e company thinks might be detrimental to its overall objectives and which may confuse consumers from one region to another.
The problem that Levi Strauss faces is how to create an advertising strategy that can meet the needs of customers throughout the world. An international company selling a stylized consumer product, Levi Strauss has encountered quality problems using its current strategy, but this is symptomatic of not having a unified advertising strategy which at once recognizes the differences in the various markets where it sells and also the need for a united strategy across those markets.
There are three basic alternatives from which Levi Strauss can choose with regard to its international advertising strategy. It can choose to create advertising campaigns on a local or regional basis using input and control from headquarters; this is the current strategy.
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