Situational Analysis of Marc by Marc Jacobs & Michael Kors

Deadline: 8th April 2015

Report format: This report should be formatted as a professional report, including an executive summary and appropriate headings throughout. This report can also include visual images to enhance the communication of your recommendations.

Choose two retailers from the same market, where one retailer is thriving/growing and the other retailer is struggling/declining.

Fashion Retail:
thriving – Marc by Marc Jacobs;
struggling – Michael Kors

1. Conduct an in-depth situational analysis to identify the factors underpinning the positive performance of the retailer in growth and the poor performance of the retailer in decline:
• External – Far situational analysis: PEST analysis.
• External – Near situational analysis: market/customer analysis, competitor analysis, retail cycles (wheel of retail, life cycle).
• Internal analysis: current capabilities, retail cycles (vs. competitors), strengths and weaknesses.
• SWOT analysis

2. Based on your situational analysis, develop a range of retail strategies to turn the poor performing business around – from decline to growth:
• Strategic Vision & Objectives
• Growth Strategies (draw on Ansoff’s 2 x 2 matrix, retail life cycle)

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