Levi's Strauss

INTRODUCTION

Levi's Strauss is a global recognized clothing company: well known for selling high quality denim jeans, strong brand and its long successful history. However over the last few years Levis hold on the market has been severely challenged by new entrants. Traditional customers have adopted cheaper fashionable clothes. Prices have come under pressure from high street clothing competitors henceforth this in turn has reduced Levi's sales. According to the article there are seven different factors that influence the decision to standardize or adapt. And these factors are competition, technological, physical/environmental, socio-cultural, and demographic and economics and these are some of the problems faced by this company (Mintel 2009).

PURPOSE AND SCOPE

The main objective is to conduct a qualitative research in order to solve Levi's marketing problem. "Qualitative research is the gathering of data that is open to interpretation for example people's opinions, where there is no intention of establishing statistical validity. This is essentially useful for investigating motivation, attitudes, beliefs and intentions rather than utilising probability based samples" (Brassington and Pettit 2000:215). Chisnall states that qualitative research provides unique insights to inspire and guide the development of marketing strategy and tactics (Chisnall 1986:147).

The proposed research will provide methods to offer in depth information which according to Jobber is about investigating the characteristics of a market through in-depth research that explores the background and context for decision making. Qualitative framework that can be used by Levi's Strauss include focus groups, in-depth interviews and observations (Jobber 1999).

OBJECTIVES

• The objective of the study is to conduct a research project to solve Levi's Strauss identified problems.

LEVIS MARKETING STRATEGY

In order for Levi's to achieve its company's goals profitability and sell successfully products a number of key values relating to consumer behaviour are to be looked and dealt with. The company need to also look at producing a variety of new, exciting and products of good quality. Levi's have ensured that their products are smartly and attentively marketed to the appropriate consumer groups. Levi's marketing strategy adopted is standardization, adaptation, product diversification and brutal trimming which has helped the company to overcome the six year period of sales loss (Jill & Johnson 2000).

MARKET RESEARCH

Market research is a process by which businesses finds out about customers wants needs and desires (Jobber 1999). Marketing Research Association defines "market research as the process of collecting and analysing of information in order to solve a problem. The information is then used for identifying marketing opportunities, actions to be taken, monitor and improve the understanding of marketing process" (American Marketing Association 2000).

For manufacturers to meet customer needs, to understand how consumers view their product and services they need market research as it provides, analyzes and interprets the information. The aim is to satisfy the customers in order to get or maintain the consumers business (Jobber & Simpson 1988).

IMPORTANCE OF STUDYING MARKET RESEARCH

Market research allows business to identify markets gaps that were unfulfilled or poorly fulfilled demand for a product or service and hence this will allow a company to specifically develop strategies and tactics to exploit that gap. It is important for assuring that the segment subsists, that they are variable and for building what they want and how to accomplish them. Market research is important to organisations for understanding the marketing environment better and to also make better informed decisions about marketing strategies (McGiven 2009).

Market research provides different information to marketing managers about competitive products, the market and perceptions of their products, etc. Also it provides information about customer satisfaction, sales volumes, customer demographics, distribution channels, sales of competitive products and advertising effectiveness. Market research provides the basis for dealing with the competition (Adams 2006).

Market research is critical to the success of new products and will continue to be of great help in organisations as it helps firms to plan ahead rather than to guess ahead. According to Chadwick organisations that have used market research in the past and seen it as important are the ones who have survived and become successful