Retail Strategy
On
Levi`s Strauss India
Limited
- V S G Soujany
# 8036
Mission & Vision
Mission
To sustain the commercial success of the 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. Our products will
define quality, style and function.
We will clothe the world.
Market Factors
The Various factors in the market which will affect
the brand are:
Customer Needs
The purchasing power
Geographical Conditions
Competitors
Competitive Factor
The various factors which can have an effect on the
competitors are:
Innovation
Price of the product
Quality of the product
Demand of the product
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
SWOT Analysis
Strengths Weakness Opportunity Threats
Management Well defined and Stagnated Encourage Unexpected
Capabilities realistic goals ideas innovation Events
Motivated limited Funds Development of
Leadership due to economic employees by
Adaptable to the slowdown providing training
changing times Hierarchical
differences
Financial Availability of Currently Mergers &
Resources cash. Economic
Prevailing Acquisitions
The Goodwill Franchising slowdown due
economic
in the market of Investors to varied
conditions
the company lack of Stake holders factors
support from the
market.
Strengths Weakness Opportunity Threats
Operations Equipment age Reduction in Cloning of
Well provided
Improper the time between the process by
Logistic support
forecasting of manufacturing competitors
Intellectually
demand and distributing
managed
the product.
inventory system
Efficiently
managed
resources
Merchandizing Prime Inventory Setting up of Emergence
Capabilities locations with in related problems new stores in of New fashion
the city Staff problems new locations trends which
Appealing Franchising could result in
showrooms Home the lose of
Array of delivery present stock
products
Lucrative
offers
Strengths Weakness Opportunity Threats
Store Clear High Optimum Ambience
Management demarkifications infrastructure utilization of of the store
Capabilities between various expenditure space Improper
segments Maintenance Reduction in location of
Proper issues cost on the store
planning in the infrastructure Proximity
placement of Providing with
various garments seating facilities competitors
Participation in the store
by employees
Location In the urban Highly populated Development Influx of
market Inconvenience in of the Competitors
High frequency reaching the store surrounding
of customers areas
Availability of More strong
various other visibility in the
miscellaneous customers eyes
facilities like
parking etc.
Strengths Weakness
Opportunity Threats
Custo
mers
High
Brand
Loyalty price Shift
Style in
cust
Statem Frequ
ent More ome
ent empha
shifts rs
in the sis on pref
Status Wome
quo fashio eren
n n& ces
kids
trends
Fashio Appar
nable Eme
el rgen
ce of
Proba new
ble bran
reduct
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
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
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 30 60(30*2) 90(30*3) 120(30*4)
STABILITY
TOTAL 100 300 340 260
Market Competitiveness
Aspect Weight Opportunity -1 Opportunity Opportunity
-2 -3
COST 30 120(30*4) 180(30*6) 150(30*5)
BRAND 20 60(20*3) 100(20*5) 120(20*6)
IMAGE
VENDOR 10 20(10*2) 30(10*3) 40(10*4)
RELATION
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
M 600
A
R
AGGRESSIVE
K 500 INVESTMENT
E
T
400
A
T CAUTION
T 300 INVESTMENT
R
A
C 200
T
I MINIMAL
V 100 INVESTMENT
E 600 500 400 300 200 100
N
E
S M A R K E T C O M P E T I TI V E N E S S
S
Thank
You
