Thnh ph H Ch Minh

Nm 2014

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I. TNG QUAN V LOUIS VUITTON:

1. Trit l kinh doanh:

Khch hng khng ch mua mt sn phm m h mua mt hnh nh - mt li sng.LVMH v ang duy tr mt tinh thn sng to
2. C cu t chc:
2.1. Cu trc phn nhnh theo chc nng:
Louis Vuitton

Bernard
Rolley
Operations

Nicola
s
Bazire

Antoni
o
Belloni

Develop
ment &
Acquisiti
-ons

Group
Managing
Director

Jean-Jacques
Guiony

Bernard
Arnault

Finance

Chairman; CEO

Yves
Carcelle

Patrick
Houel

Fashion &
Leather
Good

Advisor to
the
Chairman

Phillip
e
Pascal
Watches
&
Jewelry

Hnh 4: S t chc

Daniel Piette

Pierre Gode

Investment
Funds

Advisor to the
Chairman

Mark
Weber
Chairman
& CEO
Donna
Karan,
CEO LVMH
Inc.

Chantal
Gaemp
e-rle

Ed
Brenna
-n

PierreYves
Roussel

Human
Resources
& Synergies

Travel
Retail

CEO
Fashion
Division

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2.2. Cch thc t chc hot ng:

H thng Louis Vuitton c sp xp theo kiu cng ti M-Con vi cc gim c
theo tng cp bc, v d:
LV Th gii (Php)
LV Chu
LV ng Nam
LV Vit Nam
LV H Ni

Nh ni, LV khng cp php cho bt c c nhn (hoc cng ti) no lm i l ca h

m ch trc tip m cc chi nhnh khp ni trn ton th gii.

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II. CHIN LC KINH DOANH CA LV C S LA CHN CHIN LC

