Abstract
Levi Strauss is a world renowned brand in the apparel industry. Its core product lines for men, women and youth are the LSJ brands of jeans and jean-related products.
Facing a period of economic crisis in the Japanese market, Levi Strauss risks to lose its market shares. How can LSJ manage to overcome this situation, especially in a tough competitive environment?
In order to answer this question, one will have to analyse the current jeans market in Japan and LSJ's position in the market.
In order to make evidence of rates, tables and a map of Japan will be used. Moreover, a magazine advertisement has been drawn for the next promotion.
Looking at the marketing strategy, 1993 can be seen as a turning point: leading firms raise the bar for excellence by trying to improve marketing efficiency and effectiveness. Levi Strauss Japan must understand the strategic value that marketing brings to the rest of the company, leverage technology as well as process automation, in order to grow.
