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Coach and Polo Ralph Lauren (2006)

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case study
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  1. Coach.
    1. An American story.
    2. Business philosophy.
    3. Distribution business model.
    4. Excellence formula.
    5. SWOT.
    6. The 'Win-Win' combination.
  2. Polo Ralph Lauren brand.
    1. Brand extension.
    2. Geographic location.
    3. Distribution strategy.
    4. Retail strategy.
    5. Ralph Lauren media.
    6. Wholesale.
    7. Licensing.
    8. International development strategies.
    9. SWOT.
  3. Coac vs Ralph Lauren.
    1. Comparison of distribution difference.
    2. Comparison of business strategy.
    3. Retail segment.
  4. Bibliography.

Coach began more than half a century ago as a family-run workshop in a Manhattan loft. Six artisans handcrafted a collection of high-quality leather goods. The founder of Coach was first inspired by a baseball glove. After refining it, making it softer and stronger, he created Coach's first handbag. Since then, innovations in leather finishes, new grains and colors, and modern materials continue to fascinate us. But this glove-tanned leather remains a Coach tradition. Throughout the years, Coach has maintained the highest standards of workmanship and materials. Now, greatly expanded, Coach's exceptional workforce is committed to carefully upholding the principles of quality and integrity which made the company great. Today, Coach is considered a classic part of the landscape of American design. Accelerating growth internationally through store opening in new/existing markets and expansion and relocation of the most productive stores. While Coach continues to be one of the best recognized accessories brands in the United States, its long-term strategic plan is to increase international distribution and target international consumers, with an emphasis on the Japanese consumer.

[...] Keeping the High quality of the products Geographical SWOT Geographical SWOT (cont'd) POLO RALPH LAUREN Brand Superior quality design Craftsmanship Longevity & Timelessness Leading lifestyle luxury for men, women, children and home all around the world Major milestones of POLO Group development Brand Extension Vertical extension Horizontal extension Brand Vertical Extension Men's & Women's & Children's clothes & Accessories Brand Horizontal Extension Geographic location Polo Ralph Lauren Distribution Strategy Distribution Strategy Retail over 275 retail stores contribute over 40% of sales Wholesale half of total revenue Licensing more than 100 licensees contribute around 10% Distribution Strategy Manufacturing No in-house manufacturing facilities 350 contract manufacturers worldwide Distribution Business Model Retail Strategy Store Expansion A number of flagship stores in prime city locations to enhance brand image Support wholesale distribution Real estate and store build-out skill Gaining greater control over its brands and retail channels Bought out its licensees, such as childrenswear, part of its Japanese market and all of the Lauren line. [...]


[...] More vertical extension than Coach. Brand positioning Coach: Modern, fashionable. More accessible and affordable. Polo: Classic, elegant. At higher end segments. Design philosophy Coach: Use young, well-known designers for seasonal collections. Polo: Focus on in-house designers. Opportunities and Challenges Emerging markets- new market development Online shopping- potential cannibalization Economic fluctuations Shifts in fashion Strong competitions from varied levels of brands Counterfeiting Dependence on senior management Balance between brand image and distribution level SWOT- Distribution & Strategies Retail Segment Polo Ralph Lauren Retail business [...]


[...] Opportunities and Challenges Emerging markets- new market development Online shopping- potential cannibalization Economic fluctuations Shifts in fashion Strong competitions from varied levels of brands Counterfeiting Dependence on senior management Balance between brand image and distribution level SWOT- Distribution & Strategies Retail Segment Polo Ralph Lauren Retail business includes three major groups and 2 small segments: Ralph Lauren: 58 stores Club Monaco: 69 stores Factory Outlet Stores Polo: 124 stores Polo Jeans Co.: 19 stores Club Monaco: 5 stores Rugby: 3 stores Ralph Lauren Media or Polo.com Bibliography www.coach.com http://www.henriettashandbags.com/coach_handbag_history.html http://www.bagsforme.com/coach.php http://www.coach.com/corporate/ www.polo.com http://en.wikipedia.org/wiki/Ralph_Lauren The Time May International Luxury Distribution Agenda Coach Polo Ralph Lauren Comparison of Coach and Polo Ralph Lauren An American Story The COACH Brand Essence Quality, authenticity, value and a truly aspirational, distinctive American style. [...]

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