1.

What actors and forces in Levi Strauss & Company’s microenvironment

and macro environment have affected its marketing position?
Answer:
 The core of the company franchise were buying only one or two pair of
jeans compared to four or five pairs of jeans purchased each year by 15 to 24
years old.
 Baby boomers were looking for the style and versatility and were looking
for the combination of professional and leisure activities.
 Something the baby boomers wanted that is dockers that have the touch of
jeans and also the very pant that their parents wanted when they got their
first jobs.
 Blue denim was out and khaki was in and the legacy continued which
means that the dockers fulfilled the needs and also that an independent brand
was created which led to the growth of the levis. The motto was if you are
not wearing dockers then you are wearing just pants.
 Brand awareness and disassociating the levis from the dockers led the levis
company to focus on teens. This are various factors on parts of the levis
micro and macro environment factors to focus on the growth of the levis and
dockers brand.

2.Why was Levi’s so successful in designing products for the baby boomers?
Answer:
 Born between 1946 and 1964 baby boomers have adopted the passion to
adopt jeans to break the passions and traditions of their parents.
 Baby boomers were looking for cloths for comfort and versatility and for
comfort and the versatility so they look for the appropriate leisure and the
professional activity fabrics.
 The answer is simple the result is dockers something between the levis jeans
and the pants that their parents expected them to wear when they get their
first jobs.
 Dockers were created first in casual blue denim were out and causal khaki
was in .It was more formal and more causal than jeans so in short dockers
satisfied unfulfilled needs.
 They were right pants for variety of occasions.
  It is 100 percent cotton so dockers theme if you are not wearing dockers you
are just wearing pants.
All this made dockers much more successful.

3.How and how well has Levi’s responded to changes in its marketing
environment?
Answer:
 In 1998 Levis introduced the jazzier to give the product a youthful look.
 It has dropped plans to open 100 new stores in favor of the nike retail stores.
 Levis dropped the marketing ad agency and also started hiring the outside
managers.
As the time is passing by the dockers and the core jeans business idea need to be
sorted out which means that the dockers are now ageing out and also the core jeans
business of levis need to be brought on track so the levis must indicate that they
have the money and the market to bring the business on track.