商品敘述：

Explores the predicament Louis Vuitton Moet Hennessy (LVMH), one of the world''s leading luxury products makers, faces with respect to brand management while expanding operations in China. LVMH, a $13 billion group of companies with operations across the world--1,500 retail stores in about 60 countries--had conquered the luxury goods market successfully in Europe, the United States, and some parts of Asia. In the early 1990s, LVMH decided to expand its operations in China and South Korea. A decade later, LVMH made its entry into India. In 2004, Asia accounted for about 40% of the sales of LVMH. LVMH is determined to capture the growing Asian market. However, it faces several challenges in its expansion plans in Asia; one of its major concerns is protecting its brand against dilution. Although China is a huge market, phony branding is endemic there. In addition, LVMH''s expansion plans in Asia introduced the issue of private ownership vs. franchising with regard to the profitability of companies in the luxury goods industry.

涵蓋領域：

International business;Marketing channels;Marketing strategy;Brand management;Pricing;Business models;Competitive advantage;Expansion

相關資料：

Case Teaching Note, (HKU369), 12p, by Yigang Pan, Pan Yigang, Marissa McCauley

哪些人也有訂購？