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Case
-
Reference no. M276
Subject category: Marketing
Published by:
Stanford Business School (1994)
Version:
13 June 2006
Revision date:
11-Jul-2011
Length:
37 pages
Data source:
Field research

Abstract

As a result of a co-ordinated strategy to establish Levi's as the original, premium American jean, Levi Strauss Japan KK has become the leader in Japan. Japan's jeans market is changing: the market is contracting, competition is increasing, and structural changes are occurring in the distribution channel. The issue for Levi is to develop a strategy for success given these changes in Japan.

Topics

Japan; Marketing strategy; International marketing; Marketing mix
Location:
Industry:
Other setting(s):
1994

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