...concept of differentiation of products, target customers group and building relationship between consumers and brand. It helps to create efficient environment, good planning of the ways, in which the brand could be reliable in the market. There are numerous of brands in the world fashion industry but only some of them are luxury with high level of credibility. To escalate brands are used such elements as innovation and creativity, quality, marketing strategy and management. In the essay, one of the most popular brand will be analyzed. Armani is one of the world’s leading fashion brand. It was founded by Giorgio Armani from Italy. The brand started as “Giorgio Armani” and from the beginning, the main aim was to produce high quality of products and services for intelligent people in classic style. The words of Giorgio Armani are as a justification of his goals: “My philosophy has always been to help women and men feel comfortable and confident through the clothes they wear”. Over the years, Armani introduced few lines of this brand in order to reach another target market and other price, but still with keeping an elegant, sophisticated, and inspiring brand identity. As to speak about main keys of the Armani’s success, the first one should be following: over the last thirty years brand has continued to stay classic and current. For the fashion company it is essential prerogative, because classic fashion will never be unfashionable and unnecessary. The demand for these clothes...
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...Diversification Strategies Diversification strategies are used to expand firms' operations by adding markets, products, services, or stages of production to the existing business. The purpose of diversification is to allow the company to enter lines of business that are different from current operations. When the new venture is strategically related to the existing lines of business, it is called concentric diversification. Conglomerate diversification occurs when there is no common thread of strategic fit or relationship between the new and old lines of business; the new and old businesses are unrelated. Diversification is a market strategy, which is about expanding the business of the company in some way. It stretches from adding new products or services, which in some way are related to the corporation’s previous products or services on the market, too establish oneself with new, on a from the corporation’s point of view, completely unknown market (Grant). Although the idea of diversification as a strategy for growth and risk reduction is rather old, it was only after 1950 it became popular to let the corporation expand over different markets and product lines. This growth strategy continued to attract more and more companies, until it culminated in the 1970s when it became popular to build conglomerates, that is, companies expanding by adding more and more unrelated business to the corporation, often via acquisitions. In the following decades, the...
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...srt THE COHESION CASE: ADIDAS GROUP - 2011 Evaluation of Vision/Mission Statement 1. The Adidas Group strives to be global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. * Market * This mission component clarify that AG compete with other competitors such as Nike, Under Armour (UA), Callaway Golf (ELY), and the Armani Group. 2. We are committed to continuously strengthening our brands and products to improve our competitive position. * Products or services * In this component of mission statement, Adidas Group has sold three main product groupings to their customers which are footwear, apparel and hardwear. * For example, Adidas even become the major supplier of team kits for international football teams to remain international competitive. 3. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. * Technology * Regarding to the component in this statement, it can be seen that the new Adidas product is the Adizero Feather, the lightest everyday running shoe weighing only 160g which enables the athletes to run faster and improve performance. 4. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. * Customers ...
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...MK325 Tuesday, 23 November 2010 Write an individual essay, developing the arguments both for and against franchising as a mode of foreign market entry, outlining also any elements of risk arising for franchisor and franchisee and how they may be minimized. Tavano Filippo Dr.Paliwoda Stanley, Dr. Jafari Ali Akbar To understand the effects of globalization and the challenges it presents is assisted through the use of modern communication technologies and also the ability to expand into newly opening local markets and exposing them to new methods of production and marketing (FranExcel, 2001). However new challenges often occur, such as the use of managerial insight and intelligence, to examine a variety of different systems that will be able to compete amongst the already established “local” competition, which in some markets can prove to be extremely severe. The ability to compete, hold a strong place in the market and position the company accordingly, can only be achieved by the employment of franchising. This system has an extremely successful track record and allows the user to ensure the company’s prosperity and carry it confidently into the future. One of the principal tactics in doing business in today’s current environment, particularly for SMSs, is franchising. This method has been improved ever many years through trial and error and has become a clear concise process. It has been exposed to many different business relationships such as agencies, distribution...
