個案總覽

YRIX Communications Corp. is considering how to expand internationally in view of the maturation of the U.S. market. At issue is which countries to enter and how to enter each market.

As a result of a coordinated strategy to establish Levi's as the original, premium American jean, Levi Strauss Japan K.K. has become the leader in Japan. Japan's jeans market is changing: the market is contracting, competition is increasing, and structural changes are occurring in the distribution channel. The issue for Levi is to develop a strategy for success given these changes in Japan.