logo. levi strauss japan k.k.: selling jeans in japan

LOGO

LOGO

Levi Strauss Japan K.K.: Selling Jeans in JapanLevi Strauss Japan K.K.: Selling Jeans in Japan

Our group members

TEXTTEXT TEXTTEXT

梁晓红梁晓红

廖圆圆廖圆圆

刘雅倩刘雅倩吕健蔚吕健蔚

邹鲁邹鲁

LOGO

Park 1 —— by 梁晓红 Park 1 —— by 梁晓红

What are the key success factors What are the key success factors (KSFs)in the Japanese marketplace?(KSFs)in the Japanese marketplace?

The key success factors(KSFs) in the Japanese marketplace is that Levi’s have successfully implementated the localization strategy.

As Japan is such a country that the consumption of the world’s luxury goods maitain in the first place,Many brands in Japan have a strong tendency.So if one product want to sell successfully in Japan,it must modify to meet the Japanese local needs and preferences. And they don’t mind wheather the price is expensive or not.

Hence Levi’s success is also due to the localization strategy. Levi’s is a great mix with the Japanese environment.

Levi’s opened a corporation under a wholly owned subsidiary in Japan at the time when Levi’s entrance was considered impossible.They make the products to meet the Japanese people’s body size because the Asian people are more fitter than Americans.And all the products are pruduced by Japanese people. Furthermore, Levi’s products in Japan was taking in high-end line which attract a lot of fashion people to buy.

LOGO

Park 2 —— by 廖圆圆 Park 2 —— by 廖圆圆

LOGO

To what extent do the Levi Strauss' FSAs and CSAs match the KSF's. How has Levi's been able to leverage its country-of-origin to become a leading brand? Can other American jeans do the same?

To what extent do the Levi Strauss' FSAs and CSAs match the KSF's. How has Levi's been able to leverage its country-of-origin to become a leading brand? Can other American jeans do the same?

Levi’s is a history of 100 years old brand.The brand can be crucial in the FSAs occupy the position.The japanese market and the Unites States market have essential difference.They are not only fanatial pursuit of the West,but also have trandiontal oriental culture of the East.

1

DiagramDiagram

Potential market segmentation

As a developed country of the East,japanese market have two attractions for the United States in the CSAs strategy.There

are Market potential and Potential market segmentation.

two attractions

Market

potential

Summary Summary

Over all,the expansion strategy of Levi’s not only take into account of their own advantages,but also make full use of japan’s cultual enviroment.Finally achieved the desired objectives of the KSF’s

Levi’s is relying on the interaction between FSAs and CSAs to match the development of KSF’s.That is why Levi’s can become the leader of the jeans brand in japan.

TEXT TEXT TEXT

Firstly, Market potential:Japan belong to developed countries,and the japanese per capita income is relatively high than another Asian countries.Besides,the japanese fanatial pursuit of trendy things and japan is the birthplace of the trend in Asia.So here has a great market potential.

TEXT TEXT TEXT

Secondly, Potential market segmentation:the Potential market segmentation also attracts U.S. exporters.Although,japan has a lot of local jeans brand.United under the banner of “trend” slogan into japanese market,and inviting the japan’s superstar to do the spokesman foe the jeans.There are attract a lot of chasing the trend of young people and rapid occupation of the Japanese market.

LOGO

Can other American jeans do the same?Can other American jeans do the same?

The United States does not use for such a strategy ,there are two brand aspects. ▲On one hand,the United States and japan ideological and cultural differences ,led them to two different markering strategy.▲ On the other hand,Levi’s in the U.S.belong to the category of daily necessities.However,in japan it is used to show off to others.In berif,although the two countries FSAs the same,but their CSAs great difference between their lead in the KSF’s strategy in a clear difference.

LOGO

Park 3 —— by 刘雅倩 Park 3 —— by 刘雅倩

The advertising of Levi’s in Japan publicize the American culture with a bold hand. There are mainly three key points .

How would you explain the apparent How would you explain the apparent success of LSJ's advertising campaign success of LSJ's advertising campaign stressingAmerican values Japan?stressingAmerican values Japan?

spokesman’s image

the music of background

the choosing of advertising spokesman

Three PointsThree Points

DEVON AOKI a famous model

This is the lastest advertising in Japan,and we can learn the spokeswoman who’s image still keep the James Dean’s style .

First, advertising spokesmans all have remarkeable feature of American. For example James Dean, who is almost all key advertising spokesmans’image in Japanese’ s mind.

Second,The music of background are nearly all English song.This way can quickly lead people into a atmosphere of Americn culture.

Finally, All spokesman are the famous young star of Japan.Why? because those young star are the representatives of creative, energy ,brave and success,which are just the American values. And Levi’s can be on behalf of American values that young country become the strongest country in the world by their own endeavor.

So LSJ’s advertising campaign stressing American values is success by spokesman’s image, the music of background and the choosing of advertising spokesman.

Levi’s deveple from a small company of producting a jean to a representative of American values in other countries’ image. Levi’s is success .

Nowdays,Japanese think Levi’s is fashionable and young .It’s not only a jean but also a culture that is a part of American culture.

Levi’s is success .

SummarySummary

LOGO

Park 4 —— by 吕健蔚 Park 4 —— by 吕健蔚

LOGO

What are the characteristics of the distribution channel in Japan ?

What are the characteristics of the distribution channel in Japan ?

Japanese market

Small retailers take a large

proportion.

There are many wholesales and retail enterprises.

Japanese market is very hard.

The distribution channel is particularly long and entering.

So which distribution channel is suit the Japanese market?

pros cons

Long distributio

nchannel

1. Cover a more extensive market.

2. Mitigate the stress of expenditure of the firm.

1. Lower the control of the distribution channel by the firm.2. Increase diversity and uncertainty to the level of service.3. Increase more workload to coordination between distributors

Shortdistributio

nchannel

1. Increase the control of the distribution channel by the firm.2. Lower diversity and uncertainty to the level of service.3. Lower the workload to coordination between distributors

1. The coverage of market is narrow.2. Increase the stress of expenditure of the firm.

Attributed to the specific situation of the Japanese market, using the long distribution channel to sell the jeans is the best chance of succeeding.

LOGO

Park 5 —— by 邹鲁 Park 5 —— by 邹鲁

Would you retain the premium positioning of Would you retain the premium positioning of Levi's in Japan? Why/Why not?Levi's in Japan? Why/Why not?

We would like to retain the premium positioning of LEVI’S in Japan.

Firstly, as we all know, LEVI’S represents a kind of culture and fashion in Japan. Thus more and more people are eager to pursue such a kind of fashion and culture that LEVI’S is able to occupy larger and larger part of the market.

In addition, declining the price of LEVI’S will make people think that the jeans seem to be in the same level with jeans of other brands. To some extent, it may do harm to its sales volume instead of increasing the profit. What’s more, people in Japan are able to afford the LEVI’S jeans.

Last but not least, what the company pursues is to maximize profits. If the company can still maintain both high sales volume and high profits based on that price, why doesn’t it keep the price?

In conclusion, retaining the premium position of LEVI’S in Japan is beneficial for itself.

LOGO

Thank you !!