A comparative analysis on market leader of ready made men garments.

1. Comprehensive Market, Environment and
Situational Analysis of
Levis Strauss & Co. (Levis)
By Sureswar
Bhattacharya
15DM040

2. INTRODUCTION
• Ready-to-wear men’s garment is the term for factory-
made clothing , sold in finished condition.
• Ready-to-wear has rather different connotations in the spheres
of fashion and classic clothing.
• In the fashion industry, designers produce ready-to-wear
clothing intended to be worn without significant alteration.
• They use standard patterns, factory equipment, and faster
construction techniques to keep costs low, compared to a
custom-sewn version of the same item.
• Some fashion houses and fashion designers produce mass-
produced and industrially manufactured ready-to-wear lines,
while others offer garments that, while not unique, are produced
in limited numbers.

3. COMPANY PROFILE
• Levi Strauss & Co. is a worldwide corporation organized into
three geographic divisions: Levi Strauss Americas (LSA), based
in the San Francisco headquarters; Levi Strauss Europe (LSE),
based in Brussels; and Levi Strauss Asia Pacific, Middle East and
Africa (LSAMA), based in Singapore. The company employs a
staff of approximately 16,000 people worldwide.

4. SWOT ANALYSIS
STRENGTHS :
Brand Name.
One of oldest brand of clothes.
Perfect blend of design, comfort.
Status symbol of upper class.
Targets the youth group.
WEAKNESS:
External competition competiveness
Price of levis products is too high.
Rate of growth is slow.
OPPURTUNITIES :
Growing casual wear market.
Low manufacturing and production
costs in various international markets
Increasing acceptability of western
wear across the world.
Threats:
Fast changing consumer tastes
Lack of protection of property rights in
some countries .
Increasing Competition and Product
Substitution
A cut throat competition exist between
Levis, Lee, Allen Solly and Wrangler

5. BCG MATRIX
The company Levi Strauss comes under the
category of Star as compared to the other
competitors present in the market such as
Allen Solly, wrangler , Lee , Arrow Etc. The
position of Star is given to Levi Strauss by
considering the factors such Market Growth
and Relative Market Share.

6. PESTLE ANALYSIS

7. POLITICAL
1. Promotional activities in all countries are regulated by legislation
ECONOMICAL
1. Prices of jeans may vary subsequently.
2. Advertisements in poor countries are more based upon factors such as
function and value for money.
SOCIO CULTUTAL FACTOR
1. Differences in cultural attitudes lead to enormous variations in product
and advertising standards and expectations.
2. Levi wishes to minimise the degree to which culture prevents them from
producing standardised promotional campaigns

8. TECHNOLOGICALFACTORS
1. Online shopping
2. In developed countries Levi makes use of the electronic data interchange system to order
and monitor stock levels with their customers.
ENVIRONMENTAL
1. Levi Strauss & co. Also favor paper products processed without chlorine to reduce
pollution
2. Reduce consumption of forest resources by using recycled material, reducing packaging.
3. Levis will not buy woods and paper products from endangered forests.
LEGAL
1. The political/legal environment, encompassing factors related to governmental
activities and laws and regulations, directly affects marketing activities.

9. Market share analysis report according to 2012-13
45%
25%
22%
18%
Market Share
Levi's Strauss
Allen Solly
Wrangler
Lee

10. Competitor analysis
A cut throat competition is going on in the Indian market
between some of the major players of garments they are
Levi Straus, Lee, Wrangler, Allen Solly, Raymond apparel.
Amongst them Levi Strauss is the Market Leader in the
current scenario.

11. CONCLUSION
With the help of my study I come to know that my
company “Levi Strauss & co.” is one of the
prominent players in the Garment sector in today’s
market.
Levi has a great potential and vital role to play in the
share of ever growing In Economy. It is basically
known for its quality products and brand value.
Therefore it is progressing both in terms of market
share and market growth rate. The company is
going very well and will be achieving great heights
in the future span of time.