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Essay / Research Paper Abstract
This 3 page paper assesses Russia as a potential target for Louis Vuitton by examining the market conditions. The economic, social, cultural and political conditions are all assessed. The bibliography cites 9 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TELVruss.doc
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Unformatted sample text from the term paper:
long term potential of that market. Russia is a market where there appears to be increasing consumer demand for luxury goods, the trend is aligned with the economic and political
changes which have been occurring in the Russian market (Management Today, 2008). The fall of communism has had significant impact on the
commercial practices, allowing for a consumer driven rather than a state controlled marketplace to emerge (Huhn and Logvinenko, 2008). Since the fall of communism and the Soviet Union in 1991
there has been a shift in values and attitudes that has supported increased communism, as families sought to buy goods they could not obtain under the former regime (Huhn and
Logvinenko, 2008). Demand for goods, especially those available in the west has increased (de Barnier and Rodina; Isserman, 1997). Changes in attitudes towards the liberal consumerist lifestyle are greatest in
the glasnost generation; these are people that were born in 1967 or later (Huhn and Logvinenko, 2008). This is also the generation which may be seen reflecting the target market
for many luxury goods, such as Louis Vuitton, in many markets and those who are most likely to have the income to support luxury purchases. It is also notable that
as well as the increase in consumerism, the market for luxury goods ahs been seen to increase in size (de Barnier and Rodina). However, for Louis Vuitton it is important
to assess the viability of the market in terms of the utility of the market and ability to afford luxury goods. The
Russian economy is one that is still in a state of development. Known as one of the BRIK nations, Russian has been generally seen as a country that has a
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