Retail Strategic Planning Essay Example for Free

Retail Strategic Planning Essay Organized retailing in home and building sector was expected to face stiff challenge from the existing small, independent, and powerful local retailers. Many international retailers like Home Depot, IKEA and Lowe were also eyeing the Indian market which was untapped by organized retailers. They provided all the product categories and services that were required to build a new home or for home improvement or renovation under one roof. Muebles belonging to Casa Moblaje group was a pioneer in this segment. Homepro was the first building mall, which offered a wide range of building materials, home improvements products, and furnishings. They provided information about land availability and selection, and housed offices of architects, designers and financiers. The Home Store and Zeba were in home furnishing segment; Gautier dealt in furniture; and Johnson Tiles was in the sanitary ware sector. Identify Strategic Alternatives Ansoff’s Matrix Muebles had captured a large market of the home building and construction business in Ahmedabad as well as the home improvement business of the surrounding cities and towns. The ideal strategy for Muebles would be to develop the market. The areas surrounding Ahmedabad like Baroda, Surat etc is highly industrialized and lot of construction takes place in these areas. Muebles can target these cities and can increase the size of the market to get larger sales. Retail Mix Variables Product The store stocked products under five major categories Kitchen accessories: Appliances, Crockery, Glassware, Ovens etc Furniture and furnishing: Sofa set, bed, linen etc Bathroom: Tiles, Sanitary ware, Fittings, Taps, and accessories Hardware visible: Door, Window, Safety equipment, Gardening Tools, Washing Machines Electrical equipments: Lights, Luminaries, Chandeliers, Switches, Fans, Generators etc They mainly stored branded products. The store policy was to use the number one brand or the aggressive second. If this was not possible the company entered in to contracts to with smaller players who provided with in store brands. The store stocked approximately 12000 SKUs and had 120 suppliers. As the store move upward in the retail wheel, it took the invisible and les involved products out of the shelf. The visible and high involvement products replaced the invisible. They also increased the share of storing impulse goods in the relevant home decoration and furnishing category. Price The pricing policy of the store varied across the product categories. Pricing was competitive and benchmarked against the traditional hardware and home building material stores in product categories which were usually available in traditional hardware stores . In the destination product categories, the store charged premium price. Store Layout The store was laid out in a grid format. It was functional in nature and was based on a do-it-yourself model. Thirty percent of the shop space was given to 12 partners (vendors) who complete freedom of operation. The store atmosphere was attractive. The format of the store aided the customer to find the right the product. Some products like kitchen fittings were merchandised in simulated conditions to give the customer a feel of the complete range of the store’s offering. Promotion In order to increase the levels of awareness, they were communicating by using a mix of me. dia for brand and tactical advertising. They used the Gujarati and English media to reach out to their target segments. They developed two communication packages, one for the lay consumers with low comprehension of Muebles’s value proposition, and another for the professionals (home builders) who had a relatively higher awareness of the concept. In order to increase the sales of the invisible products, Muebles decided to educate the home builder. The home builder package consisted of developing a critical mass of professionals by rewarding their purchase and then working towards giving them accreditation through a professional course so that they would buy all the materials from Muebles. The apartment package consisted of using direct mails and tie-ups with companies like Electrolux, Pergo, and ICI to give special deals to five different apartment owners. Muebles targeted the HR departments in various companies and offered special deals. The problem in this deal was the acquisition of database of apartment owners. Customer Service Muebles policy was to satisfy the customer. Managers were supposed to visit the shop floor 3 hours a day to understand shopper’s behavior and needs better. Each category had 4 personnel. The total floor level employees were around 20. The floor employees tracked the customer right from the entry to the store and observed them carefully from a distance. The motive was to help the customer in the selection without interfering. The staff was instructed to respect the privacy of the customers. Muebles provided a unique shopping experience to the customer. Consumers were provided a wide range and assured quality, competitive prices, and world class service. They provided value added services to the consumers like * Comprehensive design assistance by a panel of professionals and design consultants * Apartment Packages * Installation service and support * Info mediation through website * Home loan consultancy and loans * Certification programmes for electricians, masons, plumbers and carpenters * Educational programme on do-it-yourself techniques and procedures * Customer loyalty programmes

