Contents
Introduction 2- 1. Key Success factors in the Japanese Market 2
- 2. Levi’s FSA/CSA alignment and Levi’s country of origin 3
- 3. LSJ’s advertising campaign 4
- 4. Distribution Strategies facing LSJ 5
- 5. Levi’s premium position in Japan 6
- Conclusion 7
- References 8
Description
This paper answers the following questions on the case study –
1. What are the key success factors in the Japanese marketplace?
2. To what extent do the Levi Strauss’s FSA’S & CSA’S match the KSFs? How has Levi’s been able to leverage its country of origin to become a leading brand? Can other American Jeans do the same?
3. How would you explain the apparent success of LSJ’s advertising campaign stressing American values in Japan?
4. List the pros and cons of the different distribution alternatives facing LSJ. Which one do you think has the best chance of succeeding?
5. Would you retain the premium positioning of Levi’s in Japan. Why or why not?
