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Repositioning Three Firms Engaged in
Words: 415 Length: 1 Pages Document Type: Thesis Paper #: 15950719
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Placement is another area in which American Eagle can make a change. They can open new stores that offer a slightly less intense shopping experience, and position those stores in a more urban setting than their current suburban base. American Eagle's repositioning should not come at the expense of its current positioning as a relatively fashion-forward mass marketer. The new target market will respond to this, especially the members who have already been shopping at AE. With respect to price, marketing to consumers that have now entered the workforce will give AE the opportunity to move into higher price points. The production costs on the new goods will not likely be significantly higher, so the result will be improved margins.

The advertising will be key to reaching this group. American Eagle currently only reaches this target market incidentally, as their marketing occasionally reaches members of this demographic. The company will…

Marketing Mix Promotion Strategies Assume That You
Words: 1146 Length: 4 Pages Document Type: Essay Paper #: 83119156
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Marketing Mix: Promotion Strategies

Assume that you are the newly hired promotion manager for Brooks Brothers and that the VP of Marketing wants you to prepare a report on how the designer's/brand's product/good is currently marketed and to begin to think about what changes, if any, you might want to see made in the promotion of that designer's/brand's products/goods.

What promotion makes the designer's/brand's products different from its competitors?

Brooks Brothers is one of the most famous marketers of classic clothing for men and women in the world. Its generations-old name and reputation for quality distinguishes it from its more recently-arrived competitors. Unlike the classic British fashion house Burberry, it has not tried to brand itself as a more trendy fashion line for the young, and showcased streaming podcasts of its fashion shows and crowd-sourced photographs and fashion advice. Brooks Brothers specializes in simple, clean lines and its current marketing…


Spiffing up Brooks Brothers. (2001). Business Week. Retrieved May 17, 2011 at 

Werdigier, Julia, (2009, November 11). Burberry looks online. The New York Times.

Retrieved May 17, 2011 at

Industry Has Perfected the Use
Words: 1577 Length: 5 Pages Document Type: Research Paper Paper #: 94216532
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Although the general public is not likely to know what semiotics is the concepts that have been used by the cultural study known as semiotics have been used by advertising and marketing professionals for a number of years. Through the use of semiotics such professionals have successfully used the information and techniques suggested through semiotics to manipulate the consumer culture so that certain products are now considered to represent style, success, and power in modern society. Semiotics, which is simply, the study of signs and their impact on life, is not a recognized science but incorporates many of the same techniques in defining its studies and recommendations. egardless of its acceptance as a legitimate educational discipline, semiotics has successfully transformed modern culture through its use by advertisers and marketers. It has allowed manufacturers such as Burberry and Gucci to become not only leading clothing manufacturers but also cultural icons. Cultural…


Ahuvia, A.C. (1998). Social criticism of advertising: on the role of literary theory and the use of data. Journal of Advertising .

Beasley, R. (2002). Persuasive Signs: The Semiotics of Advertising. Berlin: Mouton De Gruyter.

Fox, I. (2010, September 15). British fashion industry now worth nearly 21 Billion Dollars a year. Retrieved August 28, 2011, from 

Gers, D. (2009, October 14). Social Climbing: Luxury Fashion Brands Must Embrace Social Media. Forbes .

Social Media Consumer Engagement
Words: 2414 Length: 12 Pages Document Type: Essay Paper #: 78498125
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Business Communication Class


Analysis of the ALDO Shoes' Social Media Strategy

However, as Douglas Bensadoun, VP marketing and creative director has been quoted as saying, "fashion retailing is relentless, it's a beast that needs to constantly be fed" (Surridge, 2012). esearch has identified many of the current best practices and innovative strategies that are being used in the industry and compiled the top three social media focal points that are suggest over the coming year. These mediums include:






Fashion on Social Media

#1 -- Facebook

#2 -- eddit

#3 -- Pinterest



Figure 1 - Aldo's Official Social Media Channels (Aldo, N.d.)

Figure 2 - Social Media Traffic Statistics for Top Fashion Brands (Boland, 2015)

Figure 3 - Boland (2015) esearch Findings

Figure 4 - Burberry Social Media Ad (Sharma, 2015)…


Aldo. (N.d.). Homepage/Main Landing Page U.S.. Retrieved from Aldo: 

ALDO Shoes. (2016, March 23). ALDO Shoes. Retrieved from Pinterest: 

Boland, G. (2015, November). Which Brand Sectors are Building the Biggest Social Channels? Retrieved from NewsWhip: 

Cao, L. (2014). Business Model Transformation in Moving to a Cross-Channel Retail Strategy: A Case Study. International Journal of Electronic Commerce, 69-96.

