Luis Vuiton Case

Cover page

Project no. 1 Project title: LOUIS VUITTON

Class and group/team number: CLmec-y13f, GROUP 2

Group members:
Adeniyi Tajudeen Babatunde
Carlo Guerra
Madalina Manole
Hristo Novakov

Date: 14/03/2013

Number of characters (including spaces, footnotes, end notes and text boxes): 23,921

Signatures of all the participating group/team members:

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Contents 1. Introduction 2 1.1 Motivation 2 1.3 Interpretation 3 1.4 Scope 3 1.5 Methodology 3 2. Porter’s 5 forces analysis 3 2.1 Industry analysis 3 2.2 Competitive rivalry 5 2.3 New entrants 5 2.4 Substitutes 6 2.5 Power of buyers 6 3. Marketing Mix: the 4 Ps 7 3.1 Product 7 3.2 Price 9 3.3 Place 9 3.4 Promotion 10 4. Discussion 10 5. Recommendations 12 6. Conclusion 13

1. Introduction
1.1 Motivation
LV(Louis Vuitton) is a world-wide famous company producing luxury leather items, such as handbags, trunks, shoes and accessories, but also watches, jewelry and sunglasses.
Nowadays ' powerful LV is the result of the efforts of a genial initiator – Louis Vuitton himself, who introduced flat-topped, stackable trunks and an impressive number of original designs – and an acute business man – Bernard Arnault, who took over the company with a cunning strategy, revolutionized the high levels of management and then acquired competitors, famous brands to expand LV 's activity, and distributors to keep firm control of the brand identity.
LV is today a standard, one of the per excellence suppliers of exclusive luxury products for the absolute, aspirational and accessible segments of customers. Its growth has been steady for decades, and more is to be expected as the market itself is reported to be growing continuously.
Yet some signs of weakness have been spotted already: since 2005, a general plan designed to improve

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