La stratégie marketing de Louis Vuitton et l'émergence d'un marché du luxe en Chine
9.95€
étude de cas
publié le 12/03/2009
avis client : non évalué
niveau : expert
consulté 7 fois
Sommaire
- Company presentation
- External analysis: Louis Vuitton in China
- Macro environment: PESTEL analysis
- Micro environment: competition's structure analysis
- Porter 5 forces model
- Market analysis: the luxury market in China
- Why? The new attitudes in luxury consumption
- Marketing strategy
- Marketing objectives
- The market strategy
- Segmentation
- Positioning
- Marketing-Mix
- Product
- Price
- Place
- People
- Physical evidence
Résumé
louis vuitton (LV) is the world 1st luxury brand, leading brand of the LVMH group created in 1987, 1st world group of luxurious goods' production and distribution.
LVMH, €16.5 billion sales worldwide in 2007 (+7.7%), is far ahead of the competition with revenues three times bigger than its follower Richemont Group. The group is split in five core activities with a rich portfolio of over 60 brands. Fashion and leather goods, with €5.6 billion sales accounting for 34 % of the group turnover, is the group's growth engine. LV dominates the luxury segment by far with €1.659 billion turnover in 2006 (2 times its two main followers PPR and Valentino), and owns 405 stores (+15 net openings 2008).
Its mission aims to be the "ambassador of the occidental art of life", to be the symbol of elegance and creativity by selling dreams crossing tradition and modernity. Hence, it frames its core values along creativity and innovation, state-of-the art product quality, and an invaluable brand trademark appeal. The high dynamism of the global group is driven by the exceptional appeal of LV branding, the efficient strategic development, and a strong presence worldwide. LV fuels its dynamism thanks to a strong organic growth and an innovative and creative product development, the communications' means and messages on luxury voyage thematic, French prestigious lifestyle and authentic know how, and the well management of its distribution network.
LVMH, €16.5 billion sales worldwide in 2007 (+7.7%), is far ahead of the competition with revenues three times bigger than its follower Richemont Group. The group is split in five core activities with a rich portfolio of over 60 brands. Fashion and leather goods, with €5.6 billion sales accounting for 34 % of the group turnover, is the group's growth engine. LV dominates the luxury segment by far with €1.659 billion turnover in 2006 (2 times its two main followers PPR and Valentino), and owns 405 stores (+15 net openings 2008).
Its mission aims to be the "ambassador of the occidental art of life", to be the symbol of elegance and creativity by selling dreams crossing tradition and modernity. Hence, it frames its core values along creativity and innovation, state-of-the art product quality, and an invaluable brand trademark appeal. The high dynamism of the global group is driven by the exceptional appeal of LV branding, the efficient strategic development, and a strong presence worldwide. LV fuels its dynamism thanks to a strong organic growth and an innovative and creative product development, the communications' means and messages on luxury voyage thematic, French prestigious lifestyle and authentic know how, and the well management of its distribution network.
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