...LEVI STRAUSS JAPAN K.K. CASE REPORT TIME CONTEXT : May 1993 POINT OF VIEW : Mr. A. John Chappell President and Representative Director MAIN PROBLEM: Levi Strauss Japan K.K. is faced with the dilemma of shrinkage of jeans market. It appeared that after two years of shrinkage (1990, 1991) the market contracted further in 1992. SECONDARY PROBLEMS: 1. Part of the shrinkage of the market can be attributed to the very selective way of choosing retail outlet and sales agents of Levi Strauss Japan K.K. 2. Another cause of market shrinkage is due to the specialization of competitors mainly on women’s jean that brought the industry to a stiff competition. 3. In the side of Japan government, another factor detrimental to the company’s market size is its imposed policy like lowering birth rate and demographic shift to older population which Levi Strauss needs to cope. COMPANY OBJECTIVES: To increase market share of Levi Strauss Japan K.K. from 16% to 20% by the year 1995 and continuously produce quality products that never goes out of style. AREAS OF CONSIDERATION: SWOT ANALYSIS: STRENGTHS 1. Levi Strauss Japan K.K. has an established name in the jeans industry since it had been in operations last 1971. It has been known with its quality product that never goes out of style. 2. LSJ employed a similar strategy to Levi Strauss in the US emphasizing heavy advertising spending. Since 1976, LSJ spent...
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...Levi Strauss & Co. An Analysis EEP 142 Group Project Young Lee James Moon Michael Lin Problem •The Levi Strauss company is experiencing losses and is continuing to under-perform in the denim jean market. •The firm faces the general problem of a dominant firm losing market share when more firms enter the market. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - History •The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company was founded in San Francisco, California. •A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. •Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Company Growth •The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability. •Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products expanded, targeting different consumers. •Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974. Problem Background Successes Competition Solutions Responsibility Conclusion Q&A Background - Time Line •1853: Levi Strauss begins selling dry goods in San Francisco....
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...Case Reading – The Levi’s Personal Pair Proposal The case talks about Levi Strauss and Co, a privately held American clothing company known worldwide for its Levi’s brand of denim jeans. Levi’s was approached with a new concept called the Personal Pair. Custom Clothing Technology Corporation had offered Levi Strauss a joint venture proposal that would combine the Levi’s core products with emerging technologies of mass customization. CCTC’s plan was to make special customized jeans that would fit to meet each customer’s unique needs and taste. The problem is that Levi was not sure if they should accept the proposal or not. I analyzed the case by looking at the pros and the cons of the personal pair concept. I though one of the biggest cons of the program was the wait time. A person would first have to come in to get their sizes taken and than would have to wait an additional 3 weeks to get their product. Another con was that Levi would not carry any finished products, which meant that if someone wanted to buy a pair of jeans at the store they would not be able to purchase them and instead would have to pay a higher price to wait 3 weeks for their jeans. I would say that they should reject the proposal because the cons outweigh the pros. The new technology would increase the price of their product by adding another $15 to a pair of jeans, which would be a huge disadvantage for Levi. Levi was already struggling in the lower and upper ends of the apparel market and adding...
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...Levi Strauss is an iconic American brand name. Since it’s inception in 1883 by Bavarian immigrant, Levi Strauss, the company has remained loyal to its core values – exceptional quality, style and function1. In order to maintain their competitive advantage and sustain their image as industry leaders Levi Strauss has proposed a merger with Custom Clothing Technology Corporations (CCTC). Employee Heidi Green at CCTC must consider joining Levi Strauss to exploit an opportunity in the market for personalized denim. Levi Strauss prides themselves on their “social conscience” offering competitive salaries and benefits to employees. Additionally, they manufacture all products in the United Sates and market the “Made in the Unites States” label as a value-added incentive for consumers. The fact that Levi’s garments are manufactured locally has also supported their brand image of being “authentic”, “original” and “genuine”. The Levi’s brand made their debut in the mainstream market in the 1950’s when Hollywood celebrities proudly adopted Levi’s denim. The attributes of celebrities like Bob Dylan and Marilyn Munroe helped curated the Levi’s brand image of being original, unique and proudly American. Levi Strauss flourished during this period and set the new industry norm. Competitors were quick to catch-up by mimicking the standard attained by Levi Strauss. In order to compete most new entrants set-up manufacturing plants overseas to exploit cheap labor thus minimizing operating...
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...Case Name: Levi Strauss – Case 1 Short Cycle Process: • Who: Levi Strauss Management • When: 1995 • Where: United States/Globally Case Analysis: Issues #1 – Customer Satisfaction & the “Perfect Pair” Kiosks The “Perfect Pair” kiosks pilot project has been operating for a year now, and this has provided enough data to analyze whether Levi Strauss should continue with this project as is, expand or terminate this venture. The “Perfect Pair” kiosks will be reviewed in comparison to the current wholesale and retail operations to determine whether it provides the best return on invested capital. Applicable Concepts Product Pricing and ROIC Value Chain Analysis Product Mix Qualitative Analysis The alternative value chain for these kiosks is significantly changed in comparison to the wholesale and retail operations, and this is due to the processes involved in producing the kiosks end product. The new process reduces the time lag between start to finish of the value chain in comparison to traditional product lines. Expanding the kiosks to other retail locations will provide Levi’s with the opportunity to better respond to current industry shifts, while also providing greater satisfaction to its customers. Since Levi’s is not going to initiate the manufacturing process until after the sale has occurred, the need for intensive budgeting and forecasting is reduced for the “Perfect Pair” kiosks. The new alternative value chain also results in a decrease...
