목차 Target Brand :Levi’s Korea 1. Brief Description of This Brand 2. Reason Why We Chose This Brand 3. Environment Analysis 4. Company Analysis 5. 4P Analysis 6. Implication 7. Suggestion
본문 (3) Expected Problems We expect some problems of Levi’s marketing strategy. First, we think that the brand positioning of Levi’s is unclear. We heard that Levi’s take cost leadership in the US, while in comparison their price is accepted as expensive in Korea. It is our guess that Levi’s price may not be suitable with their image. Some people thing that Levi’s image is somewhat old. This image may be critical in increasing their performance because jeans’ main target customers are usually young people aging around 20s. This is the reason we guess they cannot maximizetheir profit currently. We think that they need to reconsider their brand image strategy through marketing communication tools. Our group will further investigateLevi’s current marketing strategy and suggest our views. 3. Environment Analysis (1) 5 Forces Model
본문내용 d Jeans had been people’s favorite attire regardless of their gender or race since Levi Strauss first introduce them in 1853. Levi Strauss was concerned about miners’ working suits because they were easily frayed. He thought that quality of textile tent would be more appropriate, so he started making miners’ suits out of them. Levi’s pants were commercialized soon after with the name ‘Levi’s’- and
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