Levi Dockers Case Study

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Levi Dockers Case Study – By Ralph Luffa

1.Which aspects of the marketing environment is it important to monitor as Dockers Execs plan their entry into the European clothing market? 15 marks

2.Outline the contents of a pan European marketing plan based on the objective to have 300 stores across Europe in 10 years. 25 Marks

The name ‘Levi’ has become “A phenomenon in fashion and design that not only conquered markets but also hearts and minds, Levi's jeans are the consummate American icon. Everyone wears them. For nearly 150 years, Levi's jeans have been woven into the very fabric of American history and culture” (Downey et al. 1997:1)

1.1 Introduction

“The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat…” (Sun Tzu, 6th Cent. BC:17)

“Would you tell me, please, which way I ought to walk from here? That depends a good deal on where you want to get to, said the Cat. I don’t much care where, said Alice.
Then it doesn’t matter which way you walk, said the Cat.” (Carroll 2000:64-65)

Much has been written concerning the necessity of accurate and effective marketing plans. The careful laying of plans provides a route map to achieving corporate objectives; in the broadest sense, marketing plans identify the strategies and tactics that an organization will undertake to identify, satisfy and anticipate the needs of specific markets. The process of creating useful plans requires a good deal of research and the marketing environment provides a useful tool for directing such research.

1.2 The Marketing Environment
The marketing environment is a term used to describe all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The market environment consists of both the macroenvironment and the microenvironment; these are summarized in figure 1....
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