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Essay / Research Paper Abstract
This 25 page paper examines the difference in the perception of the Levi brand comparing the UK; specifically London, with Hong Kong the former British territory that is now part of china. The paper examines Hong Kong and the way in which marketing and product developments could and have taken place that may account for any difference. The paper also includes an example of primary research. The bibliography cites 21 sources.
Page Count:
25 pages (~225 words per page)
File: TS14_TElevimarket.rtf
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Unformatted sample text from the term paper:
Strategy Examples 15 Measuring Success of a Brand Strategy 21 Levi 22 METHODOLOGY 25 EMPIRICAL EVIDENCE 26 REFERENCES 29 Introduction Brands are no longer local or national; many operate in the
international environment. However, in different parts of the world there may be very different retailing environments and cultural values. Companies may approach this difference in a range of manner, looking
at using a single unified approach or differentiation between the different areas or countries. Companies such as Levi which have operations based in the US have had to tackle this
is the way they set up and run their operations across the globe. If we look at two external markets to their home market then we can appreciate the way
that this has evolved. Levi are a well Known jeans and apparel company, with operations globally and a brand name that has a high degree of recognition. When look
at the major market both the UK and Hong Kong may be seen as similar markets, until 1997 Hong Kong was a British Colony and as such the cultures may
also be seen to have many similarities. Today it is in the hand of the Chinese and is seen as a gateway to China, a country that supplies a great
deal of textiles to the world. However, when we look at these two markets, there may be many similarities, but there are also some differences, for example, the geographical
occasions are far appear and the underling traditions are also divergent. This allows to look at the perception of Levis as a brand and consider any difference in the perceptions
of the brand; identifying why or why not the differences exist. The paper will begin with a literature review that looks at Hong Kong and the culture inherent in
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