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Essay text:
In sector where they don't have the "know-how" and don't match the company Image. The current CEO (Arnault Bernard) is also the major shareholder which makes him easier to make decisions on new acquisitions
The swot analysis
Strength:
? Name recognition which makes them the largest product marketplace
? Their experience during the time
? Leading position
? Quality provider
? Distribution
? Public Relation
Weaknesses
? Their Diversification
? Conflict of interest (fashion vs. wine and spirits)
? Forward and backward integration
? Luxury goods are easy to imitate. (Perfumes, Louis Vuitton bags?)
? Finance problems: net sales decreased by nearly 6% in 2003
? Declining shares
Opportunities
? Merger and acquisition
? Consumer trends
? Current increase in wealth
? Emerging market
? Improvement of way of selling their large product line (distribution channels)
? Expansion to other markets
Threats
? Change in consumer taste
? Economic recession
? Competitor in smaller markets
? Counterfeit
Recommendation
Focus on core business
To expand the current existing brands geographically...
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