LEVI STRAUSS & CO.

Founded in 1853 by Bavarian immigrant Levi Strauss Levi strauss & Co. is one of the worlds largest brand name apparel marketers with sales in more than 110 countries In 2009 completed 15 years in india

 It

expanded its portfolio from being a jeans only brand to emerge as the complete casual wear brand

 We

will 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 peoples shoes

Originality being authentic and innovative

Integrity doing the right thing

Courage standing up for what we believe

POTENTIAL INTERNAL STRENGTH

POTENTIAL INTERNAL THREATS

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?

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

POTENTIAL EXTERNAL THREATS

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?

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
1.Levi strauss has excess working capital 2.Advertising effectiveness is excellent 3.David Hunter has become a successful fashion brand

WEAKNESSES
1.Customer loyalty has declined 2.Retail sales of Levis jeans are declining 3. Nine plants have been shut since 1982

OPPORTUNITIES
1.The consumer is becoming more leisure-oriented and wearing jeans more often 2.Levi strauss more commands 43% of the market in jeans 3.K-mart, Wal-mart and other retailers do not currently sell Levis jeans

SO Strategies
1.Product development S1,S3,O1 2.Forward integration S2,O3

WO Strategies

THREATS
1.Both Blue Bell and VF corps jeans are gaining market share 2.Sears and J.C. Penneys may withdraw their orders from Levi Strauss 3.Levi strauss traditional distributors are angered by Levis policy of selling to mass retailers such as Sears 3. 1980-1982 were financially disastrous years for Levis

ST Strategies

WT Strategies
1.Retrenchment:W2,W 3,T3,T4 2.Martket penetration : W2,T3

THANK YOU.

QUESTIONS?