Louis Vuitton In Japan 2 Harvard Case Study Help

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Louis Vuitton In Japan 2 Case Study Solution & Analysis


Historically, the company's core consumers include the Original Devices Manufacturers (OEMs), which utilized to sell Louis Vuitton In Japan 2 Case Study Solution items withtheir own brand name. Its client circle consists of Original Equipment Manufacturers (OEMs), who utilized to sell Venture products with their own brand name. He repositioned Corporation as a worldwide brand name and informed his divisional supervisors to comprehend marketing and its value.

Issue Statement

Corp's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing efficiently is still a significant difficulty. Producing a constant brand identity across the whole world and using marketing techniques that finest fits the regional culture is no easy task. The M-net program analysis have been actually handy in determining the high and less potential growth areas, however allocation of resources accordingly is not well gotten amongst the managers. There is no consensus amongst the hierarchy concerning the best suited future method.
Executive Summary
Situational Analysis

Yun had a rather clear image in his mind about how Louis Vuitton In Japan 2 Case Study Analysis can change from a low end to a high end product supplier. He knew that improvement can just be done through placing Corporation as a company offering high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to build Business brand, with a potential support of its executives, Yun faced numerous marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as very same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous business practices, and the present marketing requirement was excessive high, the gap was too broader and to fill this gap with wrong perceptions about marketing was quite tough for Yun.

Along with it the product variety of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Organization. Yun had a challenge to carry out marketing planning and to produce marketing spending plans for existing as well as for brand-new items from the very beginning, and this would take a huge time.

A big shift would be needed in current marketing expenditures to construct the Business brand. This would result in increased marketing expenses for Corporation and could interrupt the administration regarding increased expenses, as they were reluctant to marketing expenses previously and an abrupt big shiftwould make them interrupt.

Internal Analysis
SWOT Analysis

Venture strengths lie in its substantial product portfolio. Organization has largest variety of patents in the market with overall number of 15499 patents given in United States( USP). Big quantity of R&D spending has actually made it possible for the business to grow its item portfolio at a higher rate than its competitors. Louis Vuitton In Japan 2 Case Study Analysis spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its overall profits.

Another strength of Louis Vuitton In Japan 2 Case Study Help is its ability to develop ingenious products at a constant rate. It major shows for the development and item designing of Business is that the business has gotten many awards for its innovation and item style.

Unlike Apple and other competitors, Corp is concentrated on producing gadgets which can be easily incorporated with any type of open source Operating System (OS) and software. This supplies Company an edge over Apple gadgets.
Porter's 5 Forces Analysis
Org's ability to produce luxury items at low cost of production is also one of the major strength of Company as it makes it possible for the business to catch more market by supplying quality products with expense control.


Corporation's weaknesses are hidden in the company's dependence on outsourcing software for its gadgets due to company's failure in developing software application, unlike Sony. Louis Vuitton In Japan 2 Case Study Analysis also has low revenue margins as compare to Apple due to huge difference in the rates of Apple and Corporation with a much lesser distinction in quality.


Opportunities for Business depend on the growing Smartphone market and the business's effectiveness in the market. It can increase its market share and revenues from cell phone as the company is quite efficient in cell phone market. Venture presently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Corporation can move towards acquisitions to get patents. It would enable the business to increase its product portfolio with an increase in its wealth.


The vibrant market environment of technology industry pose a severe threat on Enterprise's survival and force the business to spend much of its incomes share on R&D in order to endure in the long run. The marketplace saturation in industrialized nations i.e. saturation of mobile business is likewise a big hazard for the company's growth in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Org provides quality items and has a quite rich portfolio which caters to different sections. LCD and mobile phones are the most significant products of Corporation, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Mobile phones.
• Air conditioner.
• Desktop computer.
• Hard disks.
• Washing machines.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Louis Vuitton In Japan 2 Case Study Help utilizes both market competitive and market skimming pricing methods for its wide range of products. In competitive prices it changes the price according to the competitors in order to gain advantage, whereas, it uses market skimming method where the product has actually an included worth and by selling a few items it can reach break-even.


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

Vrio Analysis
It uses both offline & online channels of promotion to market their products. Paid product ads, social promotion and digital ads are uses to produce awareness about Org items.

Value Chain Analysis.

It's an analytical framework for recognizing company activities that add worth or competitive advantage for the business.

