Company analysis of Levi-Strauss. Focuses on repositioning the company for the global market.
“The Levi Strauss Company is best known for the Levi’s jeans line, but it also makes other wearing apparel. It is a manufacturer and a distributor, and it owns and operates plants for these purposes in 25 countries. It has licenses, distributors, and joint ventures in other countries. The company is thus a worldwide entity, and it is currently reevaluating its advertising policy on that basis. The company has used a worldwide advertising strategy to match its manufacturing and distribution arms, but it is now reconsidering this policy and whether it should be continued. There are other possibilities the company could allow local companies to develop campaigns to be used within each country or region or continue to centralize the advertising as is done now. The three possibilities are…”