michael kors, marketing strategy analysis and recommendations

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Vladimir Pushmin Ezz Eldamak Priya Bhakar Hafsa Ikram

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Page 1: Michael Kors, Marketing Strategy Analysis and Recommendations

Vladimir PushminEzz EldamakPriya BhakarHafsa Ikram

Page 2: Michael Kors, Marketing Strategy Analysis and Recommendations

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 (%)

Page 3: Michael Kors, Marketing Strategy Analysis and Recommendations

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

Page 4: Michael Kors, Marketing Strategy Analysis and Recommendations

Positional advantagesSuperior customer value

Superior quality

Ego Consideration Jet-Set LifestyleCelebrity Factor

Strong brand name1 2

Page 5: Michael Kors, Marketing Strategy Analysis and Recommendations

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

Page 6: Michael Kors, Marketing Strategy Analysis and Recommendations

Benchmark of strengths and weaknesses

Page 7: Michael Kors, Marketing Strategy Analysis and Recommendations

Relative size of resources

№ of employees№ of stores

526

402

965

25,000

11,094

15,800

Page 8: Michael Kors, Marketing Strategy Analysis and Recommendations

Value chain

Inbound logistics

Technology development

1

Service

Sales and Marketing3

4

2

Page 9: Michael Kors, Marketing Strategy Analysis and Recommendations

Customer focus

1 2 3

Brand Equity Value Equity Retention Equity

1 2 3

Page 10: Michael Kors, Marketing Strategy Analysis and Recommendations

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