Beruflich Dokumente
Kultur Dokumente
2014/10/16
INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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PROBLEM
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ISSUES
Limited capacity results from handcraft
One-third of the sales in Europe were
made to Chinese tourists
Counterfeits and copies in the market
Potential financial risk
Current ratio is low (1.58)
Current ratio=Current Assets/Current Liability
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ISSUES
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SWOT
Strengths
Weaknesses
Quality
Control of end to
end Production
No upper limit to
pricing for absolute
luxury
Brand Image
Dominant player in
the market
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Estimated Growth
2012 (Euro)
Americas
30%
13%
Europe
37%
5%
Japan
9%
8%
Asia-Pacific
19%
18%
5%
8%
SWOT contd..
Opportunities
Threats
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DECISION CRITERIA
LABEL
IMAGE
DESCRIPTION
How much will the
alternative benefit LVMHs
brand image?
PROFIT Profit Growth
How much growth will the
Potential
alternative bring to the
bottom line?
AFFOR Cost of
How affordable is the
D
Implementatio alternative to implement?
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SPEED Time to
How quickly can the
implementatio alternative be
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implemented?
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DEFINITION
Brand Image
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DECISION CRITERIA
WEIGHT
1X
1X
1X
PROFIT
COST
TIME
2X
IMAGE
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DECISION CRITERIA
SCALE
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Alternative1:Consolidation
Keep in-house manufacturing
Increase pricing in products
Focus on made to order
products
Focus on existing market
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Alternative1:Consolidation
Pro
Con
Focus on quality
Consolidate supply
chain
Better financial
control
Grow in the existing
markets
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Missing opportunities
to expand
Limited product lines
Challenge in
enlarging customers
base
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Alternative 2: Diversification
Increase merging and acquisition
License brand and increase
revenue
Expand wine, watches & jewelry
business
Increase profitability in other
brands
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Alternative 2: Diversification
Pro
Con
Ability to control
market share
Attracting more
customers
More flexibility in
marketing
Promote weaker
brands with stronger
brands
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Financial pressure of
acquisition
Less quality control
Less focus on
innovation
Lack of experience in
other business
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Alternative 3: Expansion
Expansion in Asia-Pacific market
Expansion in US market
Retail expansion with more
flagship stores
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Alternative 3: Expansion
Pro
Con
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Analysis
Limited production
capacity
Competition with other
brands
Limited revenue
increase
Lower brand value
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Decision Matrix
Alternati
ves
Image
(2X)
Profit
(1X)
Afford
(1X)
Speed
(1X)
Net
Score
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14
Diversificati
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Expansion
12
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RECOMMENDATION
Consolidation
Focus on the high-growth fashion and
leather goods market
Take resources out of low-growth market.
Sell low-growth brands and partial
ownership of other brands
Improve the exclusivity of the Louis
Vuitton brand.
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SALES PLAN:
READY TO WEAR
Focus on sales in
Asia-Pacific and
U.S.
Accelerate planned
LV store openings
Focus innovation
on new LV products
Sell limited
products only in EU
stores
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SALES PLAN:
MADE TO MEASURE
Increase private
fittings in Asia/U.S.
Train French
employees to work
overseas
Focus on
exclusivity
Fittings only in EU
for limited products
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FINANCING PLAN
Consolidate profits
by selling
Partial ownership
positions
Unaligned brands
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BRAND IMAGE
Focus on exclusivity
Better personal
relationships for key
customers
Enhance
membership
program using
mobile technology
By invitation only
events
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SUMMARY
FOCUS ON LOUIS VUITTON
BE EXCLUSIVE
BE THE BEST
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Thank you
Q&A