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.
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