Marketing and Management of Louis Vuitton

Running head: MARKETING
Marketing and management of Louis Vuitton
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Executive summary
Management is a crucial parameter for upgrading the standards and quality of the operations.
Strategic approach is beneficial in this aspect for achieving positive outcomes. These aspects
are also fruitful in terms of achieving global expansion. This report assesses the marketing
strategies of Louis Vuittion, one of the famous fashion retail brand. This is through the means
of examining the effective of the infrastructure, capability to handle the external challenges
and risk assessment. Corporate social responsibilities, quality and service operations are
moderate, which needs improvisation for penetrating into the markets of Brunei.
Technological training would generate value in the operation of Louis Vuitton, helping in the
achievement of infrastructural development, crucial for achieving global expansion through
product diversification and strategic alliance, followed by evaluation and audits.

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Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Brief overview of the company..............................................................................................3
Marketing strategy.................................................................................................................3
Environment analysis.............................................................................................................5
SWOT....................................................................................................................................5
PESTLE..................................................................................................................................6
Competitive analysis..............................................................................................................8
Market segmentation............................................................................................................10
Marketing mix......................................................................................................................11
Marketing plan.........................................................................................................................13
Conclusion................................................................................................................................16
References................................................................................................................................17
References................................................................................................................................17

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Introduction
Marketing is an art, which the sellers need to be aware of, for attracting the buyers.
Tactful approach is the need for influencing the purchasing intentions of the buyers. Strategy
and plans are the tools, which is beneficial in terms of mapping the target market, which
would be effective for increasing the sales revenue and profit margin (Alon et al., 2016).
Assessment of the internal and external environment is assistance in terms of maintaining the
balance between the operations, specially the supply and demands. Competitive analysis is
vital for developing plans for upgrading the infrastructure for expanding the business into the
external environments. This assignment, with the example of Louis Vuitton, sheds light on
the marketing strategies for developing new product lines for expanding the scope and arena
of the business.
Discussion
Brief overview of the company
Louis Vuitton has achieved accolades and glory as one of legendary fashion brands.
Product differentiation and diversification is reflected in dealing with handbags, leather
goods, shoes, jewellery, accessories, and sunglass among others. High quality design is
evident in the designs of the products, which is popular among the clients and customers.
State of art materials, blended with craftsmanship, results in the production of quality
products (Louisvuitton.com, 2020). The monogram is the symbol of the brand recognition.
Acquisition is one of the aspects of increasing the sales revenue. Recently, counterfeiting has
been discovered as one of the major problems, which has degraded the brand image. Skilled
and qualified lawyers are hired for dealing the case of counterfeiting through investigations.

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Marketing strategy
Till 1980, the products of Louis Vuitton were available in the department stores,
which enhanced the ease of the customers in terms of purchase. However, owing to the
counterfeiting issue, the staffs have been compelled to impose strict control measures over
the channels of distributing the products to the customers. At present, the products are sold
only through the authentic boutiques in the urban areas and hypermarkets. These stores are
independently managed by the managers and employees. Fixed pricing strategies are
effective for the brand in terms of estimating the sales revenue and profit margin (Beumer,
igge & Elliott, 2018). Along with this, mention can also be made of the social media
marketing, which proves beneficial for the brand to increase the trafficking of the audience
towards the brand image. Celebrity endorsements are also used for enhancing the brand
awareness. Campaigns are also conducted by Louis Vuitton for expanding the customer rates,
where traditional core values are reflected, indicating the customer loyalty.
Stable and flexible brand value has acted assistance for the brand to globalize the
business. According to the marketing plans, the emphasis is on the expansion of luxury
product lines into the markets of China, India, Japan, and Europe. Recently, the plans cater to
expansion in the markets of Brunei. Long term planning is conducted for implementation of
the growth prospects and plans (Crawford & Brennan, 2017) The management techniques
include maintenance of the products, adjustments, risk assessment and management. Mention
can be made of the total quality management, which is implied in the form of lab tests and
quality assurance checks for the manufactured products. After all these, reports are prepared
on a long term planning basis, which helps in envisioning a secure future for the business.
Distribution strategy and no-discount policies are also an important component of the
marketing strategies implemented by the brand. Adherence and compliance to the legislations

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have acted assistance in preserving the brand equity and achieving trust, loyalty and
dependence from the clients and customers (De Mooij, 2018).