Instructions: Read the case, watch the video and answer the following questions?
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?
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How would you characterize Levi’s current strategy? What elements of the marketing mix are now changed from nation to nation?
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What are the benefits of Levi’s new marketing strategy? Is there a downside?
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What does the Levi’s Strauss story tell you about the “globalization of markets”?
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