LVMH Analysis
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LVMH
LVMH is a world wide company that unites under one parent company prestigious brands such as Louis Vuitton, the Moet et Chandon Champagne, the Hennessy Cognac, Christian Dior's perfumes and many other luxury items...
Using your readings, the Library, and the Internet, write responses to each of the following:
1. What is your impression of the world wide operation of LVMH?
2. Conduct a SWOT Analysis of LVMH.
3. Does LVMH have a competitive advantage and/or a competitive strategy? Justify your answer.
4. Choose one of LVMH products. Describe the components of this product value chain.
5. What strategic alternatives are open to LVMH? Explain and justify your answer.
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STEP 1
1. What is your impression of the world wide operation of LVMH?
My impression of LVMH is that it is a holding company of luxury goods. It is a French company and has more than 60 subsidiaries that own and manager premium luxury brands. It appears that these subsidiary companies have a great deal of independence. LVMH developed when Moët et Chandon and Hennessy merged in 1987. This holding company strengthened when Louis Vuitton took over this group.
The company is run and controlled from France but its stores are located all over the world. In a sense it is an international retail business. Its Louis Vuitton products are exclusively sold through its boutiques and the company continuously strives to position its stores, products and brands as premium brands.
STEP 2
2. Conduct a SWOT Analysis of LVMH.
Strengths:
1. Its image as the brand of the wealthy;
2. The chain of 1,500+ stores each located in finest locations worldwide.
3. The positioning of the LVMH products as the premium products;
4. The largest collection of premium brands having high market ...
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