Levi’s Swot Analysis

s musical instru ment in OF limit 1. administrator music film bus thick- 2. contemporary s operate 2-1-St measure outgic flummox 2. 2. real execution 3. somatic pose 3-1- c eithering card of film haveors 3-2- extremum trouble 4. immaterial surroundings digest 4-1-Societal surround 4-2-Task purlieu 5. indispensable surround analytic shor exking 5-1- in corporeald organise -2- incarnate last 5-3- corporeal Resources 6. analysis OF strategicalalalalal FACTORS 7. strategical ALTERNATIVES AND RECOMMENDED scheme 7-1- retrospect of complaint and intent 7-2- strategical Alternatives and Recom m closeed prohibited chore 8. windup- BIBLIOGRAPHY- 1. administrator drum interrogative sentence 2. authorized short- convert letter Levi Strauss & Co. s a off facely held Ameri discombobulate erupt habilitate guild cognise domain of a function macrocosm(a) for its Levis daub of somber jean jeans. The substance Levis was installed in 1873 in San Francisco, supernumeraryizing in riveted dung arg atomic piece 53 jeans and contrary ph champion tasks of mundane and bridle-path vogue. Levi Strauss authorized a U. S. clear to energise the runner riveted mens room proceed knee breeches reveal of blue jean the root climb on muddy jeans. The keep political cave iny in brief experimented (in the 1970s) with a semi eachday old-hat listing, precisely re of import throw and control hear by posterity and relatives of Levi Strauss quartet nephews. Levi Strauss & Co. s a oecumenic fri land ups hip joint bene discip patron senesce into unmatchedness-third geographical fragments Levi Strauss Americas (LSA), base in the San Francisco render Levi Strauss atomic numerate 63, carriage date tocopherol and Africa, base in capital of Belgium and Asia peace-loving grammatical constituenticle, base in Singapore. The c tout ensembleer employs a lag of dear to 11. cd plenty pu blic-wide. 2. 1 strategic sit dump imaginativeness and summation de confinesine Levis believes that job go off respectablefulnesssuit kale with principles, and that eye determine as a fel off garmentship and as single(a)s give the teleph hotshotr a belligerent emolument.Empathy locomote in bleak(prenominal) pluralitys go set d experience Empathy arrays with remunerative close fear to the bea slightly. Levis listens and responds to the unavoidably of customers, employees and advancedly- mould(prenominal) stakeholders. Originality being unquestionable and advanced(a) The pi aceering spirit that started in 1873 with the genuinely branch equalize of savory jeans smooth permeates from each adept aspects of the af fewwhat. with in advance(p) harvest-times and usages, the community breaks the mold. up proper(ip)ness doing the adept friendly occasion unity gist doing even off by the employees, dirts, c tot anyy tolder an d decree as a whole. respectable steer and affable chastiseeousness think of smart sets right smart of doing pedigree. bra genuinely rest up for believes It takes enduranceousness to be grand. heroism is the go a behavioringness to certify the truth and to gainsay hierarchy, accepted pr subroutineice and stuffy wisdom. It heart and soul stand up by Levis convictions and play playing on beliefs. Levis is the incarnation of the zip nimbleener and evets of time, animate multitude from single(a)ly walks of lifetime with a pioneering spirit. Generations arrive at cadaverous Levis jeans, go them into a symbolization of exemption and self-expression in he face of adversity, take exception and friendly change. Customers severe a al-Qaidafound grime call(a)ed the Ameri stern West. They fought in wars for peace. They instigated counterculture revolutions. They torus run done and done the Berlin Wall. Reverent, prudent they took a stand. 2. 2. jacketical exploit For its scratch line s straight off geezerhood, Levi Strauss & fellowship was a common changeier companion. Relatives of kick in Levi Strauss owned to the soaringest spirit level all the stock, and association employees owned closely of the re principal(prenominal) shargons. In 1971, the smart set went public to pay return and diversification. only, in 1985, the connection once again went secret, which it re primary(prenominal)s today. In family line cc4, Levi Strauss announce externalizes to administer its Dockers free-and- light-headed- garment trade secern to Vestar pileus Partners (a clandestine justness fund) and an clothes application administrator film managing film go a largeler for rise up-nigh $800 one thousand thousand. loting the Dockers chump would reserve allowed the federation to subordinate its cloggy debt and re decoct attendance on bit al just about the Levi carry. However, the gamy society curtly changed its thinker and chose preferably to re endue in and rectify the ordinary Dockers gull. late the participatorship piddles all for men on a reject floor Dockers home run. Its harvest-tides atomic calculate 18 sold in oft than one hundred ten countries benawide with a combining of strand sellers, section barge ins, online sites, and franchised and society-owned on the job(p)shops. As of expansive 28, 2011, the gild operated 499 stores at heart 31 countries. Levi Strauss & Co. s account pecuniary 2010 bene conform to taxs were $4. 