Michael Kors: An Analysis of Strategic Management in the Retail Industry

Student: Marissa Miller*
Mentor: Jing'an Tang
Major: Management

This strategic analysis consultation project will identify the management approach used by Michael Kors Limited within the luxury retail industry. As a “rapidly growing global luxury lifestyle brand (2015)”, it is important for Kors’ management team to implement specific, well-versed strategies in order for the company to continue to be successful. Recently, Michael Kors has been expanding internationally. As the company continues to grow, they must develop strategies in order to hedge the risks associated with overseas expansion. As a consultant, I will identify the methods implemented by Michael Kors, and conduct a full-scale analysis of internal and external environmental market factors. I will also identify the strengths, weaknesses, opportunities and threats by conducting a SWOT analysis. Finally, I will suggest a plan of action for the continued global development of the brand.

*Honors Senior