Levi Strauss Marketing Plan
Levi Strauss Marketing Plan
Keller Graduate School of Management – Online MM522
Final Draft
Executive Summary
Levi Strauss & Co. is a privately held clothing company founded in 1853. It is the global leader in denim jeans in more than 110 countries in which it markets its products. The company is also one of the world’s largest branded apparel companies in which it designs and markets jeans, casual wear, and related accessories for men, women, and children under the Levi’s®, Dockers® San Francisco, and Signature by Levi Strauss & Co. ™ brands. (LS & Co. 2009) The company has realized the need of women’s only jeans stores and sees the opportunity to capitalize when competitors are underperforming in this arena.
The company’s mission statement is:
The mission of the Company is to sustain responsible commercial success as a global marketing company of branded casual apparel. We must balance goals of superior profitability and return on investment, leadership market position, and superior products and service. We will conduct our business ethically and demonstrate leadership in satisfying our responsibilities to our communities and to society. Our work environment will be safe and protective and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development
The company will open 5 outlet stores positioned in geographic areas that are populated with the desired target market. This will be the first of its kind for Levi Strauss, although many competitors have attempted to do this on a small scale. The company believes that by understanding a woman’s needs and capturing their loyalty, the LS brand would increase its market share in denim apparel.
Consumers have been wearing jeans of all styles for over a hundred years and each year has warranted a new, trendier style, keeping the jeans at a reasonable price. The company sees an opportunity in the geographic areas of Dallas, TX,
Keller Graduate School of Management – Online MM522
Final Draft
Executive Summary
Levi Strauss & Co. is a privately held clothing company founded in 1853. It is the global leader in denim jeans in more than 110 countries in which it markets its products. The company is also one of the world’s largest branded apparel companies in which it designs and markets jeans, casual wear, and related accessories for men, women, and children under the Levi’s®, Dockers® San Francisco, and Signature by Levi Strauss & Co. ™ brands. (LS & Co. 2009) The company has realized the need of women’s only jeans stores and sees the opportunity to capitalize when competitors are underperforming in this arena.
The company’s mission statement is:
The mission of the Company is to sustain responsible commercial success as a global marketing company of branded casual apparel. We must balance goals of superior profitability and return on investment, leadership market position, and superior products and service. We will conduct our business ethically and demonstrate leadership in satisfying our responsibilities to our communities and to society. Our work environment will be safe and protective and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development
The company will open 5 outlet stores positioned in geographic areas that are populated with the desired target market. This will be the first of its kind for Levi Strauss, although many competitors have attempted to do this on a small scale. The company believes that by understanding a woman’s needs and capturing their loyalty, the LS brand would increase its market share in denim apparel.
Consumers have been wearing jeans of all styles for over a hundred years and each year has warranted a new, trendier style, keeping the jeans at a reasonable price. The company sees an opportunity in the geographic areas of Dallas, TX,
References: Abrahams, Jeffrey. (1999). The Mission Statement Book: 301 Corporate Mission Statements From America 's Top Companies. California: Ten Speed Press. Fashion Avenue Trade Show Gap 's Store for Baby Boomers Opens Today. (August 24, 2005). Los Angeles Times. Retrieved May 11, 2009, from http://articles.latimes.com/2005/aug/24/business/fi-gap24. Hello Metro. (2000). Retrieved May 16, 2009, from http://www.hellolittlerock.com/Census.Cfm. Hello Metro Hello Metro. (2000). Retrieved May 16, 2009, from http://www.hellodallas.com/Census.Cfm. Hello Metro. (2000). Retrieved May 16, 2009, from http://www.helloseattle.com/Census.Cfm. Lee Jeans Touts Its One True Fit Jean The Choice of Hot Moms. (2005). Retrieved May 11, 2009, from http://www.vfc.com/index.php/news/press-releases?nws_id=48E9C0EE- B5F4-2ECF-E040-0A0A580069C5. Levi Strauss. (2008). Retrieved May 26, 2009, from http://www.sourcewatch.org/index.php?title=Levi_Strauss Levi Strauss & Co Swedberg, Claire. (August 31, 2007). Two Singapore Fashion Retailers Use RFID to Track Inventory. RFiD Journal. Retrieved May 28, 2009, from http://www.rfidjournal.com/article/articleview/3721/1/1.