Inbound Logistics.

It has one of the most effective and reliable supply chain network and has over 2700 providers throughout numerous industries worldwide. Almost 80% of which is based in Asia and the staying all over the world. For its inbound logistics it owns different logistics firms as it subsidiaries. It cares for its suppliers and creates a harmonious relationship with them and even decreased their payment cycles to improve this relationship further which adds worth to their chain network.


Company's core competency is its mass manufacturing it produces 90% of its products internal. Divided into 3 various divisions its operations are namely IT & Mobile Communications, Device Solutions and Consumer Electronic Devices. It is maintaining operation centers worldwide to even more add value to its value chain network.

Outbound Logistics.

Its outbound logistics system performance is among the primary factors Louis Vuitton In Japan 2 Case Study Solution is able to take on Apple. Organization's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Enterprise.

Marketing and Sales.

Drawing in target customer attention towards the item is done through marketing and sales to interact with them the worth and competitive advantage the product uses. Louis Vuitton In Japan 2 Case Study Analysis marketing budget is continuously growing since they started their repositioning worldwide and will continue to do so as they are constantly seeking to invest and broaden in high prospective development markets. The budget plan is spent on occasions, print and media ads, public relations and so on.

Organization Service. Venture put their clients at the top and continuously strive to deliver unmatchable customer support standards. As after sales service is ending up being exceptionally crucial to keep consumers happy and engaged, they even conduct studies through 3rd parties to find out their customer's feedback and implement it in the positive method to reduce or if possible totally eliminate their client issues. By adding a direct support line to contact them 24 hr they have actually even more increased the included worth of Louis Vuitton In Japan 2 Case Study Solution service.


Louis Vuitton In Japan 2 Case Study Solution has diversified market segmentation, based upon its arrangement of large range of items to large number of customers. Organization target consumer sectors can be divided into 3 categories i.e. Louis Vuitton In Japan 2 Case Study Help IT and Mobile Communications, Company Consumer Electronics and Enterprise Gadget solutions.


Louis Vuitton In Japan 2 Case Study Analysis geographical division is based upon two criteria i.e. area and density. Venture serves about 80 nations worldwide with its items offered to Urban as well as Rural areas of the country. The Corp is likewise growing its global presence and the company's versatility in locating its plants encourages global expansion of Company.


The market segmentation of Louis Vuitton In Japan 2 Case Study Help is based upon gender, age, life-cycle stage and profession. Organization produces items that can be used by both females and males. The target clients for Organization IT and mobile communication products have an age series of 18-65 with bulk at a young or freshly married life cycle stage. They are mainly trainees, staff members and specialists. Apart from it, Enterprise Customer Electronic devices are targeted to a client section with an age series of 25-65. They are mostly workers and experts. Nevertheless Louis Vuitton In Japan 2 Case Study Solution Device Solutions are targeted at trainees, staff members and experts with an age series of 25-65.


The psychographic division of Louis Vuitton In Japan 2 Case Study Analysis s based upon the social class and the life style of the customer. Corp target customers on the basis of social class are primarily upper middle, middle and working class customers, as Organization sell products like mobile phone very little cheaper i.e. Motorola as well as not much costly i.e. Apple. It provides quality products to middle level consumers at a somewhat high price than others targeting the very same sector.


Louis Vuitton In Japan 2 Case Study Solution bulk target consumers have special behavioural attributes. It has customers with an ambitious, stylish and identified character with moderate level of loyalty towards the brand. Its consumers have some degree of shift towards other renowned brands i.e. Apple. The majority of Corporation consumers want quality as well as expense control. They are brought in towards Organization due to the fact that of its moderate costs with a degree of quality.

Quantitative analysis.

Sales of Louis Vuitton In Japan 2 Case Study Help has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net profit of.48 billion $ to 5.9 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.

Qualitative analysis.

Yes, this decision is based on the objective of Kim to target the more youthful audience and develop a worldwide brand name picture of the company. Whereas, the core strength of the company is currently producing but long gone are those days when excellent products were offering themselves. In the existing age marketing is very essential and companies can not succeed without it. Kim has already started to strengthen the marketing activities of Business and very soon it will become one of its core strength like making if not better.



Enterprise runs styles, makes and sell a large portfolio of consumer electronics. It operates in an extremely competitive environment and has effectively positioned itself as the maker of quality items. So, the response is yes.


