Add your research to the project outline you created in week 3 (project milestone 1). You are not writing a paper/you are adding

MGMT 2020 Course Project

The purpose of this project is to assist you in demonstrating basic knowledge of the major functions of business (marketing, finance, accounting, human resource management, operations and supply chain, and information technology) through researching and delivering a team presentation. To do this, you will first select a publicly traded company to analyze. Then, you will complete each of the three sections below in relation to your selected company. To assist you in time management and ensure that you are keeping up with your project deliverables, you will submit milestone reports to your instructor according to the schedule at the end of this document.

1. Conduct research and develop a SWOT analysis. Do not use an existing SWOT found in your research, create your own SWOT.

a. If you have not yet taken any courses where SWOT was covered, please watch this video

2. Based on the SWOT analysis, determine a weakness of or threat to the company you have selected related to marketing, human resource management, operations and supply chain, or information technology. Then, choose from a, b, c, or d below as a means of resolving your company’s issue. Discuss your choice with your professor and obtain approval on your topic before moving forward.

a. Marketing: propose a new product your company could produce to market to a new or existing market. Alternatively, you could select a new approach to marketing an existing product in a new or existing market. Detail how you would increase customer awareness of the new or existing product and explain why this new marketing approach will have the potential to increase sales and market share. Develop the marketing approach to answer the questions, who, what where, why and how.

b. Human Resource Management: propose a recruiting plan and new benefits package for your selected company. Detail how you would attract top candidates to create a competitive advantage through highly talented employees. Your recruiting plan needs to include where the company will find exceptional employees. The new benefits package that will be used to attract top candidates needs to include tangible and intangible aspects, including work-life balance.

c. Operations and Supply Chain: propose a process redesign or a distribution channel redesign. Detail how you would improve processes involved in creating a product, delivering a service, or re-aligning the distribution channel to better meet consumers’ demands and needs. Include information on both the original model as well as your proposal.

d. Information Technology: propose the implementation of a new IT program or system (Enterprise Resource Planning software, Customer Relationship Management software, etc.). Detail how you would improve the company’s competitive position through the use of information technology resources. Explain how your proposal will help increase the company’s competitive position.

3. Create a presentation to share your ideas. The presentation needs to cover all components outlined in the instructions for your chosen topic (a, b, c, or d). The presentation should demonstrate what you learned about presentations and the new presentation skills you acquired this semester. In addition to visuals, include an audio voiceover. You can do this buy recording audio directly to PowerPoint slides. You may also choose to use YouTube to share your screen and record your audio explanation while showing your slides, or another means of recording audio.

The project is broken up into the following milestones, with the complete presentation due at the end of week 7:

Milestone 1: Due in Week 3. You will now gather the work you have put into your course project for the last few weeks and submit it as an outline for milestone 1. Your outline can be in traditional document format or in slides format. Be sure to address every requirement on the project instructions.

If you choose to create the outline of your project in document format, visit this link for information on creating outlines.

If you choose to create the outline of your project in slides format, put each outline topic on its own slide.

Milestone 2: Due in Week 5. Add your research to the project outline you created in week 3 (project milestone 1). Demonstrate the progress you have made in your research for the course project. Include a bibliography with your sources.

Milestone 3: Due in Week 6. Create the slides for your course project presentation. Include all of your content and visuals. Do not create your audio at this point. Submit the draft of your project presentation for feedback from the professor.

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MGMT2020 Project Milestone 2 Rubric