KINH DOANH:
1. p lc chi ph :
1.1. Giai on t nm 2001 n nm 2009: p lc chi ph thp:
Cc cng ty quc t ngy cng phi i mt vi sc p gim chi ph i vi nhiu mt
hng v nhiu ni trn th gii. Chnh iu i hi cng ty phi gim bt chi ph hot
ng sng to gi tr bng vic tp trung vo vic lm sao gim chi ph thp nht. Nhng
i vi Louis Vuitton th khc, l cng ty chuyn sn xut cc mt hng t tin nhm mang
li ng cp cho ngi tiu dng. Khi mua mt sn phm ca cng ty, khch hng khng ch
n thun l mua mt sn phm m l mua mt thng hiu. Cng ty kinh doanh trn th
trng khng cnh tranh v gi m cnh tranh v cht lng, chng t cng ty khng my
quan tm n chi ph b ra cho vic sn xut sn phm l bao nhiu m ch tm cch to ra
nhng sn phm t cht lng v thit k hon ho nht.
Nhng tp on ln nht l i vi nhng thng hiu sang trng th lun c nim
bo v thng hiu. Khch hng cng lun k vng vo nhng thng hiu cao cp v yu cu
nhng nt c sc, sang trng ca nhng thng hiu cao cp . Louis Vuitton hay Tiffany
u khng kch cu bng vic gim gi sn phm ngay khi c lc th trng i xung, v vi
nhng chin lc nh th s lm hng i hnh nh thng hiu ca h m phi mt rt nhiu
nm xy dng nn. Mi quan tm hng u ca cc thng hiu sang trng l lun bo v
hnh nh v thng hiu.iu cn lu l cc cng ty nu trn khng t nng gi tr vo ti
sn hu hnh. Nu cho rng khi nim nhng thng hiu sang trng khng b nh hng bi
mi e da ca kinh t tr tr th cng khng ng, song n ng vai tr quan trng trong vic
nh chn gi tr v phong cch trong vic pht trin kinh doanh v s khng c tnh trng bt
n ri lon trong vic bn hng. m bo gi vng gi v gi tr l iu quan trng ti thng
vi cc thng hiu danh ting trong chin lc lu di.
1.2. Giai on t nm 2009 n nay: p lc chi ph vn thp:
Nhn chung, t giai on 2001 n nay, p lc chi ph ca LV thay i khng ng k,
ngha l p lc v chi ph ca hng ny vn thp, s d nh vy l do v tr ca n vn cn
ng v tr rt cao trong nhng mt hng xa x nht th gii.tuy nhin,bn cnh th chnh
i th cnh tranh lm cho p lc chi ph ca hng ngy cng gia tng, c th l hiu
chuyn g c th xy ra vi Louis Vuitton nu nhn hiu ny khng th ci thin tnh hnh, hy
nhn vo hng t sang trng Audi. Audi ang pht trin mnh Trung Quc v d kin bn
ra 300.000 chic ti th trng ny trong nm 2011, tng 29% so vi nm ngoi. Tuy nhin,
th phn ca Audi vn gim 25% trong hai nm qua khi gii thng lu Trung Quc gi y
thch nhng nhn hiu hp dn v c tnh hn nh BMW hay Porche.J.D. Powers, mt cng ty
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dch v thng tin th trng th gii, tp trung nghin cu ngnh cng nghip t c tnh
Mercedes s tng trng 38%, BMW tng trng 63% trong nm 2012.
ngn chn s cnh tranh t cc nhn hiu c quyn, v thng hiu cao cp nh
Coach,Prada,Channel..., Louis Vuitton s phi chi tiu nhiu hn vo tip th duy tr c
quyn ca n. n nay Louis Vuitton i trc mt bc khi ra mt cc ca hng trong cc
khu mua sm ln v a ra sng kin tip th kt hp vi Bo tng Quc gia Bc Kinh.
Nhng minh tinh nh Angelina Jolie cng gip cho Louis Vuitton trong vic duy tr thng
hiu. Nhng sng kin ny l cha kha duy tr tnh trng hin nay, nhng s ngy cng tr
nn tn km, t li nhun, khi tin thu nh v chi ph lao ng tng ln.
Tp on m ca Louis Vuitton, LVMH nn xem xt mua li cc nhn hiu c quyn, cao
cp hn na thu ht nhng ngi tiu dng giu c chn thng hiu hng u (Louis
Vuitton) ca tp on ny. LVMH mua c phn trong Hermes nhng vn nn c gng mua
thng hiu cao cp hon ton nm bt c phn khc khch hng thc s giu c.
2. p lc a phng:
2.1. Giai on trc nm 2009: p lc a phng khng cao
S khc bit v th hiu, s thch:
Sc p p ng a phng pht sinh t nhng khc bit v th hiu v s thch ca
khch hng,nhng khc bit v cu trc h tng v cc thi quen tryn thng, nhng s
khc bit v knh phn phi v cc nhu cu ca chnh ph s ti.
Khc bit v s thch v th hiu khch hng l sc
p mnh m v p ng a phng. V vy Louis
Vuitton lun sng to c ngy cng nhiu mu m n
vi khch hng ton cu. Tuy nhin, nhn chung, do xu
hng sng ngoi, nn vi cc thit k vn mang m
phong cch Chu u, chnh phong cch hin i y
thu ht nhiu khch hng khp ni trn th .

Hnh 5: Ti Xch LV

Bn cnh ,khch hng c xu hng thch hng lm th cng

nn LV cng c nhiu ngi yu thch. Hng thi trang cao
cp l nhng th i i vi mt mc gi m ch mt s t ngi
p ng c, ph n thch phm cht hn l s lng,khch
hang khng tp trung nhiu vo cht liu hay mu m sn phm
m ch quan tm n thng hiu th hin ng cp, m LV Hnh 6: mt cng on lm th cng
c v th vng chc , thng hiu ni ting li to cm gic
c v khan him n mc c th nn thu ht c nhiu khch hang. Mt khi l nhn
4

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hiu cao cp c khch hang mt n th h kh c th thay i nh cung cp khc

