kets in Canada where the Levis image is tarnished somewhat, both because of the dated nature of some of the designs and because of the economic impact that came about from the closing of the manufacturing plants. The primary sources of supply from which to choose are the LS plants in Kentucky, Mexico and Malaysia.
Before progressing further in this analysis, it is essential to devote some space to the perceived market potential in Canada.
With a 1999 population of 30 million, Canada is an affluent, high-tech industrial society that closely resembles the US in its market-oriented economic system, pattern of production, and high living standards. Since World War II, the impressive growth of the manufacturing, mining, and service sectors has transformed the nation from a largely rural economy into one primarily industrial and urban.
The 1989 US-Canada Free Trade Agreement (USCFTA) (detailed below) and the 1994 North American Free Trade Agreement (NAFTA) (which included Mexico) have touched off a dramatic increase in trade and economic integration with the US, partially responsible for the nation's 1998 GDP of $688.3 billion.
The most important element in the plan is to do an initial market survey to determine the following elements:
A. Which provinces have the greatest concentration of potential customers?
B. How are Levis perceived by potential customers?
C. What stores are currently selling Levis and how do they get them?
D. What stores have stopped carrying Levis
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