CERTIFICATE

This is to certify that the project titled LEVIS is an Internship work done by Mohammed Tarique submitted in the partial fulfillment of the requirement for the award of the Degree / Diploma of <Course> from IIPM, New Delhi under my guidance and direction. To the best of my knowledge and belief the data and information presented by him/her in the project has not been submitted earlier

Shweta Chawla Name and signature of Faculty Guide Designation

CERTIFICATTE

This is to certify that the Project titled LEVIS is an academic work done by Dr. S.S Vernekar submitted in the partial fulfillment of the requirement for the award of the Degree / Diploma of Course from IIPM, Academic Study Center BVIMR, and New Delhi. It has been completed under the guidance of Ms. Shweta Chawla (Internal Guide). We wish her all the best for her future endeavors.

Dr. Sachin S. Vernekar (Director)

ACKNOWLEDGEMENT

Project work is never the work of an individual. It is more a combination of ideas, suggestions, contribution and work involving many jobs. One of the most important part of writing a report is the opportunity to thank all those who have contributed to it. The list of expression of thanks, no matter how extensive, is always incomplete and inadequate. This acknowledgement is no exception.

I want to express my sincere gratitude towards Ms. Shveta Chawla who provided me all the expert guidance and invaluable suggestion.

I would like to thank my classmates and all those who directly or indirectly helped me in one or the other way in the successful completion of the project.

PREFACE

A hallmark of any premier business school is its willingness and ability to constantly explore and implement new ideas and practices in the field of management education. Institute constantly reorients their programs in order to keep abreast of changing development. The initial interaction between school students and industry takes place when the students undergo project is usually for knowing the process for recruitment, selection, industrial relations & training of that institution. It is often the exposure to corporate culture that a student receives, particularly true for students without prior work experience. During my training at LEVIS, I was taken project on recruitment, selection & training policy of LEVIS. The main purpose of the study is to know the policies of the bank regarding recruitment, selection & training, which helped me in gaining knowledge about the different working pattern of different departments of the company.

Name & signature of the student Mohammed Tarique

TABLE OF CONTENT
Chapter 1: Introduction to Company

1. Nature of Business 2. Type & ownership Pattern 3. Organizational Structure 4. Production Lay out
5. Organizational Policies

Chapter 2:

Industrial Analysis

1. Industry Overview (Growth rate of Industry, Contribution to GDP) 2. Current Issues (From Newspaper, Journals For Company and Industry) 3. Key Competitors 4. Environmental Scanning Political environment, Economic environment, Socio-Cultural Environment, technological environment, environmental issues (Green environment) and Legal environment. 5. Porters five forces model of competition Michael Porter

Chapter 3:

Marketing Strategies

1. Products of Company 2. 4 Ps (Product: Price, Place & Promotion) 3. STP (Segmentation, Targeting and Positioning) 4. Distribution Channels 5. Promotion Strategies

Chapter 4: Financial Analysis 1. Sources of Finance 2. Ratio Analysis Any 5

3. Net Profit/ Balance sheet (from annual report) Analyse

Chapter 5:

Key Learnings from the Company and Recommendations

1. Performance Analysis of the Company 2. Reasons for the expansion/contraction/diversification of Company 3. Comment on Organizational Leadership 4. Market share/growth rate of Company 5. SWOT Analysis of the Company

Chapter 6:

Findings

Chapter 7:

Conclusions and Suggestions

Bibliography Reference Books, Journals, Newspapers, Web Sites, Reports etc are to be listed out here.

CHAPTER 1: INTRODUCTION TO COMPANY

1.

NATURE OF BUSINESS :

Nature of Business" means what type of business your are doing? like Wholesale, Retail or Service, Manufacturing, Marketing, etc. If you want more specific, then HBA wholesale, Car Service, Furniture manufacturing, health Drinks Marketing, etc. Levi Strauss & Co. (LS&CO) is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came from Bettelheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. In 1873 Levi Strauss and tailor Jacob Davis received a U.S. Patent to make the first riveted men's work pants out of denim: the first blue jeans. The company briefly experimented (in the 1970s) with a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss's four nephews.

