This document summarizes a case study on Louis Vuitton's operations in Japan. It provides background on Louis Vuitton's founding in France in 1854. It then discusses the company's strong growth in Japan from 2002-2004, with annual sales reaching $3.8 billion, due to high quality products and premium pricing. The summary also lists Louis Vuitton's strengths as its brand image and attention to store design, as well as opportunities in the growing Japanese market, but notes threats such as economic downturns and competition from other luxury brands. It recommends diversifying products and markets as well as educating customers on identifying counterfeits.

1. CASE BLAZER II
CASE: LOUIS VUITTON JAPAN
TEAM 6:INVINCIBLE
ABHISHEK KYAL
NISHANT NAGDA
UNIVERSAL BUSINESS SCHOOL

2. QUOTE:

3.  Louis Vuitton was born in 1821 in Anchay
France.
 He acquired personal “savoir-faire” about
leather luggage.
 Louis Vuitton was established in France in
1854.
 It was famous for craft work leather bags and
trunks.
 It has become the oldest French luxury fashion
house.

4. CASE SYNOPSIS

5. CASE SYNOPSIS

6. Company Growth
In 2002, With in few days of opening sales crossed 1 million Yen.
In 2003, company managed to maintain high operating margin of
45%
In 2004, with annual sales of about $3.8 Billion.
 company was charging high premium for their product which
were adding up to to companies bottom line.
LV hired best designer in the market to attract young buyers.
Increased in marketing budget by 20%.

11. Strengths
· Internationally recognized fashion Brand Image
· High quality products achieved high quality control
standards
· Distribution is company owned
· Collaboration with Renaud Japanese Artists.
· Attention to the distribution stores location, layout,
architecture etc.
Weaknesses
· Very High Reliance on Japanese market
· Brand dilution
· Challenges in controlling multinational business.
Opportunities
· High disposable income of Japanese customers
· Solid proportion of middle class.
· Social and Cultural relations with fashion.
Threats
· Economic downturn and strong Yen against $
and Euro
· Competition with other similar luxury brands or
low range brands.
· Counterfeiting items
· Cyclic nature of the JAP economy.

12. CASE SYNOPSIS

13. Diversity in product
Should Focus on different market.
Marketing champagnes to educate people about the
counterfeited items.
Price adjustments to gain customers.