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Case 5.1 Levi Strauss Signature: A new Brand for Mass-Channel Retail Stores pp 621-625 Individual Case Study Report & Refl - Coursework Example

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Contents 15a) ASSESSMENT 1 3 INTRODUCTION 3 LEVI STRAUSS GROUP 3 MAIN REASONS TO LAUNCH LEVI STRAUSS SIGNATURE IN EUROPE 4 Political Factor 4 Economic Factor 5 Socio-cultural Factor 5 INTENSIVE DISTRIBUTION POLICY 5 MARKET ENTRY STRATEGY USED BY LEVI STRAUSS 7 RECOMMENDATIONS FOR THE COMPANY REGARDING DIRECT DISTRIBUTION CHANNEL 8 KIND OF MERCHANDISING ACTIONS THAT THE COMPANY SHOULD BUILD 10 MAJOR BENEFITS OF WIN-WIN RELATIONSHIP FOR LEVI STRAUSS AND ITS DISTRIBUTORS 12 Increase in Sales 12 Customer Loyalty and Trust 13 Convenience 13 Superior Service Quality 13 Brand Image and Reputation 14 CONCLUSION 14 15b: Assessment Two: REFLECTIVE EXERCISE 16 Appendix 24 15a) ASSESSMENT 1 INTRODUCTION …
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Case 5.1 Levi Strauss Signature: A new Brand for Mass-Channel Retail Stores pp 621-625 Individual Case Study Report & Refl

Download file to see previous pages... This has provided significant information regarding the distribution policy and channel used by the company for the supply of jeans and other apparel products in the European market. Merchandising is quite essential for the success of the product in the market due to which it has also been considered in the study. The study focuses on the kind of merchandising actions that is essential for the company to build. Lastly, the major benefits of the company with its key distributors have also been taken into consideration in the study. LEVI STRAUSS GROUP Levi Strauss, being one of the most successful apparel companies has witnessed outstanding sales in more than 110 countries (Levi Strauss, 2010). Levi Strauss is considered as the world’s leading apparel company that design and market jeans and jeans-related pants, top, jackets and other related accessories for men, women and children. The three most prominent brands owned by the company include; Levi’s, Dockers and Levi Strauss Signature. The Levi Strauss Group’s headquarter is located in San Francisco and employs around 12,300 people. The sales of the company are found to be increasing in the last five years as the figure 1 shows in the appendix. The company operates in three geographic regions; America (United States, Canada and Latin America), Europe (Europe, Middle East and Africa) and Asia-Pacific with sales figure of 64%, 26% and 10% respectively. The figure 2 in the appendix section shows the net sales of the company by geographic regions in the year 2003. So for an organization that is operating globally and it is important to formulate marketing strategies that could facilitate and induce both the local consumers as well as the consumers in the global market (Hollensen, 2007). It is important to understand the culture and then formulate strategies to meet the needs of the consumers (Jeannet, and Hennessey, 2004). MAIN REASONS TO LAUNCH LEVI STRAUSS SIGNATURE IN EUROPE The major reasons for the launch of Levi Strauss Signature in the European market are as follows; Political Factor The company operates in 110 countries (Levi Strauss, 2010). Firms that are operating in so many countries need to understand the laws and regulations of the countries that are being followed (Levy, 2008). The rising threat of the grey market in the sales season was constantly pressurizing the organization to expand in the international region as the profitability of the organization was at stake. Moreover, the unauthorized sale of jeans in the international market was constantly hurting the organization and its image along with the reputation. As a result, the organization had to take international expansion into consideration. Economic Factor After 9/11, the US economy had to face serious decline. The purchasing power of the customers along with the exchange rate also declined leaving the organization with no other option than to cater the needs and wants of the customers in the European market. Socio-cultural Factor With the passage of time, the company lost its ...Download file to see next pagesRead More
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