How Levis Trashed A Great American Brand

a. What were the key positives (thrusters) and negative (resistors) internal and external forces for change at Levi Straus Some of the positive and negative external and internal forces compelling Levis to change are One of the worlds largest and reputed brand as seventy-five person of men in America has Levis Dockers khakis. Strong financial status with cash flow of 1.1. Billion. External Levi market share for male between ages of 14 to 19 dropped. This was due to failure of advertising campaign, embarrassing in-store presentation, and high manufacturing cost. External Dockers missed one of the biggest trends in khaki market that was wrinkle resistant pants. This resulted in collapse of sales and decline in profit. External inability to respond to change in denim market as kids commented that it has too narrow legs. Still Levi stick to its basic jeans with 6-inch pockets and 16-inch wide legs. External kids and other consumer behaviour changes to spending more time at speciality stores whereas Levi stick to departmental stores. Internal Reengineering process having budget of 850 million proved to be a disaster. Internal Late delivery to the customers. Internal Failed utopian management experiment where misguided manager has run a private company