Levi's Company Analysis Report
Levi's Company Analysis Report
BACHELOR OF COMMERCE
OF
DAVANAGERE UNIVERSITY
SUBMITTED BY
NISHANTH .R. NAIRY
REG .NO . U13XD24C0020
COLLEGE CERTIFICATE
Bonafide student of our institute. This project entitled Company Analysis on "LEVI’S COMPANY"
is prepared and submitted by him for the partial fulfillment of the requirements of final year Bachelors
Date : 22-12-2023
PRINCIPAL
DAVANGERE -577004
Place: Davangere
DAVANAGERE UNIVERSITY
GUIDE CERTIFICATE
Bonafide student of our institute. This project entitled Company Analysis on "LEVI’S COMPANY"
is prepared and submitted by him for the partial fulfillment of the requirements of final year Bachelors
Date : 22-12-2023
PRINCIPAL
DAVANGERE -577004
Place: Davangere
DAVANAGERE UNIVERSITY
I hereby declare that the Company Analysis Report entitled “ANALYSIS REPORT ON LEVI'S”
submitted to the Department of Commerce, Government First Grade Evening College, Davangere
University, Davangere, is a record of an original work done by me under the guidance of “, Associate
Professor, Department of Commerce, Davangere University” and this Company Analysis Report is
submitted in the partial fulfilment of the requirements for the award Bachelor Degree in Commerce by
Davangere University.
I also declare that this report is the outcome of my own efforts and that it has not been submitted
to any other university or institution for the award of any other degree or Diploma or Certificate.
CERTIFICATE OF ORIGINALLTY
Date:
This is to clarify that the Company Analysis titled “ANALYSIS REPORT ON LEVI’S” is an
original work of Mr NISHANTH. R. NAIRY; bearing University Register Number U13GZ22C0374
and is being submitted in partial fulfilment for the award of the the Bachelor Degree in Commerce
by Davangere University. The report has not been submitted earlier either to this
University/Institution for the fulfilment of the requirement of a course of study.
DATE: DATE:
ACKNOWLEDGEMENT
It gives me great pleasure to acknowledge and to express my deepest gratitude to those who helped me
throughout this project.
I wish to express my sincere thanks to my guide Prof lecturer of Government First Grade Evening
College, Davangere, for helping me by providing suggestions, encouragement and king co-operation
during the project work.
I wish to express my sincere thanks to my HOD Dr. ., Associate Professor Government First Grade
Evening College, Davangere for helping me by providing suggestions, encouragement and kind co-
operation during the project work.
I extend my sincere thanks to Prof. . . . ., ., PRINCIPAL Government First Grade Evening College,
Davangere for his kind co-operation and encouragement and I thank to all teaching and non-teaching
staff of govt. First Grade Evening College, Davangere.
I am also thankful to my parents, lecturers and friends for their moral support during the period of my
project work.
1 Introduction 01-08
6 Learning Experience 23
7 Bibilography 24
CHAPTER -01
INTRODUCTION
1.4 MISSION
1.5 VISION
1.6 VALUES
1.7 GOALS
1.8 OBJECTIVES
LIQUIDITY
PROFITABILITY AND TURNOVER
CHAPTER-03
MANAGEMENT AND LEADERSHIP
3.2 ASSESS THE COMPAN'S CORPORATE GOVERNANCE AND DECISION MAKING PROCESSES.
DECISION MAKING PROCESSES
CHAPTER-04
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
CHAPTER-05
CONCLUSION
Company Analysis
Company Analysis: Company analysis is a process of evaluating and examining a specific company’s
financial, operational and strategic aspects to gain a comprehensive understanding of its performance, Strength,
Weakness, Opportunities and Threats.
Levi’s is a privately held clothing company known worldwide for its ‘Levi’s’
brand of denim jeans. It was founded in 1853 when Levi Strauss came from
Bettelheim, Franconia, to San Francisco, California to open a West coast branch
of his brothers New York dry goods business. Although the company began
producing denim overalls in the 1970s modern jeans were not produced until
the 1920s. The company briefly experimented with employee ownership and a
public stock listing, but remains owned and controlled by descendants and
relatives of Levi Strauss four nephews.
The main and first products are Jeans they are trousers made from denim. The
American blue jean was invented by Jacob Davis and Levi Strauss in 1873.
Jeans, originally designed for work, became popular among teenagers starting
in the 1950s. Jeans are now a very popular form of casual dress around the
world, and have been so for decades. They come in many styles and colours:
however, “blue jeans” are particularly identified with American culture,
especially the American old west.
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Methodology:
Methodology is a systematic approach that involves the collection of practical
decisions regarding what data to collect, from whom, how to collect it, and how
to analyse it.
