This case study analyzes Coach's marketing strategies to target the middle-class Chinese consumer, addressing the challenges of brand recognition and competition within the luxury market. The analysis explores communication strategies such as brand ambassador endorsements, website development, and limited-edition collections. It also provides recommendations for leveraging social media, online sales, and product innovation to differentiate Coach from competitors. The conclusion highlights the importance of online marketing and sales to sustain Coach's position and attract consumers in China's competitive marketplace. The analysis is based on the provided case study brief and additional references, offering a comprehensive overview of Coach's marketing approach in China. The assignment includes an analysis of challenges faced by Coach when entering the China market and targeting middle-class consumers, and provides recommendations and conclusions based on the case study and other sections of the report.
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