Summary

Louis Vuitton is a French fashion house founded in 1854. The label is well known for its LV monogram,

which is featured on most products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches,

jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion

houses. Louis Vuitton sells its products through small boutiques in high-end department stores, through in the

e-commerce section of its website.

Global product management

- Global product design issues (how do they affect products in each country?)

- New product development and launch (sprinkler/waterfall model? Why?)

- Managing products and brands across borders (highlight product and brand differences across countries and explain why)

Pricing for international markets

- Factors affecting the firm’s pricing in every country market (are they similar in

every country? Why? Why not?)

- Global pricing strategies (extension/adaptation/geocentric)

Global communication

- Global communication tools used by the company: advertising, sales promotion,

direct marketing, public relations, sponsorship, other

- Extension vs. adaptation (discuss the firm’s strategic choice and highlight

differences across countries)

Global distribution and logistics