Direct Selling a Lot of Companies Are
Words: 2546 Length: 8 Pages Document Type: Essay Paper #: 70870066
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Direct Selling

A lot of companies are resorting to marketing one-to-one or concentrating on a narrow niche. For this reason, the respective corporations find it preferable to make use of direct communication with their clients who are typically a small targeted group that are considered after much thought. Direct communication helps the companies in obtaining a quick feedback from the clients that quickens the pace of their decision making. Over the years, the paradigm of direct communication has come a long way because of the dramatic evolutions in technologies and because of the introduction of new marketing media, particularly the usage of Internet.

Direct mailing and electronic catalogs, facilitated by Internet technologies have allowed for the implementation of models related to direct marketing (Jonker, Piersma, & Potharst, 2006; Liao & Chen, 2004; 2011). esearchers in the past have made use of direct communication as a model of complete business or…


Bolton, Ruth N., P.K. Kannan, and Matthew D. Bramlett (2000), Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value, Journal of the Academy of Marketing Science, 28 (Winter), 95 -- 108.

Bowman, Douglas and Das Narayandas (2001), Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior, Journal of Marketing Research, 38 (August), 281 -- 97.

Coughlan, A.T., & Grayson, K. (1998). Network marketing organizations: Compensation plans, retail network growth, and profitability. International Journal of Research in Marketing, 15(5), 401 -- 426.

De Wulf, Kristof, Gaby Odekerken-Schroder, and Dawn Iacobucci (2001), Investments in Consumer Relationships: A CrossCountry and Cross-Industry Exploration, Journal of Marketing, 65 (October), 33 -- 50.

Recreation Proposed Quantitative Research Outdoor
Words: 2064 Length: 6 Pages Document Type: Research Proposal Paper #: 2636582
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Additionally, participating teachers will be drawn from public schools in the same state to mitigate the possibility that geographic factors will intervene to too great a degree. That said, consideration will be made to distinguish the specific school districts, socioeconomic conditions and racial factors present in different schools. Without making any preemptive deductions, these preliminary details may be used to help yield evidence of connections which might be used for future study.

The Likert Scale model of survey will be distributed through the email listserv at participating schools, requesting respondents to rate on a scale of 1 to 5 to what extent they agree or disagree with statements provided in the survey. These statements will primarily concern the presence or absence of sufficient outdoor recreational opportunities and the connection between said opportunities and academic performance.

This would be considered a true experimental quantitative study, where a control and experimental group…


Brown, P.; Sutterby, J.A. & Thornton, C.D. (2002). Dramatic play in outdoor play environments. Parent Teacher Organization Today.

Burberry, J. & Learoyd, B. (2005). Leeds Childhood Obesity Prevention and Weight Management Strategy. Leeds Children & Young People. Online at .

Montessori, M. (1986). The Discovery of the Child. 4th. New York: Ballantine Books.

Office of Communications (Ofcom). (2004). Children's food choices, parents' understanding and influence, and the role of food promotions. Office of Communications. Online at .

Startup Luxury Brand
Words: 3030 Length: 10 Pages Document Type: Research Proposal Paper #: 36470034
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Luxury Brand

The business idea is to start a luxury brand. The concept of luxury is difficult to pin down, because it is relative. Marketers have misused the term commonly, but despite this, and the emergence of a substantial grey area, the category of luxury brand is still understood fairly well by consumers. Theoretically, luxury falls at one end of a luxury-necessity axis. A luxury brand, therefore, implies that the product's benefits fall almost entirely towards the luxury end of this spectrum (Heine, 2014). Any given product has a certain intrinsic value -- a car is a means of transportation. But luxury implies that the intrinsic value is a relatively small portion of the total value. Most of the value in a Bugatti Veyron lies far beyond its utility as a transportation machine. The same can be said for any luxury brand -- very little value in a Hermes scarf…


Heine, K. (2014). The concept of luxury brands. Concept of Retrieved November 24, 2014 from

Roberts, A. (2013). Louis Vuitton loses ground as world's most valuable luxury brand. Bloomberg. Retrieved November 24, 2014 from 