There are two types of methodology
Primary Data: Primary data refers to the collection of data from company
officers, from external guide, etc.
Secondary Data: It refers to the collection of data from the secondary parties
such as magazines, newspapers, books, etc. As we are going through company
analysis, so we are referring Secondary data.
Data Collection:
The type of data which we will be collecting to run the analysis of the company
Levi’s, are as follows:
• Financial statements, Balance sheet and Annual reports.
• Journals and publications related to the company.
• Market research papers, technical documents.
• We collect data from company’s official websites.
Plan of analysis:
1. Financial analysis, ratio analysis
2. Company overview, SWOT analysis
3. Industry analysis, competitive analysis
4. Valuation and future outlook
Chapter Scheme:
1. Introduction
2. Financial and Market Analysis
3. Management and Leadership
4. SWOT analysis
5. Business Model
6. Summary of Findings, Suggestions and Conclusion
Mission:
The mission of Levi Strauss &Co. is to sustain responsible commercial success
as a global marketing company of branded apparel. They must balance goals of
superior profitability and return on investment, leadership market positions, and
superior products and services. They will conduct their business ethically and
demonstrate leadership in satisfying their responsibilities to their communities
and to society. There work environment will be safe and productive and
characterized by fair treatment, opportunities for growth and development.
Vision:
Enhance Levi’s relationship with key target audiences and develop an
optimised brand and communications platform specifically targeted to the
Urban demographic. Using innovative, sustainable and progressive practices
isn’t just how they make their jeans and other products- it’s a principle they
value in all of their work.
Goals:
To sustain responsible commercial success as a global marketing company of
branded apparel and become a number one jeans producing company in the
worldwide.
Objectives:
1. To conduct an in depth study of the brand Levi’s
2. To study marketing mix of the brand
3. To study the consumer and competitor analysis
4. To maintain and protect the global brand
5. To improve leadership market position and superior products and
services
6. To maintain the global market share of denim product in the same
period
Quality Policy:
They stand behind the quality of their products and want to love each and every
purchase. That’s why all products have a 2 year warranty against manufacture
and material defects. Products that show signs of defect must be returned within
60 days from purchase.
GFGC EVENING COLLEGE DAVANAGERE
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Invented in 1873 Levi’s jeans are the original, authentic jeans. They are most
successful, widely recognised and often imitated clothing products in the
history of apparel. Levi’s jeans have captured the attention, imagination and
loyalty of generation of diverse individuals. As the inventor of the category the
Levi’s brand continues to define jeans wear with widest range of products
available from quintessential classics. Such as the famous Levi’s 501 original
jeans to favourite fits and styles in their Res Tab and Levi’s Premium
collections.
Dockers:
Launched in 1986 in the United States. Dockers brand products and marketing
played a major role in the creation of a new apparel category for men’s pants
and the shift to casual clothing in the work place. Dockers Khakis quickly
became the No. 1 Khaki pant brand in the United States. In 1988 the brand
launched Dockers for women a feminine interpretation of Dockers brand
apparel. The line offers fashionable tops, dress and casual pants and a full range
of accessories designed to fit a variety of different body types and sizes. Today
the Dockers brand has expanded to more than 50 countries in every region of
the world with a complete assortment of stylish and innovative products
including a full line of tops, footwear, outwear and accessories for a broad
range of consumers.
The Levi Strauss Signature brand was launched in 2003 exclusively for
consumers who stop in the mass channel. The brand gives value conscious
consumers access to high quality, affordable and fashionable jeans wear from a
company and name they trust. The Levi Strauss Signature brand includes a
collection of denim and non-denim pants, shirts, skirts and jackets for men,
women and children all designed with the high quality
Other Products of Levi’s:
1. Shirts
2. Cotton Pnts
3. Belts
4. Sunglasses
5. Wallers
6. Lady’s Bags
7. Jackets
8. Shoes
GFGC EVENING COLLEGE DAVANAGERE
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Area of Operation:
German Jewish immigrant Levi Strauss started his trading business at the 90
Sacramento street address in San Francisco and then moved the location to 62
Sacromento Street. In 1858, the company was listed as Strauss, Levi importers
clothing etc.
Owership Pattern:
Levi Strauss & Co. class has 366 institutional owners and shareholders that
have filed 13D/G or 13F form with the Securities Exchange Commission.
These institutions hold a total of 101,674,734 shares. Lrgest shareholders
include Willington Management Group Ltd, Fmr LIC, VEXPX-VANGUARD
EXPLORER FUND Investor shares SMCWX-SMALLCAP WORLD FUND
INC Class A, capital Research Global Investors, WMGRX-Ivy Mid Cap
Growth Fund Class R, Ameriprise Financial Inc, and Deprince Race and Zollo
Inc.
