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A case study on Levis Strauss

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A case study on LevisStrauss Introduction Levis Strauss has been the market leader of blue denim Jeans since 1853, but of late the sales have started to plummet it has lost a huge amount of its share in the market. This has lead to closures of stores throughout America and layoff staff in this report I will look at the following questions 1. What is Levis Strauss environmental domain? 2. What factors in its environment are giving rise to opportunities and threats for Levis Strauss? 3. How are Levis managers trying to manage these opportunities and threats? 4. With reference to their Web site and additional research what is Levis current position. A report on Levis Strauss Question 1 Levis Strauss and co is one the worlds leading branded apparel companies. Levis design and market Jeans related products and casual clothes. Its product is sold world-wide. Established in 1853 by Levis Strauss it headquarters are based in San Francisco. It is a company that was valued over the 7 Billion dollar mark in 1997. Its most famous product lines are Silver Tab, Red Tab, Dockers and Levisengineered brand. ...read more.


Question 3 They have scrapped the special reserve product just weeks before it was due to hit the stores as it never appealed to the core teen market. This was because it appeared to the 25 years and up, instead they decided to "pump up levis silver brand, as it is considered more stylish among the young consumers". Levis have sacked 1000 employees as it is cutting its costs and they have closed 11 plants." Top management is giving virtually every aspect of the Levis brand the once over". They have scrapped plans to open 100 new mall stores instead they will open flagship stores in major cities. It is also shaking up management it hopes that 30 % of the jobs will be filled by outsiders their way of thinking is that the management can come up with much better ideas then what they are currently thinking off. They also plan to change their retail presentation and packaging and labeling of all its goods. They started using a new ad agency they have got rid of a company they previously had been in business for over 67 years. ...read more.


The company now also plans to expand this line to include more tops, new trendy styles and khaki pants. The 1997 plans which were centered on promoting Silver Tab. The company spent 5 times more on advertisement for the Silver Tab brand. They also planned to increase marketing aimed at teens. The question is whether the plans have worked. The overall net income of the company has risen from $138,211 to $151,004 on November 25 2001. This seems to suggest that their 1997 plans have increased overall profit of their company. As for the trendier advertising campaigns, The Company feel that they are more in line with what the younger generation want 2 see. I feel that their plans have not really lived unto their expectations. I feel that Levis could make an improvement in many different ways. Levis could make an improvement by the way they reach out to the teenage market The offcial Levis website needs to be spurned up to attract the younger generation. I found a bit boring I think that the more outrageous the style the more it is appealing to teenage market of today. At this present moment I think this site is not as appealing to the eye as teenagers would like. ...read more.

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