Roberts, A. (2014). Luxury brands can't avoid the Internet any longer. Business Week. Retrieved November 24, 2014 from 

Shea, E. (2014). Future of fashion brands depends on millennial brand affinity. Luxury Daily. Retrieved November 24, 2014 from

Starting a New Business What
Words: 745 Length: 2 Pages Document Type: Term Paper Paper #: 79998672
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com, p.2). But unlike a corporation, which has many investor-owners in the form of shareholders, an LLC is not considered separate from its owners for tax purposes and thus the owner is not taxed twice, upon his earnings as an individual and what he or she earns from the LLC. In contrast, a corporation is considered a fictive person under U.S. law ("LLC," 2007,, p.2). Also, shareholders have control over the operations of the corporation, while the owners of the LLC have as much control over the business as a sole proprietor.

hat is all this about the different things that determines cash flow?

Cash flow, quite simply, is how much money goes in and goes out of the organization. Cash flow 'out' includes wages, expenditures on equipment, supplies, and maintenance, and must be tracked on a monthly basis. Also, cash flow may vary from year to year and…

Works Cited

L.L.C."(2007). Retrieved 22 Oct 2007 at

Sole Proprietor." (2007). Retrieved 22 Oct 2007 at

Swarovski's Customer in the Digital
Words: 5507 Length: 17 Pages Document Type: Literature Review Paper #: 43047950
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Based on the attributes of luxury brand, the luxury brand requires special marketing strategy to achieve brand objectives. The strategy assists in developing global brand reputation as well as forming brand awareness within the global competitive environment. (Moore and Birtwistle 2005).

In the contemporary marketing environment, experiential marketing has become a cornerstone of marketing, and retailing for luxury brand. Experiential marketing is the technique of viewing consumer as an emotional and rational being who aims to achieve pleasurable experiences. (Atwal et al. 2008). Typically, experiential marketing offers customer memorable experiences in order to achieve customer satisfaction and competitive market advantages. The experiential marketing uses different tools to create the memorable experiences for customers. For example, experiential marketing organizes entertainment for customers in order to educate them, allow them to escape the reality, as well as giving them aesthetic objects or places to see. Experiential marketers use different tools to create…


Atkin, D. (2004). The Culting of Brands: When Customers Become True Believers. New York: Portfolio.

Atwal, G. & Williams, a. (2008). Luxury brand marketing -- the experience is everything! Brand Management .16 (5/6):338 -- 346.

Belch, G.E. & Belch, M.A. (2003). Advertising and Promotion, an Integrated Marketing Communication Perspective (Sixth Edition). The McGraw-Hill Companies.

Bruce, M . And Kratz, C .(2007). Competitive Marketing Strategies in Luxury Fashion Companies. in: T. Hines and M. Bruce (eds.) Fashion Marketing: Contemporary Issues, 2nd edn., New York: Elsevier / Butterworth-Heinemann.

Louis Vuitton Marketing Louis Vuitton in Japan
Words: 2904 Length: 10 Pages Document Type: Essay Paper #: 37327678
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Louis Vuitton Marketing

"Louis Vuitton in Japan" explores the history, heritage and phenomena that the LV brand is today and how it expanded globally to widen its reach to all consumers of luxury. Through strategic extension of its network throughout the world, Louis Vuitton built itself from one city in France to a vast system of inter-related, complex actors that serve the avid, fashion lover. Special emphasis is on the Japanese sector as it contributes an immense magnitude in terms of turnover and profit to annual ones. (Paul, Ferroul, 2010)

Incorporated in the year of 1854 under the name of "Louis Vuitton: Malletier a Paris," Louis Vuitton, the founder, pioneered flat bottom trunks which were an innovation for its early time. The luggage items advocated lightness and superior storage volume. Thirty years later, it increased its geographical scope to London, England at a premium location (Oxford Street). By 1888, it…


Feroul, C. And Paul, J. 2010. Louis Vuitton in Japan, case study, Richard Ivey School of Business.

Exhibit 7, Louis Vuitton in Japan, 2010, case study, Richard Ivey School of Business

The Foundation, Louis Vuitton in Japan, case study, Richard Ivey School of Business

Social Business and Retailer
Words: 12746 Length: 50 Pages Document Type: Dissertation Paper #: 58098465
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Using contemporary illustrative examples from academic literature and reputable business publications, discuss the concept of "Social Business" and the resultant opportunity and challenges that are currently being faced by the retail industry globally.

