Análisis de las Estrategias de Marketing Aplicadas por el Grupo LVMH para la Internacionalización de Marcas de Lujo en Múltiples Mercados: Perspectivas de Asia, Europa y Latino América

Abstract

This project focused on analyzing the marketing strategies that have contributed to the internationalization of luxury brands belonging to the LVMH group (Moët Hennessy • Louis Vuitton) in the markets of Asia, Europe, and Latin America. The research explored how these strategies have been adapted to different cultural, economic, and consumer contexts in each region, identifying existing gaps. The methodological approach was qualitative, utilizing a case study design, and secondary sources from academic documents and technical reports from recent years that specifically examine the internationalization strategies of the LVMH group were reviewed. The results highlighted the differences and similarities in the implementation of marketing strategies in each region, emphasizing the importance of effective local adaptation to maintain a coherent global presence. Based on these findings, practical recommendations were provided to improve the effectiveness of global marketing strategies in the luxury industry, with the LVMH group serving as a reference.