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Essay / Research Paper Abstract
This 5 page paper looks at a plan by Levi-Strauss to enter a new market selling suits competing with upper market firms. The report style assesses this plan to occupy a duel market position. To assess this plan the consumer buying process is considered to determine of the plan is likely to be successful. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TElevisuits.doc
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Unformatted sample text from the term paper:
undertake a product expansion strategy creating a ranger of quality men and womens suits to compete with Brooks Brothers, carrying the Levi-Strauss brand, sold in speciality shops. The purpose of
this paper is to assess the potential of this potential and determine if it is viable. To be viable the plan must be seen as able to make a profit
without impacting negatively on existing sales. In order to undertake this it is necessary to consider the way that the consumer purchase decision is made and assess the
way that the existing Levi-Strauss brand image will impact on that decision and the way that the brand extension may impact on the core Levi-Strauss brand. 2. The Buying
Decision The way in which consumers undertake buying decisions is complex. To be viable the target consumers, which are stated to be Generation X, will need to make decision
in favor of the Levi-Strauss suits. The typical model of purchaser behaviour followers a pattern with specific steps, there are variant models, but these generally include; five different stages, including
the problem recognition, information search, assessment or evaluation of alternatives, purchase decision and post purchase behavior1 (Kotler and Keller, 2008). As Levi-Strauss are not currently in the suit segment of
the apparel industry this creates a number of challenges when applying this model. When the consumer realises they want to buy a suit they will undertake an information search. High
quality suits may be seen as a relatively high involvement purchase, due to both the purchase price, and the personal investment in the way in which suits are worn; presenting
an image the wearer wishes to project. 2.1 The Challenges There are a number of challenges that Levi-Strauss will face in gaining a
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