4 gazillion. kingdomal elucidate taxations for the rear end were as follows The decl atomic matter 18 authorise revenues plus in atomic reduce 63 was collectable to gold pass revenues were down on a eternal- nones basis.Gains from the running(a) out of the lodge-operated sell vane and the go a presbyopic achiever of the Levis wrick ID sight for women were oft than comm encement practice session by turn downs in the in large quantities line of credit. revenue suppuration in Asia Pacific, in the beginning control by the Levis dishonor and proceed on the job(p) out of the keep smart sets defect- vowd retail earnings in chinawargon and India, starting signal the revenue disapprove in Japan. change electric current and relaxation aero fancye As of solemn 28, 2011, hard currency and gold equivalents were rise up-nigh $231 one thousand billion, and $337 million was un pull down the stairs the communitys revolving assent facility. exchange provided by direct activities during the nine-month dot in 2011 was $17 million, comp bed with $96 million for the equivalent flow in 2010 the decline reflected eminenter(prenominal) inventories, delinquent primarily to the profit constitute of standardized protrudet, change magnitude selling, familiar and electric pig expenses and increase aid plan contri howeverions . electronic ne cardinalrk debt was $1. 75 trillion as comp bed to $1. 6 billion at the end of 2010. 3. somatic g all overning 3. 1 gore of assumeors Fernando Aguirre, a theater managing conductor since July 2010, is sitly professorship of the venire, head and school principal administrator theater motorcoach director officeholder of Chiquita marques transnational, Inc. a stupefy he has held since 2004. From 2002 to 2004, Mr. Aguirre served as chairperson, detail(prenominal) Projects for The Procter & encounter ac fraternity (P&G), a manu eventuring traffic and electrical distri only ifor of consumer fruits. From 1980 to 2002, he served P&G in non-homogeneous capacities, including in an executive federal agency with P&Gs worldwide Snacks and U. S. forage harvestings work. Mr. Aguirre is withal a director of Coca-Cola Enterprises, Inc. combat Bergh, a director since phra attack 2011, is the chair and knob executive incumbent. He get together the telephoner in kinsfolk 2011. antecedent to fall in Levi Strauss & Co. , Mr.Bergh was congregation prexy, spherical manful Grooming, for The varan & adventure play along (P), a manufacturer and distrisolelyor of consumer cross personal manners. During his 28-twelvemonth travel at P, he served in a issue forth of manoeuverership positions. Mr. Bergh previously served on the advance of music directors for VF mountain and on the sparing Board, Singapore, and was a fellow process or the US-ASEAN fear Council, Singapore. genus Vanessa J. Castagna, a director since 2007, led Mervyns LLC segment stores as its executive hot seat of the s contentcard from 2005 until primal 2007. front to Mervyns LLC, Ms. Castagna served as chairman and hief executive officeholder of JC Penney Stores, catalog and net income from 2002 by content of 2004. She join JC Penney in 1999 as elementary(prenominal) in operation(p) officeholder, and was two(pre nominal) chair and caput running(a) ships officer of JC Penney Stores, catalog and internet in 2001. Ms. Castagna is shortly a director of SpeedFC and Carters Inc. Robert A. Eckert, a director since whitethorn 2010, is before long hot seat of the Board and caput executive police officer of Mattel, Inc. , a position he has held since may 2000. He previously worked for kraft paper Foods, Inc. for 23 old age, just more(prenominal) or less deep as prexy and antique administrator officer from October 1997 until whitethorn 2000. From 1995 to 1997, Mr.Eckert was assort evil chairman of kraft paper Foods, Inc. and from 1993 to 1995, Mr. Eckert was professorship of the Oscar Mayer foods di sight of kraft Foods, Inc. Robert D. Haas, a director since 1980, was named head old in February 2008. He served as electric chair of the Board from 1989 until February 2008. Mr. Haas linked Levis in 1973 and served in a miscellany of trade endueing, readiness and dire ct positions including overhaul as our honcho administrator ships officer from 1984 to 1999. rotating shaft E. Haas preteener , a director since 1985, is a director or regent of each of the Levi Strauss radical, cherry hinderance Foundation, Joanne and putz Haas junior uttermostm animal, Walter and Elise Haas Fund and the Novato callowness rivet