Comparative Analysis of LVMH Group in Luxury Goods Industry

Wihardja, Elisse Monica (2021) Comparative Analysis of LVMH Group in Luxury Goods Industry. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

LVMH Group is one of the world's leading luxury conglomerates performing in various sectors, such as wine, perfume, cosmetics, fashion, etc. Especially, the most famous luxury brands like Christian Dior, Bulgari, Givenchy, Fendi and many more. is their subsidiary. Therefore, LVMH Group has several ways to gain their competitive advantage which will be analysed using comparative analysis based on external analysis using Porter's Five Forces and their strategic plan using Porter Generic Strategies. Meanwhile, LVMH Group will also create positive social impacts through CSR program activities and company products and will be analysed using several methods related to social responsibility such as the Triple Bottom Line (TBL), Carroll's Pyramid, and through potential challenges. This project will also provide advice for LVMH Group to improve their business by implementing the TOWS Matrix into their strategy.

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