Coach

Situation Analysis

Internal Environment

Coach's mission statement is found on the company's website, a surprisingly good source for information about the company. The mission statement is: "Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling." Coach does not elaborate on overall business objectives, but in a general sense it is safe to assume increasing revenue, increasing profit and increasing market share are all on the list.

Coach's brand is its most unique asset, and the elements that back up that brand also contribute to competitive advantage. The company has established itself as a leading luxury goods provider, especially for its handbags. The Coach name is widely recognized as a leading luxury brand, and that allows it to launch new products and enter new markets, gaining acceptance right away. The brand has been ranked as the #7 retail brand in the United States...
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