c. Nhn thc v thng hiu ny cng ln mnh th ham mun v sn phm ca chng
li cng c cng c hn. Louis Vuitton hin l mt phng thuc c hiu lc tc th cho
ni lo v danh v bi chc chn mt iu l mi ngi u nhn bit c thng hiu ny.
Cho n nay, c rt nhiu ngi hm m Louis Vuitton trong ton th gii, h l tt
c nhng ngi dng trung thnh sn phm ca Louis Vuitton. H tin tng vo cht lng
sn phm ca Louis Vuitton, h ngh rng s hu sn phm ca Louis Vuitton c th gip h
nng cao v tr x hi ca h v bo qun hng v cao qu ca h.
S khc bit v c s h tng, tp qun,truyn thng:
Khc bit v cu trc h tng v thi quen truyn thng gia cc quc gia trn th
gii to nn thi quen mua sm ca khch hng. Tuy nhin, xu th m ca hi nhp dn n
t tng con ngi v ci mi l,v khi nhc n hng thi trang,ngi ta thng ngh n
t nc,con ngi Php, v sau l M... Ngy nay, Louis Vuitton c bit n
khng ch nhng nc phng Ty,m n xm nhp vo phng ng v c bit
nhng nc m t tng con ngi v ci mi l, moldern kh lm h thay i nh Trung
Quc v n R rng LV vut qua thnh cng cc ro cn vn ha tryn thng
gia cc quc gia, mang n t duy trn ton cu.
Cc ca hng t ti quc gia no mc ch
cng b s hin din ca thng hiu ti quc gia .
N tng trng cho lch s v vn ha ca cng ty
v tha mn nhu cu mi nht ca tng loi khc hng
khc nhau.Cc ca hng cn c thit k v xy dng
ty theo phong tc, tp qun tng quc gia, tng vng.
V vy, khch hng s cm thy gn gi hn khi bc
Hnh 7: Ca hng LV ti London
chn vo bt k ca hng no ca LV. Hn na, vic ri
cc ca hng khp ton cu nh th (trn 314 ca hng)
s rt ngn v khng gian v thi gian mua sm cho khch hng. Nhu vy, s p ng mi
nhu cu ca mi loi khch hng v to iu kin thun li n p cho nhng khch
hng trung thnh ca h.

S khc bit v knh phn phi:

Ch yu sn phm ca LV c sn xut M v Php,nhng c phn phi trc
tip n tt c th trng trn ton cu thng qua cc ca hng c lp ca n,cng ty trc
tip thc hin t khu thit k n khu phn phi, cc sn phm ch c lm trong 14
xng (ti Php, Ty Ban Nha, Hoa K). Trong , 11 xng nm Php, 1 Hoa K v 2
5

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xng cn li nm dc bin gii Ty Ban Nha. H khng xy dng nh my sn xut ni

no c chi ph nhn cng r hn bi v Vuitton cm thy t tin hn khi kim sot cht
lng sn phm ti Php. Ngoi ra cng ty cn c 1 trung tm giao nhn quc t., Sn phm
ca LV chnh hng ch c th tm thy ti cc ca hng ny, ngoi ra khng by bn ti bt
c ni no khc.
Ngun cung : C th ni, nguyn liu chnh cho sn phm ca LV chnh l cc nguyn liu
bng da xn. V nguyn liu ny cng khng phi l him trn th trng. C rt nhiu nh
cung cp c th cung cp u vo cho LV. Tuy nhin, LV s t mnh la chn cht lng
nguyn liu tt nht cho sn phm ca mnh. Bt c nh cung cp no c mt hng tt hn,
LV vn c th thay i nh cung cp. Mc d vy, cng ty cng c nhng nh cung cp
chnh cho mnh.
Sn phm thay th a phng:
LV phi i mt vi nhng i th ln, c th l cc thng hiu thi trang cao cp khc:
l Gucci, Valentino, m l Calvinkenbubberry, Hn Quc l Bean Pole, Thu in l
H&M. Tuy nhin, vi v th vng chc ca mnh trn th trng, cng vi nhng c trng,
a dng v sn phm, LV lun thu ht c nhiu khch hang cho mnh.
Nhng yu cu ca nc s ti.
So vi cc ngnh khc , th ngnh ny t chu tc ng ca chnh ph,cng vi s m
ca hi nhp to cho LV nhiu c hi i vo nhiu th trng khc. Tuy nhin, LV phi
i mt vi lut bo v ng vt cc nc.
Do vy, sc p a phng i vi LV l khng cao.
2.2. Giai on 2009 n nay: p lc a phng vn khng cao
Nhn chung khng c thay i nhiu tuy nhin: Ti th
trng chin lc ca nhiu thng hiu cao cp, ngi tiu
dng snh si tr nn kh chiu. H chung gip ni bt
gia m ng nh Alexander Wang hn l nhng sn phm
gi c nh Gucci, Louis Vuitton.
Khi nhng ngi tiu dng tr tui tr nn kh chiu, h Hnh 8: Ti xch ca Alexander Wang
quan tm ti nhng nhn hiu mi ni c o hn l nhng
sn phm c uy tn t lu xong qu t v ngy cng mt dn ch ng, nh Gucci, Louis
Vuitton, Ferragamo hay Burberry. Doanh s ca cc thng hiu ny ang st gim nhanh
chng ti th trng Hn Quc.
Ngi tiu dng snh si tr nn kh chiu, chung d ni bt. Louis Vuitton hay
cc nhn hiu phng Ty khc ang tiu th chm, cho thy nhu cu mua sm ti chu
6

