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Christian Dior

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by

Meghan Fanelli

on 18 November 2013

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Transcript of Christian Dior

France
Entrepreneurship
Diverse Portfolio
6 Principle Production Lines
Haute Couture- Christian Dior Couture
Wine and Spirits
Fashion and Leather Goods
Perfume and Cosmetics
Watches and Jewelry
Selective Retailing
Industry Analysis
Porter's 5 Forces:
Christian Dior's Strategy
Industry:
Fashion - Luxury goods
Organizational Goals:
Christian Dior’s vision has always been ahead of its time, fascinating women with his ability to combine utmost modernity with timeless elegance
Strategy:
Product Quality, Trendsetters, Diverse Product Line/Portfolio, Branding, Innovation and Worldwide Development
Sustainable Competitive Advantage:
Brand Dominance and Clientele Base
Christian Dior's Corporate Governance
Top 5 Priorities Shared by all Stakeholders

Be creative and innovative
Aim for product excellence
Bolster the image of our brand with passionate determination
Act as entrepreneurs
Strive to be the best in all we do
Corporate Strategy
Christian Dior has fully incorporated both related and unrelated diversification into their strategy. The expansion of the Christian Dior group into Wines and Spirits proved to be a move in the right direction, ranking the third highest revenue for the company out of all of the individual business groups. The organization continues to acquire businesses that fit well into their brand image, and also add variety to their portfolio.
International Strategy
Meghan, Lauren, and Marion
Competitive Rivalry within Industry
Medium/High
Competitors:
Chanel, Burberry, Gucci, Prada, Yves Saint Laurent, Cartier, Tiffany & Co., Gianni, Versace, Emporio Armani, Rolex, Hermes, Bvlgari, Etc.
Bargaining Power of Customers
High
Segment:
Urban Upper Class Adults
Customer Position:
25 +
Market:
High Taste, High Education, High Income
Bargaining Power of Suppliers
Medium
Segment specific

Threat of Substitute Products
High
Other Fashion Products or Luxury Items
Threat of New Entrants
Luxury Goods:
Low
Reasoning: Capital, Brand Recognition, Worldwide Distribution
Globalization
Christian Dior was forced into working after his family filed for bankruptcy during the stock market crisis in 1929. He put his artistic ability to the test and began selling his drawings to high fashion labels. He dominated the fashion world in decades to follow World War II. He was considered one of the most influential designers of the 1940s and 50s. He brought about the idea of the hourglass silhouette in his “New Look”. He helped define a new business model after post - WWII fashion industry by taking his line global. Christian Dior built his brand by embodying glamor, elegance, and prestige.
Internal Analysis- Financial Resources
Recommendations
Introduce new product lines in the car and restaurant industry
Acquire high class wine bar and restaurant
Custom leather interior in private jet planes and luxury cars
Getting involved with environmental intiatives
Brand expansion - Wine and Spirits - introducing luxury vodka
Marketing and advertising geared toward males

Spring at 6 Rue Bailleul, Paris
Board of Directors
LVMH Group
Which includes:
Louis Vuitton
Moet
Hennessy
Christian Dior owns 40.9% of LVMH Share
Christian Dior Today
Headquarters:
Paris, France
235 Boutiques Worldwide
Full-time Employees
: 92,073
Mission:
"We strive to create the environment that is fun, welcoming, and that encourages customers to tap into their creativity and explore their personal style."

Founder
"True luxury require genuine materials and the craftsman's sincerity. It is only meaningful when it respects tradition."
- Christian Dior
Resources and Capabilities
Resources:
Large Capital for Advertising
Brand = Status
Strong Top Management Team
Board of Directors
BERNARD ARNAULT (Internal)
Chairman and Chief Executive Officer
ERIC GUERLAIN (a) (Internal)
Vice Chairman
SIDNEY TOLEDANO (Internal)
Group Managing Director
DELPHINE ARNAULT
DENIS DALIBOT
HÉLÈNE DESMARAIS (a)
RENAUD DONNEDIEU DE VABRES (a)
SÉGOLÈNE GALLIENNE (a)
PIERRE GODÉ
CHRISTIAN DE LABRIFFE (a)
JAIME DE MARICHALAR Y SÁENZ DE TEJADA (a)
Company Forecast
Analysts projections FYE April 30, 2014:
Dividends: 18.17% increase
Revenue: 13.98% increase
Share Price: 7.93% increase
Strengths
Strong luxury brand and image
Diverse portfolio
Excellent branding & advertising strategy
Innovative
High product quality
Brand loyalty/recognition
Global presence
Weaknesses
Limited market
Feminine brand recognition
Varying regulations
Bargaining of suppliers
Opportunities
E-commerce, online retailing
Promote green initiatives
Expand into emerging markets
Threats
Highly competitive environment
Economic crisis
Production of counterfeit
BROAD DIFFERENTIATED
Positioning and Competitive Advantage
Full transcript