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Michael Kors, Marketing Strategy Analysis and Recommendations
- 1. Vladimir Pushmin Ezz Eldamak Priya Bhakar Hafsa Ikram
- 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. 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. Positional advantages Superior customer value Superior quality Ego Consideration Jet-Set LifestyleCelebrity Factor Strong brand name 1 2
- 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. Benchmark of strengths and weaknesses
- 7. Relative size of resources № of employees№ of stores 526 402 965 25,000 11,094 15,800
- 8. Value chain Inbound logistics Technology development 1 Service Sales and Marketing 3 4 2
- 9. Customer focus 1 2 3 Brand Equity Value Equity Retention Equity 1 2 3
- 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