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Louis Vuitton Moët Hennessy: Expanding Brand Dominance in Asia (MNC)                                                                                                                                                                                                                                            
Product Ref: 05/219C Company: Louis Vuitton Moet Hennessy

Product Type: Case Industry: Consumer Goods
Food, Beverage & Tobacco

Related Product(s): Teaching Note
This case explores the predicament Louis Vuitton Moet Hennessy (LVMH) faced with respect to brand management when expanding its operations in China. In 2004, Asia accounted for about 40% of the sales of LVMH, however, it faced several challenges. One of its primary concerns was protecting its valuable brand against dilution. In China, phoney branding is particularly endemic. In addition, LVMH's expansion plans in Asia also opened up the issue of private ownership versus franchising with regards to the profitability of companies in the luxury goods industry.
Functional Area : Marketing
Strategy & General Management

Issues: Competitive advantage, business models, distribution channels, product pricing product branding, entering international markets
Length: Text: 14 pages
Exhibits: 7 pages
Country: China (People's Rep. of)

Pub. Year: 2005 Level of Difficulty: 2
This product type is available in the following language(s):      English   Simplified Chinese   Spanish
Related Information: N/A
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