Coach\'s Vision and Mission Statement the Intent

Coach's Vision And Mission Statement

The intent of this analysis is to evaluate if luxury good and accessories provider Coach's vision and mission support or detract from their decision to launch the Poppy brand of product aimed at younger women. Secondly, the decision to sell shoes has been debated by financial analysts with the consensus that the complexity of selling such a unique item will challenge Coach's ability to mange the wide variety of demand inherent in that business (Timberlake, 2013).

Analysis Of Coach's Vision And Mission Relative To The Poppy Brand

The persona, psychographics and income-based demographics of the most loyal Coach shopper are in many ways diametrically opposed to the comparable profiles of Poppy ideal customer. Those that have opposed the decision of Coach to launch and continually invest in the Poppy brand have cited the exceptional.ly high level of brand loyalty these more affluent buyers have for the brand (Lamiman, 2012).

Coach's mission statement says that "Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling." The inclusion of the Poppy brand is entirely within the mission of the company. Instead of taking an elitists view of the expansion into a different product line, managers and executives who opposed the strategy need to consider the lifecycle marketing aspects of this decision. Instead of being isolationist with the elitist view of the brand for only a specific segment, a more enlightened approach to marketing needs to concentrate on creating a life-long positive experience with the brand (Lamiman, 2012). By being more attuned to the next generation of Coach buyers, the Poppy line needs to be seen as an investment in future sales and profits ten years into the future or longer. Poppy's primary objective shouldn't be just for immediate revenue generation; it should rather be focused on creating a foundation for the next generation of affluent customers in the next generation.

Coach does not have a specific vision statement, yet it does have five foundational values that include the following: brand is our cornerstone; customer satisfaction is paramount; integrity is our way of life; innovation drives winning performance; and our success depends on collaboration. These five values from the culture of Coach are the foundational elements of its culture and serve to galvanize the many efforts of the company together (Lamiman, 2012). They also have an influence on which products are added to their lifestyle accessories product line (Timberlake, 2013).