Criteria (Points)	Exemplary	Proficient	Developing	Needs Improvement	Not Evident
Topic (10 pts)	Topic is clearly and specifically identified (a-Marketing; b-Human Resource Management; c-Operations and Supply Chain; d-Information Technology) (10 pts)	Topic is not clearly and specifically identified but the instructor can determine the topic by the project title. (9 pts)	Topic is not clearly and specifically identified but the instructor can determine the topic by reviewing the project content. (7 pts)	Topic is not clearly and specifically identified and it is difficult to determine the topic by reviewing the project content. (6 pts)	No work submitted. (0 pts)
Content (70 pts)	Includes details for ALL components demonstrating clear research progress · Marketing: · New product or revised marketing plan for existing product · How it would increase customer awareness and address why approach could increase sales · Marketing approach (who, what where, why and how) · HRM: · Recruiting plan, including where the company will find exceptional employees · New benefits package, including tangible and intangible aspects (including work-life balance). · Ops & Supply Chain: · Process or distribution channel redesign · Details on improving the processes involved in creating a product, delivering a service, or re-aligning a distribution channel · IT: · Implementation of new IT program (ERP, CRM, etc.) · How it would improve competitive position (70 pts)	Includes details for most (nearly all) components demonstrating research progress · Marketing: · New product or revised marketing plan for existing product · How it would increase customer awareness and address why approach could increase sales · Marketing approach (who, what where, why and how) · HRM: · Recruiting plan, including where the company will find exceptional employees · New benefits package, including tangible and intangible aspects (including work-life balance). · Ops & Supply Chain: · Process or distribution channel redesign · Details on improving the processes involved in creating a product, delivering a service, or re-aligning a distribution channel · IT: · Implementation of new IT program (ERP, CRM, etc.) · How it would improve competitive position (64 pts)	Includes details for a limited number of (addresses one but missing all others, etc.) components demonstrating some research progress · Marketing: · New product or revised marketing plan for existing product · How it would increase customer awareness and address why approach could increase sales · Marketing approach (who, what where, why and how) · HRM: · Recruiting plan, including where the company will find exceptional employees · New benefits package, including tangible and intangible aspects (including work-life balance). · Ops & Supply Chain: · Process or distribution channel redesign · Details on improving the processes involved in creating a product, delivering a service, or re-aligning a distribution channel · IT: · Implementation of new IT program (ERP, CRM, etc.) · How it would improve competitive position (53 pts)	Includes details in a very limited way (no components have clear details) demonstrating little to no research progress · Marketing: · New product or revised marketing plan for existing product · How it would increase customer awareness and address why approach could increase sales · Marketing approach (who, what where, why and how) · HRM: · Recruiting plan, including where the company will find exceptional employees · New benefits package, including tangible and intangible aspects (including work-life balance). · Ops & Supply Chain: · Process or distribution channel redesign · Details on improving the processes involved in creating a product, delivering a service, or re-aligning a distribution channel · IT: · Implementation of new IT program (ERP, CRM, etc.) · How it would improve competitive position (49 pts)	No work submitted. (0 pts)
Mechanics (20 pts)	· Includes a Works Cited page in MLA format with no errors · Any type of formal outline format is used (can be in a document or on slides) · No errors in spelling or grammar (20 pts)	· Includes a Works Cited page in MLA format with few errors · Any type of formal outline format is used (can be in a document or on slides) · Some errors in spelling and grammar (18 pts)	· Includes a Works Cited page but it is not in MLA format · No formal outline format is used but it is recognizable as an outline. · Several errors in spelling and grammar (17 pts)	· No Works Cited page · No formal outline format is used and it is not recognizable as an outline (just a bulleted list, etc.). · Many errors in spelling and grammar (14 pts)	No work submitted. (0 pts)

MGMT2020

College of Online Education

Johnson & Wales University

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LVMH SWOT Analysis

LVMH Moët Hennessy Louis Vuitton, commonly known as LVMH, is a French holding multinational corporation and conglomerate specializing in luxury goods,

Strengths:

· MARKETING

1. Strong association to quality – LVMH products have always been the benchmark in quality and design for hand luggage. The strong association with quality is LVMH's biggest strength.

2. Top celebrity endorsement – LVMH has always been powered by the biggest names in show business who have endorsed the brand and carried it in public appearances. Some of their top endorsers include Scarlett Johansson, Uma Thurman, Angelina Jolie and Muhammad Ali.

3. Multi-brand strategy –

4. Brand Recognition – The Louis Vuitton monogram is high on recognition and thus people prefer to carry LV monogrammed luggage since it is an association with status and class in society. In the same may the Moet and Hennessy Logos are very easily identified.

· HRM

1. Strong human resource management – LVMH has today, more than 61,000 employees, 69% of whom are based outside France, share the Group's values. It is successfully headed by Chairman Bernard Arnault who has successfully integrated various famous

2. Attracts top talent – The design team in Louis Vuitton has comprised of top designers of the world. Some of the names include Helmut Lang, Virgil Abloh, Azzedine Alaïa, Sybilla, Manolo Blahnik, Vivienne Westwood, Isaac Mizrahi, Stephen Sprouse, and Romeo Gigli

3. Wide Network – Louis Vuitton alone has around 1, 21,289 employees globally making it one of the world’s top employers in companies dealing with luxury goods. The company sells its products through their own chain of stores, high-end retail chains, and their website. The brand is sold in more than 50 countries across 460 outlets.