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...Question 3- a Provide an example of how Levi Strauss employees become involved with the giving programs? The employees participate in multiple of charities; however, the foundation main objectives are centralized on HIV/AIDS, building assets, workers equality and community engagement. The employees participate in Levi’s Strauss 80 community involvement teams which get together with local charities that identify needs and plans towards the community needs. Also, employees get involved by having a sponsorship for the annual volunteer day. The company allows 5 hours per month paid time off to volunteer to different charities. The foundation additionally meets employee’s contributions to charitable organizations which they are able to donate to online or having deductions from their payroll. The welfare of the employees within the company is a commodity the foundation upholds to make sure it is at its highest standard. The employees include the textile workers in the 15 different countries the products are made, and the employees who work in retail. The foundation supports programs that educate the workers about the rights they have and improves the health of the workers. Subsequently, the foundation is trying to decrease race gender sexual or social economic factors to be mentioned in the work place. Supporting the less fortunate of the working class by creating assets, the foundation believes they will in turn think the opportunities they can achieve will be greater...
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...Levi Strauss used to say, "My entire life is my business." (Ford, p. 27) This quote shows just how dedicated Levi was to his company. He had a drive inside him to make a booming business and succeeded. His determination for a better life helped him get to where he was in the acme of his life. Levi Strauss contributed to the creation of blue jeans and changed the way people dress in his time and in ours today. ("bio.com", p. 2) Levi Strauss was born with the name Leob on February 26, 1829 in Buttenheim, Bavaria, Germany. He was raised Jewish and lived in a Jewish Quarter. A Jewish Quarter is a small town where Jews would live together. Because of his religion, he and his family were persecuted. He came to America when he was 18 years...
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...Levi Strauss & Co. is a flourishing business. Since the early days, it has been a leader in the garment industry. The original and most famous Levi Strauss product is blue jeans. Jeans have become desirable and even fashionable clothing for not only miners, farmers, and cowboys, but also for movie stars, executives, women, children, and teenagers from all over the world. Throughout its history, however, the company has researched and developed a number of other products. The company now markets a wide range of clothing and accessories, all under the brand name Levi’s. Many new Levi products have been launched over the years. Some of these have succeeded beautifully, but others have flopped completely. The company is still best known, however, as the maker of Levi jeans, the pants that are guaranteed to shrink1, wrinkle, and fade2. In 1954, flushed with the success of the cotton twill pants it had introduced a few years earlier, Levi brought out a line of permanent press (no-iron) slacks. Within six months, 5 out of every 100 pairs sold had been returned, and Levi had to admit it didn’t have the right fabric for permanent press. Fifteen years later, as the company was planning its major expansion, it hit on a couple of equally dramatic flops. First was the denim bathing suit—which, when wet, weighed the wearer down to the point of imminent drowning. Next was a line of disposable (throw-away) sheets and towels. These, Levi discovered, were not high on the consumer’s list of priorities...
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...The Gray Zone by Primo Levi – Summary In the chapter, the gray zone, the author Primo Levi describes the human relationships inside the Lager. In describing the gray zone, Levi discusses the different roles of prisoners assigned by the Nazi. The prisoners that did the work were seen as being more privileged which at the end of the day helped them get more food and live better. Therefore, the concept of the gray zone is analyzing the difference between the privileged and the non-privileged in the Lager. The difference can be seen by the tasks that the prisoners carried out, for example, one of the groups were seen as, “Low ranking functionaries... sweepers, kettle washers, night watchmen, bed smoothers... checkers of lice and scabies, messengers, interpreters, assistants’ assistants. In general, these people poor devils like ourselves, who worked full time like everyone else but who for an extra half liter of soup were willing to carry out these and other ‘tertiary’ functions.” This group was seen as harmless and not much different than the underprivileged. The other group of prisoners in the Lager was seen as the enemies to their own people. They were referred to as the Kapos who were “free to commit the worst atrocities on their subject as punishment for any transgressions, or even without any motive whatsoever: until the end of 1943 it was not unusual for a prisoner to be beaten to death by a Kapo without the latter having to fear any sanctions.” The prisoners that became...
