I need help with a marketing research project. The research paper is on (Coach L

Question

I need help with a marketing research project. The research paper is on (Coach Leather). I have to address all 9 of the following below. (Globally) No case study is required.

1. Provide some historical information about the organization as well as their Mission & Vision Statements

2. Given the organization you selected, describe the products and services they offer to customers.

3. Identify the organization’s Target Market.

4.Explain how their products/services are segmented in the marketplace?

5. In terms of the Marketing Mix (Four P’s - Product, Promotion, Place, and Price), please address each area based on the product/service this organization offers.

6. Identify the competitors of this organization as well as what percentage of the market they possess.

7. Create a positioning grid and plot where the organization is positioned as well as their top 4 competitors.

8. In terms of product differentiation, explain how this organization differs from the competitors you listed on the Positioning Grid? (Indicate what they do differently that makes them standout)

9. Conduct a SWOT Analysis on your selected organization and list at least three items for each category.

Explanation / Answer

1. The couach brand endeavours to stand for authenticity, Innovation and relevance. The company was started in 1941 in New York city as a family Run workshop. The company is primarily into modern lifestyle accessories and luxury collection for both men and women.

2. The company has a wide gamut of products ranging from bags, footwear, watches, small leather goods, travel accessories,sunwear, jewellery, fragrance and other related accessories.

3. Coach offers products which are considered affordable luxury. The company actually endeavours to attract premium customers, luxury aspirational customers, designer wannabes looking to get into the luxury market. The company also focuses on customers looking to splurge on occasions. The company also focuses on Henry's that is, high earners, not yet rich.

4. The company is one of the pioneers in the affordable luxury market. The prices of products are relatively lower as compared to other luxury offerings by other companies.

Ralph Lauren, Michael kors are some of its competitors in the affordable luxury segment for Coach.

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