LVMH, Carrefour, Adidas, Kodak의 경영전략(사례연구)
- 최초 등록일
- 2010.08.15
- 최종 저작일
- 2010.08
- 9페이지/ 한컴오피스
- 가격 2,000원
소개글
아래의 LVMH, Carrefour, Adidas, Kodak 회사별 주요 질문 내용을 3-4개씩 추출하여 그 내용을 정리한 사례연구 자료입니다.(모두 영문임)
목차
I. LVMH
II. Carrefour
III. Adidas AG
IV. Kodak
본문내용
I. LVMH and Luxury Goods Marketing
1. Bernard Arnault has built LVMH into a luxury goods empire b making numerous acquisitions. What strategy is evident here?
LVMH is based in Paris, France. The company is listed on the Euronext Paris exchange, and is a constituent of the CAC 40 index. As of 2009, the group had revenues of €17.053 billion with a net income of €1.973 billion. The group currently employs more than 77,000 people. 30% of LVMH`s staff work in France. LVMH operates over 2,400 stores worldwide. Its current business plan aims to tightly control the brands it manages in order to maintain and heighten the perception of luxury relating to their products.
For example, Louis Vuitton products are sold only through Louis Vuitton boutiques found in upmarket locations in wealthy cities or in concessions in other luxury goods shops(such as Harrods in London). This practice contrasts greatly with less exclusive brands which can be bought in shopping malls around the world.
Arnault, whom some refer to as the pope of high fashion, recently summed up the luxury business as follows : We are here to sell dreams. When you see a couture show on TV around the world, you dream. When you enter a Dior boutique and buy your lipstick, you buy something affordable, but it has the dream in it.
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