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. The three most prominent brands owned by the company include; Levi’s, Dockers and Levi Strauss Signature. The Levi Strauss Group’s headquarter is located in San Francisco and employs around 12,300 people. The sales of the company are found to be increasing in the last five years as the figure 1 shows in the appendix. The company operates in three geographic regions; America (United States, Canada and Latin America), Europe (Europe, Middle East and Africa) and Asia-Pacific with sales figure of 64%, 26% and 10% respectively. The figure 2 in the appendix section shows the net sales of the company by geographic regions in the year 2003. So for an organization that is operating globally and it is important to formulate marketing strategies that could facilitate and induce both the local consumers as well as the consumers in the global market (Hollensen, 2007). It is important to understand the culture and then formulate strategies to meet the needs of the consumers (Jeannet, and Hennessey, 2004). MAIN REASONS TO LAUNCH LEVI STRAUSS SIGNATURE IN EUROPE The major reasons for the launch of Levi Strauss Signature in the European market are as follows; Political Factor The company operates in 110 countries (Levi Strauss, 2010). Firms that are operating in so many countries need to understand the laws and regulations of the countries that are being followed (Levy, 2008). The rising threat of the grey market in the sales season was constantly pressurizing the organization to expand in the international region as the profitability of the organization was at stake. Moreover, the unauthorized sale of jeans in the international market was constantly hurting the organization and its image along with the reputation. As a result, the organization had to take international expansion into consideration. Economic Factor After 9/11, the US economy had to face serious decline. The purchasing power of the customers along with the exchange rate also declined leaving the organization with no other option than to cater the needs and wants of the customers in the European market. Socio-cultural Factor With the passage of time, the company lost its
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 approach towards production or the approach towards order fulfilment is the oldest one, and is probably the most suitable approach for low volume and highly customized products. In this context, according to some eminent scholars Build to Order strategy is most suitable for the products which are highly configured, and for products whose holding inventory is expensive (Gattorna, 1998, p.80-81).
Marketing communication is an essential part of the overall marketing mix. Ouwersloot and Duncan (2008) defined marketing communications as “a collective term for all the various types of planned messages used to build a brand-advertising, public relations, sales promotion, direct marketing, personal selling, packaging, events and sponsorship, customer service and product placement.” In the current business environment, elements such as publicity and interactive marketing are also playing a vital role in overall marketing communications (Belch and Belch, 2007).
The merger would cause a movement of the head office from San Diego to Los Angeles, result in downsizing and job losses of between 1000-1600 positions, and also increase the pollution level of Los Angeles. It was reminiscent of the 1930s when a
Moreover, the company is also committed to create utmost importance especially towards the telecom workers and consumers among others by offering competitive as well as quality products. Huawei’s commodities and services have been marketed in many
The report will then focus on the recommendations that London eye should concentrate on to improve in its competitiveness. The recommendations include the use of advanced technology and people process strategies. The people process strategy
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
The main concern for Critical management studies is neither the poor management of specific organization nor the personal failures of the managers, but it is the destruction of the broader economic and social systems which
Consumers are customers who purchase products through Amazon while sellers are customers who sell or want to sell their products through Amazon platform. Mirow (2005) argues that the customer developers on the other hand, are clients who either develop or want to develop
8 pages (2000 words)Coursework
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