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LVMH: Strategic Integration and Expanding Brand Dominance in Asia. We will suggest our recommendations on strategic sectors and we will explain why LVMH has to focus on Asian market to guarantee its future growth.

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  • Essay length: 6763 words
  • Submitted: 12/01/2011
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University Degree Marketing

The first 200 words of this essay...

DE TERNAY Anastasia Master 2 CPEI

MORAR Crina

XIA Xiaou

ZERMANI Sihem

LVMH: Strategic Integration and Expanding Brand Dominance in Asia

1

Table of contents

INTRODUCTION.....................................................................................3

I. LVMH and its environment .......................................................................3

A. The luxury market and it segmentation..........................................................3

1. Analysis of the luxury market: " The luxury-goods industry "..........................3

2. Segmentation......................................................................................4

B. LVMH presentation....................................................................................5

1. General presentation.............................................................................5

2. The Geographic Position in Sales..............................................................6

C. LVMH analysis........................................................................................6

1. Company SWOT..............................................................................7

2. SWOT per sector..............................................................................9

3. Key Success Factors for LVMH............................................................13

4. Competitors...................................................................................14

II. LVMH strategic integration....................................................................15

A.The logic of métiers.................................................................................15

B.Optimization of synergies.........................................................................18

III. Marketing program: how to double profits within 5 years........................20

A. General recommendations on strategic sectors.............................................20

B. The Asian market............................................ ....................................21

1. Challenges and opportunities........................................................................21

2. Recommendations in the process of expansion in Asia...........................................22

Introduction

LVMH, the world leader on the market of luxury products Group was created in 1987 and results from the merger of Louis Vuitton (an upscale luggage company) and Moët Hennessy ( producer of champagne and cognac). Since its creation LVMH has

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