Dior and the luxury industry: external analysis

Docs en anglais | 15 pages | 26-03-2008 | Format : | Note : Non noté |

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Résumé

People are attracted by luxury industry because it is synonym of quality, perfection, dreams… Rare are the persons who can buy luxury goods or, more precisely, high fashion clothes. "The luxury is a concept, not a product; it is above all dreams. » said Karl Lagerfeld, the creator of Chanel. Dior is part of this industry and gives people dream. In 1945 Christian Dior has founded Dior SA with another business man, Pierre Allemandi. Today Dior Collection is in the top 5 of the famous brand of "haute couture" and luxury and it's a part of LVMH, a French holding company and the world's largest luxury goods conglomerate (http://en.wikipedia.org/wiki/LVMH). And Contrary to the other, the luxury industry joins different segments: fashion, tanning, jewellery, watchmakers, cosmetics, perfumers, wines and spirits and all these segments of the luxury industry are also from other industries; the textile industry for example or the tanning industry. To understand better which strategy Dior has it is essential to understand the environment in which it develop itself.

To study global environment of Dior we will see through a PESTEL analysis and a view of the marketing approach the luxury industry. Then we will take a look at the competitive environment with the 5 forces of Porter, an analysis of the consumer behaviour and the strategic segmenting. Finally, we will conclude with the threats and opportunities.

Table of contents:

Introduction

I) External analysis

A. General environment of the luxury industry
1. PESTEL analysis
2. The description of luxury industry marketing

B. Competitive environment
1. The 5 forces of Porter
2. Strategic segmenting

II) Threats and opportunities

III) Threshold capabilities to "survive"

A. Resources
B. Competences

Sources

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