• Briefly describe the Coach brand
o How is the brand strategy structured? Is it the same around the world?
o How is the brand positioned worldwide?
o Create a simple SWOT
• Who are the Coach customers?
o Are all customers the same worldwide?
• Who are the brand’s main competitors globally?
o How are these different or the same to Coach?
Section II: Discussion Questions
Think about the 4Ps and use examples with citations to support your analysis.
Q1. What are Coach’s existing distribution channels in China? Which do you think is the most
important?
Q2. Do you agree that Coach’s current distribution strategy is appropriate for a luxury goods
company? Why or why not?
Q3. Coach’s entry into Japan was a slow and traditional pattern of growth. Do you think Coach
is doing the right thing by expanding so aggressively and rapidly in China?
Q4. How can Coach increase its brand awareness in China?
Q5. How should Coach create a luxury shopping experience for China’s high-context consumers
in different distribution channels? Give specific recommendations for traditional outlets, such
as flagship stores, and non-traditional outlets, like their company website.
Q6. Should Coach be concerned by potential cannibalization of its mainland China sales due to
globe-trotting shoppers? What about loss of sales to black market re-sellers?