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dn thay i. Dn s ca lc a ln nht th gii khng ngng tng v khch hng ngy

cng chung thit k mi l hn l nhng logo tn tui nhan nhn khp ni. Nhng ngi
dng tr tui thng thi, bn cnh , cng rt nhy cm vi gi tin, vy nn s ngi tm
mua thng qua cc knh mua bn trc tuyn ni h c th mc c thay v tr ng theo
nhn gi cng khng ngng tng ln. Kho st ca cng ty Bain & Co. cho thy, mt na
giao dch vi hng xa x nm 2012 do ngi chu thc hin.
Sau cuc khng hong, kinh t kh khn , ngi tiu dng giu gim bt chi tiu cho
cc mt hng ng xa x.
V d :
Hn Quc, Louis Vuitton tng l thng hiu thi trang cao cp ni nht ti Hn
Quc, v nhng chic ti ca hng ny cn c gi vi ci tn ti 3 giy (m ch vic
ngi ta s nhn ra ti LV ch sau vi tch tc ng h), bi s ph bin n mc trn lan
ca
chng.
Th nhng, th trng ti quc gia chu ny tr nn kh tnh trong nhng nm gn
y, bi ngi tiu dng x Hn ngy cng cu k v tinh t trong la chn ca mnh, h
mun nhng thit k c o, n tng, gip h ni bt trong m ng.
Nhng ngi dng tr tui thng thi, bn cnh , cng rt nhy cm vi gi tin,
vy nn s ngi tm mua thng qua cc knh mua bn trc tuyn ni h c th mc c
thay v tr ng theo nhn gi cng khng ngng tng ln. Theo Bang Jae-won, trng
khi bn bun ti Lotte Department Store cho hay: Chng ti thy rt nhiu bn tr, ng
lc mi mnh m nht gip thc y tiu th cho ngnh cng nghip thi trang cao cp,
ang chuyn hng quan tm sang cc dng sn phm thi thng nh Givenchy hay
Celine thay v nhng ci tn quen thuc nh Chanel hay Louis Vuitton. H thch kt hp cc
sn phm, cc thng hiu vi nhau, nh l mc ca H&M v mang ti Herms. Hu ht
u mua hng online hay mua ti cc im bn l sn phm, nhm mc ch tit kim chi
ph.

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III.

GVHD: QUCH TH BU CHU

CHIN LC KINH DOANH QUC T CA LV :

