Levis Case Study

Analyze and discuss the company's practices/ operations related to the topic.

Step 1: Identifying the organization's current mission, goals and strategies

Levi's have stated a well mission statement and goal objectives as the direction for their company. Levi Strauss is committed to providing quality, innovation, and responsibility to the retail industry. "People love our clothes and trust our company. We will market and distribute the most widely worn apparel brands. Our products define quality, style, and function. We will clothe the world."

Step 2: Doing an external analysis.

Levi's must focus externally and concentrate on current market trends. With Levi's continuous growth, many opportunities have surfaced for the company. They must take advantage of all available opportunities and transform management strategies so that it can generate and sustain competitive advantage.

Levi's had developed two brands; Denizen and Levi Strauss Signature and target to the medium-price and low-price markets which having more customers, so they can expand more in these markets and build up more loyalty customer.

Otherwise, Levi's is expertise in manufacture jeans and khaki. But now the clothing market is always changed by fashion and the youths are like to change very fast in everything which goes the same for fashion. This is a chance for the competitors to develop a new brand and manufacture the products that can adapt the teenagers' preference. This kind of problem be a threat to the company because they need to aware the market always and do the change and innovation anytime.

Step 3: Doing an internal analysis.

Levi's must analyses their internal issues, understand its strengths and weaknesses, build upon strengths, and work on weaknesses in order to evolve with their changing desires of the market.

With all of the competition in the clothing industry, Levi's differentiates itself from all other competitors through the ability to brand products through strong brand image. Levi's is the original authentic jeans with one of the best quality among its competitors and globally recognised by the market. For example, Levi's® is well-known in doing the jeans manufacturer and Dockers® is well-known in Khaki manufacturer. They have being as the leaderships in jeans and khaki for more than 50 years. They give consistent high quality product and the customers are always looking for the high brand awareness product. The teenagers also like the products of Levi's due to its updated design and its quality. Although Levi's products' price are higher than other competitors, but the customers are still prefer Levi's product because they know the price is worth the satisfaction that we have when we are wearing it.

Although Levi's have become the leadership in jeans and khaki, but there are too concentrate in Gen Y. They always doing the innovation or creative design in jeans and khaki, but did not do any design that is suitable for the younger. This make a loss to Levi's because the younger will consume products from the other competitors.

Steps 4: Formulating