SWOT ANALYSIS

LEVI STRAUSS & CO.

• Founded in 1853 by Bavarian immigrant Levi Strauss

• Levi strauss & Co. is one of the world’s largest brand name apparel marketers with sales in more than 110 countries

• In 2009 completed 15 years in india

INTRODUCTION

It expanded its portfolio from being a jeans only brand to emerge as the complete casual wear brand

INTRODUCTION CONT…

“We will market the most appealing and widely worn casual clothing in the world. We will clothe the world."

MISSION…

We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit.

VISION…

Empathy — walking in other people’s shoes

Originality — being authentic and innovative

Integrity — doing the right thing

Courage — standing up for what we believe

VALUES…

SWOT ANALYSIS POTENTIAL INTERNAL STRENGTH POTENTIAL INTERNAL THREATS

A distinctive competence? Adequate financial resources? Good competitive skills? Well acknowledged market leader? Well-conceived functional area strategies? Access to economies of scale? Insulated from strong competitive

pressures? Proprietary technology? Costs advantages? Product innovation abilities? Proven management? Ahead on experience curve? Other?

No clear strategic direction? A deteriorating competitive position? Obsolete facilities? Subpar profitability because? Lack of managerial depth and talent? Missing any key skills or competence? Poor track record in implementing strategy? Plagued with internal operating problems? Vulnerable to competitve pressures? Falling behind in R&D? Too narrow a product line? Weak market image? Competitve disadvantages? Below-average marketing skills? Unable to finance needed changes in strategy? Higher overall unit costs relative to key

competitors? Other?

SWOT ANALYSIS CONT….POTENTIAL EXTERNAL OPPORTUNITIES POTENTIAL EXTERNAL THREATS

Serve additional customer groups?

Enter new markets or segments? Expand product line to meet

broader range of customer needs? Diversify into related products? Add complementary products? Ability to move to better strategic

group? Complacency among rival firms? Faster market growth? Others?

Likely entery of new competitors? Rising sales of substitute products? Slower market growth? Adverse government pressures? Growing competitive pressures? Vulnerability to recession and

business cycle? Growing bargaining power of

custormers or suppliers? Changing buyer needs and tastes? Adverse demographic changes? Others?

LEVI STRAUSS’S SWOT ANALYSIS

OPPORTUNITIES1.The consumer is becoming more leisure-oriented and wearing jeans more often 2.Levi strauss more commands 43% of the market in jeans3.K-mart, Wal-mart and other retailers do not currently sell Levi’s jeans

THREATS1.Both Blue Bell and VF corp’s jeans are gaining market share2.Sears and J.C. Penney’s may withdraw their orders from Levi Strauss3.Levi strauss traditional distributors are angered by Levi’s policy of selling to mass retailers such as Sears3. 1980-1982 were financially disastrous years for Levi’s

STRENGTHS1.Levi strauss has excess working capital2.Advertising effectiveness is excellent3.David Hunter has become a successful fashion brand

WEAKNESSES1.Customer loyalty has declined2.Retail sales of Levi’s jeans are declining3. Nine plants have been shut since 1982

SO Strategies1.Product development S1,S3,O12.Forward integration S2,O3

WO Strategies

ST Strategies WT Strategies1.Retrenchment:W2,W3,T3,T42.Martket penetration :W2,T3

THANK YOU….

QUESTIONS…?