Presnration on Levis

7/31/2019 Presnration on Levis

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- V S GSoujanya

Retail Strategy

On

Levi`s Strauss India

Limited


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Mission & Vision

Mission

To sustain the commercial success ofthe brand by being the trendsetter in the clothing segment

with fashionable and attractive clothing.

Vision

To be a pioneer in the clothing industry

with constant innovation in designs and material. Ourproducts will define quality, style and function.

We will clothe the world.


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Market Factors

The Various factors in the market which will affect

the brand are:

Customer Needs

The purchasing power

Geographical Conditions

Competitors


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Environmental factors

The various environmental factors which can have an

effect on the product are:

The political scenario The climatic conditions

The economic conditions

The social conditions


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SWOT Analysis

Strengths Weakness Opportunity Threat

Management

CapabilitiesWell defined and

realistic goals

Motivated

Leadership

Adaptable to the

changing times

Stagnated

ideas

limited Funds

due to economic

slowdown

Hierarchical

differences

Encourage

innovation

Development of

employees by

providing training

Unexpected

Events

Financial

Resources

Availability of

cash. The Goodwill

in the market of

the company

Currently

Prevailingeconomic

conditions

lack of

support from the

market.

Mergers &

Acquisitions Franchising

Investors

Stake holders

Economicslowdown due

to varied

factors


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Strengths Weakness Opportunity Threats

Operations Well provided

Logistic support

Intellectuallymanaged

inventory system

Efficiently

managed

resources

Equipment age

Improper

forecasting of

demand

Reduction in

the time between

manufacturing

and distributing

the product.

Cloning of

the process by

competitors

Merchandizing

CapabilitiesPrime

locations with in

the city

Appealing

showroomsArray of

products

Lucrative

offers

Inventory

related problems

Staff problems

Setting up of

new stores in

new locations

Franchising

Homedelivery

Emergence

of New fashion

trends which

could result in

the lose ofpresent stock


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Store

Management

Capabilities

Clear

demarkifications

between varioussegments

Proper

planning in the

placement of

various garments

Participation

by employees

High

infrastructure

expenditureMaintenance

issues

Optimum

utilization of

space Reduction in

cost on

infrastructure

Providing

seating facilities

in the store

Ambience

of the store

Improper

location of

the store

Proximity

with

competitors

Location In the urban

market

High frequencyof customers

Availability of

various other

miscellaneous

facilities like

parking etc.

Highly populated

Inconvenience in

reaching the store

Development

of the

surrounding

areas

More strong

visibility in the

customers eyes

Influx of

Competitors


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Customers

Brand Loyalty

Style

Statement

Status quo

Fashionable

High

price

Frequent

shifts in thefashion

trends

More

emphasis on

Women &

kids Apparel

Probable

reduction in

the prices

Diversificati

on from

jeans to

other

clothing

segments.

Shift in

customers

preferences

Emergence

of new brands


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Opportunity For Growth

Market Expansion

Introduction of new products catering to

various segments of consumers Improving the quality of the product

Rendering of discounts and offers to

customers so as to boost the sales and build

brand loyalty Reduction in the price so as to cater to a

different segment of customers


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Market Penetration

Conduct a market survey

Being abreast with the latest fashion trends

Adopting a more aggressive marketing strategy

Influx of new range of products catering to various

segments of customers

Laying more emphasis on Women & kids apparel


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Market Attractiveness

Aspects Weight

Oppor 1 Oppor 2 Oppor 3

SIZE 30 120(30*4) 90(30*3) 60(30*2)

GROWTH 40 120(40*3) 160(40*4) 80(40*2)

ECONOMIC

STABILITY

30 60(30*2) 90(30*3) 120(30*4)

TOTAL 100 300 340 260


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Market Competitiveness

Aspect Weight Opportunity -1

Opportunity-2

Opportunity -3

COST 30 120(30*4) 180(30*6) 150(30*5)

BRANDIMAGE

20 60(20*3) 100(20*5) 120(20*6)

VENDOR

RELATION

10 20(10*2) 30(10*3) 40(10*4)

LOCATION 20 80(20*4) 60(20*3) 100(20*5)

MARKETING 20 100(20*5) 80(20*4) 120(20*6)

TOTAL 100 380 450 530


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A

R

K

E

T

A

T

T

R

A

CT

I

V

E

N

E

S

S

M A R K E T C O M P E T I T I V E N E S S

500

400

300

200

100

600 500 400 300 200 100

AGGRESSIVE

INVESTMENT

CAUTION

INVESTMENT

MINIMAL

INVESTMENT


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Thank You

Documents

Presnration on Levis