The Louis Vuitton luxury French fashion and leather goods brand began manufacturing trunks in Paris in 1854, and the company went on to become one of the world's most famous makers of luxury goods, known especially for its designer luggage pattern: a beige-on-chestnut monogram, "LV". LVMH group is a world leader in luxury, which possesses a unique portfolio of over 60 prestigious brands.
The Group is active in five different sectors: wine & soirits, fashion & leather goods, perfumes & cosmetics, watches & jewelry, selective retailing.
The Vuitton collection of bags and purses has also created a cult-like following among consumers. Owners of the bags and accessories often refer to the products as their “Louis.” This cult following by both celebrities and wealthy consumers has elevated the Louis Vuitton brand to the foremost position in accessory design alongside houses such as Gucci, Prada, and Fendi.
In 2006, the LVMH group announced a 10% increase in income, and 16% increase in profits.
Nowadays, in its 152nd year of operations, there are 362 shops in 52 countries around the world, all owned and managed by Louis Vuitton, including the Tel Aviv store which opened in 2002. The products are sold only through their stores- they do not use any other distribution channels. Their extreme know-how, legacy and craftsmanship have turned the brand into a well known status symbol. Using the knowledge we have acquired in the past few years of our studies, we are very excited to work with Louis Vuitton on trying to create a marketing strategy as to penetrating the Israeli market, which the company has been doing since 2002.
Israel is a very special country, and a very unique and different market. There are numerous differences in the wealth sector in Israel than that aboard; there are differences in the size of the market and consumer behaviors, complete difference in the Celebs culture, in the political scenery, in the fashion industry and in the social-economic gap that is very representative of this country. We will be providing you with an analysis of the Israeli luxury goods market, and an analysis of the consumers in the target audience, and from there we will elaborate on directions we think should be further explored to successfully penetrate this market. This paper is the first part of the yearly seminar, which includes the current situation analysis.
 It includes:

1 . Introduction      1.1. About Louis Vuitton      1.2.
About the project
2 . Market Analysis
2 .1. The Market      2.2. Environmental analysis
2 .3. Competitive analysis      2.4.
Porter model of five forces      2.5. SWOT analysis      2.6.
Expected developments and innovations in the market
2 .7. Price levels
2 .8. Marcom activities
2 .9. Distribution channels
2 .10. Major trends in the global market
3 . Consumer Analysis
3 .1. Segmentation bases and Actual Consumers
3 .2. Buying habits
3 .3. Consumption opportunities
3 .4. Restrictions and problems with existing products
3 .5. Consumer perceptions towards existing brands
3 .6. Factors that influence consumer choice
3 .7. Effectiveness of advertising and other Marcom tools
4 . Preliminary strategic options