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Tribute to
Father of creativity
Innovative Marketer
Steve Jobs1955-2011
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Standardization Vs. Adaptation
Presented By:
Roshani Ghaiwat BT-1044
Ruchi Lonare BT-1045
Sadhana Singh BT-1047
Sangram Taware BT-1048
Saurabh Shukla BT-1049
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Presentation outline
Introduction
Brief of topic
Case study
Conclusion
Our take
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Introduction of New Product Into Foreign
Market or at the Global Level
STRATEGIC OPTIONS
ADAPTATION STRATEGY -
Makes changes to fit new market requirements
STANDARDIZATONSame product, all markets
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Standardization & Adaptation
Standardization
The condition in which a standards has been successfully
established.
Adaptation
The action or process of adapting orbeing adapted.
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Standardization v/s Adaptation
Factors encouraging product standardization
Factors encouraging adaptation
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Communication
If product standardized along with Communication then?
If product is standardized & Communication is adaptive
then?
If product is adaptive along with Communication then?
If product is adaptive & Communication is standardized
then?
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LEVI STRAUSS
&CO.
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History Of Levis
18th century:-
Jeans cloth made by mixture of things. Use of dye.
19th century:-
1853:-Leob Strauss, New York.
1872:- Davis offered Strauss a deal.
1873:- First riveted cloth was sold.
1886:- Leather Label on Jeans.
1891:- Companys Patent for riveted clothing goes public.
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History conti.
20th century1930:- Jeans wore by Hollywood actors.
1950:- Jean pants.
1980:- Jeans finally became high fashion clothing.
1990:- sale of jeans stopped because
1990s and laterCompetition raised.
2002:- Levis with Walmart, Signature Jeans.
2007:-Levis again said to be Profitable.
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LEVIS PRESENCE
Singapore
BrusselsSan
Francisco
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Problem faced..
High price of jeans.
Struggling to compete with trend.
Solution..
Designed clothes to appeal teenagers- SignatureEntered into discount jeans market -Walmart
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LEVIS
STANDARDISATION
ADAPTATION
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Socio culture
Legal Environmental
Technological Demographic
Economic Competitive
Importantfactors
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Socio Culture
Language Reduced the degree of cultural barrier.
Religion Maintained the product suitability inEthnics local market.
Values Color preference in product/promotion.
Customer Perception Difference in taste leads to adaptation.
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Legal Factors
Promotional activities bound by legislation.
Adaptation for local markets.
Choice of distribution channel.
Environmental Factors
Climatic conditions Total demand.
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Technological
Local market with developed technologies.
In less developed countries e.g.: Africa
Use of magazine, TV adds, Newspaper are used as Promotion tool.
In developed countries e.g.: US
Electronic Data change System(EDS) usage.
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Expensive
Russia
Spain
Casual Prestige
USA
Inexpensive
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Conclusion
AdaptStandation Strategy adapted by Levis.
Appropriate balance between maximizing the gains of
standardization & competitive advantage & maximizing the market
share through adequate adaptation to local markets conditions.
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Its well said in a Hindi Proverb:
Jaisa desh Waisa
bHes
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THANK YOU
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Questions???