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Case 5.1 Levi Strauss Signature: A new Brand for Mass-Channel Retail Stores" pp 621-625 " Individual Case Study Report & Refl
Pages 18 (4518 words)
Contents 15a) ASSESSMENT 1 3 INTRODUCTION 3 LEVI STRAUSS GROUP 3 MAIN REASONS TO LAUNCH LEVI STRAUSS SIGNATURE IN EUROPE 4 Political Factor 4 Economic Factor 5 Socio-cultural Factor 5 INTENSIVE DISTRIBUTION POLICY 5 MARKET ENTRY STRATEGY USED BY LEVI STRAUSS 7 RECOMMENDATIONS FOR THE COMPANY REGARDING DIRECT DISTRIBUTION CHANNEL 8 KIND OF MERCHANDISING ACTIONS THAT THE COMPANY SHOULD BUILD 10 MAJOR BENEFITS OF WIN-WIN RELATIONSHIP FOR LEVI STRAUSS AND ITS DISTRIBUTORS 12 Increase in Sales 12 Customer Loyalty and Trust 13 Convenience 13 Superior Service Quality 13 Brand Image and Reputation 14 CONCLUSION 14 15b: Assessment Two: REFLECTIVE EXERCISE 16 Appendix 24 15a) ASSESSMENT 1 INTRODUCTION
This has provided significant information regarding the distribution policy and channel used by the company for the supply of jeans and other apparel products in the European market. Merchandising is quite essential for the success of the product in the market due to which it has also been considered in the study. The study focuses on the kind of merchandising actions that is essential for the company to build. Lastly, the major benefits of the company with its key distributors have also been taken into consideration in the study. LEVI STRAUSS GROUP Levi Strauss, being one of the most successful apparel companies has witnessed outstanding sales in more than 110 countries (Levi Strauss, 2010). Levi Strauss is considered as the world’s leading apparel company that design and market jeans and jeans-related pants, top, jackets and other related accessories for men, women and children. ...
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