NAME: Yumna Jawed

ID: 13422
PROGRAM: BBA-5
COURSE: Global/International Business
DATE: 30/11/19

ASSIGNMENT-02
CASE STUDY : ‘’Market Research Transform Coach’’

1
QUESTION 01
Coach’s brand positioning can be described as “accessible luxury”. What do you think this
term means ?
ANSWER:
“Accessible luxury” means one can afford to buy but looks expensive. Everyone desire to
purchase product that have a good quality but not all can afford to buy it.
Coach has positioned in accessible luxury by providing good quality but with higher prices
which is not affordable for every class of people and due to this Coach has maintain its
positioned in the list of accessible luxury brands.

QUESTION 02
In light of the current global economic downturn, will Lew Frankfort’s strategy for expanding
in China need to be revised ?

ANSWER:
In the case Frankfort said “ China will be a bigger market than Japan for Coach one day if
they are able to replicate what they did in Japan, their business can be doubled in next four or
five years”. As Chinese and Japanese are two different consumers which means Coach has to
produce their product according to their choices by using different marketing strategies and
plannings.

2
QUESTION 03
Asses Lew Frankforts decision to give the go-ahead to the Poppy line.

ANSWER:
As people are avoiding to purchase from Coach because of high prices which were decrease
the value of brand and for maintain its brand name and image Frankfort take a good decision
of proceeding Poppy line as it helps to increase their sale, they introduce lighter material
product with low price which are affordable for middle class but with this they also maintain
their luxury products for not to dissatisfy their old customers for new one.

QUESTION 04
How is Coach using Internet as a marketing tool for the Poppy launch ?

ANSWER:
Coach uses Internet as a marketing tool by promote their products on social media where
youngster are more attracted towards their products, they launched their different websites
where they provide different offers and discounts and also on their facebook fan page provide
an opportunity to buy Poppy bags in an exclusive online presale event.