1. T 2009 v trc giai on trc khng hong:

Hnh 9: Ma trn la chn chin lc kinh doanh quc t

Louis Vuitton (LV) l cng ty chuyn sn xut nhng mt hng t tin nhm em li
ng cp cho ngi tiu dng. Khi mua mt sn phm ca LV, khch hng khng ch n
thun l mua mt sn phm m l mua mt thng hiu. Cng ty kinh doanh trn th trng
khng cnh tranh v gi m cnh tranh v cht lng. Chng t cng ty khng h quan tm
n chi ph b ra cho vic sn xut sn phm l bao nhiu m ch tm cch to ra nhng sn
phm t cht lng v thit k hon ho nht. Nh vy, LV chu sc p thp v chi ph.
Bn cnh , khc bit v s thch v th hiu khch hng l sc p mnh m v p
ng a phng khin Louis Vuitton lun sng to c ngy cng nhiu mu m n vi
khch hng ton cu. Tuy nhin, vi v tr mt thng hiu ng cp, chnh LV l ngi to
ra tro lu, to ra xu th. Nhn chung, cc thit k vn mang m phong cch Chu u, v
chnh phong cch hin i y thu ht nhiu khch hng khp ni trn th gii. V l
m sc p a phng i vi LV l khng cao.
Nh vy, vi sc p chi ph v sc p a phng l khng ng k, Chin lc kinh
doanh quc t m Louis Vuitton theo ui chnh l chin lc quc t. Vy, chin lc quc
t l g? Biu hin nh th no?
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Chin lc quc t l chin lc m cc doanh nghip theo ui bng cch xut khu
cc sn phm ca mnh ra th trng nc ngoi, khai thc hiu qu cc nng lc ct li ca
mnh ti cc th trng nc ngoi ni m cc i th cnh tranh trn th trng khng
c, hoc c nhng nng lc yu. y cng thng l chin lc ban u m cc doanh
nghip la chn khi bc u thm nhp vo th trng quc t. Cc doanh nghip ny c
xu hng tp trung chc nng nghin cu & pht trin v sn xut sn phm trong nc
v thit lp h thng phn phi v tip th quc gia m doanh nghip kinh doanh hoc da
vo h thng sn c quc gia phn phi sn phm.
Chin lc quc t thng c p dng khi doanh nghip c nhng nng lc ct li
m cc i th cnh tranh nc s ti khng c, hoc kh pht trin, ui kp hoc bt
chc c nn cc doanh nghip ny khng chu sc p phi ni a ha sn phm v phi
gim gi thnh sn phm. Thc hin chin lc quc t, tr s chnh ca hng ng vai tr
trung tm, t tr s chnh cc chnh sch c hoch nh mt chiu ti tt c cc th trng
trn ton cu.
i vi Louis Vuitton, chin lc quc t biu hin qua s khng nh nt c
o, v tr c bit ca cng ty vt ln trn p lc chi ph ln p lc a phng trong
t chc, sn xut v marketing:
Trong t chc: Tr s chnh Paris, Php ng vai tr trung tm, t cc chnh
sch c hoch nh mt chiu ti tt c cc phn cn li ca h thng trn ton cu.
Trong sn xut: Sn phm ca LV ch c sn xut M, Php v Ty Ban Nha ri
xut khu ra ton th gii
Sn phm c lm bng tay vi tt c tm huyt ca nhng ngi th hng u th
gii. Chnh v vy, sn xut ti 2 nc ch yu v sau xut khu n tt c cc th
trng, mang li LV cc li th r rt v tit kim chi ph to lp doanh nghip v hn
ch c s r r ca b quyt cng ngh.
Trong marketing:
V sn phm: Sn phm ca LV lun c trng vi ho tit Monograms c
cp bng sng ch, nh, bn v p, t thay i mu m m vn c a chung theo
thi gian. N to nn n tng va c o (cho d sn phm c sn xut hng
lot) li va th hin c ng cp, s giu sang ph qu ca khch hng.
Quy trnh sn xut nghim ngt, qun l cht ch tng sn phm.
Lin tc thc hin cc bin php chng hng gi
t ton b sn phm , li thi hoc bn li gi phi chng cho nhn vin vi
yu cu khng c chuyn nhng cho ngi khc
V gi bn: Khng bao gi gim gi, thay vo , LV lin tc tng gi loi
b dn nhng khch hng phn khc thu nhp thp.
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V th trng:
Knh phn phi: Sn phm c phn phi trc tip n tt c th trng trn
ton cu thng qua cc ca hng c lp ca n. Sn phm ca LV chnh hng ch c th tm
thy ti cc ca hng ny, ngoi ra khng by bn ti bt c ni no khc. Nhng sn phm
ca LV cn c phn phi thng qua nh bn l trn mng l eluxury.com
Mi nm, ch tch kim tng gim c ca Vuitton u tm cch chinh phc
thm mt x. Bi ngy nay, ph n (k c thiu n) thch phm cht hn l s lng. M
Louis Vuitton l mn hng p ng nhu cu ca h
Nm 2008, thu nhp c c t vic xut khu ra th trng nc ngoi c
biu din nh sau:

Thu nhp t vic xut khu ra

th trng nc ngoi
ca Louis Vuitton
Php
7% 8%
25%

Cc nc chu u khc
21%

M
Nht

20%

19%

Cc nc chu khc
Khc

(Ngun: www.lvmh.com/press)