Securing MANET From Routing Attacks

Securing MANET From Routing Attacks CHAPTER 3 RESEARCH METHODOLOGY 3.1 RESEARCH PROBLEM The increasing demand and utilization of wireless technology is making the need for more secure wireless networks. From the security viewpoint MANET is one of the most interesting research fields. A MANET is generally exposed to vulnerabilities due to its open medium, rapidly varying network topology, lack of centralized control and lack of clear line protection and it suffers from a wide range of security threats and attacks. Attacks can be introduced into all the layers of protocol stack however the attacks on the routing layer are most detrimental. The attacks on the routing layer can be either from the outside the network or can take place within the network. The attacks from outside of the network contain no authentication information and can be avoided by employing authentication techniques and cryptographic schemes. The most common insider attacks include blackhole, wormhole, selective forwarding, RREQ and hello flooding, Sybil, sink hole and so on. Insider attackers are more critical compared to the outsider attack as the insider knows the valuable information and holds the access rights. To solve this issue, security solutions have to be proposed in order to secure MANET. The goal of this thesis is to analyse the impact of blackhole, wormhole and flooding attack under on-demand routing protocols such as AODV and DSR and to propose possible countermeasures to thwart these attacks. 3.2 AIM AND OBJECTIVES The aim of this research work is to secure the MANET from various routing attacks in order to improve the performance of the network. To achieve this aim, the following objectives are formulated: To analyse the impact of blackhole, wormhole and flooding attack under AODV and DSR routing protocol To analyse packet delivery ratio and end-to-end delay in case of black hole, wormhole and flooding attack using AODV and DSR protocol and the results of AODV and DSR are compared to evaluate which of these protocols are more susceptible to these kind of attacks. To develop defence mechanisms against blackhole, worm hole and flooding attack under AODV and DSR protocol. 3.3 SCOPE OF THE THESIS There exists various routing attacks in MANET such as blackhole, wormhole, Sybil, selective forwarding and flooding attack and so on. This research work considers only blackhole, wormhole and flooding attack and its impact on on-demand routing protocols such as AODV and DSR is analysed. Efficient detection techniques have been developed to mitigate the effect of these attacks against AODV and DSR routing protocol. The performance of these routing protocols using the detection techniques are evaluated in terms of packet delivery ratio and end-to-end delay. 3.4 SYSTEM ARCHITECTURE This research focuses on blackhole, wormhole and flooding attacks on AODV and DSR protocol. The architecture of the proposed system is given in Figure 3.1. Efficient techniques such as MSBD and ABM, MCHOP and CDCF, MCLUT and TSPS has been developed to detect blackhole, wormhole and flooding attacks under AODV protocol and techniques such as ABM, CDCF and TSPS have been developed to mitigate against blackhole, wormhole and flooding attacks under DSR protocol. The proposed techniques detect these attacks effectively and provide a secure path. Figure 3.1 An Overview Of Attacks On MANET Routing Protocol And Their Detection Techniques 3.5 DETECTION TECHNIQUES AGAINST BLACKHOLE, WORMHOLE AND FLOODING ATTACKS 3.5.1 MultiShared Bandwidth Approach for Blackhole Attack Detection The AODV protocol is vulnerable to the well-known black hole attack. In this thesis, the multishared approach is designed to prevent any alterations in the default operation of either the intermediate nodes or the destination nodes. Here, watchdog mechanism is incorporated with MultiShared Bandwidth (MSBD) approach to detect misbehaviour or abnormal activity of a node, once an abnormal activity is observed MSBD is initiated. The MSBD converts the data into 16 bit and further splits the 16 bit data into multiple shares. When multishared data is received by a node it checks the bandwidth of neighbouring nodes to transmit the data. Then it chooses the nodes with highest bandwidth along the path and sends the data through these selected paths. 3.5.2 MCHOP-A Cluster based Approach for Wormhole Attack Detection In AODV routing protocol, the intruder will attack the network using the attack like wormhole during the route discovery stage. A cluster based algorithm has been proposed to detect a wormhole attack on AODV routing protocol. In this approach, the network is partitioned into several clusters based on density based clustering algorithm. Here, AODV protocol is modified in such manner that it detects the wormhole attack based on the hop count comparison and time taken to receive RREP packets. The cluster head is responsible for adding certain fields such as hop count, destination address to the RREQ packet and it broadcasts it to the other cluster head in the network. Whenever the intermediate node receives the RREQ packets, it sends an ACK to the source node with hop count information and broadcasts it to the destination node. The destination node then unicasts the RREP to the source node utilizing the reverse path. The RREP is then validated by source node using the hop count informat ion and time taken for receiving the packet. 3.5.3 MCLUT- Clustering Approach for Flooding Attack Detection The proposed MCLUT approach is used to detect the flooding attack node by enabling the clustering approach and calculating the threshold value of each node in the cluster. Here dynamic threshold value is used. The threshold value is estimated based on the queue length of a node and its neighbour in the cluster. If a node does not satisfy the threshold value then it is considered as an intruder. Once the cluster head confirms that the node is intruder it then broadcast the message to other nodes to isolate the node from the cluster and the suspicious node is kept in observation. 3.5.4 Anomaly based Behaviour Monitoring Algorithm for Black hole Attack Detection under AODV and DSR protocol The proposed Anomaly based Behaviour Monitoring (ABM) algorithm detects blackhole attack on AODV and DSR protocol. This technique periodically checks and verifies whether the number of packets disseminated between source and destination are equal. Through this comparison, the source node could detect the presence of black hole node. 3.5.5 Channel Detection and Cut Defalconin algorithm for Wormhole Attack Detection on AODV and DSR Channel Detection and Cut Defalconin (CDCF) algorithm is proposed to detect wormhole attack on DSR and AODV protocol. This method detects a wormhole attack in the network based on the threshold limit and then provides a new route to forward the packet from source to destination. The threshold value is determined based on Round Trip Time (RTT) and a delay per hop (DPH) is calculated based on the RTT, while forwarding packet from source to destination with the malicious nodes, its take less Round Trip Time (RTT) to forward the packets to the destination, when forwarding packet from source to the destination without any malicious node attack, it takes more RRT to forward the packets to the destination. If the DPH of a node is smaller than all other nodes, then it indicates the wormhole attack presence. 3.5.6Transmission Sequence Based Packet Scanner Algorithm for Flooding Attack Detection on DSR and AODV. Flooding is a Denial of Service (Dos) that is designed to bring down the service of the network by flooding it with huge volume of traffic. Transmission Sequence based Packet Scanner (TSPS) technique has been proposed to detect flooding attack on DSR and AODV. The TSPS identifies the presence of flooding attack based on source id, empty packet, number of hops and transmission sequence number.

