Question 1

a)As marketing manager for Coach Inc. in Australia,apply the 5Cs framework AND a SWOT analysis to briefly summarise the business situation and significant problems or concerns. List 1-2 key bullet points per dimension in your 5Cs and SWOT analysis for the market in 2020. Justify your analysis with evidence from the time of the case study where appropriate.

b)Will COVID-19 be the end of luxury retail and how do you think the pandemic has altered long-term consumer shopping habits? Overall, what high level marketing strategies should Coach Inc. do differently in response to the new consumer shopping behaviour expected in your chosen market of Australia,for the next year?

Question 2

a)For the Australian,market used in Question 1, identify one potential market segment that Coach Inc. should target. Use your understanding of market segmentation theory and evidence from the case to substantiate your recommended target market.

b)For your potential market segment in Question 2a, create buyer persona describing the segment profile. Craft a positioning statement for the Coach Inc. brand that will tap into the segment's core values and maintain Coach Inc.'s repositioning as 'modern luxury'. Use evidence from the case to substantiate your recommended buyer persona and positioning statement where applicable.

Question 3

For your market segment/buyer persona from Question 2, recommend marketing mix (4Ps) strategies that implement your positioning statement. Include the main outcomes/objectives expected and at least one metric for measuring each strategy. Compare and contrast your recommendations with your brief evaluation of Coach Inc.'s marketing mix strategies since 2016. Justify your recommendations with relevant marketing theories.