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...Dijon Miller Classification Essay 11MW 25 March 2013 The Jaguar Runway Every morning many students get out of bed asking the same question: “What am I gonna wear today?” First impressions mean everything in the world today and it makes finding the answer to this question is somewhat difficult. The campus is full of fully-dressed students that can be divided into three styles; the over-dresser, the casual dresser, and the anti-dresser. All of these styles can tell a lot about the type of students here at Southern University of Baton Rouge. The most noticeable of the three is the over-dresser and of course that is the way it is expected to be. They are the ones recognized right away; rocking the latest fashion that looks as though they came straight from the runway. The “designer” girls wear silk blouses, Calvin Klein jeans, and spiked, high-heeled shoes or boots. The guys wear Ralph Lauren shirts, jeans with a designer logo, and strands of gold showing at the neck of their shirt. Their choices of shoes lean toward the brand new Air Jordan’s or Nike Air Max. With the over-dresser it’s always about looking their best at any given moment; no matter if it is “Pretty Wednesday” or not. On Pretty Wednesday, everyone usually wears their business attire. I wouldn’t be surprised to see a guy in the cafeteria sporting a Giorgio Armani suit. People in this category like to have all eyes on them, and while that’s not necessarily a bad thing, we must be aware of those who let the...
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...How to Dress with Style Approximately 1,353 words Everyone has something they’re good at: whether it’s writing, playing sports, cooking, dressing and so on. For example, Kurt Vonnegut Jr., an author that dedicates his work to his audience; shares his “literary style” by illustrating his advices to his reader to take writing seriously and wants writer to apply his writing style to their work. For instance, he wants writers to find a subject he or she cares about, keep it simple, sounds like yourself and so on. In this essay, I want to share my personal guide to how to dress with style. There’s an old saying, “The clothes don’t wear you, you wear the clothes”. I often see someone on the street dressed so horrendously that I see only the clothes, and not the person wearing the clothes. For example, I saw someone wearing baggy business suits in the financial districts, like we’re in the 90’s. As a result, he definitely left a bad impression. Dressing stylishly is not easy; however, it is a great investment and gets the person going everyday asking the same question: what should I wear today? In order to dress stylishly, you ought to have the essentials mastered, such as tailored fit, color coordination and self-confidence. I feel like every individual should dress with style because the way they dress reflects their personality and dressing with style means that you are doing it your way. The key to dress stylishly is be yourself because your fashion sense, taste and style should...
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...and that of its rivals (Grant, 1991). According to Grant (1991) the RBV sees organizations as a collection of resources which when combined forms organizational capabilities. The goal of every business strategy is to achieve a sustainable competitive advantage. According to Collis and Montgomery (2008) a firm’s resources are responsible for its better performance while working in a dynamic environment which academics term as resource based view of the firm (RBV). The RBV analysis assumes that both resources and capabilities are important for better performance and explains why some firms perform better than others in an industry. Using RBV as a framework this essay aims to examine how ZARA generates sustainable competitive advantage. (Opening is good, you have been able to introduce theory that would be discussed the essay). “A fast fashion system combines quick response production capabilities with enhanced product design capabilities to both design latest products that capture the latest consumer trends and exploit minimal production lead times to match supply with uncertain demand” (Cachon and Swinney, 2011). Fast fashion is widely gaining recognition as being a key enabler for success for modern fashion retailers (Barnes and Lea-Greenwood, 2006). Fashion retailers such as ZARA, H&M and Benetton have adopted this strategy in order to enhance its business system and gain competitive advantage. ZARA was established in 1975 and is the flagship of Inditex (Industria de Disen˜o...
