Louis Vuitton Case Study

Synopsis of the Situation

            Louis Vuitton is a company that was founded in the year 1854 by Louis Vuitton in France. He started off with developing Canvas Damier Pattern with main agenda of making the company recognized by consumers. After the death of Louis Vuitton, George Vuitton his son resumed the management of the company. With time, and to be precise, after the world war I, the firm embarked on an expansion strategy to other courtiers and well as places within the country.

In Japan, Louis Vuitton firm made its entry in the year 1977 whereby the first stores were opened in Tokyo as well as in Osaka. The management was attracted by the economic boom that was slowly taking shape in Japan as compared to other Asian countries. As accompany in Japan, they embarked on making leather bags, watches, suitcases as well as other men and women wares. This attracted a large number of users in the country as it recorded that about twenty million women in Japan by then owned a brand of the Louis Vuitton’s bag each year.

With much profits gained in Japan, it is in record that by the year 2007 Louis Vuitton firm had a total of two hundred and fifty stores in Japan. This was possible by taking advantage of the high demand of fashionable bags and women’s wear hence much profit. The success of the company in Japan could not go without challenges such as counterfeiting and over the competition. Counterfeiting has damaged the face as well reputation of the company hence making huge loses. This has seen the company even lower the prices of their merchandise to attract consumers. This article, therefore, focuses on the challenges facing the Louis Vuitton firm in Japan.es

Alternative Solutions

1. to solve the issues of counterfeiting of the firm’s merchandise, the company should embark on creating public awareness. This will enable the consumer only buy original Louis Vuitton’s merchandise.

2. to solve the issues on over competition with the other companies such as Gucci company, the company should enhance advertisement. To do this, the company should create apps to enhance public awareness.

3. There is a looming problem upon termination of M Jacob as the leader in Japan. To solve such problem since Jacob’s success is also the future of the company, the company can train certain employees to ensure a smooth transition of leadership of the firm.

Selected Solution to the Problem

The selected solution to the problem of counterfeiting will get the Louis Vuitton’s company back to its foot. Counterfeiting is an issue that affects various companies that manufacture the various product such as the Louis Vuitton. Therefore, another manufacturer may tend to develop the same products like the bags being manufactured by the same Louis Vuitton firm. This, therefore, hinders the progress of the company.

In addition, communication to the public will be a recipe to inform the consumers of the counterfeits in the market that resemble their original product. The company, therefore, has to be out in Japan and other parts of the world to inform the consumers to be on the knowledge of the counterfeits.


To implement communication to the consumers the presence of counterfeits products in the market, the company should include a new logo into their original bags, this will bring difference with other product making it possible to tell the two products that seem to look similar apart.

Secondly, to implement a solution to the problems involving counterfeits, on behalf of the company, I would call for a rebrand of the products so that the faith, as well as reputation of the company to the consumers, can be enhanced at all time. The advertisement will be the tool to get the message across to the consumers hence the creation of awareness of the original company products, unlike the counterfeits that are produced by other manufacturers.

Recommendations and Conclusion

The solution on completion among the other manufacturing companies and the Louis Vuitton’s firm, the company should aim to improve the quality of their products such as the suitcases, handbags, watches, shoes among others so that it can compete in the Japanese market favorably without making huge loses. This is also important to the future of the company and to manage it further, qualified employees should be admitted to exercise their expertise to maintain the company levels as before.

One recommendation is that the Lois Vuitton firm should capitalize on the current technology to manufacture quality and more user-friendly products if the company is competing favorably in the Japanese as well as a global market by making quality products.

In conclusion, the problems such as counterfeiting, completion as well as management should be dealt with in time to keep the Louis Vuitton firm a global profit making a company just like it was before.


paul, J., & Feroul, C. (2010). Louis Vuitton in Japan. Retrieved from https://hbr.org/product/louis-vuitton-in-japan/an/910M67-PDF-ENG

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: buying, having, and being. Upper Saddle River, NJ: Prentice Hall.