systematically analyse and evaluate Michael Kors' Country Selection & Expansion Process.

Answer guide formal: Please answer the question by presenting and explaining suitable concepts from the class context in a Part a) (theoretical answering section of your answer) and apply them afterwardsto the case in a Part b) (applied answering section).

Answer guide content: Please discuss the international market segmentation strategy chosen by Michael Kors as well as the sequence of country markets entered by the company. Consider here cultural and consumer behavioural aspects. Which further market selection criteria should have been considered from your point of view?

Answer rating: 100% (QA)

Part a Theoretical Analysis Michael Kors international market segmentation strategy involves identif... View the full answer