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QUESTION 2 Louis Vuitton is the world's most valuable luxury brand and is a division...

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Finance

QUESTION 2

Louis Vuitton is the world's most valuable luxury brand and is a division of LVMH. Its products include leather goods, handbags, trunks, shoes, watches, jewelry and accessories. Most of these are adorned with the LV monogram. It is one of the most profitable brands in the world with profit margins north of 30%. Louis Vuitton launched its first perfume in 70 years during 2016, and LVMH built a state-of-the-art fragrance factory to develop the perfumes (Forbes, 2020).

- What kind of business level strategy does LV adopt according to Porter's five generic strategies.

- Why do you think this is the strategy adopted by LV? explain examples

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