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For over a hundred years, Levi's has consolidated its position in the jeans industry by regularly innovating and modifying its strategy to modernize its image. This case illustrates how hard it is to make strategic and commercial choices on a competitive market. Students will carry out a complete analysis of Levi's strengths and weaknesses, as well as the opportunities and threats that exist on the market. They will also have to determine the company's strategic axes, study its competitive position, and make recommendations as to the marketing mix that will best allow the company to continue its growth.