After Levi accepted Jacob's offer, on May 20, 1873, the two men received U.S. Patent 139,121 from the United States Patent and Trademark Office. The patented rivet was later incorporated into the company's jean design and advertisements. Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), the manufacturing of denim overalls only began in the 1870s. The company then created their first pair of Levis 501 Jeans in the 1890's, a style that went on to become the worlds best selling item of clothing. Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street.

Levi Strauss advertising sign. 2. TYPE & OWNNERSHIP PATTERN:

Sole proprietorship: A sole proprietorship is a for-profit business owned by one person. The owner
may operate on his or her own or may employ others. The owner of the business has unlimited liability for the debts incurred by the business.

Partnership: A partnership is a for-profit business owned by two or more people. In most forms of partnerships, each partner has unlimited liability for the debts incurred by the business. The three typical classifications of partnerships are general partnerships, limited partnerships, and limited liability partnerships.

Corporation: A corporation is a limited liability business that has a separate legal personality from its members. Corporations can be either government-owned or privately-owned, and corporations can organize either for-profit or not-for-profit. A privately-owned, for-profit corporation is owned by shareholders who elect a board of directors to direct the corporation and hire its managerial staff. A privately-owned, for-profit corporation can be either privately held or publicly held.

Cooperative: Often referred to as a "co-op", a cooperative is a limited liability business that can organize for-profit or not-for-profit. A cooperative differs from a for-profit corporation in that it has members, as opposed to shareholders, who share decision-making authority. Cooperatives are typically classified as either consumer cooperatives or worker cooperatives. Cooperatives are fundamental to the ideology of economic democracy

3. ORGANIZATION:

Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion.[3] From the early 1960s through the mid 1970s, Levi Strauss experienced explosive growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel Bacharach , expanded the firm's clothing line by adding new fashions and models, including stone-washed jeans through the acquisition of Great Western Garment Co. (GWG), a Canadian clothing manufacturer, and introducing Permanant Press trousers under the Sta-prest name. The company experienced rapid expansion of its manufacturing capacity from fewer than 16 plants to more than 63 plants in the United States from 1964 to 1974 and 25 overseas. Levi's' factory expansion was accomplished without a single unionized employee. The use of "pay for performance" manufacturing at the sewing machine operator level up. As a result, Levi's' plants were perhaps the highest performing, best organized and cleanest textile facilities of their time. Levi's even piped in massive amounts of air conditioning for the comfort of Levi's workers into its press plants, which were known in the industry to be notoriously hot. 2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was closed and the Edmonton manufacturing plant shut down.[4] The Dockers brand, launched in 1986[5] which is sold largely through department store chains, helped the company grow through the mid-1990s, as denim sales began to fade. Dockers were introduced into Europe in 1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt.

4. PRODUCTION LAYOUT:

In a production layout, the workstations and equipment are located along the line of flow of the work units. Usually, work units are moved along a flow line which is powered by a conveyor. Work is done in small amounts at each of the workstations on the work unit. This means that to use the product layout the total work must be dividable into small tasks that can be assigned to the workstations. Product Layout is one of the three basic types of plant layouts; the other two are process layout, and the fixed-position layout.

When the workstations are relatively few in number, they can be arranged in one straight line. In more complicated plants such as the automobile final assembly plant, they can be arranged into a series of connected line segments.

Because the workstations do small amounts of work, the stations are specialized in their tasks with specialized equipment and tooling, which leads to high proficiency and reduced cycle time. And this also leads to a higher production rate.

6.

