Luxury good

Agenda Executive Summary 3 Analysis of Current Situation 3 Objectives 4 LVMH, an international group 4 The corporate structure 6 The luxury market 8 Differentiation Strategy 11 Diversification strategy 12 Competitive context 14 Synthesis and perspective 15 Executive Summary Executive Summary            The current outstanding performance of Moët Hennessy - Louis Vuitton or LVMH in the international marketplace necessitates effective management strategy to maintain

describe as ‘perhaps the world’s fastest growing and most profitable business’ (Gene M. Grossman and C. Shapiro, 1986) 1. The luxury market is significantly affected by counterfeit goods, which are taking advantage of the prestige image of its brands by capturing their tradition and identity. In particular, France is a large target for counterfeiters. Indeed, the French luxury brands are among the most imitated because of strong and valuable industrial heritage and know-how. In this context, one

growing and with a real future. Hence, it became really strategic for international brands to integrate this market that is going to become one of the most important of the world. France has a great image in this country thanks to the good appreciation of their luxury products and the great success of global brands such as Louis Vuitton, Dior or Chanel over there. Caroll’s Introduction: Caroll is a French textile brand created in 1963 by Raphael Levy and Joseph Bigio. In 1988 Caroll was bought

CABANNES-Louise QUILLET | PART I 4 INTRODUCTION 5 I. Internal analysis 6 a. Presentation 6 b. Strengths and Weaknesses from the SWOT 10 II. International expansion objectives 11 a. First three-years objectives 11 b. Long term 12 III. Luxury Department Stores: sector analysis 13 a. Global Scale 13 b. Turkey scale 16 c. Saudi Arabia 17 d. Israel 18 PART II 20 I- Country selection 21 1. General situation indicators 21 a. Average annual income per capita – 2007 data

- Rare product: luxury image. It permits to give to the product high prices. - Owned by a prestigious brand: Veuve Clicqot, internationally famous. Veuve Clicqot is a name which guarantees the quality of all its ranges of products. - Important market share of Veuve Clicqot. This means that they have a lot of consumers, who could be sensitive to the prestigious range of La Grande Dame, if they are not used to consume it yet. N° 2 after Moët & Chandon. - Good implementation in

opportunity for all types of companies - not just large multinationals. But doing business in China can still be challenging. During the last few years, China clearly established itself on the international level of textile production and trade. It is a good opportunity for Caroll to enter the Chinese market because its target- the executive’s women from the middle class- is approaching the 4 millions peoples only for the main cities of the eastern China coast. To penetrate the Chinese market, Caroll

Diversification…………………………………………………………………………………………p14 Conclusion………………………………………………..……...p14 Introduction In this study we are going to discover the mainstays of the famous French fashion house Louis Vuitton. We'll focus first on the background of the leader of the luxury goods market, then we'll figure out its environmental analysis and to finish we'll make some recommendations and proposals for new strategies to put into. The background 1- Louis Vuitton: the history Louis Vuitton is one of the famous french

because cosmetics industry is really important in France. Cosmetic industry includes "any product intended to come in contact with parts of the human body, with the aim to cleaning them, perfuming them, changing their appearance, protect, maintain in good condition or correcting body odors "(Code of Public Health, ArticleL.5131-1) This is the 4th sector of the French economy through its trade balance (balance between exports and imports). It accounted for 6.9 billion Euros turnover in 2007 on the domestic

the economic cycle that moves from slump to boom and so on. Booms and upturns are pretty good for a company’s activity but then come usually downturns and slumps and leads the company to recession. But in the luxury market, some companies like Dior Perfumes are called “recession proof” because Dior targets wealthy customers that always have purchasing power and do not depend on the economic situation. Luxury products such as Dior Perfumes are also inelastic because sales don’t significantly depend

internal environment of Kosta Boda. Then we will do a Porter analysis of the market… SWOT analysis External analysis Opportunities | Threats | Despite the economic crisis, the luxury sector remains strong because of the values of well-being and dream. Moreover, the analysis of the past crisis illustrates that the luxury industry has been one of the strongest facing economic difficulties (Comité Colbert, 2008) | New competitors can enter quickly which shows the “big opening of the sector” : creativity