Company Case 9 ‘Coach: Riding the Wave of Premium Pricing’
- What challenges does Coach face in pricing its vast product line?
- Based on principles from the chapter, explain how price affects customer perceptions of the Coach brand.
- How has increased competition at Coach’s price points affected the brand’s performance?
- Will the plan proposed by current Coach’s leadership be successful in reversing the brand’s slide in market share? Why or why not?
- What recommendations would you make to Coach?