Louis Vuitton In Japan 2 Harvard Case Study Analysis

Home >> Hrm >> Louis Vuitton In Japan 2

Louis Vuitton In Japan 2 Case Study Solution and Analysis


Louis Vuitton In Japan 2 Case Study Help is a well-known global brand name in innovation market, established in 1938 by Lee Byung Chul, in South Korea. Louis Vuitton In Japan 2 deals in a great deal of product categories consisting of Semiconductors, Telecommunications, Digital Media, Digital Appliances and a lot more other electronic items. Historically, the business's core clients include the Original Equipment Manufacturers (OEMs), which utilized to offer Corp products withtheir own trademark name. Till early 1990s, the core proficiency of Org depend on its low price offerings than its rivals by producing existing products at economies of scale. Its client circle consists of Original Devices Manufacturers (OEMs), who used to offer Louis Vuitton In Japan 2 Case Study Analysis products with their own trademark name. Venture was not merely understood outside Korea. There were likewise no or little interest in constructing the trademark name worldwide. Marketing budget was controlled by production department with a focal point on providing cheap products.During the 1997 Asian Financial Crisis the business almost got bankrupt, however with the Vision of Chairman Lee it entirely turn its fortune around and in 2002 was noted the leading 25 most important company on the planet. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even listed. He repositioned Enterprise as an international brand name and informed his divisional supervisors to comprehend marketing and its importance. Now their goal is to arrive 10 by 2005.

Issue Declaration

Org's shift from an item based to a marketing business is not going as efficiently as planned.Overcoming the unwillingness of divisional supervisors to incorporate marketing successfully is still a significant difficulty. Creating a consistent brand identity throughout the entire world and utilizing marketing techniques that finest fits the local culture is no easy job. The M-net program analysis have actually been truly practical in identifying the high and less potential development locations, but allowance of resources appropriately is not well received amongst the supervisors. There is no agreement amongst the hierarchy concerning the very best fit future strategy.
Executive Summary
Situational Analysis

Louis Vuitton In Japan 2 Case Study Analysis efforts for developing its brand name throughout the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The objective was to change Enterprise from a cheap OEM to a high value-added product company. To make the vision of Company a reality, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a quite clear picture in his mind about how Org can change from a low end to a high-end item supplier. He understood that change can just be done through positioning Business as a company providing high-end items and this could only be done through high level of marketing.

In spite of having a clear vision about how to develop Corp brand, with a possible support of its executives, Yun faced several marketing obstacles in early years of its efforts.

One of the marketing challenges for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as very same tools and believed that quality items do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the current marketing requirement was excessive high, the space was too larger and to fill this gap with incorrect perceptions about marketing was rather tough for Yun.

As mentioned above, marketing focus was really low in previous practices, for that reason there were no appropriate marketing spending plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. Along with it the item series of the business was increasing with the ripening of brand-new item ideas by the R&D sector of Venture. Yun had an obstacle to carry out marketing planning and to develop marketing spending plans for existing as well as for brand-new products from the very beginning, and this would take a huge time.

A big shift would be needed in existing marketing expenditures to build the Louis Vuitton In Japan 2 Case Study Solution brand name. This would result in increased marketing expenditures for Organization and might interrupt the administration relating to increased expenditures, as they were reluctant to marketing expenses previously and an abrupt big shiftwould make them disturb. This could lead to declining executive support for global marketing. In this circumstance, Yun faces a difficulty for validating increased marketing expenses by demonstrating the long term value of huge marketing expenditures.

Internal Analysis
SWOT Analysis

Louis Vuitton In Japan 2 Case Study Help strengths lie in its substantial item portfolio. Corp has biggest number of patents in the market with total number of 15499 patents approved in United States( USP).

Another strength of Louis Vuitton In Japan 2 Case Study Help is its ability to develop innovative products at a constant rate. It significant proves for the innovation and item creating of Venture is that the company has gotten many awards for its innovation and product style.

