Michael Kors 1. Situation Analysis 1) Company Analysis Brief Brand history (e.g., critical moments in a company
Question:
Michael Kors
1. Situation Analysis 1) Company Analysis
Brief Brand history (e.g., critical moments in a company or a brand, big successes or big failures). Also, include the brand company's mission statement
SWOT analysis (RIGHT DISTINCTIONS IN YOUR SWOT ANALYSIS)
2) Industry Analysis (macro-environment analysis) This section mentions important aspects of a given industry
Trends within this particular industry (e.g., fast fashion, haute couture/couture, luxury
brands), such as changes in demographics (newly emerging or potential markets?),
technological, and social or economic forces that can affect the industry as a whole For example,
Consumers' price sensitivity (economic factors), consumers' value for sustainability
Technological advances that can affect online retailing systems and consumer
engagement
3) Competitor Analysis (micro-environment analysis)
Choose one major competitor and discuss the competitor's strengths, weaknesses, and
any threats that it poses to your brand or product.
2. Target Consumer Analysis
One way to get a sense of the target market is to generate a brief character sketch of the typical target consumer (i.e., target consumer profile).
Target consumer profile/descriptions for your brand
- Use multiple segmentation bases (e.g., demographic, geographic, psychographic,
and behavioral) to increase the accuracy of understanding target consumers
- Use of secondary data and of citations in-text
Operations Management Creating Value Along the Supply Chain
ISBN: 978-0470525906
7th Edition
Authors: Roberta S. Russell, Bernard W. Taylor