The Clear Message of The Bluest Eye :: Bluest Eye Essays

The Clear Message of The Bluest Eye The Bluest Eye fits into our study of the American novel because it tells the story of a group of Americans, men and women and children who are descendants of slaves, and live in a society where, even though many people deny it, the color of your skin determines who you are and what privileges you are entitled to. I think that Morrison does a wonderful job of telling a story that is real, that makes the reader feel something, and that makes the reader relate, regardless of your skin color. I cannot say that I can relate to what it must have felt like for Pecola to be called a "a nasty little black bitch" and accused of killing a cat when she did nothing. But, I can say that I know what it is like to feel ugly and scared. Pecola is an extreme example of a person who is treated horribly by everyone she encounters, whether it is because she is black or ugly or both. Her mother ignores her, her father rapes her, her friends betray her, little boys and girls and adults call her names, and even a cat and a dog are killed in her presence. All of these things are experienced by people all of the time, however, it might not be as extreme or it might just be one or two of the things. Something that seems as trivial as name calling is something that happens to all Americans. Morrison takes American experiences and characteristics, such as violence, growing up, love, family, hatred, race, beauty and ugliness, and illustrates them in a way that is so clear, yet so painful. These American experiences are not covered up or toned down to seem less serious; they are real and they are heart-breaking. Every one of Morrison's characters can be related to in one way or another because they are Americans and they are human. I think that Morrison sums up how The Bluest Eye impacted me in the following quote: "So it was with confidence, strengthened by pity and pride, that we decided to change the course of events and alter a human life" (191).

