SBMA7018: MBA PATHWAY MODULE
: MBA TERM (ii)
: Richard Small
TITLE: LOUIS VUITTON
AIM OF THE PROJECT: To understand the the marketing challenge faced by the LOUIS VUITTON the no 1 luxury brand in the world. OBJECTIVE: To investigate the LOUIS VUITTON (fashion & leather) business issues.
These are some LOUIS VUITTON business issues
* Regarding their distribution network, Louis Vuitton has a tremendous competitive advantage. But rapidly increase similar competitive brand LV faced big marketing challenges to keep their brand no 1 position.
* Louis Vuitton doesn't have any authorized street resellers.
* LV has been going through some major challenges as they try to establish their brand image in ASIA. The case portrays a subtle situation in international marketing -- the marketing of a high-end brand into a low-income nation, or the expansion of Louis Vuitton into India. This luxury good marketer faced practical problems in India, such as the challenge of identifying potential customers, the lack of media to build its brand, and the absence of high streets to open stores.
* LV the world’s largest luxury-goods maker, filed a U.S. trade complaint seeking to block U.S. imports from China of handbags, luggage and other accessories that copy the Louis Vuitton look.
BACKGROUND: The Louis Vuitton Company (more commonly known simply as Louis Vuitton) is a luxury French fashion and leather goods brand and company, headquartered in Paris, France. It is a division of the French holding company, LVMH Louis Vuitton Moët Hennessy S.A. The company is named after its founder Louis Vuitton (August 4, 1821-February 27, 1892), who designed and manufactured luggage, as...
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