Levi Strauss & Co.Case Study

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Recommended: Barnes and nobles porter's five forces analysis

1- Faça uma análise de Porter à situação verificada

O modelo das cinco forças de Porter procura explicar a origem estrutural das indústrias, ou seja, é uma ferramenta que visa apoiar a estratégia fazendo uma relação entre a empresa e o seu contexto. Com base neste modelo procuro apresentar o caso Levi’s, mostrando a atractividade desta indústria (têxteis) a longo prazo. Esta análise da indústria resulta da acção conjunta dos seguintes factores:

1. Rivalidade entre os concorrentes

Quanto maior for a rivalidade no sector maior será a probabilidade de se verificarem guerras de preços, guerras publicitárias, alargamento de garantias, etc., com consequências negativas ao nível da atractividade de sector. No presente caso podemos verificar que a rivalidade entre os concorrentes é agressiva, existindo várias marcas no mercado com posicionamentos e associações fortes. Ao longo dos anos a concorrência tem vindo a intensificar-se, em contrapartida a Levi’s tem vindo a perder a sua notoriedade e carisma que lhe eram característicos, para as marcas rivais. Embora a Levi’s tenha criado o conceito blue jeans, a concorrência intensificou-se, e assim surgem também inovações, no caso da Lee com aplicação do zipper em 1926. A agressividade competitiva nas blue jeans ocorre, com maior incidência, durante o período pós-guerra, momento em que a sua popularidade aumenta.

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