8/7/2019 Presentation on Levis by G.M.Arif
1/22
IN THEIN THE GLOBAL MARKETING PROSPECTSGLOBAL MARKETING PROSPECTS
PresentedPresented bybyG.M.ARIF
8/7/2019 Presentation on Levis by G.M.Arif
2/22
Agenda
Levis Jeans and International Market ( GM)
Levis In India. ( GM )
Levis in France. ( Nikos )
Levis in Brazil. ( Claude ) Corporate Performance analysis.
( Elvin )
Global Market access strategy. ( GM )
Summary ( Claude ) References
8/7/2019 Presentation on Levis by G.M.Arif
3/22
Levis Jeans and International Market
By 2014 the global jeans wear market is forecast to rise by
US$4.6bn according to research undertaken by industry
website just-style. COM
Globally fashion market is getting more relative &
competitive.
Levis is a affordable designers fashion brand.
Global competitive world and Levis
8/7/2019 Presentation on Levis by G.M.Arif
4/22
JEANS MARKET IN INDIA
A passion for the young IndiansA passion for the young Indians
8/7/2019 Presentation on Levis by G.M.Arif
5/22
8/7/2019 Presentation on Levis by G.M.Arif
6/22
Macro marketing environment factors
1. Political and Legal factorsType of Government, Sovereignty, political stability, Taxes and government,
Political risk rating.
2. Economical factorsEconomic systems, Income per capita, Balance of Payments structure,
income and purchasing power, Exchanging fluctuation rate, Global tradeagreement and International trade block etc.
3. Socio-cultural factors
Education, Literacy level, social structure, language and communication,
population etc.
4. Technological factors
Technological knowledge, Telecommunication and Logistics system etc
5. Geographical factors
8/7/2019 Presentation on Levis by G.M.Arif
7/22
Micro Environmental analysis
1. Current and potential customers
2. Competitors
3. Intermediaries
8/7/2019 Presentation on Levis by G.M.Arif
8/22
JEANS MARKET IN FRANCE
A part of French fashion
8/7/2019 Presentation on Levis by G.M.Arif
9/22
ECONOMICAL
FIFTH LARGEST ECONOMY BY NOMINAL GDP DEPENDING ONSOURCE
FRANCE IS PART OF THE EUROPIAN UNION
FIFTH LARGEST EXPORTER AND FOURTH LARGEST IMPORTER OF
INVESTMENT AMONG OECD
WORLDWIDE IN ECONOMIC FREEDOM
GDP (PURCHASING POWER PARITY) $2.067 TRILION
GDP (OFFICIAL EXCHANGE RATE) $2.515 TRILLION
GDP PER CAPITA (PPP) $33.800
CURRENT ACCOUNT BALANCE: $-35.94 BILLION
PART OF: G7, OECD, WTO, GATT
8/7/2019 Presentation on Levis by G.M.Arif
10/22
Political, Socio-cultural and Technological
Political , Socio-culture
Government type: Republic, Strong democracy and Autocratic
etc
civil law system with indigenous concepts; review of
administrative but not legislative acts
Main Culture: Different forms of Values, customes, education
and social structure
8/7/2019 Presentation on Levis by G.M.Arif
11/22
JEANS MARKET IN BRAZIL
The first choice of Brazilian fashion
8/7/2019 Presentation on Levis by G.M.Arif
12/22
8/7/2019 Presentation on Levis by G.M.Arif
13/22
Pest: Social Indicators
Literacy rate reaching 97.6% among people aged 15-24
Reduction in poverty and inequality rates:
: Between 1990 and 2005, the percentage of Brazilians living in
extreme poverty declined from 8.8% to 4.2% of the population.
:The Gini coefficient of income concentration went from 0.585 in
2003 to 0.566 in 2005 reaching its lowest point for three decades.
8/7/2019 Presentation on Levis by G.M.Arif
14/22
Pest: Political
High Political risk.
Flawed judiciary system and excessive regulations
Foreign trade and import made difficult but new market-setexchanges should reduce if not remove these barriers of entry.