ORGANIZATION POLICIES:

Jacob Davis, a Jewish emigrant from Latvia, was a tailor who frequently purchased bolts of cloth made from hemp from Levi Strauss & Co.'s wholesale house. Modern jeans began to appear in the 1920s, but sales were largely confined to the working people of the western United States, such as cowboys, lumberjacks, and railroad workers. Levis jeans apparently were first introduced to the East during the dude ranch craze of the 1930s, when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets. In June 1996, the company offered to pay its workers an unusual dividend of up to $750 million in six years' time, having halted an employee stock plan at the time of the internal family buyout. However, the company failed to make cash flow targets, and no worker dividends were paid. [19] In 2002, Levi Strauss began a close business collaboration with Wal-Mart, producing a special line of "Signature" jeans and other clothes for exclusive sale in Wal-Mart stores until 2006. Levi Strauss Signature jeans can now be purchased at several stores in the US, Canada, India, Pakistan and Japan

By 2007, Levi Strauss was again said to be profitable after declining sales in nine of the previous ten years.[23] Its total annual sales, of just over $4 billion, were $3 billion less than during its peak performance in the mid 1990s.[24] After more than two decades of family ownership, rumors of a possible public stock offering were floated in the media in July 2007.[25] In 2009, it was noted in the media for selling Jeans on interest-free credit, due to the global recession.

CHAPTER 2: INDUSTRY ANALYSIS

1. INDUSTRY OVERVIEW

Textiles is the largest single industry in India accounting for about 20 per cent of the total industrial Production . It provides direct employment to around 35 million people. Textile and clothing exports account for about 31.1 per cent of the total value of exports from the country and 19 per cent of the total share of exports. There are 1,850 textile mills with a spinning capacity of about 37 million spindles. While yarn is mostly produced in the organized mills, fabrics are produced in the decentralized power loom and handloom sectors as well. The Indian textile industry continues to be predominantly based on cotton, with about 65 percent of raw materials consumed being cotton.

There are 1850 mills in the country of which 284 are composite mills (where the whole cycle of production from yarn manufacture, to processing to fabric production takes place) and 1438 spinning mills. The installed capacity is 37 million spindles, 450,000 rotors and 1,40,000 looms. There are approximately 1200 medium and large scale textile units in the mill sector and 20 per cent of these mills are located in Coimbatore (Tamil Nadu).

The handloom industry is the largest decentralized economic activity providing large-scale rural employment to nearly 12 million people. It is also the biggest cottage industry after agriculture. The handloom sector contributes more than 20 per cent of the countrys fabric requirement. The bulk consumption of the handloom sector is by the domestic market while about 15 per cent of the total production is exported presently in the form of fabrics and made-ups. The technology employed in the handloom industry is simple and environment friendly. The loom itself is operated solely by human metabolic energy and requires space of barely 10 sq meters. The 4 million handlooms scattered throughout the country involve the efforts of some 15 million men and women predominantly in the villages.

2.

KEY COMPETITORS:

Some of the major industrialists in textiles are :

Nike:
Nike is the largest company in the industry, in other words it is the market leader. Nike constitutes approximately 1/3 of the world athletic shoe market and approximately of the US market. Nike constitutes great brand awareness on its large product mix, especially in basketball section. Although losing a bit from its huge market share in recent years, it seems like Nike would handle the market leader position for more years.

Reebok:
Reebok is the 3rd largest firm in the industry, after Levis. Until last few years Reebok had the second place in the industry in terms of sales, however, the company lost its place behind Levis. Like Levis and Nike, Reebok; as having a large product mix, can utilize economies of scale and economies of scope. With the two other industry giants, Reebok also differentiated in the industry by its high budget on advertising and R&D.

Converse:
It is one of the oldest companies in the industry. Converse focuses primarily on basketball section. The company holds about 3% market share, however, it has lost its old status and a bankruptcy seems very possible for the company in near future.

3.

ENVIROMENTAL SCANNING:

Political
Taxation policy Environmental protection laws Employment laws

Economical
Inflation Employment Disposable income Business cycles Energy availability and cost

Social
Demographics Distribution of income Social mobility Lifestyle changes Consumerism Levels of education

Technology
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology

4. PORTERS 5 FORCES

MODEL

Market segmentation
It is the act of dividing a market into distinct groups of buyers who require separate products. Its market research division has segmented consumers on the basis of following: 1. Geographic variables 2. Demographic variables 3. User status and lifestyle

Market targeting
Act of developing measures of segment attractiveness. Involves evaluating various market segments.