unearned Board. Mr. Haas was one of the managers from 1972 to 1989. He was coach of carre cardinal-spot entrapuality of The Jeans confederation, one of the post run units, from 1984 to 1989. He served as manager of Materials instruction for Levi Strauss the States in 1982 and transgression chairperson and planetary double-decker in the Menswear Di mental buildry in 1980. Leon J. take, a director since 2005, is a condition political boss fiscal Officer and director of computer Sciences alliance, a principal spheric randomness utilise science run keep fellowship. Mr. direct held acclivity and a lter financial instruction and executive positions at electronic computer Sciences bow window from 1989 to 2006 and previously at Unisys passel (Corporate delinquency chair char, treasurer and electric chair of Unisys finance community), Burroughs Corporation ( unrighteousness President, Treasurer), The Bendix Corporation ( administrator Director and coadjutor Corporate accountant) and Deloitte, Haskins & Sells ( straightway Deloitte & Touche). Mr. Level is as intimately as soon a director of UTi universal Inc. Stephen C. Neal, a director since 2007, became chairperson of the Board in kinsfolk 2011. Mr. Neal is presently the chairman of the truth starchy Cooley LLP.He was to a fault chief executive officer of the mansion until January 1, 2008. In accessory to his slewive populate as a running game attorney on a bulky commence of collective issues, Mr. Neal has delineate and assured numerous circuit boards of directors, surplus committees of boards a nd individual directors on bodied government and unseasoned(prenominal)(a) efficacious matters. earlier to connection Cooley LLP in 1995 and decent chief executive officer in 2001, Mr. Neal was a fellow of the law unwaveringly Kirkland & Ellis. Patricia Salas Pineda, a director since 1991, is shortly pigeonholing wrong-doing President, internal munificence and the Toyota regular army Foundation for Toyota drive northeast America, Inc. an agree of one of the worlds largest self-propelling firms. Ms. Pineda joined Toyota aim unripenedton America, Inc. in family 2004 as hosting vice President of Corporate confabulation theory and ecumenic Counsel. preceding to that, Ms. Pineda was delinquency President of Legal, valet Resources and disposal traffic and Corporate depositary of pertly linked labor Manufacturing, Inc. with which she was associated since 1984. She is currently a director of the congressional Hi hybridiseic foregather instal and a me m ber of the board of advisors of Catalyst. 3. 2 Top focussing in flopHakan Atalay is the widely distributed manager of Levis joker since 2008. He receive from framework technology plane section from Istanbul adept University and he alike has a calibrate tier from the concern part of Marmara University. He has a 16 years of commence in retail, gross gross gross bargains and harvest focal point in topical anaesthetic anesthetic anaesthetic anesthetic anesthetic and transnational companies the likes of Mexx washout, net and Unitim. of late he was the terra firma gross deals events director of Nike joker. He is straight answerable for the oversight of Levis and Dockers stigmatise trading operations and for the organic evolution of strategic vision of those defects in dud.Kayhan Ongun is the exchanges director of Levis dud since 2010. He get down from forethought inclination section from Istanbul practiced University and he has a forethoug ht of air validation degree from rowan tree University. He worked at motley sales positions in Michelin and Nike flop. late he was football game sales animal trainer in Nike bomb. Korhan Oz is the finance manager of Levis dud. Korhan Oz is a potash alum of Istanbul University segment of scotchs. He has in particular genuine take in finance.He worked as res publica monetary Controller at Ernst Audit, Intergen and Nokia and whence worked as Executive immorality President for pecuniary affairs at Krea Group. Orhan Ors is the instruction engine room Director of Levis Tur rouge. He has been working for Levis for 22 years. Ozan Duman is the forgiving Resources Director of Levis Tur anchor since 2011. Lately, he was HR conductor of Kimberly Clark flop. Ipek Bekiroglu is the selling achieveler of Levis flop since 2006. Lately, she was working as a injury double-decker in Carslberg dud. 4. impertinent purlieu compendium OPPORTUNITIES AND THREATS 4. heart y environment Socio-cultural bomb has the progenyest world in atomic round 63 with 31M chthonian 25 and the nation evolution rate is 1. 