Qua , c th thy cc th trng mi ni ang l khch hng ng quan tm ca

LV. Nhng cng khng h xem nh th trng truyn thng nh Php, M, Nht.
V xc tin: Chi ph qung co lun cao ngt ngng l mt phn trong chin
lc di hn ca LV.
Louis Vuitton c hai mc tiu chnh: duy tr c s ham thch ca m ng
i vi ti xch hnh l v ti xch kiu truyn thng ca hng v m bo ngi snh thi
trang lun coi LV nh biu tng thi trang hng u.
Khc vi cc cng ty lun s dng hnh nh nhng nhn vt ni ting nng st
hin thi trong lnh vc gii tr qung co, LV lun chn la nhng danh nhn gp
mt trong b su tp thng hiu lch s t nhiu lnh vc (vn hc, th thao, gii tr, kinh t
v c chnh tr), mi thi i (ng hnh vi b dy lch s ca cng ty), nhng ngi ny
u go ci, c tn tui nht nh t lu, v khng nht thit ang l tm im bo ch: t
Ernest Hemingway, Leopold Stokowski, Damien Hirst, n cc ngi sao in nh Audrey
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Hepburn, Douglas Fairbanks, Sharon Stone, hay nhng nh thit k thi trang Jeanne
Lanvin, Karl Lagerfeld LV cn mi c chnh khch qung co cho mnh, nh cu nguyn
th Nga Mikhail Gorbachev. cng nh mt nt c v l, mt cch lm nn s khc bit,
tch bit ca mnh khi nhng th hiu bnh dn, tro lu nht thi v khng nh v tr cp
cao ca thng hiu.
LV Lin tc rt tin vo qung co trn phng tin truyn thng v tin hnh
thc hin video qung co pht hnh rng ri trn mng. Pht video qung co trn CNN v
BBC cng nh ti cc rp chiu phim khp ni trn th gii.
2. Chin lc kinh doanh quc t Louis Vuitton ang theo ui hin nay:
Nm 2008, khng hong ti chnh bt u t M, ko theo sau l suy thoi kinh t
ton cu. Ngi dn mt t tin vo ti tin ca mnh khi hng ngy phi i mt vi nhng
thng tin v vic c thm doanh nghip b ph sn hay ng ca, t l tht nghip gia tng,
ct gim lng. Khng ly lm l khi doanh s bn hng ca cc nh sn xut trong ngnh
cng nghip thi trang v nht l hng ho xa x b gim st.
Th nhng, iu c bit l Louis Vuitton vn kin nh theo ui chin lc quc t,
khng nhng th cn c nhng hnh ng rt to bo. Chin lc quc t ca Louis Vuitton
trong giai on hin nay c th hin qua nhng mt sau:
Trong t chc: Vn mt tr s chnh Paris, Php gi vai tr trung tm, quyt nh
mi chnh sch, hoch nh n ton b h thng ca hng LV trn th gii.
Trong sn xut: Mc cho suy thoi kinh t, i ng nhn vin ca LV vn l mt
trong nhng i ng c tr lng cao nht v c thc y sn xut ra nhng
sn phm c cht lng cao nht.
Thay v sn xut phn tn nhiu khu vc tit kim chi ph, sn phm ca
LV vn c sn xut tp trung M, Php v Ty Ban Nha ri xut khu ra ton th gii
Thay v chuyn sang sn xut bng my mc tng nng sut v tit kim chi
ph nhn cng, Louis Vuitton tip tc s dng lao ng th cng, xem y chnh l yu t
lm nn gi tr kt tinh trong sn phm, lm nn gi tr thng hiu.
Trong marketing:
V sn phm:
5/2013, Louis Vuitton cho ra mt dng sn phm khng logo.
Nu trong nhng nm 70 v 80, phng php qung b hnh nh bng logo (vi
Louis Vuitton l monogram huyn thoi) l chiu ch o to nn cn st hng hiu chu
, th hin ti, LV ph nh n bng vic ra mt dng sn phm khng logo. Theo cc nh
phn tch, y l mt trong nhng bc i xc lp tnh 'c nht v nh' trong cc sn phm
ca hng Louis Vuitton. Nu u ngi tiu dng cng thy cc sn phm mang thng
hiu LV hoc in hnh monogram, th cc sn phm ny s b xem l 'thng thy hoc qu
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thng dng'. Louis Vuitton, Burberry hay Gucci l 3 'nn nhn' ca tnh trng ny. Mt v d
cho h qu ca hin tng qu ph bin ny l gii nh giu mi ni cc thnh ph ln ca
Trung Quc v cc nc chu ang t mua dn cc sn phm hng hiu c logo.
Thay v thanh l sn phm tha, li thi bng h gi, khuyn mi th LV gi
nguyn nhng bin php trc y: t hoc bn duy nht cho nhn vin vi gi phi
chng.
V gi bn:
Vo cc dp l, v nht l trong thi bui kinh t m m, cc i th ca Louis
Vuitton nh Gucci, Hermes hay ngi anh em Dior u thc hin chnh sch gim gi
nhng vi Louis Vuitton th iu ny l khng tng. Khng nhng th, LV cn tng gi
tip tc cht lc tng lp khch hng thng lu ca mnh.
V th trng:
Knh phn phi: Vn thng qua cc ca hng c lp ca LV v nh bn l
trn mng eluxury.com
Nm 2013, LV s khng gia tng s lng ca hng m a ra chin lc s
tp trung vo pht trin cc sn phm cao cp ca cng ty, v s t b k hoch thit lp
thm cc ca hng ph phc v tng lp th hai v th ba trong x hi ngn chn cc sn
phm ca hng tr nn qu ph bin. y l mt n lc vt qua s b tc tng trng.
Bi theo bo co ti chnh ca Louis Vuitton nm 2012, MoneyWeek cho bit c s suy
gim r trong tng trng doanh thu, iu phn nh mt tr ngi l s tng trng nhanh
chng lm suy yu s hp dn ca thng hiu thit k c quyn.
-

