Marketing Of The Company Levis Marketing Department

The company Levi Strauss is known for making very fine denim products for many decades. They are known for their denim jeans and other clothing range worldwide. They are known for their strong and rugged clothes. But during the 1980s, the company decided to diversify their range even further. They did a market research for men and wanted to start making new range for males first as they have been their biggest market so far. Unfortunately, despite of doing a thorough market research, there were few things that went wrong and their effort did not work out, as their new range of clothing line could not get them the sales they calculated.  Problems The company Levis marketing department exists, but the analysis and planning of the main indicators of the company, monitoring competitors and consumer research, product promotion is not conducted, therefore, the cost of advertising and sales promotion are ad hoc and unsystematic. Like most young companies, all marketing activities directed at the early stages of the sales manager, who concentrated in his hands, almost all marketing functions. This marketing policy was justified due to the high training commercial director, as well as in terms of saving resources and maintain a unified and dynamic style of the company. However, as the company grows, the commercial director of more and more attention was given to issues of general management of the company, and less and less emphasis on financial management, procurement, logistics,Show MoreRelatedLevis Swot Analysis5121 Words   |  21 Pages--- 1. EXECUTIVE SUMMARY 2. CURRENT SITUATION Levi Strauss Co. is a privately held American clothing company known worldwide for its Levis brand of denim jeans. The core Levis was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. 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