HNC BUSINESS AND MANAGEMENT 1ST YEAR
SOUTH BIRMINGHAM COLLEGE
MARKETING ASSIGNMENT 1
1. 0 Levi Strauss Marketing Concept and its Importance 5 - 6
2. 0 Pest Analysis of the Domestic Marketing Environment For Levi Strauss
2.0.1 PEST – Political Factors 7
2.0.2 PEST - Economic Factors 7 - 9
2.0.3 PEST - Social Factors 9 - 10
2.0.4 PEST - Technological Factors 10 –12
3.0 SWOT (Strengths, Weaknesses, Opportunities, Threats)
3.0.1 Strengths 13
3.0.2 Weaknesses 13
3.0.3 Opportunities 13 - 14
3.0.4 Threats 14 - 16
4.0 Marketing Segmentation Concepts and criteria Levi may use in 16 - 20 Marketing two new products in different markets
5.0 Conclusion 21
6.0 Recommendations 22
Bibliography, Telephone/Written Contacts 24
Figure 1 Average of medium – term forecasts for GDP growth, 8
CPI Inflation and Claimant Unemployment
(Forecasts for the UK Economy) August 2007 Page 23
Figure 2 Internet Sales to households in the United Kingdom 10
( Social Trends – Expenditure Highlights published 11th April 2007.
[Online] Available from http://www.statistics.gov.uk/cci/nugget_print.asp?ID=1752
Figure 3 Internet Retailer 2008 Hot 100 Retail Web Sites 11 www.Internet retailer.com/uploads/2008Hot100List102507.htm
Figure 4 Boston Matrix 15
(The Boston Matrix, [online] Accessible at http://marketingteacher.com/Lessons/lesson_boston_matrix.htm
REGARDING THE FUTURE OPENING OF A NEW LEVI STRAUSS STORE TARGETING MEN ONLY
MISS SHIRLEY MORGAN
EUROPEAN MARKETING ASSISTANT
(LEVI STRAUSS – EUROPEAN DIVISION)
As European Marketing Assistant for our company, Levi Strauss I have been asked to report on the probable future extension to the existing portfolio by developing a new store which will be targeted at men only.
Within the report I will cover the following subject matter that being Levi Strauss Marketing Concepts and their importance, one will then continue with a PEST (Political, Economic, Social, Technological) Study of the Domestic Marketing Market, each sector will be dealt with in turn, a SWOT (Strengths, Weaknesses, Opportunities, Weaknesses) Analysis for Levi Strauss will also be covered. In the latter part of the report Marketing Segmentation will be covered in detail, included in this subject area will be the effects of such on a company.
1. 0 LEVI STRAUSS MARKETING CONCEPT AND ITS IMPORTANCE
What is the Marketing Concept and why is its principals undertaken by most businesses and companies in today’s society? ‘The Marketing Concept may be seen as a philosophy whereby businesses must analyze the wants and needs of their customers, then upon this make decisions which will satisfy such needs. The questions to be answered to assist the Marketing Process are:
What do customers want?
Are we able to make the item while they still want it?
In what way do we keep our customers satisfied with our items?
‘Businesses were able to answer such questions by adopting the Marketing Concept philosophy which aimed at focusing on a customers needs; altering the companies functionality to focus upon those needs and finally satisfy customer needs over a long period of time’. (The Marketing Concept [online] Available from www.netmba.com/marketing/concept. Accessed 19/11/2007 ‘In comparison Hugh Davidson from the Academy of Marketing believes in Offensive Marketing in such all employees are involved in the marketing process and assisting in the customer satisfaction of wants and needs. This type of marketing is also used to protect a companies profit, and position in the market at