Health Care Interpreting Essays -- Communication, Bilingual People, Tr

Introduction As the demand of health-care interpreting is growing, health institutions need more professional medical interpreters. As an interpreter, however, many untrained bilingual people interpret between the patients and the medical practitioners in medical setting in Korea. When the interpreters who are related to the patient interpret for the patient and the medical practitioners, impartiality sometimes is challenged because it is difficult to adhere to neutrality when their relatives or friends are involved. This paper is aiming to figure out the principle of impartiality which seems to be most challenged and consequences of using relatives and friends as the interpreter drawn from my own interpreting experience in medical settings. Description When I was in Korea, I used to be a volunteer interpreter in international clinic. As a volunteer interpreter, my job was not demanded professional medical interpreting skills. One day, I got a call from a nurse who had a foreign patient. She told me that the patient was an English man and he needed an interpreter when he sees a doctor. The nurse also said that this consultation did not contain serious or difficult medical terminology. When I went to the waiting room, I recognized that he is my former English professor. He also remembered me so we exchanged greetings. While we were exchanging greetings, the nurse asked about our relationship and I told her that I took his class in last semester. When the nurse heard my story, she said that it might be good if the patient has a company who know him. At that time, I thought that our relationship, professor and student, would not be a problem to be an interpreter for him. Therefore, I showed him into the doctor’s room and started ... ... the patient. As a matter of situation and literature, I believe that the interpreters should not take an assignment which is related to the interpreter in medical setting. However, if the relationship with the patient is leading to successful consequences, the interpreters should take an assignment as the patient’s needed. Conclusion The top priority of the medical interpreters is removing language barrier between the medical practitioners and the patients and helping the patients to treat properly. Indeed, impartiality can be challenged in medical setting. However, some articles are pointed out that the interpreter who is related to the patient is not always harmful to the patients and the medical practitioners. Therefore, when the medical interpreters take an assignment, they should consider what the best is for the patients and the medical practitioners.

Essays --

After the abolition of slavery, many African Americans became extremely optimistic about their future in the United States. They figured there would be more equality, more opportunities, and overall more respect. They were given empty promises, false hopes, and sugar-coated lies, because, in all actuality, it was the exact opposite of what they imagined. Racism became even more prevalent, and it was just as hard, if not harder for African Americans. The abolition of slavery did not mean blacks were free. It did not mean we were equal. All it meant was that they had different ways to do the same thing, and they made sure that regardless of the freedom of slaves, African Americans would still be controlled in some way. On January 1, 1863, Abraham Lincoln freed the slaves. The Emancipation Proclamation was issued as the country entered the third year of the Civil War. It declared that â€Å"all persons held as slaves †¦ shall be then, thenceforward, and forever free.† The Emancipation Proclamation was, and continues to be a symbol of equality and social justice. As a result, he was assassinated. After his death, Andrew Jackson became President of the United States. Jackson was an extreme racist, and made this very clear during his term of presidency. On July 9, 1886, the 14th Amendment was put into place. This law recognizes anyone born in the United States of America as a legal US citizen. It also forbids states from denying any person his life, liberty or property, without the correct means of the law. It was meant to protect the civil rights of all Americans regardless of their race or gender. The Fifteenth Amendment was established on February 26, 1869. It was the third in the Reconstruction Amendments. This amendment prohibits an... ...the Reconstruction, is that no matter what legally was done in an effort to help, there were always loopholes and other laws that would counter us from being totally free. We may not have been in slavery, but we were still enslaved, not only because of our mindsets, but because of our surroundings. The system was meant for us to fail, be dependent, and continue being submissive to the white man because no matter what laws were passed, or what changes were made, that is where they wanted us to be. Black codes, Jim Crow laws, segregation, and everything else that was legal after slavery was abolished, were all forms of slavery in a subtle way. They were meant to get in the heads of the blacks, and if you can get in a person’s head, you can control them. The reconstruction era was the beginning of a downward spiral between blacks and whites that branched after slavery.

