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Retail Strategy On Levi`s Strauss India Limited

-VSG Soujanya

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
Management Capabilities Well defined and realistic goals Motivated Leadership Adaptable to the changing times

Weakness
Stagnated ideas limited Funds due to economic slowdown Hierarchical differences

Opportunity
Encourage innovation Development of employees by providing training

Threats
Unexpected Events

Financial Resources

Availability of cash. The Goodwill in the market of the company

Currently Prevailing economic conditions lack of support from the market.

Mergers & Acquisitions Franchising Investors Stake holders

Economic slowdown due to varied factors

Strengths
Operations Well provided Logistic support Intellectually managed inventory system Efficiently managed resources Prime locations with in the city Appealing showrooms Array of products Lucrative offers

Weakness
Equipment age Improper forecasting of demand

Opportunity
Reduction in the time between manufacturing and distributing the product.

Threats
Cloning of the process by competitors

Merchandizing Capabilities

Inventory related problems Staff problems

Setting up of new stores in new locations Franchising Home delivery

Emergence of New fashion trends which could result in the lose of present stock

Strengths
Store Management Capabilities Clear demarkifications between various segments Proper planning in the placement of various garments Participation by employees In the urban market High frequency of customers Availability of various other miscellaneous facilities like parking etc.

Weakness
High infrastructure expenditure Maintenance issues

Opportunity
Optimum utilization of space Reduction in cost on infrastructure Providing seating facilities in the store

Threats

Ambience of the store Improper location of the store Proximity with competitors

Location

Highly populated Development Influx of Inconvenience in of the Competitors reaching the store surrounding areas More strong visibility in the customers eyes

Strengths

Weakness

Opportunity
More emphasis on Women & kids Apparel Probable reduction in the prices Diversificati on from jeans to other clothing segments.

Threats

Customers

Brand Loyalty Style Statement Status quo Fashionable

High price Frequent shifts in the fashion trends

Shift in customers preferences Emergence of new brands

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 SIZE GROWTH ECONOMIC STABILITY Weigh t 30 40 30 Oppor 1 120(30*4) 120(40*3) 60(30*2) Oppor 2 90(30*3) 160(40*4) 90(30*3) Oppor 3 60(30*2) 80(40*2) 120(30*4)

TOTAL

100

300

340

260

Market Competitiveness
Aspect COST BRAND IMAGE VENDOR RELATION LOCATION MARKETING Weight 30 20 10 20 20 Opportunity - Opportunity 1 -2 120(30*4) 60(20*3) 20(10*2) 80(20*4) 100(20*5) 180(30*6) 100(20*5) 30(10*3) 60(20*3) 80(20*4) Opportunity 3 150(30*5) 120(20*6) 40(10*4) 100(20*5) 120(20*6)

TOTAL

100

380

450

530

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

600
AGGRESSIVE INVESTMENT

500

400
CAUTION INVESTMENT

300

200
MINIMAL INVESTMENT

100 600 500 400 300 200 100

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

Thank

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