Sales Strategy: Tapestry Inc. – Coach Bags

Sales Plan Components

1. Executive Summary 5 points (Approximately 12 a page or less)

Summary of the plans main goals and recommended actions/initiatives. This section helps top management to find the plan’s major points quickly. *Note – section should actually be written last.

2. Current Market Situation 15 points (1-2 pages) Include some statistics and citations

Market Analysis & Description:1. Analyze the market, then define the major segment(s) you will target (age ranges, income levels, etc.). 2. State why they are an attractive segment to target. 3. Review target customers psychographics (needs, interests, unique characteristics, etc.).

Product Overview: a brief description of the product and its characteristics. *Cite firms website

Competition Overview:1. Identify and offer a brief overview of at least 3 competing products, as well as their prices and market share. *Note – substitutes from other firms or existing offerings from your own firm can be listed as possible competitors. 2. State how your product will compete with them (i.e., what will your product do to set itself apart from its competitors?).

3. SWOT Analysis 10 points (Approximately 12 to 1 page In the form of a table)

Assess major strengths and weaknesses of your product and company, as well as external threats and opportunities. Identify at least 3 considerations for each letter/area of the SWOT.

4. Objectives and Issues 10 points (Approximately 12 to 1 page)

Objectives: The 3 specific, measurable, and timebound (i.e., include metrics) goals of your sales plan (e.g., sales, market share, social media, brand awareness, etc.) that you want to achieve.

Issues: Discuss any potential issues that may inhibit achieving your stated objectives/goals.

5. Translate Features Info Benefits 10 points (12 to 1 page – In the form of a table)

Features: List some (at least 5) technical specifications/features of your product.

Benefits: Translate each of the technical features you mentioned into a specific benefit for the customer (i.e., How does this feature help solve a problem, fill a need, and/or add value?).

6. Unique Selling Points 15 points (1-2 pages)

Positioning:1. What will you emphasize in order to create a distinct brand image in consumers minds? 2. What 2-3 keywords do you want consumers to think of when they hear of this product?

Differentiation: What unique features will you emphasize in order to stand out from competitors?

Value Proposition:1. State what space you plan to compete in from the Value Proposition Matrix and why. 2. The 3 benefits your product will promise to deliver. 3. Directly answer the question of Why should a customer buy your product rather than a competitors?.

7. Channels and Promotions 10 points (1-2 pages)

Sales Channels: Identify the best sales channel(s) for your product (online, in-store retail, dealer, company owned stores, etc.).

Promotions: Identify at least 3 advertising and promotional tools that should be used.

8. Conclusion 5 points (1-2 sentences)

Provide a brief 1-2 sentence conclusion to wrap up the paper

VERY IMPORTANT 1. Use the above chart as a way to organize your paper, using the main part titles (the ones in Bold) as Headings and the bullet points (the ones in Italics) as Subheadings.

*VERY IMPORTANT 2. The paper must be written in the format of a modified bullet point write-up (see page 6 of these instructions for an example), rather than a traditional paragraph style paper. This is an economical format of writing that allows key information to stand out and be easily reviewed by businesspeople in a clear concise manner.

Use this to expound upon:

V. Strategic Recommendations and Conclusion

Coachs recent financial performance underscores the formidable strength of its renewed brand positioning. A remarkable 25% revenue growth in Q2 FY26, the acquisition of 2.9 million new customers, and a 390-basis-point increase in operating margin all validate the global appeal of “Expressive Luxury” (Rivers, 2026). To sustain this momentum and reach the ambitious milestone of becoming a $10 billion brand within the Tapestry portfolio, the following strategic recommendations are proposed (Tapestry, Inc., n.d.):

Recommendation 1: Deepen the “Enrichment Narrative” in Sales Training

The “enrichment economy” framework (Dion et al., 2024, 96-118) provides a sophisticated lens through which to elevate sales dialogues. By formally educating the sales force on this concept, Coach can empower associates to position products not merely as seasonal fashion, but as strategic investments with enduring emotional and monetary value. Providing the specific vocabulary to discuss heritage and longevity will elevate the brand’s perceived status.

Recommendation 2: Leverage CRM for Hyper-Personalized Engagement

Coach should utilize its CRM infrastructure more strategically to craft hyper-personalized customer journeys. By synthesizing data from purchase histories, digital browsing patterns, and past engagement, associates can transition from reactive selling to proactive, high-value outreach. This ensures that every customer touchpoint feels bespoke, increasing the likelihood of conversion and long-term loyalty.

Recommendation 3: Reinforce Ethical Rigor Amid Rapid Growth

As Coach continues its aggressive global expansion, maintaining the corporate mandate to “Hold to High Standards” is paramount (Rivers, 2026); (Zwieglinska, 2025). Management must proactively foster a culture that prioritizes customer needs over short-term quotas. Ensuring that ethical rigor remains a non-negotiable pillar of the sales organization will protect long-term brand equity and prevent the reputational risks associated with high-pressure sales environments.

Recommendation 4: Maintain and Reinforce Ethical Rigor as the Brand Grows

Since Coach is in an ever-expanding phase, and the need to adhere to high ethical principles and the philosophy to Hold to High Standards (AInvest, 2026; Glossy, 2025) may represent a bottleneck, management should take on the initiative and instill a culture where associates are encouraged to focus on the needs of customers rather than on short-term achievements.Conclusion

Coach is exceptionally well-positioned to remain a dominant force in the global luxury market. By executing this comprehensive sales strategy, anchored in the Strategic/Consultative-Selling Model, Coach will deepen its emotional resonance with consumers, expand its base of loyal advocates, and continue to define the future of “Expressive Luxury” in an increasingly competitive landscape.

References

Ahearne, M., & Manning, G. L. (2023). Selling Today: Partnering to Create Value. Pearson.

Coach New York. (n.d.). coach-story-sfcc. COACH. Retrieved February 23, 2026, from

comGateway. (2026, February 08). US Coach Retailers vs South Korean Boutiques: The urgent logistical logic for acquiring the Coach Brooklyn Shoulder Bag 39 in 2026. comGateway. Retrieved February 23, 2026, from

Dion, D., Pavlyuchenko, R., & Prokopec, S. (2024, August 9). The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics. Journal of Marketing, 89(2), 96-118. American Marketing Association.

Rivers, H. (2026, February 5). Coach’s $10B Ambition: Can 25% Growth Penetrate an $89B Market? AInvest.

Singsit, J. (2026, January 8). Gen Z proves most resilient as US apparel spending dips in 2025. Just Style.

Tapestry, Inc. (n.d.). Tapestry. Retrieved February 23, 2026, from

Zacks Equity Research. (2025, December 23). Can Coach’s Luxury Strategy Sustain TPR’s Competitive Edge in FY26? Zacks. Retrieved February 23, 2026, from .

Zwieglinska, Z. (2025, September 11). Tapestry’s $10 billion balancing act. Glossy.