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The document provides an analysis of Levi Strauss & Co.'s current situation and recommendations for improvement. A SWOT analysis identifies the company's strengths in brand recognition and global presence, as well as weaknesses in high prices and supply chain complexities. A PESTEL analysis examines external factors such as political stability, climate change, and changing consumer preferences that could impact the company. The document recommends developing a positioning statement and refining the marketing mix strategy to maintain brand recognition and appeal to consumers through innovative products, an optimized price range, expanded retail locations, and effective promotion.

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12 views3 pages

Report Materials

The document provides an analysis of Levi Strauss & Co.'s current situation and recommendations for improvement. A SWOT analysis identifies the company's strengths in brand recognition and global presence, as well as weaknesses in high prices and supply chain complexities. A PESTEL analysis examines external factors such as political stability, climate change, and changing consumer preferences that could impact the company. The document recommends developing a positioning statement and refining the marketing mix strategy to maintain brand recognition and appeal to consumers through innovative products, an optimized price range, expanded retail locations, and effective promotion.

Uploaded by

ivonkazhou
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

MG212 Summative Report Materials

Part 1: Company investigation & recommendations

-What is the situation in this company

 Identity the challenge faced by company (determine problem) by looking at bigger picture

 Why: are they achieving the result they want or notif not, what the root cause (mayebe

more than one)

SWOT and PESTEL analysis (P feeds into S)

SWOT: a way of summarizing an extensive analysis of the situation a company is in

Strength Weakness Opportunity Threats

Iconic brand recognition Fierce competition Political stability Climate

change vs

cotton

production

Timeless design (can be Reliance on denim Government trade policies Natural

both pro and con) disasters vs

supply

chains

Diverse product range Scandals E-commerce trends Changing

consumer

preference

Effective Marketing High prices Manufacturing sector automation Economic

downturns

Sustainability initiatives Dependence on retailers Intellectual property laws (law against

counterfeit products)

Global presence Supply chain Expanding in emerging companies

(availability) complexities (e.g. Asia and Latin America)

Strong financial
performance

Others: demographics trends (% of people of different ages); Culture (clothing vs religion/culture;

developing lifestyle); labour expense

Brand value: An iconic symbol of American culture, synonymous with quality and style. Worn by

some of the world's most famous people.

Product value: a wide range of Denim products, known for quality and style.

PESTEL: analysis of the operating environment; what is happening in the world that might

affect the company (identify internal and external situations faced by the company)

P (political) E (economic) S (social/sociocultural) T (technological) E (environmental). L

(legal)

Positioning (analyze from comparative advantage of marketing mix of Levi’s; perceptual map)

Positioning statement

Marketing Mix

Product Price Placement Promotion

Develop high quality, Create products at a Ensure high-profile Maintain


innovative products with range of price points product placement at strong

relevant designs that appeal to consumers retailers brand

recognition

Ensure product availability Identity and secure Appeal

new retail locations through

effective

marketing

E-commerce

presence

 Factors influence price strategy: the demand for products, cost of products, product's

uniqueness as well as convenient features, and product's affordability based on the target

audience.

 Levi Strauss & Co. operates through several distribution channels, including company-

owned and operated retail stores, e-commerce platforms, and third-party retailers, such as

department stores and specialty shopsavailability

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