 Also targets the brands outside India.

Market positioning
Indias largest company.
LEVIS is market capital and no.5 in sales and profit.

LEVIS is the market leader.

They are the highest contributor in revenue.

CHAPTER 3: MARKETING STRATEGY

1. PRODUCTS OF COMPANY

Silvertab

Big & Tall Levis 501 Jeans Levi's 505 Jeans,

Big & Tall Levi's 550 Jeans Stretch Levi's Action Slack Fit Guide Solutions

512 Perfectly Slimming Straight Leg 512 Jean

Lazy One NightShirts & Socks

Levi's 524 SuperLow Straight Jean

T's Shirts Levi's Classic Shirts & Logo T-Shirts

Jacket

Men's Levi's Sherpa Lined Denim Jacket

Jacket Men's Levi's Relaxed Trucker Jacket

Jacket

Men's Levi's Flannel lined Jacket

Genuine Leather Belt with Levi's Classic Logo Antique Buckle! 1" (40mm). Waist sizes 30"-44". $23

Save 10% on 2 or more of same Levi's jean! Flat shipping fee up to 6 items

Caps Levi's Knit Caps

Levi's 569 Trend Core Jeans

2 .FOUR P's

Elements of the marketing mix are often referred to as 'the four Ps':

Product
A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategy to differentiate from its competitors.

Price
The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.

Place
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Place is not exactly a

physical store where it is available Place is nothing but how the product takes place or create image in the mind of customers. It depends upon the perception of customers.

Promotion

It represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

3. STP ANALYSIS OF THE COMPANY

Segmentation

Levis has segmented its customer in the following ways:-

Understanding needs and preferences of consumers Grouping customers based on their needs and preferences -- Customers with similar needs and preferences are included in this segment. Targeting the segment that the company can best meet the needs and preferences of - The Company targets the customers, of which it can meet the needs and preferences. I.e. customer needs higher- strength or low price. Branding the commodity -- Though being a commodity product, branding is important for a company. Provide required product to meet targeted customers' needs and preferences -- Delivering up to the expectations of the targeted segment.

Targeting

Its customer base represents the masses of India. The company targets on the important sources like shops in the country It targets the competitive companies like P&G. It Targets all Indian customers & communities. It targets an individual (Retail Marketing)

Positioning

A good brand positioning help guide marketing strategy by clarifying the brands essence but goals it help the consumer achieve and how it does so in a unique way. The result of the positioning is the successful creation of a customer focused value proposition, a cogent reason why the target market should buy the product.

4. DISTRIBUTION CHANNELS

Having access to good distribution is fundamental to good marketing. Business operators need to be able to deliver their products and services to the right people, at the right time, in the right quantities, and at the lowest cost. For the most part, this means understanding the various marketing channels, through which merchandise can be moved, and learning how to factor in additional storage and shipping costs. The selection of distribution channels is key to successful marketing.

There are a wide variety of possible distribution channels. Intermediaries, which help the producing company get their product to the end consumer includes: sales agents, retailers, wholesalers, selling agents, and maybe even direct mail. Intermediaries are used as go-betweens because the manufacturing company may not be familiar with the market situation in various areas of the country as they would like to be.

As for branded stylish wear, demand is mainly from people aged between fifteen and twenty-five. Most of them are students and white color professionals. Men make up the majority of the consumers. Students have become the particular sales target of the international brand Levis. Where does Levis distribute all their goods to target all their consumers?

According to a case study by Microsoft (Levis, 2010), Levis channels most of its distribution through a network of approximately 3,000 small retail stores. Nationwide, the main retail stores are department stores and sporting good shops. Marketing methods vary, however, across the country. In some places like Hong Kong and Shanghai, agents act as the main distribution channels for imported sports...