Unlike Apple and other rivals, Enterprise is concentrated on producing devices which can be quickly incorporated with any type of open source Os (OS) and software application. This supplies Company an edge over Apple devices.
Porter's 5 Forces Analysis
Venture's capability to produce high end items at low expense of production is also one of the major strength of Enterprise as it makes it possible for the business to catch more market by providing quality items with cost control.


Business's weaknesses are concealed in the business's reliance on outsourcing software application for its devices due to company's inability in establishing software, unlike Sony. Louis Vuitton In Japan 2 Case Study Help likewise has low revenue margins as compare to Apple due to big difference in the rates of Apple and Enterprise with a much lesser distinction in quality.


Opportunities for Louis Vuitton In Japan 2 Case Study Help lie in the growing Smart device market and the business's effectiveness in the market. Business presently runs in about 80 nations and the company has an opportunity to increase its geographical growth by moving towards more emerging markets outside Asia.


The vibrant market environment of innovation market pose an extreme threat on Corporation's survival and force the company to spend much of its revenues share on R&D in order to survive in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile business is likewise a huge threat for the business's growth in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Louis Vuitton In Japan 2 Case Study Help offers quality items and has a rather rich portfolio which accommodates different sectors. The majority of the products remain in the leading 3 of their particular markets. LCD and mobile phones are the most significant items of Company, whereas DRAM is likewise not far behind in contrast of them. Following is the line of product of Enterprise:

• Laptops.
• Cellphone.
• Air conditioning unit.
• Personal computers.
• Disk drives.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Louis Vuitton In Japan 2 Case Study Help utilizes both market competitive and market skimming pricing strategies for its variety of items. In competitive pricing it adjusts the price according to the competitors in order to acquire advantage, whereas, it uses market skimming strategy where the product has actually an added worth and by offering a few products it can reach break-even.


It has among the best supply chain networks, with retail distributors, their own sole distributors, E commerce channels like Amazon etc. All its products are prompt supplied to the selling place/ delivered to the customers straight in case of online order.

Vrio Analysis
It wasn't a popular business beyond Korea up until 1993. The management initiative taken by their CEO has pressed them to market more efficiently outside the borders and now it has actually gone into the league of leading 25 business in the world in just 9 years. This is an exceptional accomplishment in spite of the ongoing arguments among the supervisors about embracing marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid product ads, social promotion and digital ads are uses to develop awareness about Org products.

Worth Chain Analysis.

It's an analytical structure for determining organisation activities that include worth or competitive advantage for the business.

Inbound Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its suppliers and creates an unified relationship with them and even minimized their payment cycles to increase this relationship even more which includes worth to their chain network.


Enterprise's core competency is its mass producing it produces 90% of its items in-house. Divided into three various divisions its operations are namely IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is maintaining operation hubs worldwide to even more add worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the main factors Louis Vuitton In Japan 2 Case Study Help has the ability to compete with Apple. Corp's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Business.

Marketing and Sales.

Drawing in target consumer attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the product offers. Louis Vuitton In Japan 2 Case Study Solution advertising budget plan is continually growing given that they started their repositioning internationally and will continue to do so as they are continually aiming to expand and invest in high potential growth markets. The budget is spent on events, print and media ads, public relations etc.

Organization Service. Corp put their clients on top and continually aim to provide unmatchable customer service standards. As after sales service is ending up being very important to keep consumers happy and engaged, they even perform studies through third parties to discover their client's feedback and execute it in the favorable way to decrease or if possible totally remove their consumer concerns. By including a direct assistance line to call them 24 hours they have further increased the added worth of Louis Vuitton In Japan 2 Case Study Analysis service.


Louis Vuitton In Japan 2 Case Study Solution has actually diversified market division, based upon its provision of large range of products to a great deal of consumers. Venture target customer segments can be divided into 3 categories i.e. Louis Vuitton In Japan 2 Case Study Help IT and Mobile Communications, Organization Consumer Electronics and Business Gadget options.


