Louis Vuitton Moët Hennessy (LVMH) in Asia

Type :

Presentation

Pages :

13 pages

Format :

.doc

Published date :

05/17/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Presentation of the company
1. Overview of LVMH
2. The values of LVMH
Global strategy objectives
1. The 90's: A strategy of external growth
2. The turning point of the end of the 90's
3. A new strategic orientation
LVMH on the Asian market
1. External analysis of the Asian luxury market
LVMH challenge in Asia
Options and strategic choices
1. Wine and spirits
2. Fashion and leather goods
3. Perfumes and cosmetics
4. Watches and jewelry
5. Selective retailing
Consequences
1. Wine and spirits: Stable growth from the top quality products
2. Fashion and leathery goods
3. Perfumes and cosmetics
4. Watches and jewelry
5. Selective retailing
Conclusion
Information sources

Abstract

louis vuitton moët hennessy- is the world leader in the market of luxury products. Its net revenue in 2005 reached €14 billions and it employs 59 000 peole. As for its retail network, all over the world, more than 1700 shops have been opened. Indeed, the Group is present in 12 countries in asia (excluding Japan). Thanks to its strong brand identity, the company has developed an international expansion. Bernard Arnault is the Chairman of lvmh. Although it was established in 1987 and enjoys an exceptional reputation as a world leader in luxury goods, the Group has realized a very quick growth thanks to its brand development strategy and the expansion of its international retail network. In asia, it is Christian Dior which shows the greatest performance and its success has grown since the synergy with Christian Dior Couture. It has benefited from many innovations, new launches and the strength of its major classic products. For example, on the skincare segment the launch of the new Capture has been a real success. On the make-up lines, Diorskin, Collection and Backstage product lines have especially contributed to enhance the growth.