5. PROMOTIONAL STRATEGIES

Promotional strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

CHAPTER 4 : FINANCIAL ANALYSIS

1. SOURCES OF FINANCE

Share holders Fund:

Shareholder funds is all the money belonging to common stock shareholders which includes the balance of share capital, all profits retained and money classified as reserves.

Loan Funds:
A Loan Fund is a source of money from which loans are made for small business development projects. A loan is made to one person or business at a time and, as repayments are made, funds become available for new loans to other businesses. Hence, the money revolves from one person or business to another.

Deferred Tax Liabilities:

An LEVIS account on a company's balance sheet that is a result of temporary differences between the company's LEVIS accounting and tax carrying values, the anticipated and enacted income tax rate, and estimated taxes payable for the current year. This liability may or may not be realized during any given year, which makes the deferred status appropriate.

2. RATIO ANALYSIS

Current Ratio shows an average ratio of 1.21which is less than the ideal ratio is 2:1.

Cash Ratio shows as average greater than its ideal ratio that is 0.5. Debtors Turnover Ratio shows the amount of credit sales has been increased, collection period is derived as 18 days In the calculation of Working capital Turnover Ratio there is an adequacy of fund except the year 20092010. Gross profit ratio is fluctuating during the period of study. Inventory Turnover ratio implies that the Inventory has been utilized efficiently.

RATIO CURRENT RATIO QUICK RATIO CASH RATIO DEBTORS TURNOVER RATIO NETASSETS TURNOVER RATIO CURRENT ASSETS TURNOVER RATIO INVENTORY TURNOVER RATIO DEBT EQUITY RATIO EQUITY RATIO NET PROFIT RATIO

FY10 1.31 0.91 0.95 27.12 1.33 2.89 7.49 0.49 0.72 20.92

FY11 1.07 0.72 0.76 24.22 1.41 3.18 6.79 0.50 0.84 20.53

3. BALANCE SHEET

NO CHANGES IN ACCOUNTING POLICY

The Groups consolidated financial statements are prepared in accordance with International Financial Reporting Standards (IFRS). In line with IFRS, several new or amended standards and interpretations were applied for the first time in 2010. see Note 1 In 2010, there were no changes in the Groups consolidation and accounting principles. Therefore, changes in accounting policy and changes in management discretion in the application of accounting standards had no impact on the structure of the Groups balance sheet in the reporting period.

BALANCE SHEET STRUCTURE1) in % of total assets

CHAPTER 5: KEY LEARNINGS FROM THE COMPANY AND RECOMMENDATIONS

1.

PERFORMANCE ANALYSIS OF THE COMPANY

In this section we present all data reported for the calendar year of 2010. Since the majority of these locations did not report in 2010 or 2011 there is no target follow-up possible for this total group of reporters. For the smaller group of reporters, though, reporting for the three consecutive years of 2010, 2011 and 2010, a comprehensive target follow-up has been made.

We have 24 sites that have reported since 2010. In 2010 we added more sites to the Green Company reporting as described in chapter 1.1. Additionally, we decided to split out the data from the different buildings at our Headquarters in Herzogenaurach, Germany and our manufacturing site in Scheinfeld, Germany. This split allows for more accurate reporting and follow-up on the targets. As a consequence the list below shows 28 sites instead of 24 as in our reports of 2010 and 2011.

One other change within this group of reporting sites is that we removed our distribution centre in Bradford, United States, as this site was closed in 2010. Instead we included our distribution centre in Uffenheim, Germany, as the data for the years of 2010-2010 was available.

The following table presents environmental data for the locations that have been reporting for the years 2010, 2011 and 2010 respectively. The results for the four Spartanburg locations are listed separately. The reason is that all of them have been either starting up or closing down during the past three years and therefore have incomplete reporting coverage (based on calendar years) in that period. The subsequent table shows health and safety data for all 28 locations, for the years 2010, 2011 and 2010.Total

2. REASONS FOR THE EXPANSION OF COMPANY

FMCG major Levis is stepping up expansion in the skin care segment, on the back of its acquisition of Fem Care Pharma last year, with plans to expand range of products from the latter's stable besides launching a new brand of its own.

