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