Managing the multi-brand conglomerate of LMVH

Seminar paper from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, University of Groningen (Faculty of Economics and Business), course: International Strategic Management, language: English, abstract: LVMH is a French based top luxury brand, which has established its name successfully in the market and represents one of the biggest luxury conglomerates in the world. With over 2,314 stores worldwide, employing over 77,087 employees, of whom 74% are employed abroad, LVMH has quite the firm stand in the market. LVMH has throughout the years of its establishment applied the multi-brand strategy, which is thoroughly discussed in this paper. Besides an analysis of the multi-brand strategy, its strengths and weaknesses, while assessing future opportunities and threats for LVMH, this paper also gives an overview of the structure of LVMH. The paper also comprises an overview of LVMH s applied international strategy model, while keeping in mind possible effects of globalization and innovation dependence on the firm.