Ch. 5 - Developing a Global Vision

France’s Louis Vuitton is ranked as the world’s most valuable luxury brand for the eleventh year running, according to the 2016 “BrandZ Top 10 Luxury Brands” report.Louis Vuitton started to expand since 1885. In that year the company opened the first store in London followed by other two stores in the next two years. In 1904 Louis Vuitton participated in World's Trade fair in U.S. trying to get the brand recognized by the Americans. In 1987 The brand established its presence in Japan, getting a share in the Asian market, and also prepared the strategy to expand in China, and other Asian countries. With a well-established presence in Europe and U.S. and Japan, and more than 1500 stores around the world and its e-commerce site, Louis Vuitton is a multinational corporation. Louis Vuitton uses the same quality of its products everywhere in the world. A bag sold in China or in India is the same quality of one sold in France. The company takes into consideration the cultural background and how people would understand better the concept of luxury. In Japan, the company promotes its products through innovation and the involvement in the art and architecture scene associating its products with the art. 
Louis Vuitton's products have the same price all over the world. The company adopted the dumping practice for the Japanese market as a strategy to have the greatest market share. In fact, about 90% of Japanese own a Louis Vuitton product.