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TABLE OF CONTENTS
➢ Executive Summary
➢ Market segmentation, targeting and positioning
➢ Marketing mix
➢ SWOT analysis
Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with sales in more than 110 countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Today, the Levi's® trademark is one of the most recognized in the world and is registered in more than 160 countries. The company is privately held by descendants of the family of Levi Strauss. Shares of company stock are not publicly traded.
The company employs a staff of approximately 8,850 people worldwide, including approximately 1,000 people at its San Francisco, California headquarters. Levi Strauss & Co currently makes jeans in approximately 108 sizes and 20 finish fabrics. With 2007 net sales of $4.1 billion, the company is committed to building upon strong heritage and brand equity as they position the company for future growth.
The products of Levi Strauss & Co are sold under three brands:
Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.
Dockers® brand, which pioneered the movement toward business casual, has led the U.S. khaki category since the brand's 1986 launch, and is now available in numerous countries.
Levi Strauss Signature™:
In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers high-quality and fashionable clothing from a company on which the consumers trust.
Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:
Levi Strauss, North America (LSNA)
Based in the San Francisco headquarters
Levi Strauss Europe (LSE)
Based in Brussels
Asia Pacific Division (APD)
Based in Singapore
Levi Strauss & Co.'s Asia Pacific Division is comprised of subsidiary businesses, licensees and distributors throughout Asia Pacific, Middle East, Africa and Latin America. The Division sources, manufactures and markets Levi's®, Dockers®, and Levi Strauss Signature™ products through 14 affiliates. The company employs approximately 2,500 talented people working together to ensure that the apparel brands are leaders in this part of the world. The division is comprised of both wholly owned-and-operated businesses, licensees and distributors throughout Asia and the Pacific including Pakistan.
Levi's® brand of products are sold in 49 countries, Dockers® brand in 31 countries and our Levi Strauss Signature™ brand in 4 countries:
Australia, Bangladesh, Brunei, China, Guam, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, the Philippines, Singapore, Sri Lanka, Taiwan and Thailand.
Bahrain, Israel, Jordan, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates
Angola, Botswana, Mozambique, Namibia and South Africa.
Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El...