Coach s Strategy and Industry Positioning

Available in 500 location in the US

Coach Inc.: It Its Advantage in Luxury Handbags Sustainable?

John E.Gamble University of South Alabama

Osama Maarouf Adel Abdul Hameed M. Jadallah Mohammed Hendi Surya Hidayah Zainal Abidin Yusof Kadikon Khaldon Mohammed Lecturer: Madam Siti Rahayu

Direct-toCustomer Segment

North American Retail Stores North American Factory Stores Coach Japan, Inc. Internet Coach Catalog

Indirect Segment

U.S. Wholesale International Wholesale Licensing

Growth Strategy
Drive companywide global sales Expand the retail business Increase market share among Japanese consumers Maximize Coach s position

Growth Strategy
drive companywide global sales through the right assortment in fashion-relevant l i fest y le collect ions (new product introductions generated 68% of Coach sales in fiscal 2001); expand the retail business in the United States by accelerating new store openings and driving same-store sales; increase market share among Japanese consumers worldwide by taking control of our distribution in Japan through Coach Japan, Inc., and leveraging Coach s other worldwide resources; and maximize Coach s position as a gift destination for all occasions.

Approach to differentiation Retail Distribution International markets

Full price stores Factory store Full price store Factory store International wholesale Coach Japan