Louis Vuitton In Japan 2 Case Study Analysis geographical division is based upon two criteria i.e. area and density. Enterprise serves about 80 nations worldwide with its products supplied to Urban in addition to Backwoods of the country. The Corp is also growing its international presence and the company's flexibility in finding its plants motivates global expansion of Venture.


Business produces items that can be used by both males and females. The target clients for Organization IT and mobile communication items have an age variety of 18-65 with majority at a young or recently married life cycle phase. Apart from it, Business Consumer Electronic devices are targeted to a client segment with an age variety of 25-65.


The psychographic segmentation of Louis Vuitton In Japan 2 Case Study Solution s based upon the social class and the life style of the customer. Organization target customers on the basis of social class are primarily upper middle, middle and working class clients, as Enterprise sell products like cellular phone very little cheaper i.e. Motorola as well as very little expensive i.e. Apple. It provides quality products to middle level customers at a slightly high price than others targeting the exact same segment.


Louis Vuitton In Japan 2 Case Study Solution bulk target customers have special behavioural attributes. It has clients with an enthusiastic, fashionable and identified personality with moderate level of loyalty towards the brand. Its clients have some degree of shift towards other renowned brand names i.e. Apple. Most of Corp consumers desire quality in addition to cost control. Because of its moderate costs with a degree of quality, they are brought in towards Venture.

Quantitative analysis.

Sales of Business has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 billion $. It has likewise lowered its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Corporation with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Since of the high overhead expense, incomes/ sales are increasing however net revenue is not increasing appropriately. New growths and working with's were the primary factor of the increase in the overhead expenses, with china currently not providing any earnings to Company, but there is a lot potential in the existing market with 75 % yet to be explored.

Qualitative analysis.

Yes, this choice is based upon the objective of Kim to target the more youthful audience and produce a global brand picture of the company. Whereas, the core strength of the business is presently producing but long gone are those days when great products were selling themselves. In the present age marketing is extremely crucial and companies can not be successful without it. Kim has currently begun to strengthen the marketing activities of Corp and soon it will become one of its core strength like producing if not better.



Organization operates styles, manufactures and offer a vast portfolio of consumer electronic devices. It runs in an incredibly competitive environment and has effectively positioned itself as the maker of quality products. So, the response is yes.


As, said previously that Louis Vuitton In Japan 2 Case Study Solution runs in an extremely competitive environment, which indicates all the business have comparable products. The response for rarity is no.


Due to the nature of the industry, it is extremely easy for rivals to understand the performance of the products and quickly make their own models. Yes, Venture is only behind IBM in registering brand-new patents annually, but the advantage is extremely short-term in this industry.


Chairman Lee has totally turn-around Org, from going nearly insolvent during the Asian financial crisis of 1997 to the top 25 business in the world. Absolutely yes there is proper organization in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand spread almost in every nation worldwide, majority of the environments like U.S.A., Europe, China etc., are really conductive for its operations. Nevertheless, it deals with some political pressures in less industrialized nations where order circumstance is bad. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Louis Vuitton In Japan 2 Case Study Solution operations.


Purchasing power of customers is essential for companies like Venture to grow and succeed. Emerging markets like India, middle-eastern countries etc. provide growth chances, whereas, due to recession even the clients of industrialized countries suffer badly. It is extremely essential for the business to keep an eye on the ongoing economic situation of the nation before going into the market.


International business have to face different social and cultural concerns throughout its operations in a foreign nation. Business has actually likewise dealt with many problems but have actually embraced to the regional environments of the majority of the countries extremely well. It has actually customized its products, practices, policies and so on appropriately in order to succeed.


With an annual expense of 2.4 billion dollars in Research study & Development, and with constant innovative item launches, Louis Vuitton In Japan 2 Case Study Help is one of the leading innovative business of the world. With a clear objective to be ahead of the rest when it comes to technological advancements, Venture has actually risen to the no 25 of the leading effective companies of the world.