Concept of Social Business

Concept of Social Business with etailers

Social Media and etailing

Best Practices in Administering Social Media

There is a growing body of research that confirms that companies of all sizes and types can realize a wide array of benefits from the use of social media networks. While the types and applications of social media experience constant change, social media content such as blogs and microblogs have become some of the more popular social media tools that have emerged in recent years. Although there a number of benefits and advantages that can be achieved through the use of social media resources, there is a concomitant danger that inappropriate or misguided content can backfire…


'About MySpace,' 2013, MySpace. [online] available: .

'About YouTube,' 2013, YouTube. [online] available: .

Anderson, DJ 2011, Winter, 'The Foray into Social Media: A Clinician, and Skeptic,

Sold,' Frontiers of Health Services Management, vol. 28, no. 2, pp. 23-29.

Conspicuous Consumption the Relationship Between Luxury Purchase
Words: 8087 Length: 29 Pages Document Type: Term Paper Paper #: 81374108
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Conspicuous Consumption

The Relationship between Luxury Purchase as Conspicuous Consumption and Y Generation -Take Designer rands for Example

Conspicuous consumption is a complex concept that requires a great deal of quandary. Conspicuous consumption is often thought of as unnecessary spending or the purchasing of products that are not necessities. Increases in upward mobility have increased conspicuous consumption patterns in nations around the world.

Marketing professionals are eager to find the target markets that engage in conspicuous consumption. The purpose of this thesis was to examine the conspicuous consumption of the Y Generation in Taiwan.

Our research found that there are clear differences between luxuries and necessities and that the characteristics that distinguish each can differ from country to country. The discussion also discovered that conspicuous consumption is defined as "the consumption of goods and services on a grand scale for the purpose of demonstrating pecuniary power rather than that of…


Dictionary. Webster's Revised Unabridged Dictionary, © 1996, 1998 MICRA, Inc.

Golden boys and girls." 2004. The Economist. 27 June 2004.

Ackerman, Frank. "Consumed in Theory: Alternative Perspectives on the Economics of Consumption." Journal of Economic Issues 31.3 (1997): 651+. 

Bao, Yeqing, and Alan T. Shao. "Nonconformity Advertising to Teens." Journal of Advertising Research 42.3 (2002): 56+.

Effect of Smartphone Apps on Business Models
Words: 3754 Length: 12 Pages Document Type: Term Paper Paper #: 15288495
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Innovations in Smartphone Apps

Wireless technology is one of the fastest-changing phenomena in the world today. No single day passes without the telecommunication industry experiencing some new development that revolutionizes the way information is accessed and used. This technological evolution brings about improved security, increased coverage and greater throughput, and in so doing, impacts on information accessibility. Although this evolution has had an impact on almost all spheres of human life, the world of business stands out. The scale on which businesses can access corporate data today has never been experienced before. With mobile technology for instance, the retrieval of sale-closing or account-servicing information no longer depends on the proximity to the premises' LAN. Companies are, therefore, in a position to conduct business from anywhere, twenty-four hours a day, seven days a week.

It would be prudent to begin by outlining some of the significant mobile technology advancements realized in…


Agbinya, J.I. & Masihpour, M. (2010). Part III: WiMAX and LTE Link Budget. In J. Agbinya (Ed.), Planning and Optimization of 3G and 4G Wireless Networks (pp. 105-160). Aalborg: River Publishers.

AT&T. (2014). Machine to Machine Solutions. AT&T. Retrieved from 

Forlano, L. (2008). Anytime? Anywhere?: Reframing Debates around Municipal Wireless Networking. The Journal of Community Informatics, 4(1), 401-438.

Hampton, T. (2012). Recent Advances in Mobile Technology Benefit Global Health, Research, and Care. JAMA, 307(19), 2013-4.

Capellon Their Problems and Solutions
Words: 5269 Length: 13 Pages Document Type: Capstone Project Paper #: 52605345
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My work as a management consultant means that I must analyze and assess the marketing sector of the pharmaceutical company in a continuous and ongoing fashion. This means that I need to provide help in shedding light on the company's top management as a means of comprehending how the activity of this department is evolving in reference to concrete strategies, goals which are not realized and fundamental performance indicators which report smaller values when compared with the exact same period of the previous year. This paper will look at the unique case of Capellon, a company which is currently in a marked decrease in sales, despite a marked financial and staff push to increase their sales. This paper will discuss the unique needs and stressors of this company and will determine the specific weaknesses which are leading it to be so dysfunctional. Finally, the paper will discuss a particular,…

Resources, 1st ed. Mason, OH: Southwestern Cengage Learning.

