Levis

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1.0 Executive Summary

Levi’s Strauss and Company is one of the world’s largest brand-name apparel marketers. The company manufactures and markets branded jeans and casual sportswear under the Levi’s, Dockers, and Slates brands for men, women, teens, and children.

Situation Analysis

Levi Strauss and Company is approaching to the saturation of Jean Market. The fast changes in consumer tastes, competition from both lower and higher-end brands, the fast development in the modern distribution and sales technology has brought about a continuing lose of market share.

A new series Engineered Jeans has been developed and launched as part of a program intending to meet the needs of their major target, in order to regain lost market share and maintain their position in the industry. Their expertise in Jeans and casual dress industry will be fully exploited at a world basis.

This year, they intend to strengthen the promotion of this new brand. Certain resources will be allocated to their existing brands, to maintain market share of 501, enlarge market share of Dockers and Slates. Communication with their customers is important for us. They will also improve their relation with them, and track the change in the taste and need of their main target market. Information system will also be improved to enhance their ability to adapt the market change.

Market Summary Target Market
Forecast

Potential CustomersGrowth20002001200220032004CAGR.
Levi’s2%3,8253,9023,9804,0604,1412.00%
Dockers5%1,1731,2321,2941,3591,4275.02%
Slates6%1021081141211285.84%
Total2.80%5,1005,2425,3885,5405,6962.80%

Target Markets

Market Demographics

The Company makes clothes for men, women, teens, and children. So everyone is a potential customer for Levi’s. Levi’s generally appeals to more mature generations not necessarily looking to make a fashion statement. Levi’s makes an effort to appeal to all customers in one way or...
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