In 2002, following 6 years of decline. Levi Strauss, a US clothing manufacturer, negotiated to sell Levi jeans in Wal-Mart stores in order to revive the brand. Because Levis sold at a 33% premium over the average cost of jeans in the US, the company was required to manufacture a line of less expensive jeans for Wal-Mart, Initially sales of Levi jeans increased but the sale of Levis at Wal-Mart tarnished the image of the 150 year old American icon....

BPIR Categories

4.1.4 Develop & implement marketing strategy
4.2.2 Negotiate terms

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