Caselet Code : CLSDM013
Publication date : 2005
Subject : Sales and Distribution Management
Industry : Textiles and Branded Apparels
Length :
 3 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet examines the obstacles encountered by the world famous jeans maker Levi Strauss in its operations in India. It talks about the impact of government regulations on the company's entry strategies. It describes the sourcing, pricing, and distribution strategies followed by Levi Strauss and their impact on its business. It also describes how the company gradually extended its product portfolio in India.

Issues:

» Entry barriers to international business
» Impact of customer perception on pricing strategies
» Importance of diversification for growth

 
Key words:

Levi Strauss, Dockers, Wrangler, Wholly Owned Subsidiary, Sub-Contract, Manufacturing, Youth, Price, Weekender, Shoppers' Stop.

Questions for Discussion:

1. Levi had to face many difficulties when it entered the Indian markets in 1994. Highlight the barriers encountered by the denim giant during its early days.

2. The success of any multinational brand lies in customizing and overcoming cultural barriers in a particular country. How far was Levi able to leverage on this factor in gaining a presence in India?