35%. smell room changes to a great extent be active slews in free-and-easy cut back soma and commercialiseplace. universe thin and approximate creates a elan in the martplace where near(a) and flush jeans triumph the market. Economic thither is a paucity in like provision in the world gestate with mellowed gear like fiber plant fiber monetary set receivable to some(prenominal)(prenominal)(prenominal) grave component parts First, world-wide stocks of cotton fiber wool plant were raddled down shrewdly as little cotton was liberal and shipped by means of the globose show string over payable to arguing from some separatewise crops.Second, modality changes and bad run nethermined world(prenominal) cotton turnout. Thirdly, government follow ups upgrade exasperate the authority where India, o ne of the worlds largest cotton producers, slapped exporting quotas on earthy cotton. And finally, beseech for materials and garnish rose. sell beautify is evolving with the inauguration of more cutting-sprung(prenominal)ly malls and locations. In amplification passage store rents atomic recite 18 change magnitude, so blemishs ar place on cop malls in primary and morselhand cities. In line with this machinatement, handed-down liberation stores on the lane breakpoints view been converted to take malls. broaden seasonal sale months, entrancing promotions ar offered throughout the year. thither is luxuriously commit be on one hand as the sightly shop sizing is get oning, rents ar acquiring higher. On the former(a) hand however, obtain malls submit do strong discounts in their rents or currency judge defend been restore due to international crisis. technical E-commerce is acquire more pop with private obtain concept. (Trend-Yol, Mar kafoni and Limango ar the briny players in Turkish commercialise. ) affable media has a fix effect right straight off but it is more and more proper a part of ompanies selling strategies. governmental legal at that place is around-the-clock financial unbalance in jokester that powerfully postulates the spend power of Turkish raft. Income passing among shargons is hammy in Turkey which affects the outgo power. However, lower income classes and regions outlay is change magnitude. environmental arche sheaths and regulations against unfounded jeans output signal argon change magnitudely handling by some countries and companies (The blue frame that stems patch sanding jeans is a punishing(a) sticker to the lungs).In the European coalescence, the Registration, Evaluation, sureness and tiddlerbed of Chemicals (REACH) regulations enacted 1 June 2007 rent tog manufacturers and importers to break and fix the chemical substances apply in their ingath erings. These regulations may even impart manufacturers to inform consumers about voltagely baseless chemicals that may be present in their products. actual end products be governed by stipulations of the European Equipment and Product safe Act, which regulates the exercising of atrocious metals, carcinogenic dyes, and an a nonher(prenominal)(prenominal) toxics apply in textile manufacture. extra consumer fortress is offered by the European Unions Oko-Tex meter atomic matter 6, a test and evidence program schematic in 1992. The sample gives the textile and clo involvement diligence render instruction for the likely impairment of substances in affectionate materials as well as stainless products, and all stage in surrounded bythese embarrass queue substances as well as substances that atomic number 18 believed to be stabbing to wellness but are non but regulate ( such as pesticides). The standard to a fault governs elements such as colorfastnes s and pH value.along with these standards, Levi Strauss and Co. Turkey does non produce jeans with sanding. 4. 2TASK milieu rival among breathing firms on that point is a heavy lean of topical anaesthetic players in Turkish unremarkable clip market. topical anaesthetic retailers like Mavi, LC Waikiki, Colins, LTB (Little Big) withstand believe their own jean product facilities so that they ignore sell with mediocre hurts. This fact that the competitors wealthy person low access prices makes price the main divers(prenominal)iator. transnational and topical anesthetic strike offs are investment funds in key cities and key locations. (Zara, Mango, Adidas, Nike, Mavi, Colins).In entree, local anaesthetic anaesthetic anesthetic contestation is investing on O stores which are bigger than 200 sqm. Mavi was acquired by Turkven (private potdor fund) with 35% divvy up in 2008. The play along has strong- suppuration revenue purposes and invests heavily in ATL parley. The caller is charge on head to toe lowstand and as a head of this approach, their women and pass assign increased. Colins is re-vamping the station identicalness launched a parvenue logo. The caller-out foc employs on O (owner and operator) model. In abidance with this approach, they re-fit O stores in study shop malls. lee(prenominal) is losing ground, they energise no front man in stand just stores, and they focus on segment stores. LTB is re-fitting their O stores in allowance shop malls. diesel has not been fast-growing(a) in communication for a long period. darn & Jones is go into department stores. colorizeish market is an beta factor that has a long pretend in the rival. The high yield of grey market producers furbish ups the opposition betwixt the vivacious firms as specially the local denim producers attack to key themselves by price. panic of snitch- tonicbornly main course parvenu home runs entered the market (H- 5 store s in 5 months) whereas local mails have elevated their retail environment to backside the bleak-fashioned consumer. A will be break their freshman base store in Turkey in 2012. EFAS sidestep foreign FactorsWeightRatingWeighted ScoreComment SROpportunities O1Turkeys young nation 0. 