Levi Strauss

The marketing concept and selling concept of the Company is to sustain responsible commercial success as a global marketing company of branded casual apparel. They must balance goals of superior profitability and return on investment, leadership market position, and superior products and service. They will conduct their business ethically and demonstrate leadership in satisfying their responsibilities to their communities and to society. Their work environment will be safe and protective and characterizedby fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development. The marketing cocept begins with the customer's needs and wants, and those needs and wants are carefully researched and analyzed. Then, the goods and services are identified and developed to satisfy them. The marketing concept dictates that goods and services made available by a business must be produced and sold at a profit and the profit is is integral to the survival and growth of the business, because without it a buness wouldn't be available to serve the needs and wants of customers. Most companies follow the selling concept, consumers will not buy enough of the organization's products unless it undertakes a large scale selling and promotion effort. These industries must excel at tracking down prospects and selling them on product benefits, and their aim is to sell what they make rather than make what the market wants.

Levi Strauss & Company has an enviable history. So many things characterized Levi's past such as, record sales, record profits, committed workers, great brands. In 1995 is when the company generated record sales of nearly $7 billion and profits of more than $700 million. From the early 1960s through the mid 1970s, Levi Strauss experienced significant growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. The company experienced rapid