Macro Analysis example 1 – Fragrance
Strengths:
Weaknesses:
What Grade?
Macro Analysis example 2 - Fashion
Strengths:
Weaknesses:
What Grade?
STEEP
SOCIAL:
Michael Kors is an expensive brand therefore, their target audience are people who might be
considered as middle class, people who in well paid jobs who might just like the brand and the
statement it gives to them. Moreover, Michael Kors might have a secondary audience and that could
be from the working class. This audience might one to save up their money have been able to treat
themselves one in a while. Michael Kors is known for many things however their handbags seem to be
the most popular, therefore women seem to be the gender who are more likely to be a target audience
of Michael Kors. - MEDIUM
TECHNOLOGICAL:
Technology is important in the 21st century has it plays a huge part in sociality, therefore it is
important that Michael Kors have the knowledge to be able to keep up with their competitors as
technology has the power to help be ahead. The right technology will need to be used to make sure
leather products are cut perfectly and can be sold at high quality. Investing in the technology will only
make the process of production easier but also be able to their customer high quality products.
Michael Kors have extended their watch collection and now have smartwatches, which seem to be
popular in 2018, this was a positive because they were able to join a new market.- HIGH
ECONOMIC:
The economy will have an effect on the business as less people are unemployed and there has been a
tax increase, this may influence people might want to priorities their money. For example, pay bills and
this could lead to a decrease in sales for Michael Kors. To solve this solution Michael Kors might
decide to put their product on sale to be able to suit the needs of their customers. Additionally. if there
is an increase in the minimal wage, Michael Kors will have to increase the pay of their stuff. -HIGH
ENVIRONMENTAL:
Michael Kors will need to make sure that their packaging is recyclable, as there has been an increase
in pollution. Therefore, Michael Kors will need to take this into consideration when it come to their
packaging. Additionally, Michael Kors will have to consider the Co2 is produced from their factories,
they will need to think of alternative to lower the amount of co2 that their factories produce. -MEDIUM
POLITICAL:
Politics would have an influence on Michael Kors as laws are always changing and this could affect
their business. Some countries don’t want fur and snake skin to be sold in their country and this could
mean they might have to change what products they have in their store to suit the policy of the
country. -LOW
Macro Analysis example 3 – Coca Cola
Strengths:
Weaknesses:
What Grade?
Appendix 1:
*Information for the PESTLE analysis was taken from Mintel (2019), Euromonitor (2020), Mintel (2020b) and Zegler (2020).
