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  • Launching Sub-Brand Product Brand Image Brand ( )

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    Nob Simapivapan
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    1. The document discusses key issues and success factors for Coach including customer service, product/market growth strategies, distribution, and brand differentiation. 2. It provides alternatives for addressing each issue, such as launching sub-brands or product line extensions to drive growth, expanding store formats or e-commerce for distribution, and focusing on quality or price points for differentiation. 3. Metrics like store performance, brand recognition, and top 10 rankings are referenced for measuring success.

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    1 Coach

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    1. The document discusses key issues and success factors for Coach including customer service, product/market growth strategies, distribution, and brand differentiation. 2. It provides alternatives for addressing each issue, such as launching sub-brands or product line extensions to drive growth, expanding store formats or e-commerce for distribution, and focusing on quality or price points for differentiation. 3. Metrics like store performance, brand recognition, and top 10 rankings are referenced for measuring success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views3 pages

    Launching Sub-Brand Product Brand Image Brand ( )

    Uploaded by

    Nob Simapivapan
    1. The document discusses key issues and success factors for Coach including customer service, product/market growth strategies, distribution, and brand differentiation. 2. It provides alternatives for addressing each issue, such as launching sub-brands or product line extensions to drive growth, expanding store formats or e-commerce for distribution, and focusing on quality or price points for differentiation. 3. Metrics like store performance, brand recognition, and top 10 rankings are referenced for measuring success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    Coach Key Issues - Key Issue ( . threat .

    . .

    Key Success Factor ) Strength opportunities work based on Strength

    2.

    key issue based on weakness strength based on weakness . key issue weakness

    1. Customer Service . + Alternative 1

    After Sales service

    Word of mouth + order

    Alternative 2

    Special Request Service survey )+ .

    Alternative 3 (

    2. Product/Market Growth Strategy Coach Alternative 1

    Product

    Launching Sub-brand image brand


    + 2

    brand

    Alternative

    Market

    Development 12-

    100

    28

    development 1.Product line (

    Alternative extension Brand ***

    Product ( ) M&A outsource ) brand

    2.launch

    intrend + Brand image alternative 1 3 1 *** product extension 1 3

    design

    EX: introducing a new

    scribble line that consists of a poly cotton material and bright colors. These new products were tested at fifteen stores and were enormously well received , says CEO Lew Frankfort.

    3. Distribution Coach Alternative 1 Alternative 2

    Full-Price store factory store

    3 supppot Full-Price store full price Coach.com

    stockout . factory store Alternative 3 U.S. Wholesale Alternative 4 E-commerce y Alternative 1 -2 4. Differentiation 4 P s Alternative 1 material High Alternative 2 ( 3

    Quality

    (Price)

    (Product) Brand name ? Low Cost Full-Price

    + 50% ) Store

    Alternative

    Top 10 5. Brands 55

    (Place) Coach

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