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...the re-positioning of a product in the market can separate a brand from its competitor leading to an increase in exposure and ultimately an increase in sales. How the essential benefits of a product get communicated to consumers can be subtle, but production, pricing, and market location can all send powerful messages to consumers. One company that has used these strategies efficiently in their own marketplace is Levi Strauss & Co. Levi Strauss & Co. Overview Headquartered in San Francisco, CA, Levi Strauss & Co. is a privately held apparel corporation that manufactures clothing and accessories for men, women, and children. Over the decades, the company has expanded their clothing line to include casual and dress pants, tops, jackets, footwear, and other apparel. Operating as Levi Strauss & Co., they also market products under other name brands such as Dockers and Denizen. The company operates in multiple markets throughout the world such as the Americas, Europe, and Asia Pacific, and employs over 16,000 employees, (Helms & Nixon, 2010). Product and Services Levi Strauss has been focusing on the design and market of blue jeans and other casual apparel since 1873. As markets have become more competitive and consumer demand increases, it is necessary for firms to keep up with these industry changes. One proven way to do this is to set trends and lead the industry by releasing new and innovative products. A fresh product launch for the Levi’s Corporation involves their premium...
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... | |Aspiration Statement |18 | |Situation Analysis |19 | |Competitive Analysis |20 | |Current Market Need |22 | |SWOT Analysis |23 | |4 P’S of Levi Strauss |26...
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...The novel, Survival in Auschwitz, explains Primo Levi's experiences and thoughts during his time in the concentration camp. Levi expresses his sufferings to explain how the prisoners were not treated like people by the Germans. They were de-humanized by stamping each individual with numbers, had harsh living conditions and forcing them away from their families. The actions taken place on each individual were not how people should be treated. The German's goal was to deprive any positive human qualities that the Jews consisted. The easiest way to do so, was to strip them away from their family. "In an instant, our [their] women, parents, and children disappeared. We [They] saw them for a short while as an obscure mass at the other end of...
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...Table of Contents Dedication …………………………………………………………………….. 01 Acknowledgement …………………………………….…………………….. 02 Executive Summary ………………………………………………………….. 03 Introduction …………………………………………………………………… 04 History …………………………………………………………………………... 05 Brands ………………………………………………………………………….. 06 Values ………………………………………………………………………….. 09 Vision Statement …………………………………………………………….. 10 Mission Statement …………………………………………………………… 11 Aspiration Statement ……………………………………………………….. 12 Situation Analysis …………………………………………………………….. 14 Competitive Analysis ……………………………………………………….. 14 Current Market Need ………………………………………………………. 15 SWOT Analysis ………………………………………………………………… 17 Objectives …………………………………………………………………….. 20 Scanning Environment ……………………………………………………... 21 Market Segmentation ……………………………………………………. 22 Target Market ………………………………………………………………. 28 Marketing Mix ………………………………………………………………. 30 Product Attributes ………………………………………………………… 31 Brand Positioning …………………………………………………………. 32 Brand Personality …………………………………………………………. 32 Features Analysis Chart ………………………………………………….. 33 Implementation …………………………………………………………… 35 Evaluation ………………………………………………………………….. 38 Budgeting ………………………………………………………………….. 41 Media Strategy ……………………………………………………………. 48 ...
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...[pic] Levi Strauss & Co. : An overview According to the company’s Web site (www.levistrauss.com) the company was founded in 1853 by a young Bavarian immigrant Levi Strauss. Levi Strauss had left New York to San Francisco to sell his supply of dry goods. There he found the need for rugged long lasting trousers. Levi patented cotton riveted waist overall which later became the legendary Jeans. Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel marketers with sales in more than 100 countries. There is no other company with a comparable global presence in the jeansand casual pants markets. Levi Strauss & Co., together with its subsidiaries, operates as a branded apparel company. The company designs and markets jeans, casual and dress pants, tops, skirts, jackets, footwear products, and related accessories for men, women, and children under the Levi’s, Dockers, Signature by Levi Strauss & Co., and Denizen brand names. It also licenses its trademarks for an array of products, including accessories, pants, tops, footwear, and other products. The company distributes its Levi’s and Dockers products primarily through chain retailers and department stores in the United States; and through department stores, specialty retailers, and franchised stores internationally. In addition, it distributes its Levi’s and Dockers products through online stores. Further, the company distributes Signature by Levi Strauss & Co. branded products primarily through mass channel...
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...1.0 QUESTION 1 1.1 PESTEL Model The first marketing perspective action that could have been taken by Levi’s is implementing the PESTEL model. PESTEL model can be look as a market research analysis which views and group macro-environmental factors as a whole group picture and it is purposely for the manager to make decision for the organization. PESTEL can also let the manger to see the current market status, business position, and the opportunities of growing products and business. There are six factors that are grouped in the PESTEL model, the first factors is political factor which is considers about the terms and change and activities of the government. For example, government has increased the tax rate, thus the manger will make adjustment by increase current price of the year due to maintain current amount of profit. The second factor is the economic factor which looks into the current economy situation, such as inflation or recession and the exchange and interest rate. Manager will invest in more machinery or other investments when the interest rate is low. The third factor is the sociological factor which looks into the current needs and culture of the social. For instant, the demand of skinny jeans among the youngsters have increased, Levi’s will design and produce this kind of jeans. The next factor is the technological factor which deals with the affect changes or growth of technology of Levi’s. This factor should be consider seriously by Levi’s, because the...
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