Levi Strausss strategic marketing planning.docVIP

 PAGE \* MERGEFORMAT 7 Levi Strauss’s strategic marketing planning 1853, Levi Strauss, a selling canvas pants to the California gold rush of the Bavarian immigrant who invented jeans. Since then, the pair of jeans has been a part of American life. In addition, Levi’s jeans company has dominated the industry. The 20th century, 50’s to 70’s, baby boomers who gradually adulthood, the number of young people was experiencing swelling, so selling cattle pants is easy. Levi’s to do more than just produce enough to meet the needs of jeans look never get to meet the market. But in the 20th century until the early 80s, baby boomers aging people, and their tastes are with their waistline thicker and change. Reduction in the number of them to buy jeans, while wearing a time when the grown long. At the same time, 18 to 24 age bracket, that is generally considered the most likely to buy jeans, but also shrinking. Thus, Levi’s jeans found in a recession have on the market for their own market share to the struggle. At first, despite the jeans market in a recession, but companies still adhere to their Levi’s jeans, basic operations. Company with a substantial increase in advertising as well as Sears, Penney and other national retailers to find ways to sell inside the sales growth. After the failure of these tactics, Levi began trying to diversify business into faster-growing fashion and professional garment industry. It hastily added many new product lines, including the new fashion, sportswear and sports equipment and so on. Until 1984, Levi’s diversification into chaos, involving industry-wide until a man from a pair of jeans, hat, ski equipment, running equipment, and even women wearing tight polyester pants and denim short-pregnant women loaded. As a result, within only a year profits fell by 79%, very tragic. In 1984, Levi’s in order to reverse the adverse situation, the company’s new management team implemented a bold new strategic plan. It sold the vast majority of t