Levis

CASE ABSTRACT Levi Strauss & Co was founded in 1853 by a Bavarian immigrant, Levis Strauss. In 1873, along with tailor Jacob Davis, Levis secure the attend to of putting rivets in pants to make them stronger. The offset dung bee was thus born. Present in more than clx countries and employing just about 11,550 people worldwide, the company is now actually successful and a major US symbol (Exhibit 1). The campaign describes the difficulties the firm is go about in 1994 in japan, due to the thining market and raw(a) distri hardlyion channels. lacquer is a unmatched market, compared to the rest of the world. Concerning jeans, Levis managers had to design their own models, which would fit Nipponese taste, and could non confide only on importing American models. Levis is not yet a leader in the Japanese market, up to now though it shows good results. Competitors such as Edwin energise double as many stores as Levis. These issues are still pertinent today, as the ma rket is still shrinking. any(prenominal) of the issues addressed by Levi Strauss Japan K.K. are: How can Levis cope with a shrinking market? Do they have to change their trade strategy? How should they compete with aggressive competitors? What price strategy should they squeeze? Which distribution channel is most fitted for them?

CRITICAL ISSUES tailor 1: Shrinking market surface The traditional market for jeans in Japan would likely shrink or rebriny two-dimensional due to lower stemma rate (Exhibit 2). Besides, the average keep down of jeans purchased per person per division in Japan is 0.5 comp ared to 1.5 in the US, sensation of the rea! sons being that Japans high schools require students to wear down uniforms. Additionally, Levis main focus for their products is the segment of male consumers. For example, the campaign in Japan focuses on males with commercials featuring male stars (Exhibit 3). The company also offers products to womanish consumer youngsters, but in a very limited way. Comparatively, VF jackpot (VF), its competitor, operates multiple...If you deprivation to get a full essay, order it on our website: BestEssayCheap.com

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