Dunn, S. (2008). Can emotional intelligence help your company with risk management? Manager Wise. Retrieved from 

Kent, R. (2013). Ensuring organizational success and progress. Strategic Management. Retrieved from

Kent, R. (2008). Entrepreneurs work hard to avoid risk. Manager Wise. Retrieved from  

Dimensions of Marketing
Words: 2247 Length: 6 Pages Document Type: Essay Paper #: 38934239
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Marketing Plan

The author of this report has been asked to take on the role of a Chief Marketing Officer of a United States department chain that competes on the same level as Macy's and Nordstrom's. As part of the plan, the overall strategy will be enumerated and discussed, the product/market boundaries will be looked at, the marketing segmentation strategy will be identified, the customer relationship management strategy will be described, the general strategy of collecting information about potential customers will be given and all of the above will be buttressed and reinforced with three academic and scholarly resources. While taking on the role of marketing leader in a retail environment can be complex and difficult, there are several core strategies that should always be present and they are not hard to understand conceptually.


The overall marketing-driven strategy is going to be dictated in large part by the fact…


Crockett, D. (2009). Marketing blackness: Using race to sell products. Business & Economic

Review, 55(3), 6-9.

Port, K.L. (2012). A case against the ACTA. Cardozo Law Review, 33(3), 1131-1183.

Treanor, T. (2010). Amazon: Love them? Hate them? Let's follow the money. Publishing Research Quarterly, 26(2), 119-128. doi:10.1007/s12109-010-9162-7

What's Wrong With JC Penney
Words: 1182 Length: 3 Pages Document Type: Research Paper Paper #: 10028152
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esearch Project Proposal - J.C. Penney's

JC Penney's

Overview of Organization

The J.C. Penney Company was once the dominant player in the retail industry as it was founded in the beginning of the twentieth century. However the company is now a holding company for struggling department store operator J.C. Penney Corp is still one of the largest department store and e-commerce retailers in the United States, J.C. Penney Corp. operates some 1,100 J.C. Penney department stores in 49 states and Puerto ico. There are also about 10 Foundry Big & Tall Supply Company stores. These stores were launched in 2011 (Hoover's, 2014). J.C. Penney stock used to move back and forth between twenty-five and forty-five bucks but it started to crater at the start of January 2012 until it bottomed out in the latter half of 2013. However, the stock has since…


Abbott, J. (2003). Does employee satisfaction matter? A study to determine whether low employee morale affects customer satisfaction and profits in the business-to-

business sector. Journal of Communication Management, 7(4), 333.

Hoover's. (2014). JC Penney Company, Inc. Sales. Retrieved from Hoovers:

Consumer Choice Seem 'Obvious' to a Naive
Words: 919 Length: 3 Pages Document Type: Research Paper Paper #: 69943868
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consumer choice seem 'obvious' to a naive observer, namely that consumers will inevitably prefer cheaper products over more expensive ones, and more products rather than fewer items. However, psychological research suggests that 'common sense' does not always hold true when it comes to market research, hence the need for companies to spend money on obtaining such findings to improve the use of scarce money and time when seeking to reach the public. This paper will present a review of three peer-reviewed articles in the field of consumer research on human subjects which provide further nuance to the study of consumption habits.

According to Dai & Fishbach (2014), although the presence of products can stimulate the desire to consume, so can the absence of such products. If 'absence makes the heart grow fonder' in the case of romance, the same can be said to be true of buying consumer goods. One…


Middleman, M., Andrade, E.B., Chattopadhyay, A. & Brendl, C.M. (2014). The offer framing effect: Choosing single vs. bundled offerings affects variety seeking. Journal of Consumer Research, 41(4), 953-964. doi:10.1086/678193

Ward, M.K., & Dahl, D.W. (2014). Should the devil Sell Prada? Retail rejection increases aspiring consumers' desire for the brand. Journal of Consumer Research, 41(3), 590-609.

