LEVI STRAUSS

Case Study: Levi Strauss



Case Study: Levi Strauss

Ans # 1:

Executive Summary:

Levi's Strauss is one the largest brands in the world in men and women apparel. The firm manufactures and markets its branded jeans and casual sportswear under the names of Levi's, Dockers and Slates brands for people of various age groups.

Marketing Information System

Marketing managers 1 are exposed to a constant stream of information about the markets they are operating in and the performance of their products. This information consists of data from formal information systems and market research studies as well as informal (often qualitative) cues about customers, distributors, competitors, and so forth. Especially with consumer goods, the amounts of data collected using customer cards and point-of-sales scanning technology have multiplied. After the “scanner revolution” came the Internet, which is an incredible source of consumer data, not only purchase data but also consumer Web visit and Web behavior data.

But also in business-to-business (B-to-B) markets, the amount of data is quickly increasing. Many B-to-B companies have customer relationship management (CRM) systems in place these days. The core element of a CRM system is a database with data on individual customers and their purchasing history and on the company's marketing activities. Furthermore, in B-to-B markets, electronic commerce is becoming quickly the dominant form of marketing, which generates a lot of data on transactions and interactions with customers.

Usually, marketing decision makers bring a substantial amount of knowledge to bear on solving their problems. Skillful marketers make the best of the interplay between (hard) data and (soft) knowledge. However, they simultaneously cope with cognitive limitations that may inhibit them from optimally processing all the information and knowledge that is available. Therefore, the exponential growth of available information offers great opportunities for marketers, but it also has its downside. The question we face is how marketing decision makers deal with the complexities and dynamics of the environments they are operating in.

Vision & Mission:

The vision of Levis Strauss & Co. is to build a foundation of their inheritance, affirming their organization's set practices and finishing the gaps between principles and practices (Levi Strauss 2008). Their mission is to uphold commercial responsibility; ensuring the success as a global organization of branded attire. They believe in balancing the goals of return on investment and profitability. Their mission is to be the leader in different market positions. They state of conducting their business ethically and satisfy their responsibilities to the society and their community. They also strive to ensure a safe and productive working environment highlighted by teamwork, open communication, unbiased treatment and opportunities for growth and development.

Obejctives

Levi Strauss & Co. With respect its global marketing effort has two major objectives. The first is to establish a base market share in each market of the company's existing products to serve for product diversification in various markets. The second is to form self-sufficiency in each of its market to decrease the problems of import/export factors and long supply ...