Financial Analysis:
Financial analysis is the process of evaluting the performance, stability and
suitability of a business, project or investment based on its financial data and
statements.
2. Statement of Cash Flow: The statement of cash floe shows the inflows
and outflows of cash in a business over a specific period. It helps to
understand how cash is generated and used by a company.
2. Market Trends: Levi’s which opened its first door in the country three
decodes ago, expects significant growth in the fastest growing major
economy in the world in 2023 which is also one of the most exciting
consumer markets with more than half the population under the age of
30.
Service Profile:
Chip Bergh
President and Chief Executive Office
Michelle Gass
President
GFGC EVENING COLLEGE DAVANAGERE
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Jason Gowans
Senior Vice President and Chief Digital Officer
Karyn Hillman
Senior Vice President and Chief Product Officer
David JedrzejekSenior
Vice President and General Council
Tracy Layney
Natalie MacLennan
Chief Executive Officer of Dockers
Heidi Manes
Senior Vice President and Chief Transformation Officer
Kelly McGinnis
Senior Vice President and Chief Communications Officer
Liz O’Neill
Executive Vice President and Chief Operations Officer
GFGC EVENING COLLEGE DAVANAGERE
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Harmit Singh
Chief Financial and Growth Officer
Michelle Wahler
CEO and Co-Founder of Beyond Yogh
GFGC EVENING COLLEGE DAVANAGERE
CMOPANY ANALYSI REPORT TOWORDS LEVI’ S COMPANY
Strengths
Levi’s enjoys high brand equity. People all around the world recognize
the brand name.
Levi’s products are unique and innovative in the style.
Levi’s follows a high standard of quality.
A lot of variety is offered by Levi’s ranging from sunglasses to skirts
and shirts.
The products are renowned and are considered as the most durable i,e.,
the long lasting products.
Weakness
Levi’s products are considered as very expensive. Therefore a larger
percentage of people are reluctant to buy the products.
As no discounts are present and products are sold at fixed prices many
customers are lost.
Levi’s does not provide any services like free delivery etc.
Opportunities
Levi’s can do more well in the women section. This section is given less
importance as compared to the men section.
The kid’s section, which has been started from few years. Should also
be given proper attention to gain customers.
Sales promotion can be increased by increasing the advertisements
expenses so as to enjoy a large number of customers.
Threats
Likely entry of new competitors.
Rising sales of substitute products.
Slower market growth.
Adverse government pressures.
Suggestions:
From the above findings and analysis following suggestions could be drawn.
1. Levi’s should more aggressively tap the youth segment, which lies in
the age group between 16-35. The reason for the same is Levi’s was
ranked in terms of overall brand image. Hence, Levi’s has a scope to
reach the top position and on cash through increase in sales.
2. Since most of customers buy twice a year or occasionally and they are
not affected by the promotions. Levi’s should aggressively advertise
coupled with effective sales promotions for improving customer recall
and brand image.
3. It was also found from the survey that colour range is low. This also
limits preference towards Levi’s as a brand. This area should be
properly looked after by making available hosts of colours.
4. After sales services which is becoming due importance. Proper after
sales services can provide a competitive edge through efficient
customers relationship management.
5. Levi’s is perceived as premium brand in India. Hence, an economy
product range can also tap the unexplored middle class range.
Conclusion:
Levi Strauss & Co. is a multinational corporation which is currently makes
jeans in approximately 108 sizes and 20 finish fabrics with 2007 net sales of
$4.1 billion, the company is dedicated to building upon strong legacy and brand
equity as they position the company for future growth with top three brands
Levi’s, Dockers and Levi Strauss Signature. Levi’s is one of the leading
company on which the customers trust. This project is aimed to launch a new
products of Levi’s which is called “The Double”- Revisable jeans. It is a one
pair of jeans with two looks one side of this reversible jeans is light wash for
more casual looks and the other side of the double customer will be offered by
two different looks in almost the same price. This new jeans will maintain the
comfort and the modern design and are meant to be used by both men and
women.
Learning Experience:
My learning experience of working on this project report for Levi’s can be
incredibly valuable. It provides an opportunity to learn deep into the company’s
financial statements, analyse key performance indicators, and gain insights into
their financial health and stability. Through this project you can enhance your
understanding of financial analysis techniques, learn how to apply theoretical
knowledge to real world scenarios and gain practical experience in financial
analysis.
Bibliography:
1. [Link]
2. [Link]
3. [Link]