Abstract
LVMH (Louis Vuitton Moet Hennessy) was created in 1987 by the merger of Moet Hennessy and Louis Vuitton which helped to become the world's leading luxury products. LVMH is a group consists of a set of strong brands and evocative power of famous names in the history of the iconic luxury. They are the world leader in manufacturing and also distribution of luxury goods. LVMH brings together noble professions, with strong traditions and a unique set of internationally established brands. Indeed, in champagne, spirits and leather goods, companies that comprise more than a century, even two hundred years old: the origins of Moet & Chandon back to 1743, those of Veuve Clicquot Ponsardin 1772, those of Hennessy Cognac to 1765 , Johan-Joseph Krug founded his house in 1843, the origins of Yquem and its wines date back to 1593. Louis Vuitton was founded, for his part in 1854.
In the field of perfumes and cosmetics and in the sewing, companies sometimes created more recently, have developed over time their international influence. The origin of Guerlain was in 1829, that of Christian Dior in 1947. Givenchy was founded in 1951 and the launch of his perfumes in 1957. The group has everything today in all trades of luxury: high couture, ready to wear, leather goods, perfumery, cosmetics, jewelry, wines and spirits, selective distribution and the media. With the phenomenon of mass consumption in the 1980s, Bernard Arnault, the founder and CEO of the group took the idea of "democrazing" the luxury through the plurality of activities which made the group on the luxury market of this century. Nowadays, the group has over 50 brands through a policy of aggressive external growth and it is established in more 55 countries.
In addition, its group mission values represent the most refined qualities of Western "Art de Vivre" around the world. On the market, LVMH has focused on five areas of strategic activities such as the Wine and Spirits, Fashion and Leather Goods, Perfumes and Cosmetics, Watches and Jewelry and Selective Retailing. In this file, in first, we are going to realize a strategic management overview (a systemic perspective internal and a systemic perspective external). Secondly, we are going to realize a strategic audit (current company performance, external and internal factors) in order to set up a new strategy for the company and doing an executive planning.