Death and Afterlife Beliefs Essay

There remains no scientific evidence or facts which can prove the existence of the after life. Such concepts like reincarnation, salvation, and near-death experiences have been very controversial topics of debate over the years. However, different religions, philosophies and spiritual beliefs from different cultures amazingly provide very detailed and meticulous explanation about the concept of death and the afterlife. These explanations vary as their core of ideologies and philosophies vary as well. The Mesopotamian civilization has been known for its very rich culture and tradition. During the reign of the civilization, a lot of discoveries and inventions have been made which eventually led to some modern advancement as well. In addition to this, the Mesopotamian culture also had a very interesting view of death and eternal life. According to the ancient Mesopotamian belief, the world can be divided into three different layers: these are the heaven, the netherworld and the living world (Cornell University [CU] academic site, 2004). The divine beings or the gods and goddesses are believed to reside the heavens. This place is said to be exclusive for these holy beings. The netherworld on the other hand was believed to be the â€Å"imprisoning† place after death which is also described as the house of darkness and a place, where no one, to any further extent, can escape. According to Mesopotamian myths in relation to King Gilgamesh’s adventures and stories about Ishtar, the descent to the netherworld is really frightening but inevitable, and that in fact, even Gilgamesh himself went on his adventures in trying to escape this place. Lastly, the living world was described to be the world where all living beings reside and survive the days with their humane and worldly needs. Although this culture recognizes the existence of death and afterlife in the netherworld, Mesopotamians believed that a man can still escape the course of death and the dark netherworld by being righteous and trying to connect and have an intimate relationship with God. The Egyptian tradition and beliefs of death and the afterlife on the other hand, can also be considered one of the most culturally rich traditions in the world. Deaths of Egyptians are rather commemorated and venerated than mourned. They were more focused on the preservation of the body as a positive ritual in giving the dead a pleasant afterlife state. Ancient Egyptians would also design the tombs of the dead with scriptures, holy verses, poems, and beautiful sculptures of scenes of the afterlife in the hope that the spirit of the dead will be at a peace and be granted prosperity in the afterlife. The tomb of the dead is also packed with necessities that the owner might need or want to bring with him/her in the afterlife. The afterlife in Egyptian culture was described as a place where there are beautiful canals, dams, and farms where the yield of the fruit-bearing trees and crops is never-ending (Williams, 2008). Life in ancient Egypt in general has been blessed being resided along the banks of the Nile River where people always have sufficient resources. This somehow explains why Egyptians also looks forward to a blessed afterlife. They have been used to living life bountiful with resources that is why they would always hope to find the same bountiful afterlife like the life of the living. On the other hand, the culture of the Greeks and the Romans (Greco-Romans) was rather more personified and mythical. Concepts of death and afterlife were incorporated with very detailed descriptions of gods and goddesses. The life of ancient Greeks was always bounded and guided by these gods and goddesses who were believed to have the ability to talk and live with them. According to the ancient Greek mythology, as a person dies, his/her psyche or soul is being release through a puff or breath of wind (Metropolitan Museum of Art). Death in ancient Greek tradition also had very elaborate rituals that were divided into three parts: the prothesis, ekphora and the internment. During the prothesis, relatives and loved ones of the dead come and pay respect. And during the ekphora, the dead shall be brought to the cemetery through a procession which happens before dawn. And then finally, the deceased will come to its final rest through the internment. The concept of afterlife for the Greeks was clearly described through the stories of the Iliad and Odyssey which was able to write a very detailed account of the Greek mythology. Homer noted in the Odyssey the early description of the underworld where the dead people all go. The place was described as a place underneath the earth where Hades, the brother of Zeus and Poseidon reigns. A person who enters the underworld can never go back. However, there were also stories told about great people who were able to go to the underworld to talk to their deceased loved ones and were able to go back to the world of the living. But the success of these people required trickery and deception of the king of the underworld, Hades. Hercules was one of the great Greek characters, who was able to return from the underworld. But knowing that Hercules was half-immortal, it was also understandable that he could do such a thing. And because the life of the Greeks has been closely guided by several gods and