1. Table 3-7 provides a list of 15 conditions that cause high rivalry among competing firms in an industry. In the women's handbag business, what in your opinion are the top five (among the fifteen) conditions contributing to Coach's demise?

2. Figure 3-4 reveals Porter's Five Forces Model. Rank order the five forces from 1= most impact to 5 = least impact to reveal your opinion regarding which forces are contributing most to Coach's demise.

3. In your opinion (ladies), what are the key differentiating features that you look for in handbags, and what could Coach do to re-earn your business? Rank COH, KORS, and KATE in terms of price, style, youthfulness, and quality. Develop a 3 x 4 matrix to reveal your positioning of these rival firms along these dimensions.

4. Does Coach like to see the value of the dollar increase or decrease versus the Euro, and versus the Yen? Why?