Each nation has their own laws and policies, being an international company Enterprise have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to serious legal consequences. It has to study or employ a local law specialist before beginning its operations in a particular nation.


With the rising awareness amongst customers about the ecological & ethical violations of business, Corp needs to ensure that it follows all the security guidelines. Ecological damages, ethical misbehaviors are not appropriate and in some nations the effects can be really extreme. On the other hand it has to do some Corporate Social Obligation practices to show the locals that it appreciates their environment and individuals.

Porter's Five Forces

Hazard of Replacement

Hazard of substitution for Corporation's each item category is rather significant. Running in an exceptionally vibrant market lead the business to deal with a high threat of alternative. Aspects for high threat of alternative for Louis Vuitton In Japan 2 Case Study Help Smartphone include the presence of high variety of suppliers and Market saturation in developed nations, which make the expense of changing for consumers practically absolutely no. Substitution dangers for Corp visual display screen lie in the changing life style of clients. Consumers can change to watching visuals in your home towards outside activities. Together with it, Venture printing solutions items are threatened by the increasing tourist attraction of consumers towards cloud storage.

Rivalry Amongst Existing Companies:

The rivaly amongst Org and its close competitors is extreme. The significant factor behind this is the technique of market saturation in numerous variety of item categories, requiring Venture to introduce more innovative functions in existing products and brand-new innovative products to preserve its growth. Other aspect for the extreme rivalry amongst the competitors is the little item distinction amongst the products. The prominent players in the technology market are rather familiar with the significance of R&D costs for their survival and are facing a race of marketing and R&D costs, to catch the marketplace. The major competitors for Louis Vuitton In Japan 2 Case Study Analysis samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry leads to the varying market shares which can be seen in Display F.

Bargaining Power of Suppliers:

( Corporation Sustainability Report, 2016) Supplier's bargaining power for Business is low as Corp runs economies of scale and its orders are of possible size and worth. Due to incapability of Louis Vuitton In Japan 2 Case Study Help to develop its own software, it has to outsource its software development to Google, which ends up being a potential provider of software application for Corporation, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Negotiating power of buyers for numerous number of item classifications of Enterprise is extreme. One of the aspect resulting in the extreme bargaining power is the availability of large number of rivals in almost each product category i.e. competitors of Enterprise Smart device, with an extremely little distinction. The high availability of suppliers of Mobile phones with minimum distinction, make the switching expense for buyers almost zero, hence increasing the bargaining power of buyers. Market saturation in the majority of the product classifications also make the bargaining power of buyers more intense in for Louis Vuitton In Japan 2 Case Study Analysis. In spite of igh bargaining power Business is quite efficient in offering its items at a higher rate than much of its rivals, due to high-end quality product and a fair brand image.

Danger of New Entrants:

Danger of brand-new entrants for Louis Vuitton In Japan 2 Case Study Analysis is quite low. Along with it, requirement of huge expertise and research and development expenditures for survival in the market likewise make new entrants reluctant to go into in the market. Market saturation is likewise one of the barrier of entry in innovation industry.

Competitive Analysis

Enterprise's high product diversity provides it differentiation from its rivals. Unlikely to its close rivals including Sony, Intel and Nokia, who focus majority on a single item category with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Louis Vuitton In Japan 2 Case Study Help had a big R&D costs on all of its item classifications which make it possible for the company to make prospective revenue from sales of practically all of its products.

The company ranks initially in 4 item categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of international market share, amongst 8 various item categories. Corp was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Although, Corp incomes from chips was less than Intel however its earnings from chips was growing quicker than Intel and has actually grown near the income levels of Intel, as given in the case Exhibition 2.

Together with the chips Company mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Corporation's mobile phone's sales development was 51% as compare to Motorola with just 4% and Nokia with no sales development. The significant reson behind Company's high development despite of higher costs than Nokia and Motorola was the business's high-end quality cellular phone.

