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Vladimir Pushmin
Ezz Eldamak
Priya Bhakar
Hafsa Ikram
Overview
-59%
-45%
-42%
-39%
-38%
-35%
-31%
-30%
-30%
-28%
65%
69%
70%
70%
76%
78%
83%
87%
111%
112%Evergrande Real
NetEas...
Sources of advantage
Superior skills
Superior resources
Michael Kors
Distribution Employees Licensing partnershipsWholesal...
Positional advantages
Superior customer value
Superior quality
Ego Consideration Jet-Set LifestyleCelebrity Factor
Strong ...
Performance outcomes
Same store sales Gross Margin Year-over-year revenue
58%
59.9%
60.9% 60.6%
59.4%
2012 2013 2014 2015 ...
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 Marketing
3
4
2
Customer focus
1 2 3
Brand Equity Value Equity Retention Equity
1 2 3
Recommendations
Indian Luxury Market, $ bn
2.0
1.5
1.0 1.0
0.5
Cars Personal
luxury
goods
Premium
hospitality
Fine Luxury
...
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Michael Kors, Marketing Strategy Analysis and Recommendations

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This PowerPoint presentation highlights an analysis of the Michael Kors marketing strategy. Despite being a well-known company, this American firm has recently been facing many challenges, especially due to its brand value dilution.

Published in: Marketing
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Michael Kors, Marketing Strategy Analysis and Recommendations

  1. 1. Vladimir Pushmin Ezz Eldamak Priya Bhakar Hafsa Ikram
  2. 2. Overview -59% -45% -42% -39% -38% -35% -31% -30% -30% -28% 65% 69% 70% 70% 76% 78% 83% 87% 111% 112%Evergrande Real NetEase CSCEC WeChat Dollar Tree BD Ping An Bank Huawei American Airlines Hikvision Michael Kors UniCredit Dove Gazprom Neutrogena Tim Horton’s Volkswagen ING Banco do Brasil Itau Source: Global Finance 2016 Brand Value Change 2015-2016 (%)
  3. 3. Sources of advantage Superior skills Superior resources Michael Kors Distribution Employees Licensing partnershipsWholesale partnerships 1 2 Bergdorf Goodman, Saks Fifth Avenue, Holt Renfrew, and Macy’s in USA Harrods, Harvey Nichols, Selfridges and Galeries Lafayette in Europe USA, Holland, Japan, Canada, Hong Kong, South Korea • Well trained • Excellent satisfaction rate • Fossil Partners • The Estée Lauder Companies • Luxottica Group
  4. 4. Positional advantages Superior customer value Superior quality Ego Consideration Jet-Set LifestyleCelebrity Factor Strong brand name 1 2
  5. 5. Performance outcomes Same store sales Gross Margin Year-over-year revenue 58% 59.9% 60.9% 60.6% 59.4% 2012 2013 2014 2015 2016 62% 67.5% 51.7% 32% 7.8% 2012 2013 2014 2015 2016 38% 45% 28% 17% -6% 2012 2013 2014 2015 Aware Ever used Excellent performance Would recommend 64% 14% 35% 95% Key brand metrics
  6. 6. Benchmark of strengths and weaknesses
  7. 7. Relative size of resources № of employees№ of stores 526 402 965 25,000 11,094 15,800
  8. 8. Value chain Inbound logistics Technology development 1 Service Sales and Marketing 3 4 2
  9. 9. Customer focus 1 2 3 Brand Equity Value Equity Retention Equity 1 2 3
  10. 10. Recommendations Indian Luxury Market, $ bn 2.0 1.5 1.0 1.0 0.5 Cars Personal luxury goods Premium hospitality Fine Luxury wines Childrenswear market in UK, £m 6.7 6.9 7.0 7.2 7.4 7.6 2014 2015 2016 2017 2018 2019 +13,2% Geographic expansion 1 Product line expansion 2 Increase awareness 3 Strategic Alliances 4 Instore experience 5 • 84% browse online • 53% visit to make a decision • 76% go for instore experience

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