Problem
Faced with 5 years of declining sales, should Levi’s sell a brand to mass discount retailer, Wal-Mart?

Executive Summary
Quick! Name the first company that comes to mind for the following products: facial tissue, photocopiers, and jeans. Did you answer Kleenex, Xerox, and Levi’s? I bet you did. The #1 apparel brand for brand awareness and recognition, “Levi’s” is virtually synonymous with “jeans.” In the past several years however this strong brand recognition has failed to translate into sales growth and in fact the company has seen a progressive decline over the last 5 years.

Faced with the declining sales, Levi Strauss & Co.’s CEO, Phil Marineau, has been considering selling a Levi’s brand to mass discount retailer, Wal-Mart. Bad idea. Clearly this would be brand suicide or, brandicide if you will, sacrificing long-term survival for short-term growth. Levi’s should instead put an end to its brand’s dilution and concentrate its target......

Join Now to view the rest of this term paper!
Members: Login to view this research paper.

Title: Levi's In Walmart
Approximate Word Count: 3037
Approximate Pages: 13 (250 words per double-spaced page)

With the Term Papers Lab Membership Pass, you get instant access to every essay on this site, including this essay on Levi's In Walmart, for as long as you remain a member.

Other essays sites charge almost $100 for a single term paper. At Term Papers Lab, you can get instant access to over 100,000 research papers for as little as $29.95!