"Skin care is one segment where Levis has not had a sizeable presence. We plan to scale this up fast. It is a key focus area for Levis India this fiscal," Levis India Chief Operating Officer V S Sitaram said.

Going forward, he said, the company sees the segment becoming a key growth driver, for which it is "preparing a big offensive" in the market.

"Our skin care attack would be driven by a three-pronged strategy. The first would be the Gulabari range of mainstream skin care products offering the benefit of roses," he said. The second would be the Fem range of skin care products. The third would be "a completely new brand, details of which are currently not available," Sitaram added.

While Levi's presence in the estimated Rs 1,200-crore Indian skin care market is limited only through the Gulabari range at present, it is expecting to have a sizeable share as soon as it completes the Rs 203.73 crore acquisition of Fem Care Pharma by June-end.

Fem Care has products including Oxy Bleach, Fem Bleach, Botanica and Saka in its portfolio.

3. COMMENT ON ORGANIZATIONAL LEADERSHIP

If leadership in organizations really isnt an individual characteristic, then what is it, and what does it do? Its all well and good to argue that weve had it wrong all these years about how organizations are best

led; its even entertaining to see the self-involved and self-congratulatory individual leader hauled over the coals for a change. But when we refocus on the issue after absorbing these ideas, there they remain: organizations. And the question remains, as well: how are they to be led?

To begin with, the concept of organizational leadership, as described here, is not entirely new. For almost a century, various observers have glimpsed the self-organizing characteristics of groups, and their natural tendency, more or less of their own accord, to design and direct their own affairs. More than that, there have also been suggestions in the literature that leadership and authority are to be viewed as distinctly separate phenomena.

A self-organizing better, a self-leading group may sound terrific. But if youre an owner, youre likely to have some valid reservations about surrendering the fate of your investment and goals to that process. You will want, directly or through the medium of professional executive management, to direct and control the operation of that process. This is accomplished through placing a distinct and separate authority at the top of the organization, in order to manage the otherwise self-directing leadership that exists naturally within it.

That authority at the top is not leadership as commonly understood. Rather, it is command. It gives legitimate expression to the superior role of management over the inferior function of leadership. On the other hand, organizational leadership, as described in Managing Leadership, is inherent in the very nature of the organization. It arises from the peculiar relationships that form among people joined together in a collaborative effort. As such, it takes on an identity of its own, existing in these relationships, rather than merely in the individuals who enter into them. Thus, it both influences, and is influenced by, those individuals. It communicates their organizational impressions and needs throughout the organization.

In an intelligently managed organization, that leadership isnt a randomly operating process; its a propulsive force given motion by purpose, and by a joint effort to accomplish it. That is its natural tendency, its bias. But it is managements role to ensure that this organizational leadership has a substantive and meaningful core around which to form itself and to give it traction for advancing the organization toward its stated ends.

Using these as a basis, organizational leadership can provide the functions of leadership to an organizationally beneficial degree that cannot be matched by individual charismatic leaders alone. It is also far more reliably focused on the organizations ability to accomplish its own purposes and ensure its own sustainability (rather than resulting in the perversion of those to the interests of senior executive leaders).

4. GROWTH RATE OF COMPANY

Levis expects Rs 100 cr from north

Levis is expecting to increase its revenue at least by Rs 100 crore from the northern region in the current financial year.

Describing the companys success in this region, Adarsh Sharma, general manager (sales, north), Levis India, said the company had done a business of Rs 80 crore in the last financial year in the northern states including Punjab, Haryana, Jammu & Kashmir, and Himachal Pradesh, adding that this year an increase of at least Rs 100 crore with a growth rate of more than 100 per cent was expected.

Levis India Ltd, which recently re-launched its Denizen brand in the region, is eyeing a growth rate of at least 30 per cent from this product in the country.

