BSB119 Lecture Notes - Sough, Marketing Mix, Driza-Bone
Document Summary
Please read levi strauss goes local , the opening case in chapter 12 (pp. This meant levi"s sold the same product world wide which enabled the company to realise economies of scale and cheaper advertising. However, it was forced to change its marketing mix as a result of: A decrease in sales, which saw sales almost halved between 1996 and 2004. The company had high production costs and a stagnant product line. The company changed its marking mix to allow nation regions to better tailor the product to the local conditions. As a result, the product was changed to reflect different body types and regional preferences. Prior to implementing its turnaround strategy, levi was contending not only with a stagnant product line, but also high costs. One of the first issues levi"s addressed as part of the turn -around strategy was the cost of creating the product.
