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Case Study: Christian Dior

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  1. Introduction
  2. External analysis
  3. Diversification strategy
  4. The growth of the activities of the group
  5. The marketing strategy
  6. Conclusion

In recent years, the luxury market has been experiencing a real boom, as a consequence of its recent democratization. To reach a wider target, there is a democratization of luxury brands including through the development of accessories that are more accessible, to help reach a wider target. This is reflected by an extension of their clients.

With a turnover of 12.466 billion Euros, Christian Dior SA is characterized as one of the largest luxury group in Europe. Indeed, the latter is present in different areas of work such as sewing, Wine Spirits, leather goods, perfumes and cosmetics.

Inspired by LVMH, the Dior Group has developed many prestigious brands like Dior and Vuitton, while adding a touch of creativity and originality.

What strategy has the group Dior set up to find new sources of growth and development?

[...] and Asian - increasingly competitive Market: economies: the population is very the emergence of new entrants fond of luxury -Counterfeiting is very hard to -Opening and exponentially growing control because authorities were Chinese market, and the Indian complicit in these countries market which is poised to join (China, India, the Maghreb) this growth soon Commoditization and -Increased tourism: international standardization of products and influence branding -European economic Crisis -Lack of reference: confusing and Stabilization blurring of the market -No crisis in the luxury sector -Risk of conflict and epidemic, Cultural influence of France, "art the continuing insecurity at the de vivre" still going strong international level: the negative risk of saturation in the global context (on the abundance of supply over demand) Venture Exchange with a weak dollar Question Diversification strategy Over the past five years the group has seen the turnover of Dior increase exponentially thanks to a diversification strategy that results in the creation of enterprises, and is a real growth driver. [...]


[...] Distribution a selective ->Guerlain is distribution to Distribution: sold only in reinforce the perfume stores, stores or in impression of department stores, corners in scarcity and retail outlets department of the brand. stores. Relationship ->importance of Depends on the Marketing customer service competence of the sales staff. Communication ->Events: It The fragrance ->Charlize Theron creates a universe cannot settle in for love. which reflects the time, and muses values choices are used to embody of the brands. the product, and continue the success. Campaigns which turn around and evoke the strong resonance of brands. Conclusion Through this analysis, we observe that the group Dior applied different strategies [...]

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