Sharma said Denizen had a remarkable record in the past. It had earned Rs 30 crore in the last financial year and the company had a huge share in the market of mosquito repellents 96 per cent.

Our company is positive about the re-launch of Denizen. We hope it meets the expectations of customers in Punjab and Haryana. These two markets constitute 17 per cent of our countrywide sales, he added.

5. SWOT ANALYSIS

STRENGHTS
The strengths LEVIS Group are as follows: Companys name LEVIS signifies the quality image high standard and quality product. Loyalty from customers is also the major strength for the company. Employees are also loyal due to the decentralized culture of company. People trust on products due to the proper health and safety measures. Being a multinational company it has the capability to attract more customer than the local companies. Company has the ability to compete in a dynamic environment. Company always adapts the new technology.

WEAKNESSES
The weaknesses are as follows: There is not much margins for retailers to prefer its sales. The distribution cost is high as compared to the competition in the local market. Company mostly advertises suitings, advertisement is not so better.

OPPORTUNITIES

The opportunities are as follows: Various challenges, a huge opportunity that needs to be capitalized. Global Trade is expected to be triple from the current USD 305 Bn to USD 856 Bn. The company needs to increase focus on product development like new specialized fabric like Smart Fabrics, Specialized treatments etc.

THREATS
The Threats are as follows: Almost all the major players in the industry are competing with each other not only on the basis of lower prices but also on better quality.. Increasing Social and Ecological awareness is likely to result in increased pressure on the company to follow international labor and environmental laws. Regional Trade Alliances.

INDUSTRIAL VISIT REPORT

LEVIS products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major textile goods, while enhancing its offerings to entry level markets.

Being one of the fortunate lucky ones to get an opportunity to visit LEVISs.

LEVISs which is one of the largest textile company today. After heavy security measures, I were allowed inside the LEVIS complex. With the help of the guides, I went around the different sections of manufacturing unit and had closer look at the technologies and machineries that were used in the production of textile product. Normally, Companies like LEVISs do not let outsiders in its complex; and I was fortunate to have the opportunity of visiting the .

CHAPTER 6: FINDINGS

FINDINGS

The retailers on their outlets do not properly place the glow signboard and the company or distributors do not do the distribution of the boards properly.

Sales promotion schemes are important to influence the consumer. The retailer was dissatisfied by the promotional schemes of the company. The distributors were not distributing all the schemes properly to the retailer.

The competitors sales promotion schemes were not much effective but schemes were properly distributed to the retailers.

The company has strong distribution channel but the retailers were not satisfied by the services of the distributors.

Number of root is very less as compare to the size of the market.

The merchandising equipments distributed by the company are not being maintained properly by the company.

CHAPTER 7: CONCLUSIONSANDSUGGESTIONS

CONCLUSION & SUGGESTIONS

Conclusions

The research project titled as LEVIS enabled to understand the competition among the various other brand companies which have entered Indian market of retail after 2000 .LEVIS is one of the companies in the private sector which are doing exceptionally good in this sector due to their apparels to which people find very attracting according to their needs. The reasons for this are many like it is a company with very strong brand names: LEVIS is the no. 1 retail Manufacturer in India also largest retail unit in the world. And is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns. LEVIS is expanding itself most aggressively; as a result a great demand for real estate is being created. LEVIS retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shopping centers.

Suggestions

LEVIS, in the present scenario is growing at an aggressive pace. The company does a lot of survey & analysis in the market to discover customers needs & expectations & tries to improvise on its existing market linked plans along with RETAIL policies. In addition to this , the company from time to time keeps on introducing various new SCHEMES to cater peoples interests. This has enabled Levis to become market leader in the sector of footwears and clothes

BIBLIOGRAPHY

INTERNET :http://www.bing.com/search?FORM=DNSAS&Q=www.LEVISindia.com http://www.google.co.in/ http://www.LEVISindia.com/grp.asp http://m.in.yahoo.com/?p=us