MKTG 601- Assignment 2

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Western Kentucky University *

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601

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Marketing

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Feb 20, 2024

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Uploaded by samnichole

Samantha Coomer 2024 January 17 MKTG 601- Marketing Strategies Professor Sabinah Wanjugu Writing Assignment 2 1. Guidance: The article does not specifically use the term “target market”, but it does specify several different descriptions of customer groups to which they try to sell. In this answer, specify 2 such customer groups to which they try to sell. Target market 1: Characteristics of target market 1: Target market 2: Characteristics of target market 2: 2. Guidance: This is not explicit in the article (and the tagline, “Live in Levi’s” is not a value proposition). Please state a plausible value proposition and give evidence from the article to support your answer. Description of Levi’s value proposition: Detailed evidence from the article to support your answer: 3. A. Which cell of the Boston Consulting Group Growth-Share Matrix is the correct cell to classify Levi’s “profitable core” (see p. 63-64 of textbook for help), and what information from the article supports your answer? Identify the cell: Provide a detailed explanation using information from the article to support your classification above:

B. Based on the information provided about the 4-part strategy, what generic business strategy (i.e., growth, stability, or retrenchment, see p. 66 in text) is Levi pursuing, and what information from the article supports your answer? Identify the generic business strategy: Provide a detailed explanation using information from the article to support your answer above: 4. Is Levi’s business model best described as a “Creation Business Model”, a “Sustaining Innovation Business Model”, or an “Efficiency Business Model”? a) A description of the business model phase you identify (using the “The Hard Truth About Business Model Innovation” article) b) Provide at least 2 details from the Levi Strauss article that supports you labeling Levi’s business model as reflecting this phase.

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