 3171, and the NAICS Code is 316992. Besides women s handbags and purses, it also produces women s accessories, travel bags, outwear, personal leather goods, apparels, belts, scarves, and men’s business cases, wallets, and purses. In 2010, Coach, Inc. employed approximately 13,000 people and had an estimated annual revenue of $3,230,468,000 (Coach, Inc. 10K, 2010). Although Coach does have men’s handbags and so many products, it mostly concentrates on women’s handbags and purses.†¦show more content†¦and consumer demand. Fiscal Year Ended Net Sales (Dollars in millions) Percentage of Total Net Sales July 3,2010 June 27,2009 Rate of Change July 3,2010 June 27,2009 Direct-to-Consumer $3,155.8 $2,726.9 15.7% 87.5% 84.4% Indirect $451.8 $503.6 (10.3%) 12.5% 15.6% Total net Sales $3,607.6 $3,230.5 11.7% 100.0% 100.0% Table 1 Net Sales by Operating Segment Coach claims that net sales from the direct-to-consumer division in the North American market increased 16%, comparing to the 2009 fiscal year end (Coach 10K, Inc., 2010). Based on this data, 16% will be utilized to determine the sales value of handbags. In addition, the Chief Executive Officer (CEO), Lew Frankfort, said that the company decreased the overall prices of their products sold in retail stores by 10%~15% through 2010 (Made-for-outlet goods to diminish in Coach stores, 2009), and their factory stores priced products based on their retail stores. Therefore, we can use this rate to determine the change rate in handbag pricing sold in these two different stores to analyze the price elasticity. By using the above data, the formula for price elasticity is as follows: âž ¢ X= 2009 net sales in the direct-to-consumer division in North America. âž ¢ 1.16 X=2010 net sales in the direct-to-consumer division in North America. According to Figure X, estimating the net sale of handbags is as follows: âž ¢ 0.62 X= 2009 net sales ofShow MoreRelatedCoach, Inc. Marketing Plan Essay2731 Words   |  11 PagesCoach Marketing Plan June 2010 – June 2012 BUS 620: Final Group Project March 8, 2010 *Executive Summary *- The focus of our 2 year marketing campaign is the building of the Coach line of handbags. The typical market focus of the handbag business for Coach is geared towards middle class women who have an interest in quality handbags and don’t who mind paying a little more for the quality and prestige of Coach products. 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