STRATEGY OVERVIEW

Corporate Strategy: Business Diversification Merger & Acquisition

Business Strategy: Focus On Quality Innovation Intrinsic Marketing

Core Competency & Competitive Advantage

Core Competency Product & Service Quality Innovation Training & Skill Development

Competitive Advantage: Controlled Distribution Marketing Activity Luxury Segment

Strategic Evaluation
Key Factors Includes, Business Diversification Product & Service Quality Brand Image Innovation Training & Skill Development Controlled Distribution

 Arnaults Acquisitions Acquisition of the hautecouture house of Givenchy in 1989. Purchased additional shares of Loewe Purchased all assets of Pommery which is the largest champagne provider Increased stakes in the Guinness group to 24%,

 Used its cash reserves in expanding the number of company-owned retail stores Vertical integration; Louis Vuitton and Loeweleather goods and celine, Christian dior andacquired $2.5 billion of DFS

LVHM into Attractive Industries

Market Size and Projected Growth rate Intensity of Competition Resource requirement Industry profitability

Luxury Product Competitive Position

Relative Market Share Ability to meet or beat rivals on product attributes Brand image and Recognization Innovation Distribution

9 cell Matrix

9 cell Matrix