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Word Count: 416
Levi Strauss is the largest apparel company in the world with annual sales of 71 billion in 1996 It produces and markets jeans and casual sportswear in the United States and more than 60 other countries Thirty-nine percent of its revenues and 60 of its pretax profits came from abroad in 1990 It has successfully marketed its jeans to foreign consumers in Europe Asia and Latin America It bases its success on a unique global strategy that refocuses attention on basic jeans instead of diluting efforts over a broad product line It gives local managers sufficient discretion to adjust their tactics to local conditions Meanwhile headquarters managers tightly control product quality and finances and provide support in marketing advertising and computerized systems The companys advertising emphasized its American youth culture roots with advanced forms of a Web banner alternative called I-Candy running at online music venues such as SonicNets Streamland site which offers more than 100 music videos on demand Basic jeans that sell for 30 in the United States are able to fetch 63 in Tokyo and 83 in Paris Levi jeans can now be purchased off the Web from companies such as Bluejeans to be shipped anywhere in the world Many entry strategies are available to Levis Picking the right one is difficult and depends so much on the environment being headed into Things like governmental controls trade barriers workforce as well as social and economical conditions will affect which mode is chosen When emerging on the European market for example it is important to keep style as a priority because of the fashion-conscious public The company has also orchestrated its production and distribution activities abroad to exploit advantageous labor rates Though this has led to criticism on occasion It has 76 production facilities in 24 countries including 45 in the United States It is able to supply foreign customers from nearby factories thereby minimizing shipping times and transportation costs It is able
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