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...MKTG203 Investigative Essay: Consumer Influence on Brand Meaning The marketing team or the end consumer: Who determines the underlying meaning behind an established brand? By design, the marketing of a brand or product is undertaken with the intention to stir a response within a consumer about the apparent value attributed to that product or brand, and ultimately result in the consumer making a purchase. With that in mind, one could assume that the definitive meaning of a brand would be formed as the general intention of the marketers who have either created the brand, or currently work on it. This essay will debate that it may indeed be consumers that have the capacity to determine a brand’s meaning, rather than the marketer responsible for the brand, and that this newly developed meaning may not even be remotely comparable to the marketer’s initial intended meaning. The underlying meaning behind a brand, whether intentional or not, can be conveyed and interpreted through the influence of multiple factors. From culture, religion, politics and travel exploration in an increasingly global landscape; to multiple media platforms including film and television; to internal factors such as past experience and memories revived from childhood; consumers can use their own awareness, surroundings and experiences to form their own interpretations on a brand’s meaning. Culture can often have a great influence on brand meaning. The addition of all the customs, beliefs and values that...
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...properly we need to introduce the subject which is the expansion of Caroll in the Chinese middle class market. First it’s important to get to know the market we want to enter; PESTEL analysis will give us an overview of the particularities and difficulties of the Chinese environment we will have to overcome. We will then highlight the strengths and weaknesses of the company and point out the opportunities and threats we’re to meet. To do so we will use different tools matrixes -The Boston box, Ansoff matrix - and analysis schemes such as the marketing mix 4 P’s, SWOT and Porter 5 forces. These elements will help us to define properly the marketing strategy that matches with the Chinese expectations and our abilities. We are beginning our essay with the presentation of the company and the most relevant facts. I) Global presentation of Caroll: a) Caroll and Vivarte: Caroll Company was created in 1963 by Raphael Levy and Joseph Bigio. It was called “Les tricots Caroll”. It is in 1988 that Caroll became a subsidiary of the group Vivarte. This...
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...competing units among the marching bands. They joined military parades, concerts, street parades and many more. It means that joining in marching bands had a lot of trainings and practices to be done. In this regards the academic performance of the band members maybe sacrifice because of double priorities. In addition, the society may have different expectations of the performance of the band members according to their own perspectives. It was observed that there are band members who had incomplete or failing grades. It all depends on how they personally addressed problems as a student and as a band members who got failing grades and incomplete grades faced a consequence of termination as a band scholar. http://www.termpaperwarehouse.com/essay-on/Problems-Encountered-By-Irregular-College-Students/134394 Factors Affecting the Academic Performance of the Third Year Education Students in Saint Joseph College of Canlaon Introduction The extent of student’s learning in academics may be determined by the grades a student earns for a period of learning has been done. It is believed that a grade is a primary indicator of such learning. If a learner earns high grades it is concluded that they may also...
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...A Write an essay (900-1200 words) in which you analyze and interpret Karen Shephard’s short story “Popular Girls”. A part of your essay must focus on the narrative technique and the many references to labels and certain locations in New York City. Popular Girls A short story by Karen Shepard You know who we are. We're Kaethe and Alina, CJ and Sydney. Stephanie. Our hair is blonde or brown or black. Rarely red, rarely curly. It's thick and straight, and falls back into place after we run our fingers through it and hold it away from our faces long enough for you to see our striking eyes. When we do this, you get shivers. It's 1982, and we sit on the benches lining our New York private school's entrance, after classes are over and before we head home. They are old church pews, and we are from another world. Our canvas book bags mass at our feet. They're from Sweden. They come with an excess of zippers, a plastic ID tag on a small chain, and a ruler that we never use. We buy them at Chocolate Soup, on Madison, the store for cool kids. We say things like "Tenth grade is the Howard Johnson's of school life." You can sit on these benches too, but we do not notice you. Last fall we excised some of you from our group by taking you aside five minutes before chapel and saying "It just isn't working out." We see everyone who walks past us, in and out of our 200-year-old originally Episcopalian school. We sweep you with our eyes as if you were a landscape. We've seen...
