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Requisito 1 en inglés:
Caso Practico "Levi´s"
Pero Levi`s esta haciendo un esfuerzo concertado para regresar. En medio de una
restructuración masiva en la que la compañía despidió miles de obreros y cerró
plantas en Estados Unidos y Europa, Levi`s trata de levantarse con nuevos
productos y promociones.
En la campaña publicitaria más reciente de Levi`s en Europa, promueve sus
jeans “ sometidos a ingeniería, los de costuras con “Girado” diseñados para un
ajuste ergonómico en hombres y mujeres.
“Algunos los colgamos como espagueti otro se exhiben como lasaña”, indica el
señor Hanson. Espera que la nueva presentación haga vender los jeans como los
días gloriosos de la marca como pan caliente.
Yes, the external environment has been proven to affect the marketing mix of any
company. For instance, in the case of Levi’s, many of the factors that led to its decline
in the international market include: 1) place, bad locations for its target population,
young people. 2) Innovation, the company stopped innovating and creating new
fibers and products after the arrival of its “star” product: the 501 model; 3) Servicing,
the company did not factor the importance of a good customer service. Because of
this the company has decided to renew its brand and start offering “brand new
products created with ergonomic design for men and women”; the company has also
decided to promote alternative product lines besides its star product as well as
diversity the products offered in its “iconic” stores located in high-end locations, now
being offered in other locations suited to cater to its juvenile clientele.
Given the changing nature of societies, effective marketing strategies have proven
time after time to require not only to adapt to new tastes but also to adapt to the
changing conditions of the market, including, but not being limited to: the
competition, the governmental and legal regulations, the technological
developments of the epoch as well as the competition involved.
Other factors that may as well affect the marketing mix could be the demographic
tendencies of the population, societal trends towards a healthier/greener lifestyle,
changing traditions and cultural trends (especially in the case of old-fashioned
products) as well as foreign cultural influences, including phenomena such as the
Hallyu Wave, which gave rise to the K-Pop global trend with bands such as EXXO
and BTS.