International Strategic management: Coach Incorporation

Abstract

Two types of customers:

The consumers = products directly sold to the customers

The department stores = buy wholesale products
 
Two clear consumer targets:
Consumers with high purchase power = Buy the products for their design, style(full-price stores)

Buy various products per year = Middle-income consumers who want a taste of luxury

Buy because accessible price for luxury (factory stores)= Buy fewer than one bag a year