The Levi Strauss Company
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The Levi Strauss Company is best known for the Levi's jeans line, but it also makes other wearing apparel. It is a manufacturer and a distributor, and it owns and operates plants for these purposes in 25 countries. It has licenses, distributors, and joint ventures in other countries. The company is thus a worldwide entity, and it is currently reevaluating its advertising policy on that basis. The company has used a worldwide advertising strategy to match its manufacturing and distribution arms, but it is now reconsidering this policy and whether it should be continued. There are other possibilities--the company could allow local companies to develop campaigns to be used within each country or region or continue to centralize the advertising as is done now. The three possibilities are as follows:1) create advertising locally or regionally, but do so with a great deal of input and influence from headquarters as is presently the case; 2) allow campaigns to be created independently by local advertising companies; or 3) centralize all advertising at national headquarters and develop a consistent worldwide campaign. These will be evaluated in inverse order. The tendency in the company has been to follow this approach--the company likes to be in control, executives tend to like to have input on campaigns. However, the company is now reconsidering this approach in the light of company objectives and the fact that other jeans companies ar
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Some common words found in the essay are:
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Approximate Word count = 1008
Approximate Pages = 4 (250 words per page)
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