Louis Vuitton Moet Hennessy: Expanding Brand Dominance in Asia Harvard Case Solution & Analysis

Explores the predicament Louis Vuitton Moet Hennessy (LVMH), one of the leading manufacturers in the world of luxury products, face to the brand management while expanding operations in China. LVMH, $ 13 billion of the group of companies with operations around the world - 1500 retail stores in 60 countries - has won in the luxury market successfully in Europe, the United States and some parts of Asia. In the early 1990s, LVMH has decided to expand its operations in China and South Korea. Ten years later, LVMH made its entry into India. In 2004, Asia accounted for about 40% of sales of LVMH. LVMH intends to capture the growing Asian market. However, facing a number of challenges in its expansion plans in Asia, one of the major problems protecting its brand from erosion. Although China is a huge market, fake branding is endemic there. In addition, LVMH plans to expand in Asia, introduced the issue of private property than in the profitability of the franchise companies in the industry of luxury goods. "Hide
by Yigang Pan, Pan Yigang, Marissa McCauley Source: University of Hong Kong, 19 pages. Publication Date: January 26, 2005. Prod. #: HKU368-PDF-ENG

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