Company was likewise profiting from increasing market share of high-end LCDs as given in case Exhibition 3. The major factor, making the business make it possible for to get the opportunity is its mass production at low expense. Sony was the biggest competitor for Louis Vuitton In Japan 2 Case Study Solution in LCD market, however, it had also started joint endeavor with Venture in 2003 for LCD manufacturing, decreasing the competition for Organization.

Porter's Competitive Method

Low Cost Management technique of porter is completely carried out by Org the way they attain economies of scale by enhancing their core competencies of manufacturing. They constantly bring something new and innovative whether it's a service or an item.


Alternative Service 1

The Chief Marketing Officer (CMO) of Louis Vuitton In Japan 2 Case Study Help would produce a new brand image by targeting the more youthful generation of the particular nation. As, specifically cellphones of Org are incredibly popular among the younger demographic.


1. It is the best method to develop Client Lifetime Worth (CLV) by creating a long-term relationship with clients. Construct commitment through delivering value and profit for long-term, as research has showed it is much cheaper to retain current consumers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread quicker amongst younger people and which in turn will generate new clients for my products.


1. Old clients who were connected with Corp before might not like this brand-new image the company is trying to depict.
2 It will incur more expenditures to rearrange some products and it may not even bring success as the patterns alter very rapidly amongst the more youthful market.

Alternative option 2.

Company has made producing its core competency for the many part of their business and due to which its supervisors are not afraid to totally get out of their convenience zone. It would be done by organizing training workshops throughout which importance of marketing will be taught and numbers will be provided. Failure to get the passing scores will get benched. Marketing environment must be developed internally initially as real marketing starts inside the corporation.


1. Its pro will be that all the marketing approach supporters will come out and also the opposite ones.


2. Its con can create a very unhealthy environment in the office, as people frequently withstand modification because they fear it.

Identify the very best option

Alternative is the best as it plainly has more pros since when a Client Life time Worth is built the business will profit from it till that client is alive and has buying power. Plus, our target customers are the younger generation which are bound to live longer than the present old age people. Nevertheless, Venture's main goal is to develop loyalty among its customers and make them repurchase it from them and even purchase their different products too.

Execution Plan

• Targeting more youthful generation through social marketing, producing a link with them like Pepsi make with music. And set the expectations reasonable and achievable.
• A team including best marketing and sales specialists need to be put together, and both views must be considered prior to securing the resources needed to execute the strategy.
• Thorough communication of the strategy should be done as it is extremely crucial for everyone to be on the exact same page to make it work.
• Jobs and timelines must be construct and interacted accordingly to each individual accountable.
• The manager ought to use a control panel which reveals the development of all the jobs which have actually been done or about to be done and by whom.
• The supervisor ought to keep an eye on and keep a consistent examine the private and total performance.
Due to the fact that any brand-new pattern or policy might come in due to which all the things currently prepared have to be changed, • Everybody ought to be willing to adapt midway. It's better to have contingency plans already prepared.
• At the end of the project the manager need to communicate the results and if effective should celebrate with the group.


This modification the budget allocation of various nations and lots of managers were unhappy and argued however the analysis done by the program was precise and revealed figures like North America and Russia growth possible warranted a 35% allocation while they were getting 45%. It actually assisted to fairly disperse the resources and capture more clients by investing more on ads on the high growth capacity regions of the world.

Louis Vuitton In Japan 2 Case Study Analysis is a leading 25 business in the world now and prepares to get ahead of Sony who sits currently at no. 20. Its consistent financial investment in R&D and ingenious practices have moved them to new heights but for them its' only the start and they wish to be amongst the leading 3 brand names worldwide. They completely turnaround from almost going bankrupt during the Asian Financial Crisis to a world distinguished brand, understood for quality and innovation. Their value chain and their core proficiency their manufacturing ability, along-with international brand image building have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more growth in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts ought to be directed towards younger group amidst the internal arguments about marketing and need to develop Customer Lifetime Value as it will not only provide benefits now however will continue to gain it till the consumer life time. As the cost of maintaining the client is much cheaper than bring in a brand-new one.