Executive Summary Coach was founded in 1941 as a family-run workshop. It started out with six workers making wallets and billfolds by hand. The company upholds the principles of quality and integrity. It sells prestige line of handbags, briefcases, luggage, and accessories. It sells the best-handcrafted leather goods collection that was passed down from generations to generations. The company maintained its reputation by selling traditional and classic styles of the products. The company is one of the best-recognized brand in the United States and upholds well-known reputation internationally. One of the most important aspects of the business is loyalty and providing the best customer service to the customers. SWOT
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Critical issues The critical issues are basically the threats the Coach is facing in the industry. The competition in the industry id very strong and one of the biggest competitors of Coach is Armani Exchange. The fashion and trends in the world are constantly changing and consumers desire for unique products every day. The economic situation is one of the biggest issues for Coach and many other businesses like Coach.
3.2 Marketing Objectives
Coach's product offerings include handbags, women's and men's accessories, footwear, business cases, jewelry, wearable, sun wear, travel bags, fragrance and watches. Marketing strategy is to deliver a consistent message each time the consumer comes in contact with the Coach brand through our communications and visual merchandising. Marketing objectives statements involve inherent risks and uncertainties. Coach cautions that a number of important factors could cause actual results to differ materially from those anticipated in any forward-looking statement. Some factors related to coach business include if we are unable to successfully implement our growth strategies or manage our growing business, our future operating results will suffer. Our inability to respond to changes in consumer demands and fashion trends in a timely manner could adversely affect our sales.