Louis Vuitton in Japan
商品編號：9B10M067
出版日期：2010/10/19
再版日期：2017/02/22
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：International Marketing;Strategic Management;Brand Management;Luxury Goods;Financial Crisis;Japan;France
難易度：4 - Undergraduate/MBA
內容長度：20 頁
地域：Japan; France
產業：Manufacturing;
事件年度：2008
This case deals with the opportunities and challenges of Louis Vuitton, the leading European luxury-sector multinational firm, in Japan, taking into account the unique features of brand management and integrating culture and consumer behaviour in Japan. In the last decade, Japan has been Louis Vuitton’s most profitable market, but the global economic crisis has presented challenges.Facing a weak economy and a shift in consumer preferences, Louis Vuitton has been adapting its unique strategy in the Japanese market. The days of relying on a logo and a high price seem to be gone, as there is more interest in craftsmanship and value for money. To promote sales, the company has had to launch less expensive collections made with cheaper materials. The brand has also been opening stores in smaller cities, where the lure of the logo still works.Over the years, Japanese consumers have demonstrated fascination with and passion for the iconic brand. What have been the keys to Louis Vuitton’s successful business model in the Japanese market?
教學手冊：8B10M67;
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