International Marketing Analysis - Louis Vuitton

Nina F.

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International Marketing Analysis - Louis Vuitton

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Themes

Louis Vuitton, United States, China, innovation, PESTLE analysis, Porter's 5 forces, geopolitical tensions, luxury, physical stores, eco-friendly model, competitiveness, Hermès, Chanel, Burberry, Gucci, Prada, Guess, distribution strategy, promotion, media, materials

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Abstract

In order to better realize this analysis, I chose to study the Louis Vuitton brand on two different countries / markets: The United States (developed country) and China (emerging country). During this report, we will discuss an external analysis of the brand in these two countries as well as an internal analysis of Louis Vuitton. We will also see the segmentation, targeting and positioning of the brand on these two countries. Finally, we will make an analysis of the implementation of the brand within these two different markets.

Current market situation
Macroenvironment - PESTLE Analysis
Microenvironment - Porter's 5 forces
Segmentation, Target, Positioning
Marketing mix - 4P
Branding

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[...] The LVMH group has more than 70 exceptional houses that create high-quality products. LVMH is present in five major luxury sectors: Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry and Selective Retailing. In 2017, the group's sales amounted to 42.6 billion euros. LVMH employs 145,000 people worldwide and has more than 2,400 stores. (LVMH, 2018) LVMH is the first luxury group in terms of turnover, ahead of Richemont and Estée Lauder. History of the Louis Vuitton brand: Louis Vuitton was founded more than 150 years ago by Louis Vuitton, a French box maker and packer. [...]

[...] What You Need To Know About Luxury Consumer Trends For 2018. [online] Forbes. Available at: https://www.forbes.com/sites/njgoldston/2017/12/29/what-you-need-to-know-about-luxury-consumer-trends-for-2018/#2955a4d21eb7 [HYPERLINK: https://www.forbes.com/sites/njgoldston/2017/12/29/what-you-need-to-know-about-luxury-consumer-trends-for-2018/] [Accessed 10 Nov. 2018]. 11) Gourdon, J. (2018). Le luxe français à la chasse aux millionnaires américains. [online] French Morning. Available at: https://frenchmorning.com/le-luxe-francais-a-la-chasse-aux-millionnaires-americains/ [Accessed 8 Nov. 2018]. 12) Holborow, O. (2018). [...]

[...] 27) The Independent. (2018). Peta has bought shares in Louis Vuitton to stop them selling bags made from crocodile skin. [online] Available at: https://www.independent.co.uk/news/business/news/peta-buys-louis-vuitton-fashion-moet-hennessey-shares-stocks-lvmh-crocodile-skin-products-exotic-a7525631.html [Accessed 10 Nov. 2018]. 28) Usa.chinadaily.com.cn. (2018). Young customers driving future demand of luxury goods. [online] Available at: http://usa.chinadaily.com.cn/a/201809/27/WS5bac4f10a310eff30327fcaa.html [Accessed 8 Nov. 2018]. 29) Warc. (2018). [...]

[...] Chinese millennials dominate global luxury market. [online] Available at: https://www.warc.com/newsandopinion/news/chinese_millennials_dominate_global_luxury_market/41156 [Accessed 10 Nov. 2018]. 30) Www2.deloitte.com. (2018). [online] Available at: https://www2.deloitte.com/content/dam/Deloitte/at/Documents/consumer-business/deloitte-global-powers-of-luxury-goods-2018.pdf [Accessed 8 Nov. 2018]. Appendices SWOT analysis: Strengths Weaknesses Big and strong luxury brand recognized worldwide, it touches consumers from different cultures Worldwide distribution network (the brand is sold in more than 50 countries across more than 450 outlets) One of the largest employers in the world in the luxury sector; 121,289 employees worldwide Wide extended of luxury goods (leather goods, handbags trunks, shoes, watches, jewelry and accessories) Strong association with quality, Louis Vuitton's products are THE reference in terms of quality and design (especially for hand luggage), Louis Vuitton use exquisite and exclusive material One of the most profitable brands in the world with profit margins north of 30% and 60% of overall market share within the luxury segment More than 150 years of experience and excellence, Louis Vuitton has a rich history and culture World's most valuable luxury brand Association of the brand with high class and high social status. [...]

[...] Sur la piste des dealeurs chinois de Louis Vuitton. [online] Available at: https://www.streetpress.com/sujet/1500902257-dealeurs-chinois-louis-vuitton-marche-noir [Accessed 9 Nov. 2018]. Bain. (2018). Luxury Goods Worldwide Market Study, Fall - Winter 2017. [online] Available at: https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall-winter-2017/ [Accessed 10 Nov. 2018]. Challenges. (2018). Les résultats annuels de LVMH bondissent avec Vuitton et Dior. [online] Available at: https://www.challenges.fr/luxe/les-resultats-annuels-de-lvmh-bondissent-avec-vuitton-et-dior_562945 [Accessed 10 Nov. [...]

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