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The Marketing Plan 1 Executive summary 2 SWOT analysis 3 Objectives and issues 4 Marketing strategy 5 Marketing mix - 4 Ps - product price place and promotion 6 Action programmes 7 Appendices 1 Executive summary 1 Analyse Levis targeting of the jeans market with respect to - product - price - place - promotion 2 Using independent quantitative survey to analyse and compare the validity of Levis marketing strategy in respect of market segmentation and promotion appeal 3 Analyse and comment on the strategy of Levis and its approach in maintaining leadership in the jeans market 2 SWOT analysis INTERNAL - Strengths Position Levis has a market leading position Levis is the most named brand of jeans bought or received in the last 2 years - 34 of men and 24 of women in a purchase survey Brand Image Huge promotion August 2000 for Engineered jeans LEJ positioned denim as cool once again Brand Image Levis pioneer position generates trust and loyalty through establishment Distribution Control EU law prevents the import of cheaper goods from gray markets outside the EU without the brand owners permission Therefore retailers such as Tesco can not sell imported Levis at cheaper prices Innovative Ability Levis definite talent to subtly change styles and create unique selling points parallels the spectrum of the segmented market see 1 Levis in the midst of a tough market Internal productivity improvements are
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