Strategic Analysis- Understanding the Global Luxury Brand A case study on LVMH

Asmita Basu Chatterjee





Nowadays consumers thrive for value addition to their consumption by means of brand recognition. The brand association provides intangible values to the consumption of the customers. The changing profile of the customers poses a challenge for companies even with established brands. In case of luxury goods market, big brand such as LVMH, a group founded by Moet Hennessey and Louis Vuitton SA in Paris, also passes through bigger challenges. LVMH is a family run group with 75 houses, 1,63000 employees and revenues worth €53,7 Billion. The present study tries to strategically analyse the company in order to understand how it continues to succeed with the changing market and customer scenarios. The methodologies used for this case study are SWOT analysis, PESTLE analysis and Porter’s Five Forces Model. Thus after analysing with strategic management tools we may conclude that even though over the years LVMH has achieved increasing growth, in order to continue is success and maintain its position as one of the top market players it should focus on its main business and also strategic deal with the variables corresponding to the evolving market.


Strategic analysis, LVMH, SWOT, PESTLE, Porter’s Model

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