Plan De Mercados

To illustrate what international marketing strategy we could use, there are certain factors, models and matrices that have to be taken into account, such as Marketing Mix, Five Porter forces andAnsoff models, will enable us to make a decision whether to carry on with the current strategy or perhaps develop a new way of maximising profitability and maintain the current role as a leader in theindustry.

Marketing Mix
The marketing mix refers to variables that a marketing manager can control to influence a brand’s sales or market share. Traditionally, these variables aresummarized as the four Ps of marketing: product, price, promotion, and place
(i.e., distribution; McCarthy, 1996).

Product: Levi’s makes considerable emphasis on developing new products thatwould appeal to it’s customers. However, customers’ requirements change over time. In order to meet these changes Levi’s has introduced new products such as dockers to avoid market saturation createdby Levi 501 brand. Their product quality has always been high but towards the end of 2009 it’s competitors outperformed Levi’s in many tests categories carried out.

Price :- The customer’sperception of value is an important determinant of the price charged. Customers draw their own mental picture of what a product is worth. Levi’s attained a premium position therefore was able to charge aretail premium, increasing their profits on a product.

Promotion: Levi’s uses advertisement campaigns that shows real people doing real things, since 1984 music has always played an importantrole in their strategy, as well as portraying Levi 501 as the original American Blue Jean, adverts were mainly based on sex appeal using famous actors.

Place: Plays a crucial part in thebusiness as a whole, is not just about the physical location or distribution points for products. It involves a good management team who would be involved in bringing products to the end consumer. Levi’s...