II. The adopted strategies

T oday the group is consists of 56 000 persons working on the various business sectors. After numerous strategic repurchases, the group counts more than 1500 stores in the world today where are sold about fifty prestigious brand of the group.
The group LVMH is equal to be the ambassador of the western lifestyle in the fact that it is of more sophisticated.

A. The strategy corporate

LVMH and its strategy of specialization

The group LVMH is the leader on the sector of the luxury, it wishes remain it by preserving his competitive advantages and by enhancing its. The companies of the group LVMH have to have a strong and powerful in the whole world.
Their strategy leans on a purge of the offer , it works on different aspects which are important for the consumers as like image, positioning, technology).
This strategy of marketing differentiation requires a lot of expenses in communication and a very good knowledge of its targets.
The group has to set up a specialization adapted to each target.
So, it relays on 2 ways:

 The way geographical specialization:

The market of LVMH is global, however it takes into account national or regional specificities. Its slogan: "global Think, act local ".
The interest to be established in a global market is to be able to get around the hazards of the economic situation. It allows it to answer in an optimal way the specific demands of the market.
So the group LVMH takes advantage of the liberalization of the world exchanges and tries to establish on emerging markets such as China and India.

 Way of marketing diversification
To remain number 1 of the sector of the luxury, the group LVMH generally suggests a line of similar product but it displays it with a different way in all around the globe.
This marketing diversification involves innovations (like a new cut for a clothes or new composition of handbags)
This diversification requires a research and development