Running head: Consumer Behavior Case study - Levi Strauss & Co Insert Name Insert Grade Course Insert 24 May 2012 Executive Summary This report is a case study of Levi Strauss & Co., an American brand clothing line that has been in the market for 147 years but has recently been facing a number of hurdles in sustaining the momentum for good business performance in the textile industry…
A number of factories have been closed and retail network for distribution of its products reduced. The company just hired a highly competent CEO1 who has experience in business make ups and creating and sustaining brands, image and customer loyalty. A SWOT2 analysis of the company indicates that it stands to enjoy a number of business opportunities if certain things are achieved. The firm has several strengths that would increase its competitive advantage. The company, however, faces challenges in terms of potential threats from the market as well as internal weaknesses, which may be minimized. Several strategies and action points are suggested as measures to restore the company’s glory and regain its market share to improve business performance. Among them is the implementation of an elaborate marketing and promotion campaign, putting in place a comprehensive customer relations program, re-establishment of retail distribution networks, expansion to new markets and diversification of existing product range. Introduction Levi Strauss & Co is an all-time American brand clothing store that has been in the San Francisco apparel market for many decades. It faces a number of hurdles in sustaining business growth momentum. ...
The company has for the last three years faced a rough business terrain with plummeting sales, layoffs, occasional plant closings, and a failure to woo certain market segments to take up its products. The company just appointed Mr. Philip Marineau, a vigilant and veteran marketing executive from PepsiCo Inc., as CEO to turnaround its fortunes and rejuvenate its presence in the market for growth. Philip’s mission is to bring back the company to its earlier business glory and more by re-establishing effective customer relations, launch more relevant products and improve existing ones guided by the needs of customers and undertake effective promotions, advertising and marketing for the products. This paper will provide an analysis of Levi Strauss by addressing the problem, conducting a situation analysis, assessing alternative options and making firm and implementable decisions to help the chief executive achieve his desired objectives (Case Study notes). Problem Statement The main problem of Levi Strauss as explained in the foregoing background is the failure to respond to different needs of different customer classes in its market. Specifically, the company has failed to quickly respond to fashion trends for its youthful market in the textile industry thus losing a significant market share to competitors such as JNCO and Kikwear among others. The fall of a majority of the company’s retail distribution networks has also been a big problem in terms of maintaining sustained or even stronger presence in the market. The company has continuously failed to embrace dynamic market needs and is stuck on traditional styles that currently ...
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3 Pages(750 words)Case Study
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