· OPERATIONS & SUPPLY CHAIN

1. Strict quality control

2. Broad product portfolio

3. Improving financials – its revenues are more than Euros 15 billion and profits more than Euro 3 billion reflecting strong financials and solid operational performance.

· INFORMATION TECHNOLOGY

1. Multi-brand strategy

2. Advanced production techniques

Weaknesses:

· MARKETING

1. Lack of sensitivity to foreign cultures – Louis Vuitton is French in styling and design and the brand is much closer towards accepting other designs and is also not sensitive to trends in foreign countries.

· HRM

· OPERATIONS & SUPPLY CHAIN

1. Excessive centralization – Louis Vuitton is known to be a tough employer and their focus on exclusivity makes them patent or copyright most of their designs and they rely on centralized decision making which brings down morale.

2. Rigidity – It has become a big organization having sales of more than Eur 15 billion which has led to red tapism and rigidity. Thus it has to continuously reenergize the organization.

3. Less invested in Jewelry than competitors

4. Exorbitant prices – LVMH owns several luxury brands. They all charge extremely high prices. This makes it impossible for the masses to purchase an LV bag or a bottle of Moet champagne and thus the company targets a niche market.

· INFORMATION TECHNOLOGY

Opportunities:

· MARKETING

1. Growing market potential – The global market for luxury goods is estimated at around 42 billion dollars with a growth rate of 4 percent per annum. This could be a huge opportunity for luxury merchandise companies.

2. Rise in capita per income – Most countries across the world have seen a significant increase in the per capita income with the result that disposable income is indicating a sharp increase as well. This is expected to create a surge in demand for non-essential items and luxury goods.

3. Demographics and societal trends – LVMH is a powerhouse globally. But the following factors of much importance in order to gain even more market share

-population size and distribution

-age distribution

– education levels

– income levels

-ethnic origins

– religious affiliations

4. Psychographics – These include people's lifestyles and behaviors – where they like to vacation, the kinds of hobbies they have the values they hold and how they behave. To further target the efforts, one has to determine not only who buys (or will buy) your product, but what makes them want to buy it. One has to know what their spending patterns are, whether they are brand conscious when it comes to your product type, what influences their buying behavior, what promotional efforts they respond to most often, etc.

5. Technological forces and advancements – impact of Internet, Portable Information Devices, Electronic networking, smart mobile robots, and increase in the speed of microprocessors will have tremendous impact on business. There has been a tremendous impact of e-Business on the typical businesses. The information is exchanged much more quickly than any other thing which is helping the organizations to make more quick and accurate decisions. E business has removed geographical and time restrictions for the organizations.

· HRM

1. Increase number of working women – The need for status symbols is growing at the workplace as more women enter there. This creates a significant opportunity for Louis Vuitton in their prime segment which is formal luggage options.

· OPERATIONS & SUPPLY CHAIN

1. Globalization – Globalization means operating in the world economy as a single economy. Globalization is a compulsion now. A convergence of expectations is happening globally. And as barriers fall further, technology advances rapidly, customers talk more to each other on the back of a robust telecom network, the ranks of the Universal Customers will only swell. Thus it will bring good growth for LVMH due to liberalization in many parts of globe. In future there will be huge growth in emerging economies such as China, India, Brazil and other countries.

· INFORMATION TECHNOLOGY

1. Technological forces and advancements – impact of Internet, Portable Information Devices, Electronic networking, smart mobile robots, and increase in the speed of microprocessors will have tremendous impact on business. There has been a tremendous impact of e-Business on the typical businesses. The information is exchanged much more quickly than any other thing which is helping the organizations to make more quick and accurate decisions. E business has removed geographical and time restrictions for the organizations.

Threats:

· MARKETING

1. Increasing government regulations

· HRM

1. Cultural differences

2. Increasing government regulations – Increased government regulations regarding employment could prove costly for LVMH

· OPERATIONS & SUPPLY CHAIN

1. Counterfeiting – The biggest threat that luxury good face today is that of counterfeit products in the market.The presence of counterfeits not just gives the brand a negative image but also dilutes the market share.

2. Increasing government regulations – Government regulations in different countries of production could increase production costs and time.

· INFORMATION TECHNOLOGY

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