Louis Vuitton in Japan: the Magic Touch

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| | LOUIS VUITTON IN JAPAN: THE MAGIC TOUCH | | Table of Contents PROBLEM STATEMENT 3 SITUATION ANALYSIS 3 Company History and Background 3 Company Mission Statement and Vision 4 Company Strategy 4 INTERNAL ANALYSIS 4 Strengths 5 Weaknesses 5 EXTERNAL ANALYSIS 6 Opportunities 6 Threats 6 Political Elements 6 Economic Elements 6 Social-Cultural Elements 7 Technological Elements 7 Legal 7 Competitive Analysis 8 Market Analysis and Segmentation 8 KEY SUCCESS FACTORS 10 KEY UNCERTAINTIES 10 ALTERNATIVES 10 RECOMMENDATION 12 ACTION PLAN 12 CONTINGENCY PLAN 13 APPENDICES 14 REFERENCES 18 PROBLEM STATEMENT Excellence in business and marketing execution, heritage, and worldwide brand recognition coupled with trendy yet timelessness quality products with exclusive aura perpetually instigating the Japanese’s genetic demand for luxury has allowed Louis Vuitton (LV) to become the leading luxury house in Japan and make it its primary source of revenues for more than four decades. This was equally fueled by high level of disposable incomes as well as Japanese social and cultural conforming norms. However, the recent prolonged global recession has eventually resulted in some changes of atypical Japanese buying behaviours that eventually will have negative consequences on luxury goods market as a whole. To protect its market share and revenues dilution in Japan, LV needs to identify those market segments with un-capitalized revenue opportunities or prone to lose consumers and then develop and implement distribution, product and/or advertising initiatives that would yield optimization. SITUATION ANALYSIS Company History and Background Company Mission Statement and Vision The mission statement of all LVMH brands is: “To represent around the world the most refined qualities of Western `Art de Vivre' and must continue to be synonymous

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