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Presented by
G.M.ARIF
 Agenda
O Levi·s Jeans and International Market ( GM)
O Levi·s In India. ( GM )
O Levi·s in France. ( Nikos )
O Levi·s in Brazil. ( Claude )
O Corporate Performance analysis.
( Elvin )
O Global Market access strategy. ( GM )
O Summary ( Claude )
O References
 Levi·s Jeans and International Market

‡ By 2014 the global jeans wear market is forecast to rise by

US$4.6bn according to research undertaken by industry
website just-style. COM

‡ Globally fashion market is getting more relative &

competitive.

Levi·s is a affordable designers fashion brand.

‡ Global competitive world and Levi·s

JEANS MARKET IN INDIA

A passion for the young Indians

Macro marketing environment factors
1. Political and Legal factors
Type of Government, Sovereignty, political stability, Taxes and government,
Political risk rating.
2. Economical factors
Economic systems, Income per capita, Balance of Payments structure,
income and purchasing power, Exchanging fluctuation rate, Global trade
agreement and International trade block etc.
3. Socio-cultural factors
Education, Literacy level, social structure, language and communication,

population etc.

4. Technological factors
Technological knowledge, Telecommunication and Logistics system etc

5. Geographical factors
 Micro Environmental analysis
1. Current and potential customers

2. Competitors

3. Intermediaries
JEANS MARKET IN FRANCE

A part of French fashion

 ECONOMICAL
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Political, Socio-cultural and Technological

‡ Political , Socio-culture

‡ Government type: Republic, Strong democracy and Autocratic

etc

‡ civil law system with indigenous concepts; review of

administrative but not legislative acts

‡ Main Culture: Different forms of Values, customes, education

and social structure
JEANS MARKET IN BRAZIL

The first choice of Brazilian fashion

 Pest: Economic Indicators

‡ Pest: Economic Indicators

‡ Stable but steady economy growth in 2004 to 2005
Acceleration since 2006

Positive outlook

‡ Low inflation rate with 4%

‡ Drop in public debt
‡ BOP is registering record surpluses
‡ Accumulation of large foreign exchange reserves

These recent changes have enable the general improvement in social well-being for the
modern Brasilien.
 Pest: Social Indicators

‡ Literacy rate reaching 97.6% among people aged 15-24

‡ Reduction in poverty and inequality rates:

: Between 1990 and 2005, the percentage of Brazilians living in

extreme poverty declined from 8.8% to 4.2% of the population.

:The Gini coefficient of income concentration went from 0.585 in

2003 to 0.566 in 2005 reaching its lowest point for three decades.
 Pest: Political
High Political risk.

‡ Flawed judiciary system and excessive regulations

‡ Foreign trade and import made difficult but new market-set

exchanges should reduce if not remove these barriers of entry.

‡ Judicial systems and others areas of the public sector are subject
to corruption- bribery is a courant practice

‡ The Personal tax rate and the Corporate tax rate are
burdensome.
 Pest: Technological
‡ Communication system is good.
-extensive use of phone
-cell phone
-fax
-television
-radio
‡ Reasonable transportation systems
-excellent navigation system
-efficient air system
-improved railway system
-inadequate and dangerous roads system
 Corporate Performance analysis

‡ Strengths
Favourable and strong image brand with high quality distribution system to
meet the demand of customer.
‡ Weakness
Comparably low frequented fragmented market.
‡ Opportunities
Implementation of information and communication technology .

Using cheap labours and large market.

‡ Threats
Competition from emerging markets and from mature markets.
The fluctuation of currency exchange rate.
Ê


   



      



Global Market Entry Strategy

Competitive advantage

Low cost Higher cost

Overall cost
Differentiation
leadership

Differentiation
Cost Focus Focus

Porter·s generic strategies

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 Global corporate marketing strategy
Corporate Mission
o Environmental Trends )-+01(-23).10/
o Stakeholders Expectation
2*7,01-4
Corporate Objectives
8,*201(-/
1-2-+,
Corporate Strategies ,*/(-23
e.g. Involve in utilising corporate resource Objectives

Strategies
Corporate Image Programmes.
Product
Product and Market
Operation  90,*-23
Physical facilities 2*7,01-4).10
Finance
Funding

-0,*-23
Personal 2*7,01-4).10
Labour force

Product )/0(5,*2-. *(.)+0


Internet 2*7,0 2-236/1/2-. -236/1/
Advertising Price
,45,-0201(- 5(.1:1+201(-
Sales promotion
Place
2*7,01-4(;<,+01=,/2-.
Product, Market share Promotion 2*7,01-4
0*20,41,/
Outlet, Budgets etc
 Comperation Frame work

Country India Brazil France

     

   

Economic System 
 

GDP (PPP)     0*1331(-

 Summary
‡ Levi's jeans are an American icon; people of all ages, all
lifestyle and various income level wear Levi's, buying them
new or used. They are valued for both their enduring quality
and wide array of designs. The jeans of Levi Strauss & Co. will
never go out of style and have achieved an iconic Stature in the
U.S and around the world.

‡ The goal of Levis is to be near its market and for thus it must
globalize and establish a physical presence all over the globe.

‡ Now is the time for Levis to come to its customers...

 References
‡ Books:
1. Global Marketing by Svend Hollensen( 4th Edition)
2. Marketing Plans by Malcolm McDonald (6th Edition)
3. International Marketing by Cateora and Ghauri ( European Edition)

Electronic sources and journals:

1. The consumer market research report from Mintel Reports (Athens)

2. Marketing strategies ( www.marketresearchworld.net)
3. Country performance analysis from 2008 index of economic freedom
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