Tng cng hot ng th trng chu , nht l Trung Quc

V xc tin:

Tip tc mnh tay cho qung co, s dng hnh nh nhng nhn vt c o:
Khc vi nhng hng hiu khc thng chn nhng c ngi mu xinh p, gi cm lm
gng mt i din, Louis Vuitton vn i theo mt hng ring. Chin dch qung co ca
Louis Vuitton mang tn Core values - Gi tr ct li c thc hin bng cch s dng
cc tn tui ni ting, c du n ring ni bt gia mt bin nhng qung co thi trang
khc, chin dch ny mang hnh nh ca nhng c ngi n lc nhiu t c thnh
tch v danh hiu ca h. Trong s nhng gng mt i din trong chin dch Core
Values ca Louis Vuitton, khng c nhiu ngi tui di 40. Sau y l mt s tn tui
i din cho Louis Vuitton trong thi gian qua:
2012: Huyn thoi quyn anh Muhammad Ali
2011: Ngi ph n p v quyn lc Angelina Jolie
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2010: Vua bng Pel v Cu b vng Diego Maradona

2009: Buzz Aldrin v Jim Lovell (ngi iu hnh con tu Apollo 13) cng
vi Sally Ride - ngi ph n M u tin bay vo v tr.
Chnh chin dch Core values ny em v cho LV nhiu gii thng v qung
co trong thi gian qua.
LV cn tch cc u t cho cc show din thi trang, cc bui trin lm ln,
c bit l gii ua thuyn Louis Vuitton Cup.
Thng 6/2013, ln th hai s kin m ca cng xng ca LVMH din ra ti
chu u, dp duy nht trong nm cng chng c tn mt tham quan hu trng cc xng
ch tc th cng v i ng ngh nhn lm vic ca Louis Vuitton. Louis Vuitton t lu
khai thc xu hng bng nhng chin dch qung co vi hnh nh ngi ngh nhn ang
khu giy hay ti xch. Gi y h tin mt bc xa hn bng vic mi khch hng ti xem
tn mt nhng ngh nhn ny lm vic.
Ngi ta cha th nh gi v doanh thu tng hay gim ca Louis Vuitton sau nhng
bc i v qung b hnh nh trn, nhng chc chn mt iu rng hng ang bt kp vi th
hiu v mc tinh t ang tng tin ca ngi tiu dng th gii. 'Ngi tiu dng ang tr
nn snh si nhanh hn c mc cc cng ty chuyn v hng xa x mong i', ng Luca
Solca, chuyn gia ti Cng ty u t Exane BNP Paribas (Php) nhn nh.
Trong nm 2014, cng trnh kin trc Fondation Louis Vuitton s m ca ti
Paris, y l mt khng gian c bit dnh cho ngh thut v vn ha mang hnh dng mt
con tu c cnh bum bay ln gia nhng rng cy ca cng vin Bois de Boulogne.
Cng trong 2014, LV hp
tc vi nh sn xut xe hi BMW to ra
cc ng hnh l tng l b su tp c
quyn bn va li v ti xch tinh vi lm bng
si carbon. Cc vt liu duy nht thng
c s dng trong ngnh cng nghip hng
khng c dt thnh vi than mu xm
vi cc m hnh Damier mang tnh biu
tng, to ra mt b su tp snh iu m
nh ta lng hng.

