Demonstrate an understanding of the nature of the global environment, major trends, affecting the global decision, and the different social and cultural conventions which affect buying behaviour, strategic marketing policy and marketing mix approaches. By the mid-2010s, with a turnover of £6 billion, there was no doubt that the USA-based organisation Levi Strauss UK was a European leader in manufacturing and marketing jeans. The product originally started life as a unique, riveted waste overall. In fact, the idea of rivets on the pockets was patented, but it was only blue denim that had this feature up to the early 1900s. In the 1930s, the product became standard wear for the American cowboy, but it was not until the late 1950s that jeans exploded as a cult phenomenon – worn by matinee idols such as Marlon Brando and James Dean.

Q1. Based on your analysis of the given case study, discuss, how Levi Strauss can use Marketing Information System (MkIS) to achieve its current market position in relation to its competitors in the European Market.

Q2.In order to forecast future trends and make strategic marketing decisions in the European business environment, Levi Strauss has to carry out internal, external and customer analysis. Apply appropriate tools of internal, external including socio-cultural factors related to customer behaviour in order to identify challenges and opportunities along with corresponding core capabilities of the Levi Strauss.

Q3. Based on your critical analysis of Levi Strauss’s given Case study and taking into consideration of your answers to questions 1 and 2, devise and write in 400 words a summary of Levi Strauss’s five year(2014-2019) strategic international Marketing Plan for European market.