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LEVI STRAUSS & CO.


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Founded in 1853 by Bavariaimmigrant Levi Strauss Levi strauss & Co. is one of

worlds largest brand name

marketers with sales in mor110 countries

In 2009 completed 15 years


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It expanded its portfolio from beinjeans only brand to emerge as thcomplete casual wear brand


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We will market the most appeali

widely worn casual clothing in theWe will clothe the world."


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We are the embodiment of the enevents of our times, inspiring peoa pioneering spirit.


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Empathy walking in other peoples shoes

Originality being authentic and innovative

Integrity doing the right thing

Courage standing up for what we believe


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POTENTIAL INTERNAL STRENGTH POTENTIAL INTERNAL

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

No clear strategic direction? A deteriorating competitive positio Obsolete facilities? Subpar profitability because? Lack of managerial depth and tale Missing any key skills or compete Poor track record in implementing Plagued with internal operating pr Vulnerable to competitve pressure

Falling behind in R&D? Too narrow a product line? Weak market image? Competitve disadvantages? Below-average marketing skills? Unable to finance needed change Higher overall unit costs relative to Other?


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POTENTIAL EXTERNAL OPPORTUNITIES POTENTIAL EXTERNAL THRE

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

Likely entery of new com Rising sales of substitut Slower market growth? Adverse government pre Growing competitive pre Vulnerability to recessio

business cycle? Growing bargaining powcustormers or suppliers

Changing buyer needs a Adverse demographic c Others?


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OPPORTUNITIES1.The consumer is becoming more leisure-oriented and wearingjeans more often2.Levi strauss more commands 43% of the market in jeans3.K-mart, Wal-mart and other retailers do not currently sell

Levis jeans

THREATS1.Both Blue Bell and VF corps jeans are gaining market share2.Sears and J.C. Penneys may withdraw their orders from Levi

Strauss3.Levi strauss traditional distributors are angered by Levis

policy of selling to mass retailers such as Sears3. 1980-1982 were financially disastrous years for Levis

STRENGTHS1.Levi strauss has excessworking capital

2.Advertising effectiveness isexcellent3.David Hunter has become asuccessful fashion brand

WE1.Cudec

2.Reare 3. Nshu

SO Strategies1.Product developmentS1,S3,O12.Forward integration

S2,O3

WO

ST Strategies WT1.R3,T2.MW2


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