Xianchi, D. & Fishbach, A. (2014). How nonconsumption shapes desire. Journal of Consumer Research, 41(4), 936-952. doi:10.1086/678302

Financial Analysis of Apple Inc
Words: 1557 Length: 5 Pages Document Type: Research Paper Paper #: 15038355
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Apple Financials

Major Line of Business

Apple designs and markets consumer electronics. The company has a strategy of integration that sees it as a designer of both software and hardware, which is unique in the industry. Apple competes as a differentiated player, with products priced at the high end of their respective ranges. The major business lines for Apple are as follows. In the 2015 fiscal year, the iPhone contributed $155 billion in revenue out of a company total of $233 billion. The Mac line of computers contributed $25 billion, iPad $23 billion, services nearly $20 billion and other products a further $10 billion. The iPhone saw a strong increase in sales for the fiscal year, while the iPad experienced a substantial decline in sales. Sales are spread around the world. The Americas is the largest geographic segment with $93.8 billion. This is followed by Greater China, with $58.7 billion…


Apple Inc. Form 10-K for the 2015 fiscal year. Retrieved February 20, 2016 from

Mead, C., Stilwell, V. & Gangar, S. (2013). Apple's $145 billion in cash fails to win AAA debt rating. Bloomberg. Retrieved February 20, 2016 from 

MSN Moneycentral (2016) Apple Inc. Retrieved February 20, 2016 from 

Niu, E. (2015). Will Apple, Inc. raise its dividend in 2016? Motley Fool. Retrieved February 20, 2016 from

Starbucks Financial Assessment
Words: 4054 Length: 10 Pages Document Type: Essay Paper #: 80392345
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1. Introduction

Firms may be successful by satisfying customer needs, but their ultimate accountability for financial performance is to the owners of the firm. Actions undertaken by quoted firm will usually have the direct, or indirect, aim of generating revenues and profits for the firm, and therefore the owners (Tarraf, 2012). When investors assess a potential investment they will look at the financial performance of a firm, assessing the past performance, with consideration of the way current and expected strategies will impact on the organizations performance, in the context of the expected macro-environmental conditions (Bodie, Kane, & Marcus, 2014). The investors will assess the share price of the firm, being more likely to make a purchase if they believe the value of the share is likely to increase with a significant amount of the assessment based on assessments of past performance (Hens & Rieger, 2016; Nellis & Parker, 2006). This…

Managing Theft with low tech and high tech techniques
Words: 675 Length: 3 Pages Document Type: Essay Paper #: 65338254
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Security Lighting Survey of a Facility
The facility selected for this study is Aventura Mall. This is a major regional shopping mall that is situated in Aventura in the state of Florida. This is the biggest conventional shopping mall in the state with an area of more than 2.8 million square feet. In addition, Aventura mall has three different floors of retail space, consisting of more than 300 businesses selling commodities and services. The center is anchored by five department stores, including Nordstrom, Bloomingdale’s and Macy’s, and features luxury retailers such as Gucci, Louis Vuitton, Cartier, Burberry, Fendi, Givenchy, CHANEL Fragrance & Beauty, Bally, Breitling, Tiffany & Co., Rolex and many more (Aventura Mall, 2018). The main objective of this assignment is to complete a security lighting survey of this particular mall, which takes into account fundamentally examining the exterior lighting and those found around the doorways as well as…

Dockers Is a Levi Strauss Brand That
Words: 1086 Length: 4 Pages Document Type: Essay Paper #: 8871490
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Dockers is a Levi Strauss brand that was initially launched in 1986. Throughout the 1990s Dockers rode a wave of success as business casual gained acceptance in the workplace, and khakis became the pants of choice in mens casual wear. Dockers was at the forefront of the business casual movement and its brand became synonymous with khakis. Such success spurred brand expansion; in 1998 Dockers launched a line of clothing for women, and eventually clothing for children. Over the next several years, the Dockers brand expanded internationally and entered other product categories, such as accessories and clothing beyond khaki pants.

With such expansion, though, came lack of focus as Dockers moved farther away from the early success of its original model. Karen iley-Grant, the current director of global consumer marketing for Dockers says that the brand "…went through a kind of midlife crisis, splintering the message and our advertising started…


Duffy, S. (2010). The Superbowl's biggest winners were also its biggest losers. Brand rants. February, 2010. Accessed July 8, 2010, from

Levi Strauss. (2010). 2009 annual report. Accessed July

9, 2010, from .

Marsh, A. (2009). How to market in a downturn.