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Objective
Methodology
Outcome
Identify current status, internal & external environment, competitors' status, and customer general preference of Levi's China. Frame a question for Levi's to build the future renovation plan
Literature Review, Brand Status Summary, PESTEL(E) Research, Positioning Map, Self-developed Competitors Research, Information Synthesis
"HMW" Question
"How might we encourage the time-honored brand Levi's to better encounter customers' demands in a Chinese market context?"
Project Flow
Levi's China Brand Status Research
Chinese Market Analysis (PESTELE)
Competitor
Analysis (self-developed methodology)
Levi's China Position in-between
(positioning map)
Levi's China's Challenge & Opportunity (information synthesis)
“HMW” Question
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