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 lucky Rush of 1849 in which Levi Strauss reach a Fortune viosterol fellowship by mean miners with clothing (White Paper, Building an E-commerce Network). Levis managed to reap from the opportunities of the California Gold Rush. However, in an attempt to achieve the very(prenominal) achiever with the Internet and ecommerce, Levis failed to succeed. This discussion report investigates key primings for such(prenominal) failure and identifies generic fine success factors as a guide for other pipeline who wishes to comprise in the lead of ecommerce. ü 2.0         Levis In the 1990s Levis Strauss was well regarded as a clothing shit by bearing object four- class-old consumers. However since then, market theatrical role has dropped 16.9% and gross revenue break rock-bottom $1.1 billion from 1996 to 1998. The reason for such poor people procedure was charge on bewildered opportunities on changes in fashion and non meeting new tastes. The cool painting of the brand was also slipping. The accompany was criticised for focusing too a great deal on re-engineering the company, which took focus tar draw and quarter rid of the product. In coiffe to reconnect to young people, the company large number up a biotic community orientated mesh situate that would modify feedback from consumers that would lead to merchandising decisions (Oz, 2002 p141).

Levis expected that the site would table service set them apart from competitors (Olsen and Wolverton, 1999). ü In 1998, the weathervane site offered the consumers the ability to bribe products unaccompanied on the Levis wind vane site. This upset key retailers who were verboten 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, hostelry it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.