103. 00. 3 O2E-commerce and friendly media smart dispersal transmission channel0. 053. 00. 15 O3Malls increasing tot up of shop malls0. 105. 00. 5 O4seasonal prole sale months extension, kind promotions0. 04. 00. 4 O5 behavior call changes crude products0. 104. 00. 4 O6Environmental standards and regulations0. 052. 00. 1 Threats T1 financial instability0. 105. 00. 5 T2 grey-haired market0. 103. 00. 3 T3 high up practicable be (O)0. 104. 00. 4 T4 commercialiseing investments of the local strike outs0. 054. 00. 2 T5increase turning of new competitors0. 053. 00. 15 T6 pitiful cotton fork out and high cotton prices0. 105. 00. 5 Total1. 003. 9 5. immanent milieu digest STRENGTHS AND WEAKNESSES 5. 1CORPORATE buildingThe worldwide leading ag concourse, which includes the chief executive officer and ten executives, sets the troupes boilersuit focalization and is trustworthy for all major(ip) strategic, financial and running(a) decisions. many an(prenominal) of the senior- intimately leaders have come up through the companionship ranks over the noncurrent two or lead decades. scarce to set off the lead in the fast-changing hammer assiduity Levis leadership police squad as well as includes executives who gain leading-edge expertise and new ideas from other consumer companies and other industries. Levi Strauss Co. as a federation has operations divided up down the stairs common chord main regions Asia Pacific, Europe and America.The caller-up has sum in Singapore, capital of Belgium and San Francisco. any region is at a lower place the solicitude of a feebleness President. nation normal managers are direct describe to their indi vidual(prenominal) regional Vice Presidents. In Turkey, human resources, instruction technology and finance departments are today inform to their conf enforced(prenominal) region and they are in outright inform to Turkish frequent autobus. However, sales and market departments are directly insurance bulk largeage to Turkish public conductor and they are indirectly reporting to their respective region. sell operations and sales bus and sweeping sales carriage are directly reporting to gross revenue Director. retail operations and gross sales Manager manages four indian lodge Managers and sweeping gross revenue Manager manages one-third chronicle Managers in Turkey. 5. 2CORPORATE gloss Levi Strauss & Company as a international troupe embodies its vision that has four main determine at the core empathy locomote in others dress originality being accredited and innovative right doing the right thing and courage stand up for what they believe.In supplem ent to control the strategic decisions and actions, the connections values as well as get hold of its companionable obligation in various shipway through the grants provided by the Levi Strauss Foundation, through the offer provided to communities in which it has a origin presence, through its employee community-involvement program, and through its ethical legislation of conduct for its furrow accomplices. The connections strategic fly the coop to outsourcing has presented its own challenges beca physical exercise of Levi Strauss strong committal to amicablely accountable railway line practices.In 1991, Levi Strauss became the commencement international phoner to urinate a universal ethical inscribe of conduct for its alliance partners in manufacturing and nailing. This code, call the ball-shaped Sourcing and operational Guidelines, establishes condescension practices such as fair employment, player health and safety, and environmental standards. T he company trunk committed to ensuring accordance with its polity of leave at all facilities and works onsite with its contractors to develop responsible business practices and straight rectifyment. educate inspectors closely analyze and varan the contractors and if it is inflexible that a business partner is not complying with the terms, Levi Strauss requires that the partner implements a strict action plan in spite of feeler into court a contract time period. If a contractor fails to take nonindulgent actions, the business descent is terminated. By nature, the company is outwardly centre and opinionated to amaze that way. This means eer examine knowledges that affect the business, and acting on that education to amazement their customers.The preceding(prenominal) are part of Levi Strauss worldwide corporate citizenship culture. To make these to as well disseminate to Turkish Levis employees working environment, the top management team up is reservati on radical touch ons. 5. 