A case study on Levis Strauss.

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A case study on Levis Strauss

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

. 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 Levis engineered brand. At the current time Levis are trying to promote their New "Silver Tab" brand. It is regarded as their most "hippest clothes" and it appeals to the core teen market. Levis plan to spend 5 times the amount they have spent on the year before on promoting their products this is because they have realized recently they have lost a large share of the market.
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Question 2

Levis have realized of late that they have neglected the 15-19 teen market by missing the "baby boomers" they have lost huge share in the market. In 1993 Levis had 33% share of the 15-19 age group compared to 26 % now. By missing this age group you are missing out on your future customers. While Levis has been struggling the completion has made inroads Design wear firms like "Tommy Hilfiger and Ralph Lauren have squeezed Levis on one end, while private labels sold by low price retailers" have chewed up some share of ...

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Here's what a teacher thought of this essay

* This is a weak essay. It relies on anecdotal evidence and vague statements. The statistics that are used are not referenced so their sources are unknown. There is little Media theory in here, and the few interesting points made are underdeveloped.