Difficulties Faced by Levi Strauss & Co.
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For the past seven years, jeanswear giant Levi Strauss & Co. has experienced a number of difficulties. Though the Levi brand, according to Scott Malone (10), "continues to hold the leading position in market share for jeans in the U.S., the company's overall revenues for 2002 came in at $4.14 billion, well off the 1996 peak of $7.1 billion." Levi Strauss has in recent months experienced something of a rebound, leading the firm to undertake a number of efforts designed to increase market share and reduce operating expenses. At the helm of the company is Robert Haas, the chairman and great-great-grand nephew of company founder Levi Strauss (Zellner, 44). Recently, Haas brought in an outsider to run the company, Phil Marineau, a former Pepsi executive, as chief executive officer (Malone, 10). Integral to Haas's strategy was the downsizing of the company's workforce, engaging younger consumers via fresher products, and a marketing program designed to position Levi brand products more favorably.
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Approximate Word count = 686
Approximate Pages = 3 (250 words per page)
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