goddesses, it was also believed that a person can possibly escape the deep and frightening walls of the underworld by having a close and intimate relationship with the gods. Through this, people to whom gods and goddesses are mostly pleased are sometimes brought to the heavens (Olympus) to live an immortal life with them. The most popular story about death and afterlife in Christianity is probably that of the death and resurrection of Jesus Christ. For Christians, it was taught that Christ died on the cross, then after three days he rose from the dead and eventually rose up to the heavens, body and soul. This story has been the inspiration for the spiritual lives of all Christians. The resurrection of Christ from the dead has been the greatest affirmation to Christians that there really is life after death. And from this story, a lot have already been told in Christian bible about the life after death. This concept has been argued by the apostle Paul to the disbelievers, he said: â€Å"Now if Christ is proclaimed as raised from the dead, how can some of you say there is no resurrection of the dead? If there is no resurrection of the dead, then Christ has not been raised; and if Christ has not been raised, then our proclamation has been in vain and your faith has been in vain. † (1Corinthians 15. 12-14 qtd. in Houben). For Christian believers, every person has a soul (dualism) and that soul is what lives after the person dies. The soul can either rest in heaven or continuously suffer in hell depending on how s/he was able to live his/her life. These concepts of heaven and hell have been the guiding idea of the Christians to how they live their lives. According to teachings, one shall be accepted in heaven if s/he was able to follow the commandments of the Lord, and if s/he was able to be righteous in his life in accordance to the word of the Lord. On the other hand, one shall suffer the pains of hell if s/he did bad things in considerably most of his/her life and s/he chose to live against the will of the Lord and his teachings. Over the years, this has been the main teaching to Christians about heaven and hell. Christians would describe the heaven as the place where there are golden roads and castles. A place where there are bountiful trees and crops that never runs out of yield, and also, a place where there is no more suffering. The heaven was indeed taught as a paradise after death, where hell on the other hand was described as the complete contrary and was further depicted as the worse place one can ever be in. The burial and commemoration rights for the dead among Christians are also somewhat detailed. They would lament and pay respect to the dead for a couple of days, gathering the family, and offering flowers and prayers to the dead and to the family. During these gatherings, the dead is often remembered and prayed for. The prayers were believed to help the soul of the departed reach to the heavens easily. After the lamentation, the dead shall now be brought to its last venue where flowers and significant items to the dead are being buried with it into the grave. And the commemoration of the dead does not end there because Christians celebrate the life of the dead on the same day of their deaths every year which is called their death anniversary. Looking at these different perspectives about death and the afterlife, we can observe that there are several similarities and differences among the religions or spiritual beliefs discussed. The Mesopotamian, Greco-Roman and Christian cultures all believe in the concept of heaven or paradise and hell or underworld after death. This concept of a very beautiful and peaceful place after death has been evident in the teachings of the three cultures. All of them also taught that only righteous people can ascend to the heavens and be with the gods. The Mesopotamian and Greco-Roman cultures similarly described the underworld as the place where the dead inevitably go. These two cultures also described the underworld as place where people cannot escape anymore once they are there. While the Christians believed in the concept of hell as a frightful place where people who chose to be bad shall go after they die. The Egyptian culture also shared that similarity with that of the Christians and the Greco-Romans in terms of lamentation and burial rights. All these three cultures lament or commemorate the death of their loved ones in belief that this would please the dead. These cultures also practice very detailed burial rights in order to give the dead a peaceful cross over. There may be similarities in the practices of these religions or cultures; however their core beliefs are completely different from each other. Over the years, we have relied on spiritual and religious teachings to find hope and explanation if there really is life after we die. We as human beings have that natural urge to find out what can possibly happen to us after death, but even how different or similar religious teachings might explain death and afterlife; we must understand that the answer will always depend on what specific religious belief we stick to and what beliefs we have about life itself. These religions or spiritual beliefs may vary in explaining the concepts of death and afterlife, but these differences come from the differences they have with their ideologies.

