The Marketing Environment of Lv

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The marketing environment of LVMH Executive summary In the time of economic-globalization, the business environment is absolutely getting more and more competitive for firms in different industry. The trend of customers’ preference, customers’ purchasing power, potential and existing customers and rivalry.As a matter of fact, the luxury industry has come across the recession which has quickly reversed the old trend to trade up. The middle-class people tend to be the main purchasing power which directly leads to the industry’s rapid growth. Contents 1.0 Introduction………………………………………………………………………..4 2.0 The analysis of marketing environment…………………………………………...5 2.1 The analysis of external environment……………………………………………..6 2.1.1 The contemporary issues occurred in micro-environment……………………....6 2.1.2 The contemporary issues occurred in macro-environment……………………...8 2.2 The analysis of internal environment…………………………………………….10 3.0 The existing and potential rivalry in business environment……………….……..11 4.0 Analysis of SWOT of LVMH……………………………………………………12 5.0 Conclusion………………………………………………………………………..15 6.0 Reference…………………………………………………..…………………….16 1. Introduction It was acknowledged by Lena Fitzen (2009, P40) that marketing environment is one of the most important factors which could influence the business progress. That is to say, marketing environment has both negative and positive effects on the trade operation. John A. Dawson (1979) argues that in one hand, marketing environment is un-negligible for directors to achieve their goal; on the other hand, marketing environment can be used as a useful tool for directors to succeed and advance. As a matter of fact, marketing environment, including internal environment and external environment, plays such un-negligible role in economic process. As is known, LVMH is a

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