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 profit has been compared to the California amber Rush of 1849 in which Levi Strauss create a Fortune 500 fellowship by planning 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 same achiever with the Internet and ecommerce, Levis failed to succeed. This news report investigates key reasons for much(prenominal) failure and identifies generic wine critical success factors as a guide for separate business who wishes to comprise in the path of ecommerce. ü 2.0         Levis In the mid-nineties Levis Strauss was well regarded as a clothing tick off by fashion minded four-year-old consumers. However since then, market share has dropped 16.9% and porcine revenue have rock-bottom $1.1 billion from 1996 to 1998. The reason for such poor performance was charge on missed opportunities on c hanges in fashion and non meeting new tastes. The cool image of the brand was also slipping. The company was criticised for focusing too much on re-engineering the company, which took focus get rid of the product. In order to reconnect to youth people, the company clique up a community oriented weave site that would modify feedback from consumers that would lead to marketing decisions (Oz, 2002 p141).

Levis pass judgment that the site would help set them apart from competitors (Olsen and Wolverton, 1999). ü In 1998, the net site offered the consumers the ability to purchase products unaccompanied on the Levis meshwork site. This upset key retailers who were prohibited from merchandising Levis and Dockers from their ! own web sites (Caylor, 1999). Just under a year later, Levis announced that they were closing curtain the web site after poor sales and comprise of running. The online sales were taken over by retailers Macys and J.C. Penneys. 3.0          list Reasons... If you loss to get a full essay, order it on our website: OrderEssay.net

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