michael kors, marketing strategy analysis and recommendations
TRANSCRIPT
Vladimir PushminEzz EldamakPriya BhakarHafsa Ikram
Overview
-59%-45%
-42%-39%-38%
-35%-31%-30%-30%
-28%65%
69%70%70%
76%78%
83%87%
111%112%Evergrande Real
NetEaseCSCEC
WeChatDollar Tree
BDPing An Bank
HuaweiAmerican Airlines
HikvisionMichael Kors UniCreditDoveGazpromNeutrogenaTim Horton’sVolkswagenING
Banco do BrasilItau
Source: Global Finance 2016
Brand Value Change 2015-2016 (%)
Sources of advantageSuperior skills
Superior resources
Michael Kors
Distribution Employees Licensing partnershipsWholesale partnerships
1
2
Bergdorf Goodman, Saks Fifth Avenue, Holt Renfrew, and Macy’s
in USAHarrods, Harvey Nichols,
Selfridges and Galeries Lafayette in Europe
USA, Holland, Japan, Canada,
Hong Kong, South Korea
• Well trained • Excellent
satisfaction rate
• Fossil Partners• The Estee Lauder Companies• Luxottica Group
Positional advantagesSuperior customer value
Superior quality
Ego Consideration Jet-Set LifestyleCelebrity Factor
Strong brand name1 2
Performance outcomes
Same store sales Gross Margin Year-over-year revenue
2012 2013 2014 2015 2016
58.0%
59.9%60.9% 60.6%
59.4%
2012 2013 2014 2015 2016
62.0% 67.5%51.7%
32.0%
7.8%
38%45%
28%
17%
-6%2012 2013 2014 2015
Aware Ever usedExcellent performance
Would recommend
64% 14% 35% 95%
Key brand metrics
Benchmark of strengths and weaknesses
Relative size of resources
№ of employees№ of stores
526
402
965
25,000
11,094
15,800
Value chain
Inbound logistics
Technology development
1
Service
Sales and Marketing3
4
2
Customer focus
1 2 3
Brand Equity Value Equity Retention Equity
1 2 3
Recommendations
Indian Luxury Market, $ bn2.0 1.5 1.0 1.0 0.5
Childrenswear market in UK, £m
2014 2015 2016 2017 2018 2019
6.76.9 7.0
7.27.4
7.6+13,2%
Geographic expansion1
Product line expansion2
Increase awareness3
Strategic Alliances4
Instore experience5
•84% browse online•53% visit to make a decision•76% go for instore experience