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