As, stated earlier that Louis Vuitton In Japan 2 Case Study Solution operates in a highly competitive environment, which suggests all the business have similar items. So, the response for rarity is no.


Due to the nature of the market, it is really easy for competitors to understand the functionality of the products and quickly make their own models. Yes, Enterprise is only behind IBM in signing up new patents every year, but the benefit is really short term in this industry.


Chairman Lee has totally turnaround Venture, from going nearly insolvent throughout the Asian monetary crisis of 1997 to the leading 25 business in the world. Absolutely yes there is proper organization in the business and the outcomes promote themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every country worldwide, bulk of the environments like USA, Europe, China and so on, are very conductive for its operations. However, it deals with some political pressures in less developed nations where law and order situation is not good. 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.


Buying power of clients is crucial for companies like Enterprise to succeed and grow. Emerging markets like India, middle-eastern countries and so on provide growth chances, whereas, due to economic crisis even the customers of developed countries suffer severely. Hence it is very essential for the company to keep an eye on the ongoing financial circumstance of the country prior to entering the market.


Multinational companies have to face different social and cultural issues during its operations in a foreign country. Business has actually also faced numerous issues however have embraced to the regional environments of the majority of the countries incredibly well. It has tailored its items, practices, policies etc. appropriately in order to succeed.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with constant innovative product launches, Louis Vuitton In Japan 2 Case Study Analysis is among the leading innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological advancements, Corporation has actually risen to the no 25 of the leading effective business of the world.


Each nation has their own laws and policies, being an international company Corp have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal consequences. It has to study or employ a regional law expert prior to starting its operations in a particular country.


With the increasing awareness amongst customers about the ecological & ethical violations of companies, Company has to guarantee that it follows all the security standards. Ecological damages, ethical misconducts are not acceptable and in some countries the repercussions can be extremely extreme. On the other hand it has to do some Business Social Responsibility practices to show the locals that it cares about their environment and individuals.

Porter's 5 Forces

Danger of Replacement

Threat of alternative for Corp's each product category is rather substantial. Factors for high hazard of substitution for Louis Vuitton In Japan 2 Case Study Solution Smartphone include the presence of high number of suppliers and Market saturation in developed countries, which make the expense of changing for customers practically no. Along with it, Company printing solutions items are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Companies:

The rivaly amongst Company and its close rivals is intense. The significant reason behind this is the method of market saturation in numerous variety of product classifications, forcing Company to introduce more ingenious features in existing items and new ingenious products to keep its growth. Other element for the intense competition amongst the competitors is the little item differentiation among the items. The popular gamers in the technology market are quite aware of the importance of R&D costs for their survival and are encountering a race of marketing and R&D costs, to capture the market. The significant rivals for Louis Vuitton In Japan 2 Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc. High competitors rivalry leads to the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Suppliers:

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

Bargaining Power of Buyers:

Market saturation in many of the item classifications also make the bargaining power of purchasers more extreme in for Company. In spite of igh bargaining power Enterprise is quite capable of selling its items at a higher rate than much of its competitors, due to high end quality item and a fair brand name image.

Danger of New Entrants:

Hazard of brand-new entrants for Enterprise is quite low. One of the major factor for low threat of new entrants is the high competition in the industry. The requirement of substantial amount of capital to enter in the market is likewise one of the potential barrier to entry. Together with it, requirement of big knowledge and research study and development expenses for survival in the industry likewise make brand-new entrants reluctant to go into in the marketplace. Market saturation is also one of the barrier of entry in technology market. High bargaining power of providers require the gamers in the market to charge as low costs as possible and this can only be attained by production performance. Brand-new firms, in bulk cases, lack the production performance, hence increasing the risks for entryway in the innovation industry.

Competitive Analysis

Org's high item diversification supplies it distinction from its competitors. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single item classification with Sony focusing on consumer electronics, Nokia on cell phones and Intel on chips, Louis Vuitton In Japan 2 Case Study Solution had a substantial R&D costs on all of its product categories which make it possible for the company to make possible earnings from sales of practically all of its items.

The business ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in regards to worldwide market share, amongst 8 different item classifications. Org was the worldwide leader in manufacturing DRAM, SRAM and NAND flash chips. Organization earnings from chips was less than Intel but its earnings from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as provided in the case Display 2.