Espirit

Esprit is an international youthful lifestyle brand offering smart, affordable luxury and bringing newness and style to life (http://www. esprit. com/index. php? command=Display&navi_id=50). With 12 product lines, the group reaches to a wide range of consumers in the market without leaving anyone in the family out. Target Market Esprit offers twelve product lines. The kids and edc youth by Esprit targets the younger children to teenagers. Esprit women and men casual target both sexes for casual wear. Esprit women and men collection target both sexes for adults who has entered the workforce. Esprit shoes ESP Esprit sports focus on athletes from strenuous sports such as running to more relaxed sports such as yoga. Esprit accessories comprise of collections such as bed sheets, towels, watches, key chains, caps, scarves, bags, wallets, perfume and umbrella. , , , , de corp ESPRIT URBAN CASUAL, edc by Esprit, edc men and. Esprit stores are not located along the rows of shops at shophouses or near the wet market as this might tarnish its brand image. Esprit stores are mainly in big shopping malls, in hotel arcades and in the heart of Singapore, Orchard Road. Esprit targets to the social class consumers Positioning Esprit’s franchise store concept is â€Å"A unique opportunity to join Esprit – a global fashion brand with a contemporary lifestyle image†. While being affordable, it does not lose its brand equity of being a branded brand. Esprit has production lines similar to its rivals such as Mango, Zara and Fox Fashion. Product Assortment Esprit comes in sizes from XS to XL. In Asia, at least in Singapore, that is the popular range of size given the small Asian built of the consumers. Even though Esprit has a wide range of products, it is also deep in terms of its depth of product assortment. It has products for the young children, teenagers, adult male and female casual and executives. Esprit shoes have footwear ranges from Mary Janes to flip flops. This focuses on both males and females consumers. Esprit has its own brand of towels. It is known for its soft and tender yet thick material. Store Atmospheric With the exception of a few, Esprit stores are usually located at Level 1 of the shopping mall such as Esprit Jurong Point, Esprit Great World City, Esprit Tampines 1, Esprit Tampines Mall and Esprit Bugis Junction. Esprit stores such as those in Tampines 1 and Tampines Mall, they are located at the main entrance and opening of the whole shopping mall. In Tampines Mall, the store is located at the entrance of the shopping mall which faces the Mass Rapid Train (MRT) station. That is where the human traffic is most congested. The two-storey Esprit store in Tampines 1 is located nearest to the main entrance. Upon entering an Esprit store, customers are greeted with a warm and lively tone of â€Å"Welcome! † and a smile. Esprit uses primary colors red, green and blue on their display sets. Other colors include black, white, pink and purple. The floor of an Esprit store is always parquet. Marketing Mix is likely the most famous marketing term. It is generally the use and specification of the four P’s of the marketing mix elements. They are price, place, product and promotion. Reference: http://en. wikipedia. org/wiki/Marketing_mix, assessed on 22 October 2009 http://www. marketingteacher. com/Lessons/lesson_marketing_mix. htm, assessed on 22 October 2009 http://www. esprit. com/index. php? command=Display&navi_id=50, assessed on 22 October 2009