Judicial systems and others areas of the public sector are subject
to corruption- bribery is a courant practice
The Personal tax rate and the Corporate tax rate areburdensome.
8/7/2019 Presentation on Levis by G.M.Arif
15/22
Pest: Technological
Communication system is good.
-extensive use of phone
-cell phone
-fax
-television-radio
Reasonable transportation systems
-excellent navigation system
-efficient air system
-improved railway system-inadequate and dangerous roads system
8/7/2019 Presentation on Levis by G.M.Arif
16/22
Corporate Performance analysis
StrengthsFavourable and strong image brand with high quality distribution system to
meet the demand of customer.
Weakness
Comparably low frequented fragmented market.
OpportunitiesImplementation of information and communication technology .
Using cheap labours and large market.
ThreatsCompetition from emerging markets and from mature markets.
The fluctuation of currency exchange rate.
8/7/2019 Presentation on Levis by G.M.Arif
17/22
Global Market Entry Strategy
Source: Industrial and Business Management By Marland T. Telsang
Overall cost
leadership Differentiation
Cost FocusDifferentiation
Focus
Competitive advantage
Low cost Higher cost
Porters generic strategies
Source: Industrial and Business Management By Marland T. Telsang
8/7/2019 Presentation on Levis by G.M.Arif
18/22
Global corporate marketing strategyCorporate Mission
Environmental Trends
Stakeholders Expectation
Corporate Objectives
Corporate Strategies
e.g. Involve in utilising corporate resource Objectives
Strategies
Corporate Image Programmes.
Product
Product and Market
Operation
Physical facilities
Finance
Funding
Personal
Labour force
Product
Internet
Advertising Price
Sales promotion
Place
Product, Market share Promotion
Outlet, Budgets etc
Functional Audits
Marketing
OperationsFinance
Personal
1.ExternalMarketing Audit .
2. InternalMarketing Audit.
Customer andMarket
Segmentation
Productanalysis andmodification
SWOTAnalysis
Marketing objectives andMarketing Strategies
8/7/2019 Presentation on Levis by G.M.Arif
19/22
Comperation Frame work
Country India Brazil France
Economic System
GDP (PPP)
The economy in
54.2% free
The economy is
55.9% free
The economy is
65.4%
$ 3.8 trillion $ 1.57 trillion $ 1.8 trillion
Foreign Exchange rate against
USD $$ 1 USD = 40.55832
Indian Rupee$1 USD = 1.7441
Brazilian real
$1= 0.632711
Euro
Balance of Payments
Inflation rates of currency
Income per capita
$123.1 billion $ 38.2 billion $22.3 billion
4.2 % 6.9 % 1.9 %
$1,089 $ 8,402 $30,385
8/7/2019 Presentation on Levis by G.M.Arif
20/22
Summary
Levi's jeans are an American icon; people of all ages, all
lifestyle and various income level wear Levi's, buying them
new or used. They are valued for both their enduring quality
and wide array of designs. The jeans of Levi Strauss & Co. will
never go out of style and have achieved an iconic Stature in the
U.S and around the world.
The goal of Levis is to be near its market and for thus it must
globalize and establish a physical presence all over the globe.
Now is the time for Levis to come to its customers...
8/7/2019 Presentation on Levis by G.M.Arif
21/22
References
Books:
1. Global Marketing by Svend Hollensen( 4th Edition)
2. Marketing Plans by Malcolm McDonald (6th Edition)
3. International Marketing by Cateora and Ghauri ( European Edition)
Electronic sources and journals:
1. The consumer market research report from Mintel Reports (Athens)
2. Marketing strategies (www.marketresearchworld.net)
3. Country performance analysis from 2008 index of economic freedom4. World Economic Forum, Davos, Switzerland from (http://www.weforum.org/)
5. World economic report from www.worldbank.org
6. Economic data and research from eco.worldbank.org
8/7/2019 Presentation on Levis by G.M.Arif
22/22
Thank You