Marketing: Jeans and Levi Strauss

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MKT 501

CASE STUDY

INTRODUCTION TO MARKETING
TRIMESTER 1- 2011

TOPIC: THE GLOBAL MARKETING ENVIROMENT

LEVIS: AIMING AT THE ECHO BOOMERS

NAME: Janice Joytika Kumari
ID#: 2009004213

Questions:

1.What actors and forces in Levi Strauss & Company’s microenvironment and macro environment have affected its marketing position? (5marks)

Aspects of marketing environment are microenvironment and macro environment: Microenvironment: Actors close to the company e.g. company departments, suppliers, marketing channel, firms, customer markets, competitors and publics.

The Company Departments: Marketing managers make decisions within plans made by top management before it can be fulfilled. By intent on Dockers and more recently on Slates, managers were abstracted from the threat to the core jeans business. “They missed all the kids and those are your future buyers”, says Bob Levi, the owner of Dave’s Army & Navy Store in New York. Customer Market: Consumer market- individuals and household that purchase for personal consumption. Consumer research told Levi’s that consumers found shopping for dress pants a chore. Slack sections were unexciting; finding the right size was challenging; and getting modifications was provoking. Consumers wanted cash and carry, off-the-rack dress pants.

Competitors: Successful companies provide better customer value than the competitors companies should position products strongly against competitors offering in the mind of consumers in order to gain advantage over the opponents. Male teenagers progressively prefer brands like Tommy Hilllfiger and Old Navy. Even the Younger women who have been more inclined to buy Levi’s are moving towards brands such as Calvin Klein, Gap, and Guess. Levi’s is being squeezed by upscale brands like Tommy Hilfiger and Ralph Lauren on one end and private label or store brands on the other.

Macro environment: Larger communal forces e.g. demographic, economic, natural,...
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