Project Management Plan for Levi’s Company

Running Head: PROJECT MANAGEMENT
Project Management Plan for Levi’s Company
Name of the Student
Name of the University

1PROJECT MANAGEMENT
Table of Contents
1. Introduction and Background of the Project................................................................................2
2. Analysis of the Failure of the Brand............................................................................................2
2.1 Costs......................................................................................................................................3
2.2 Marketing...............................................................................................................................3
2.3 Demographic of Target Market.............................................................................................4
2.4 Market Forces........................................................................................................................4
2.5 International Factors..............................................................................................................4
2.6 Skills and Personalities of PM Team.....................................................................................5
2.7 Levi Stakeholders..................................................................................................................5
2.8 Competitors’ Project Management Tactics...........................................................................5
3. Recommended Project Plan and Strategy....................................................................................5
3.1 Project Scope and Objectives................................................................................................5
3.2 Project Timeline.....................................................................................................................6
3.3 Project Budget.....................................................................................................................10
3.4 Project Risks and Mitigation Plan.......................................................................................11
3.5 Stakeholder Roles in the Project..........................................................................................12
4. Conclusion and General Recommendations..............................................................................12
References......................................................................................................................................14

2PROJECT MANAGEMENT
1. Introduction and Background of the Project
Levi’s is a well-known global brand that has been operational since 1853, one of the
oldest running global brands in current times. The most popular product of Levi’s is denim jeans
whereas the company also sells products like shoes, t-shirts, casual shirts and others (DeFeo,
Harding and Wood 2017). The popularity of the denim jeans sold by Levi’s have been
significantly high globally and in the late 20th century, many surveys have concluded that Levi’s
has been one of the best and the most ‘original’ brands in the world. In spite of global popularity
and sky-rocketing annual revenue, Levi’s started facing problems including the complete failure
of the new “Silvertab” range. Another failure was the new Type 1 range that had all the
signatures of Levi’s brand but failed to survive in the market.
The purpose of this report is to discuss the reasons of failure of the Type 1 range of jeans
by Levi’s and develop a project management plan for successful launching of new range by the
company.
2. Analysis of the Failure of the Brand
Considering the product nature and quality for the Type 1 jeans, the main reasons behind
the failure can be multi-fold. If the product is considered, it had all the premium signatures of
Levi’s denim jeans and was expected to flourish in the market once it was launched (Trapova
2018). However, it completely failed as there were very low sales and increasing discontent
among the customers regarding the product. The main factors behind the failure of the brand are
investigated as follows.

3PROJECT MANAGEMENT
2.1 Costs
Conducting a basic research, the biggest factor that was behind the failure of the type 1
line has come out to be cost. It has been found that since the product had all the premium Levi’s
brand signatures along with red line, the product had a significantly high pricing, similar to the
premium products of the brand. However, the pricing strategy for the brand was poorly
developed and there are no clear indication of the optimum price of the product (Gulbakhor and
Umurova 2018). As a result, different outlets sold the product at different prices – one customer
reported that he bought the product for $100 whereas another customer bought the same product
from a different retailer for $30. This huge difference in pricing of the same product resulted in
discontent among the customers and after some time, the company had to withdraw the product
completely from the market.
2.2 Marketing
One of the major factors behind the failure of the Type 1 range of denim jeans by Levi’s
is marketing. Levi’s does extensive marketing of products once a new range is launched in
addition to the marketing of the existing ranges. However, for this range particularly, the global
marketing has apparently not being done in a proper manner considering the brand image and
value of the company. Global marketing has been done in a limited scale and in addition, the
pricing range of the product has not been disclosed to the interested customers (McQueen et al.
2017). As a result, various retailers had the opportunity to place price tags on the product as per
their will. This also contributed to the increasing discontent among the customers. Extensive
marketing strategies of the competitor brands have also played their parts in resulting the
downfall of the type 1 range.