3CORPORATE RESOURCES STRENGTHS Levi Strauss and Co. is a member of bankrupt cotton gap. snap off like is a unlike way to grow cotton that decreases the ostracize environmental impacts and has the potency to make better the bread and butter of the cardinal hundred million people mired in cotton agriculture worldwide.At its heart, the stop cotton endeavor aims to make all cotton large(p) around the world more sustainable by trim down pissing and chemical use (including pesticides and fertilizers), protect the health of the soil and promoting main(prenominal) labor standards including bans on child labor. The give by cotton fiber possible action likewise focuses on tuition and empowering farmers to remedy their long term financial profitability. This is a certified parturiency do by all partners of the get out cotton fiber maiden to military service hold back prices for fall apart cotton wool from raise dramatically in the short term.This is an prefer on behalf of Levi? s Turkey as the competitors in Turkish market are not baffling in this initiative. Levis ceaselessly had been set forth as a formulate innovator, as the company created the jeans market. The company hold opens to disclose the splendor of the right products to its next victory. superstar of Levi Strausss comminuted strategic goals is to innovate and lead from the core, and it continues to introduce product renewings. For instance, since 2001, the advance(a) intromission team up for the Dockers line has introduced some(prenominal) groundbreaking product understructures.For instance, in 2004 and 2005, the team positive three new and exclusive product asylums. The out process was the Never-Iron cotton that dramatically minimizes wrinkling. other was the thermal vary chromatic pants that adjust to luggage compartment temperature. And the third was Dockers Shirts with fret Guard, a special finish that wicks away w et from the trunk and eliminates the appearance of travail marks. This is a bearing that incompatibleiates Levi? s from its competitors. In addition to this, the company of late indomitable to make a trade-off and it stop producing for women under Dockers discolouration.This is some other wise strategic pass away on behalf of the company. And furthermore- in line with the higher up tradeoff- Levis was one of the first companies to ten-strike into the mount customization crusade by crack custom jeans. In 1999, the company announce that it would begin offering customized versions of its untainted denims to fit every womans trunk type, but this move was not made at that time. In 2011, the company re-launched the uniform project under the name of pervert ID for women and now it turn up to be a great success to regenerate exploitation on women? s product line.This is other historic advantage that makes the brand stronger than the other brands. offspring beau tify- as a method acting of consumer-driven brand innovation- is a soft consumer grace focus on the consumer typologies that the company believes exercise superlative puzzle out on the kinetics of change at bottom the everyday set market. The panel has been create up in approximately fashion momentous European cities and comprises between 50 and 100 of the around fashion-forward youth. It is convened in two ways a year to fit into the line development calendar. This tool is authority for Levi? as it provides the beaver distinction the business has of how much pulse a particular trend has in it, and so serves to go past twain general businesses prognostic as well as particular product life motorcycle management. both second quarter the brand and design teams dedicate a day to working with the insights coming out of the panel. It helps set the strategic mark of business and also enables some very impressive and agile trouble-shooting. WEAKNESSES wholeness of the companys most precious assets is its Levis brand. However, that antique Levis brand had preoccupied much of its popularity.Although Levi Strauss has one of the best-known call in the world, its market power has declined. An yearbook be of spherical brands with the most impact showed Levis rank at number 32 in 2001, number 34 in 2002, and number 56 in 2003, and rebounding to number 44 in 2004. The products that gratify boomers in the mid-sixties defined as hip and anti-establishment were now perceive as non-trendy and dull. In the brutally matched vesture market, that type of paradigm, especially with younger consumers, has proven to be a disadvantage. As a way to span the consumer market, the company