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01

Frame a Question for Levi's

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

01-02 Brand Status & PESTEL(E) Analysis

Analysis

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03-04 Competitor Analysis & Positioning Map

Analysis

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05-06 Information Synthesis to Opportunity

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Outcome - "HMW" Question

"How might we encourage the time-honored brand Levi's to better encounter customers' demands in a Chinese market context?"

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