Marketing Strategy: Louis Vuitton

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Name - Mayank Saxena
Case write up: Louis Vuitton

Executive Summary
Louis Vuitton’s (LV) major source of revenue was Fashion and leather goods which was 35% as compared to other products and 20% of this revenue came from Japan, undoubtedly a strong hold in the Japanese markets, with that being said, there are a lot many opportunities for LV to exploit in terms of new and emerging markets like China and India, which have a lot of untapped potential. They can expand their market segment by targeting the middle class and upper middle class bracket, and diversify their target audience i.e. women by introducing clothing for men and children. The key to deal with the current situation of LV would be to reduce dependency on Japanese markets and explore new areas of business in terms of locations, segments backed by new product lines and promotional strategies.
Goal and Goal Defense
From 2006 to 2008, referring to Exhibit 1, we can see that percentage increase in revenue is in a declining phase i.e. there was 7% increase from 2006 to 2007, and 4.3% from 2007 to 2008. Hence the percentage increase reduced by 2.7 percentage points in consecutive years. But the investment has considerably increased during these years.
Since the industry is also hit by recession, I propose that adopting a steady approach to increase the profits would be a better option. LV should try to maintain a revenue increase of 4.3% for next few years, during which they can slowly introduce new schemes to

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