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Hnh 10: S kt hp gia LV v BMW

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BI HC KINH NGHIM
Tri qua cc giai on lu di t nhen nhm tng v chic rng tin dng cho du
lch, p ng nhu cu i li ang gia tang cho n cuc chin chng hng gi, ng hnh vi
hng lot thit k mi v tiu biu cho ngnh rng hm, ti xch du lch. Cho n sau khi
Louis Vuitton mt nm 1892, con trai ngi tha k ca Louis thc hin iu m cha
ng cha lm c khi cn ng nhim, mt quyt nh v i to nn tm vc cho
thng hiu LV ngy hm nay l vic a sn phm LV ra thng trng th gii (nm
1893), ni m , ang v s em li cho LV nhiu c hi mi cng nh nhng bi hc qu
gi cho thng hiu danh ting ny t chi ph cho kinh doanh, vic p ng yu cu a
phng,.. t ra cho mnh chin lc kinh doanh quc t ph hp. Phn tch di
y s lm r hn nhng iu trn va cp.
Sc p chi ph v sc p t a phng l c s rng buc, quyt nh chin lc kinh
doanh quc t ca cng ty (hnh thnh thay i). Chin lc kinh doanh quc t li l c
s quyt nh hot ng t chc, sn xut v marketing.
Chin lc quc t c u im l chuyn giao c li th nhng cng mang nhc
im l khng mang tnh kinh t ca a im v khng p ng nhu cu ca a phng.
Theo thi gian, chin lc quc t tr nn khng bn vng khi sc p chi ph v sc
p a phng ngy cng gia tng. i vi mt s doanh nghip khc, ban u th thc hin
chin lc quc t, sau cng phi thay i chin lc p ng tt hn cc nhu cu ca
tng th trng khi mi trng cnh tranh tr nn khc lit hn. c bit, khi sc p buc
phi thay i sn phm v dch v cho ph hp vi th hiu v s thch ca tng th trng
tng ln, cc doanh nghip thc hin chin lc ny s gp thch thc v d b thua thit so
vi cc cng ty linh hot trong vic iu chnh thch nghi ph hp vi iu kin a phng.
p lc chi ph v p lc a phng tuy gy ra sc p v tc ng ln n chin lc
ca cng ty nhng vn c th c ho gii nu cng ty khng nh, nng cao c nng lc
ct li ca mnh. Tc l chin lc quc t vn c th tr thnh mt ng li hp l, lu
di nh trng hp ca Louis Vuitton.
LV la chn chin lc ph hp vi iu kin ca cng ty. Bn cnh , hot
ng hiu qu v tn ti lu di, cng ty khng ch chn ng chin lc m cn n lc,
phi hp nhiu mt: t chc, sn xut v marketing thc hin chin lc kinh doanh ca
mnh.

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NGUN THAM KHO

http://m.vanhoa.evn.com.vn/The-gioi-van-hoa/Tinh-huong-Thuong-hieu/Louis-VuittonCong-cuoc-chong-hang-gia-cua-mot-thuong-hieu-noi-tieng.aspx
http://www.lvmh.com/uploads/assets/Comfi/Documents/en/Reports/LVMH2014HalfYearFinancialReport.pdf
https://www.kth.se/polopoly_fs/1.124452!/Menu/general/column-content/attachment/louis%20vuitton.pdf
http://gafin.vn/20140704072518892p64c74/qua-roi-thoi-cua-louis-vuitton-va-chanel.htm
http://www.vef.vn/2011-11-16-louis-vuitton-va-thach-thuc-tu-dam-me-cua-cong-chung
http://m.gafin.vn/20130417021723776p0c63/louis-vuitton-gap-kho-o-trung-quoc.htm
http://gafin.vn/20140704072518892p64c74/qua-roi-thoi-cua-louis-vuitton-va-chanel.htm
http://text.123doc.vn/document/2185418-phan-tich-chien-luoc-cong-ty-louis-vuitton.htm

cu hi:
1.ti sao lv li c s khc bit so vi cc hng khc.
V gi tr ct li to nn s khc bit,nhng thit k c o,
2.v sao lv li k gim gi m cn tng gi
Mun khng nh thng hiu,k mun thng hiu b l m i trong
m8at1 khch hng.gim gi lm gim gia trthng hiu
3.ti sao sp ca lv li lm nhi nhiu n vy? do qu ni ting c o

15