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...Durable Competitive Advantage Anything that prevents a business’ extraordinary return on capital from being whittled down to mediocrity by the ravages of competition. Where a business enjoys a durable competitive advantage it is said to have a franchise. Sometimes, a business will have a durable competitive advantage without earning an extraordinary return on capital in the aggregate. In a few cases, a business will have a durable competitive advantage without earning an extraordinary return on capital in any line of business. It is even possible for a currently unprofitable business to have a durable competitive advantage. But, this is a very special case. For instance, an unprofitable business may have a durable competitive advantage if it is the low – cost operator in an inefficient, highly fragmented industry, if and only if, the sole cause of unprofitability is inadequate sales volume. This is most likely to be true in an industry where efficient, low cost operations can only be carried out after a substantial infrastructure investment and can not be sustained at a low sales volume. In such a case, it would not be surprising to see the established, efficient (and unprofitable) business secure a dominant share of the fragmented industry and earn an extraordinary return on capital once sales volume has increased. Where a marginal sale is ridiculously profitable, advertising costs will serve to entrench the position of the business with the highest volume and...
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...Introduction Throughout this assignment, I hope to understand the importance of marketing for all business types, gain knowledge on the planning and developing of marketing products and services and the processes involved getting the product from business to consumer or business to business. What is Marketing? 'Marketing is the social process by which individuals and organisations obtain what they need and want through creating and exchanging value with others'. Phillip Kotler Markets started to exist as soon as goods, products or services could be exchanged. For example, many years ago a farmer would have produced goods in order to feed their family however; if the farmer produced too many goods to consume, instead of throwing them away, it gave them an opportunity to exchange spare goods for someone else's spare goods, allowing them to barter. Eventually, the farmer no longer wishes to exchange their spare goods and therefore money is created allowing them to purchase any product that was available and satisfied their needs, this creates a market. 'enigma of marketing is that it is one of man's oldest activities and yet it is regarded as the most recent of business disciplines' Michael J Baker Marketing is not just advertising or promotion. Marketing happens every time a customer is in contact with any aspect of an organisation, it is 'everything that we do', it is customer service, distribution and communication. It is about the company building relationships...
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...from being “all about price” in 1972 to “adding quality fashion to the equation…” Stefan Persson, Chairman of Hennes & Maurite (Jobber, 2010). To support this strategy, H&M has also channelled 4% of its revenues to marketing and branding to suit the changing tastes and maintain interest of its young consumers and maintain market share. Recognising lowered levels of disposable income on its consumers in the backdrop of the economic slump leaving consumers look for cheaper alternatives that are affordable, H&M has hence billed itself to meet and exceed its consumers by offering high fashion at low prices. This is seen effective marketing strategy that has been successfully implemented by its competitors such as Zara “billed as Armani on a Budget” whose style focuses on elegant and modern sophisticated fashionable consumer at accessible prices. In contrast,...
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...and it is not your use of phrases like “this is controversial issue nowadays”. To get a high score you need to use good “topic language” (words and phrases that are related to the question topic). You need good ideas in order to answer the question well. How should you prepare for IELTS writing task 2? There is an enormous amount of advice on my website ielts-simon.com. Here is a summary of what I suggest: - Spend more time preparing than testing When you test yourself, you find out what your level is, but you do not learn anything new. You will not improve if you only write test essays. Before writing an essay, study the topic and prepare your ideas, opinions and vocabulary. - Steal my ideas If you only use the vocabulary that you already know, you will not learn anything new, and you will not improve. Practise linking my topic ideas together to write “perfect essays”. See the website for examples of how to do this. - Use this book together with the website The website ielts-simon.com contains lessons and videos that show you how to use the ideas from this book. You can speak to me there if you have any questions. Content 24 topics: 1. Advertising Positives of Advertising Advertising is a key part of modern business Companies need to tell customers about their products Advertisements inform us...
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