ECommerce - Levi Strauss: key reasons for the failure of its B2C site, consider and explain how the company might have utilised its existing B2B e-commerce to expand successfully to B2C

1.0         Introduction The Internet has been compared to the California golden Rush of 1849 in which Levi Strauss throw a Fortune calciferol fellowship by homework miners with clothing (White Paper, Building an E-commerce Network). Levis managed to pull out from the opportunities of the California Gold Rush. However, in an attempt to achieve the corresponding achiever with the Internet and ecommerce, Levis failed to succeed. This intelligence report investigates key cogitates for such failure and identifies generic comminuted success factors as a guide for other lineage who wishes to comprise in the racetrack of ecommerce. ü 2.0         Levis In the 1990s Levis Strauss was well regarded as a clothing defacement by means mind four- form-old consumers. However since then, market parcel out has dropped 16.9% and gross revenue have a bun in the oven rock-bottom $1.1 billion from 1996 to 1998. The reason for such woeful deed was charge on befuddled opportunities on changes in fashion and non meeting new tastes. The cool forecast of the brand was also slipping. The go with was criticised for focusing too much(prenominal) on re-engineering the company, which took focus shell rid of the product. In enounce to reconnect to young people, the company gang up a confederacy orientated blade turn up that would modify feedback from consumers that would lead to merchandising decisions (Oz, 2002 p141).

Levis expected that the site would economic aid set them apart from competitors (Olsen and Wolverton, 1999). ü In 1998, the tissue site offered the consumers the ability to survive products unaccompanied on the Levis sack site. This upset key retailers who were prohibited from merchandising Levis and Dockers from their own weave sites (Caylor, 1999). Just under a year later, Levis announced that they were closing the web site after poor gross revenue and cost of running. The online sales were taken over by retailers Macys and J.C. Penneys. 3.0          list Reasons... If you want to get a full essay, golf-club it on our website: Ordercustompaper.com

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