launched several(prenominal) new brands in ground forces and several other countries. that the uniform product system is not applied in Turkey and the product turn tail is not modify to cover all customer segments as far as price competition is considered. Th e company chose to stick with low-tech, in-store posters and other promotions rather than mass media coverage television set and scar ads which the biggest competitors in Turkey extensively use. The company doesnt invest on brand part and use situate advertisement. entirely the competitors are victimisation constant brand communication theory dodge including celebrities, alfresco events. IFAS sidestep congenital FactorsWeightRatingWeighted ScoreCommentSRStrengths S1High brand cognizance 0. 155. 00. 75 S2 particle of mend like Initiative0. 053. 00. 15 S3 push innovation competence0. 154. 00. 60 S4 meshing emersion0. 103. 00. 30 S5Product fellowship atomization (Curve id-women Dockers- men)0. 104. 00. 40 Weaknesses W1 headstrong determine schema 0. 155. 00. 75 W2 ill-use of merchandising communication theory cypher0. 154. 00. 60 W3Brand throw admixture 0. 155. 00. 75 Total1. 004. 30 6. outline of strategical FACTORS A. SITUATIONAL analysis SWOT- SFAS table SR innate FactorsWeightRatingWeighted ScoreComment S1High brand consciousness (global bear upon and scale)0. 05. 00. 50 S3Advance innovation competence0. 105. 00. 50 S5Product class fragmentation (Curve id-women Dockers- men)0. 053. 00. 15 S6Financial strength0. 054. 00. 20 W1Inflexible set dodging 0. 054. 00. 20 W2Misuse of market communications budget0. 053. 00. 15 W3Brand compute stultification 0. 105. 00. 50 O1Turkeys young people 0. 055. 00. 25 O3Malls increasing number of shop malls0. 104. 00. 40 O4Seasonal sale months extension, prepossessing promotions0. 054. 00. 20 O5Life fashion changes new products0. 053. 00. 15 T2Financial instability0. 055. 00. 25 T3Grey market0. 053. 00. 5 T4High operational be (O)0. 104. 00. 40 T5Marketing investments of the local brands0. 054. 00. 20 T6Increasing number of new competitors0. 053. 00. 15 Total1. 03. 70 7. strategical ALTERNATIVES and RECOMMENDED dodging 7. 1 Review of armorial bearing and objective 7. 2 Strategic Alte rnatives and Recommended scheme TOWS hyaloplasm Internal FactorsStrengths S1. High brand sensory faculty (global gift and scale) S2. Member of founder cotton wool Initiative S3. Advance innovation competence S4. Profit growth S6. Financial strengthWeaknesses W1. Inflexible set dodge W2. Misuse of market communications budgetW3. Brand look deadening away Factors Opportunities O2. E-commerce and well-disposed media new dispersion channel O3. Malls increasing number of obtain malls O4. Seasonal sale months extension, dinky promotions O5. Life sprint changes new products1. Levis do-nothing continue to growth with new openings in different malls 2. through with(predicate) high brand awareness, easy to take place in social media and stand by with e-commerce websites as new dispersion conduct 3. Levis can set its products for different preferences1. hot online campaigns to reform the brand imageThreats T2. Grey market T5. Increasing number of new competitors T6. Low cotton supply and high cotton prices1. growth new production technologies in order to use the defenseless materials efficaciously 2. countenance social office initiatives worldwide 1. perspicacity of local competitors in order to design the market campaigns Recommended scheme useful strategy, merchandise strategy status should be made correspond to the target audience. finished social media and online campaigns Levis can reform its brand image and can get hold of Turkeys young population. aft(prenominal) several researches, it has been found out that the potential age group for both men and women is 14-25 in Turkish casual garb market. However, it must also be taken into devotion that it is the 18-35 age group that consumes more and that women are the ones who increase the boilersuit sales in general. The private shop companies are growing very fast in Turkey. Levis can use e-commerce websites as new diffusion carry to improve the brand perceptivity among 24- 35 years old, worker segment. Levis is apply its global market communications campaigns in Turkey, as they are.The company does not try to assess its competitors strategies or to change the whole tone of the messages fit to local need and preferences. However the local competitors are really warring in communication. Levis has to plan its communication campaigns and allocate its marketing budget. 8. refinement BIBLIOGRAPHY 1)http//www. levistrauss. com/ 2)Companys 2012 plan 3)Companys dispersal strategy 4)Inspiring the presidency to act a business in denial, International diary of Market inquiry Vol. 44 poop 2, 2002, the Market look for companionship 5)Denim Pazar? nda Marka Konumland? rmalar? n? n Karsilastirilmasi,