STUCK IN THE MIDDLE

PORTER’S GENERIC STRATEGY

COST DIFFERENTIATIO
FOCUS
LEADERSHIP N
STUCK IN THE MIDDLE
A business that fails to
develop its strategy in one
of the directions; Cost
Leadership, Differentiation,
niche focus….is a business
that is ‘Stuck in the
Middle”
Levi Strauss & Co is an American clothing company known worldwide
for its LEVI’S brand of denims jeans.

It was founded in May 1853 by a German immigrant Levi Strauss.

In 1990’s, Levi's faced competition from other brands.

Levi’s prices remained higher than its rivals in order to differentiate

itself.

Competitors followed the low-cost model by reducing their prices.

Cost leadership strategy to survive in the industry.