LEVI STRAUSS & CO.

• Founded in 1853 by Bavarian

immigrant Levi Strauss
• Levi strauss & Co. is one of the
world’s largest brand name apparel
marketers with sales in more than
110 countries
• In 2009 completed 15 years in india
 Itexpanded its portfolio from being a
jeans only brand to emerge as the
complete casual wear brand
 “Wewill market the most appealing and
widely worn casual clothing in the world.
We will clothe the world."
 We are the embodiment of the energy and
events of our times, inspiring people with
a pioneering spirit.
 Empathy — walking in other people’s shoes
 Originality — being authentic and innovative
 Integrity — doing the right thing
 Courage — standing up for what we believe
POTENTIAL INTERNAL STRENGTH
 A distinctive competence?
 Adequate financial resources?
 Good competitive skills?
 Well acknowledged market leader?
 Well-conceived functional area
strategies?
 Access to economies of scale?
 Insulated from strong competitive
pressures?
 Proprietary technology?
 Costs advantages?
 Product innovation abilities?
 Proven management?
 Ahead on experience curve?
 Other?
POTENTIAL INTERNAL THREATS
 No clear strategic direction?
 A deteriorating competitive position?
 Obsolete facilities?
 Subpar profitability because?
 Lack of managerial depth and talent?
 Missing any key skills or competence?
 Poor track record in implementing strategy?
 Plagued with internal operating problems?
 Vulnerable to competitve pressures?
 Falling behind in R&D?
 Too narrow a product line?
 Weak market image?
 Competitve disadvantages?
 Below-average marketing skills?
 Unable to finance needed changes in strategy?
 Higher overall unit costs relative to key competitors?
 Other?
POTENTIAL EXTERNAL OPPORTUNITIES
 Serve additional customer groups?
 Enter new markets or segments?
 Expand product line to meet broader
range of customer needs?
 Diversify into related products?
 Add complementary products?
 Ability to move to better strategic
group?
 Complacency among rival firms?
 Faster market growth?
 Others?
POTENTIAL EXTERNAL THREATS
 Likely entery of new competitors?
 Rising sales of substitute products?
 Slower market growth?
 Adverse government pressures?
 Growing competitive pressures?
 Vulnerability to recession and
business cycle?
 Growing bargaining power of
custormers or suppliers?
 Changing buyer needs and tastes?
 Adverse demographic changes?
 Others?
 STRENGTHS WEAKNESSES
1.Levi strauss has excess 1.Customer loyalty has
working capital declined
2.Advertising effectiveness is 2.Retail sales of Levi’s jeans
excellent are declining
3.David Hunter has become a 3. Nine plants have been
successful fashion brand shut since 1982
OPPORTUNITIES SO Strategies WO Strategies
1.The consumer is becoming more leisure-oriented and wearing 1.Product development
jeans more often S1,S3,O1
2.Levi strauss more commands 43% of the market in jeans 2.Forward integration
3.K-mart, Wal-mart and other retailers do not currently sell
S2,O3
Levi’s jeans

THREATS ST Strategies WT Strategies

1.Both Blue Bell and VF corp’s jeans are gaining market share
1.Retrenchment:W2,W
2.Sears and J.C. Penney’s may withdraw their orders from Levi
Strauss 3,T3,T4
3.Levi strauss traditional distributors are angered by Levi’s 2.Martket penetration :
policy of selling to mass retailers such as Sears W2,T3
3. 1980-1982 were financially disastrous years for Levi’s
 THANK YOU….

QUESTIONS…?