Please read Management Focus: Levi Strauss Goes Local in Chapter 15 (page 516 in the 7th edition and on page 458 in the 8th edition) in your textbook and answer the following questions:
Levi Strauss, the manufacturer of blue jeans, changed its international marketing strategy to regain its competitiveness in the mid-2000s.
1. What marketing strategy was Levi Strauss using until the early 2000s? Why did this strategy appear to work for decades? Why was it not working by the 2000s?
2. How would you characterize Levi's current strategy? What elements of the marketing mix are now changed from nation to nation?
3. What are the benefits of Levi's new marketing strategy? Is there a downside?
4. What does the Levi Strauss story tell you about the "globalization of markets"?