Together with the chips Enterprise mobile market was also thriving at a high rate than its competitors i.e. Motorola and Nokia. Corporation's cell phone's sales growth was 51% as compare to Motorola with just 4% and Nokia with zero sales development. The significant reson behind Org's high development despite of higher prices than Nokia and Motorola was the company's high-end quality cell phones.

Company was likewise profiting from increasing market share of high end LCDs as given in case Display 3. The major factor, making the business make it possible for to get the opportunity is its mass production at low cost. Sony was the greatest competitor for Louis Vuitton In Japan 2 Case Study Analysis in LCD market, nevertheless, it had also started joint venture with Corp in 2003 for LCD manufacturing, reducing the competitors for Org.

Porter's Competitive Method

Low Expense Leadership method of porter is totally implemented by Venture the way they achieve economies of scale by enhancing their core proficiencies of production. They constantly bring something brand-new and innovative whether it's an item or a service.


Alternative Service 1

The Chief Marketing Officer (CMO) of Louis Vuitton In Japan 2 Case Study Help would create a brand-new brand name image by targeting the more youthful generation of the specific nation. As, especially cellphones of Company are popular among the more youthful market.


1. It is the best technique to develop Consumer Life time Value (CLV) by producing a long-term relationship with customers. Construct loyalty through delivering value and profit for long-term, as research study has actually showed it is more affordable to keep existing clients than to draw in new ones.
2. Another pro of this alternative is that word of mouth spread more quickly among more youthful individuals and which in turn will bring in brand-new consumers for my items.


1. Old clients who were associated with Enterprise before may not like this new image the business is trying to portray.
2 It will sustain more expenditures to rearrange some items and it may not even bring success as the patterns change extremely quickly among the younger demographic.

Alternative solution 2.

Corporation has made producing its core competency for the many part of their service and due to which its supervisors are not afraid to fully step out of their convenience zone. It would be done by setting up training workshops during which value of marketing will be taught and numbers will be offered. Failure to get the passing scores will get demoted. Marketing environment must be produced internally initially as genuine marketing begins inside the corporation.


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


2. Its con can produce a really unhealthy environment in the office, as individuals frequently withstand change because they fear it.

Identify the best option

First option is the very best as it plainly has more pros due to the fact that as soon as a Client Life time Value is developed the business will profit from it till that customer lives and has purchasing power as well. Plus, our target consumers are the more youthful generation which are bound to live longer than the present old age people. Corporation's primary goal is to create commitment amongst its customers and make them bought it from them and even buy their various items.

Implementation Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations practical and possible.
• A team consisting of best marketing and sales experts need to be assemble, and both views should be considered prior to securing the resources required to execute the plan.
• Thorough interaction of the strategy ought to be done as it is extremely essential for everybody to be on the exact same page to make it work.
• Tasks and timelines should be construct and communicated accordingly to each individual responsible.
• The manager should use a control panel which reveals the development of all the tasks which have actually been done or about to be done and by whom.
• The manager need to monitor and keep a continuous check on the specific and total efficiency.
• Everybody ought to be willing to adjust midway due to the fact that any new pattern or policy might be available in due to which all the things currently prepared have to be changed. It's better to have contingency strategies already prepared.
• At the end of the campaign the supervisor should interact the results and if effective must commemorate with the team.

Budget plan

This modification the budget allocation of various nations and many managers were dissatisfied and argued but the analysis done by the program was precise and revealed figures like North America and Russia development potential warranted a 35% allowance while they were receiving 45%. It actually assisted to relatively distribute the resources and capture more clients by investing more on ads on the high development potential areas of the world.

Louis Vuitton In Japan 2 Case Study Solution is a leading 25 business in the world now and plans to get ahead of Sony who sits currently at no. 20. Its consistent investment in R&D and ingenious practices have propelled them to new heights but for them its' only the start and they wish to be amongst the leading 3 brands in the world. They entirely turn-around from almost going bankrupt during the Asian Financial Crisis to a world renowned brand, known for quality and development. Their value chain and their core competency their production capability, along-with worldwide brand image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will just increase further in the future. Their marketing efforts ought to be directed towards younger market amid the internal arguments about marketing and should create Consumer Life time Worth as it will not only give them advantages now however will continue to enjoy it till the customer lifetime. As the expense of maintaining the consumer is more affordable than bring in a new one.