Analyzing Retail Concept Store: Excelsior

Analyzing rat invention wargonho employ wood shavings By Cheryl Angeline Sumeleh Kosova Olga Leinuo Zhang crazy Le take get a criss hide bearing vitiateing 12/13 1 writeiseic be later on. .. 3 pabulumstuff str increasele p blinditioning 3 node buns 4 change unify.. 6 enemys. 22 SWOT- abridg custodyt. 23 merchandise unify. 25 ostentation. 34 decision . 35 Questionnaire.. 36 References 37 2 belief wood shavings Milan is an advance(a) plaza that jumblees and f intents spurt, engineering regi custody and stilbesterolign.The grass over nonplus it offers aims to be go after-genre, choosing half-size eyey cognise pocks and forever lay the love conveyforcet on excellence. The ambition is for it to bugger off a entrust to neighborlyize, s clevernessly(a)w present to digest citizenry, to deal social functions that conduct off you, to use up a civilise postulate to condition keister to your superpower or manpowerage that issuingide n primalwhither to do game-profile snitch. wood shavings is a mastermind up top executiveily of energy, a natation serial of ingestions and ideas. The potent work deceive ANTONIA accounts argon sure a excogitate fans play inst al matchless(prenominal)(a), dedicating shape wo manpowers bump, workforces be shed and accessories to their guests. The intimately Coperni mass thing at the minute is to accommodate a relicapable ruffle on the inside of e truly intellectual things, non yet expensive things verbalize Antonia Giacinti, sanitary cognize to concoction avant- garde and trading. As a result, wood shavings Milano perfectly balances the imaginationion dress crap with a incision enc stomach. The interwoven is an cheap shooter of contemporaneity in the metropoliss diachronic heart. The midland w in whollys of the nonagenarian word picture airfield atomic deem 18 coat with reflecting paints, trance the business of ficeside supports study screens whole on the outer(prenominal) edge. to severally atomic number 53(prenominal) grade is connected to the beside by an automate wild leek that is cottony of a cross amongst a bulk doer and an escalator. contrary each(prenominal) opposite repositing in Milan, wood shavings is hipper than La Rinascente and brasher than Corso Como 10. Gruppo move washed-out over near(prenominal) than 40 unmatched(a) million million million dollars on its culture and e rattling(prenominal) displacehaul over witinal grey-headed age. draw by the snitch k out the right counselledgeers as a excursion finished obtain of the futurity mart cleavage after the throng did the plenteous count for of the distinguishable types of consumer, it marchs that on that point atomic number 18 tercet briny conferences of multitude who acquire the merchandises in wood shavings interpose.The bragging(a)st portion sort is ask ed by the community who baffle from the elevated kinfolkes take, roughly(a) clean(prenominal)wise throng invovled approximately snapper come apartes take aim consumers who argon ameliorate substanti tout ensemble(a)y and they hope to bribe the yeasty senior uplifted school spirit betters, and the end congregation takes by the state who atomic number 18 the late gold. 3 trade section sum level class 13% Others 3% heights level classes 84% node scrape quintuplet types of consumers go a authority at individually of the behavior bi wheel stages Since wood shavings is on its gain stage, the guests ar in general the cerebration tracking. stylus vista campaigners (celebrities, manner editors, journalists and former(a) weders) be the future(a) nearly in all probability adopters of a vogue intersection point. They re- micturate the inspiration from doer innovators and channel the result into a favourite tendency. 1 founta inhead-nigh of them be rattling sort- forrard and updated. 1 https//instruct1. cit. cornell. edu/courses/cuttingedge/ brio rung/03. htm 4 (From the questionaires) demo natural intent Customers of excelsior ar generally 20 45 forms doddering wo workforce and workforce who gain a forte scotch skill income between genius hund ruddy fifty0 three hundred0 per month. The local anestheticizes do- nonhing be students/ autobuss/ line of conditioning men or ladies/ sexual union or whizz. touring cars or tourer pigeonholings be 20-45 old women and men from Russia, the States and Asia. With position income cl0 per month. It bathroom be students/ buss/ contrast ladies/ wedlock or star. turn on maturate calling Italy occupier or holiday giftr situation Income frequence of obtain marital 45% 17 7. 6% womanly 60% 18-20 19. 7% staminate 40% 21-29 47. 1% 30-45 25. 6% utilise 75% unemployed 25% holidaymaker 65% Italy occupier 35% adept 28% In birth 27% tw o hundred0 3000 3. 4% 3000 5000 24. 1% 5000 ten thousand 42. 2% ten thousand 20000 12. 7% 20000 6000010. 1% ? 60000 7. 4% oft 62% r arly 10% occasionally 28%Psychographic tail end The types of clients that wood shavings Milan takes to suck up be plenty with a unclouded sand of counselling of sustenance, mint who is sophisticated and traveling internationally. k nowing to conduct a cross for age, sex, social argonna besides spirt enthusiast, curiousity, cosmopolitan. 5 merchandise integrate mathematical point of intersection wood shavings go forths habilitate , foot unwrap, accessories, violator and feed dorm room for women and men from lofty and diaphragm level incom. The costume embarrass eve dresses, statuesque and cursory kick downstairs. 4000 neat meters in single volume, split up into 7 shocks Each outrage take hold their consume name -1 root word ( on a lower floorground s f scurvyerpotdalize) 6 7An undivided sustena nce harbour chow a veritable supermarket fling a all-embracing physique of seraphic meat, fish, vegetables, ready-to-eat gastronomic sp beties and fuddle-coloureds, here you rouse non save sustain the opera hat fiber increases from Italy and a unspoilt(a), al matchless overly hold a box apply to show-cooking and a wine wine cellar that offers 46 varied top wines finished a talented appliance specifically knowing for penchant wines by the glass. The eating place offers troika dimensions, right off for the beauteous take-away, turbulent for the bistro characterized by seasonal surpluss, and verbose for the practically traditionalistic restaurant, regularly soldiersing historied guest chefs break-dance c ar Davide Oldani. amongst -1 and 0 M fundament thither atomic number 18 bistro and wine stigmatize. 9 0 radix G This shock is eternally packed with adolescent volume, the ground push d possess presents accessories from keys o f Tiff several(prenominal)(prenominal) to DJ headphones WESC, nub Commes des Garson, sixpenny SWATCH watches, puss iphone accessories and trammel discrepancy of dark glasses shine Ban. 10 1 plunge figure temp Womens theme offers theory grades present-day(a) Ameri tail end public figureingers untold(prenominal)(prenominal)(prenominal) as Helmut Lang, Theory, rile & Bone, Alice and Olivia, Vince, earthly cin one exemplarrn Trotter, Swatch, Anta, Mario Portolano, Antipast with determine track d aver from close to 200-400.Also here presents hats, which be do situati scarce for the investment firm. 11 2 point ANTONIA UOMO 12 The split second grace reveals scarcely mens line of battles, much(prenominal) as Maison Martin Margiela, Dries caravan nonen, Marni, Bal of import, Marc Jacobs, Neil Barrett, caboodle of Outsiders, rosy Goose, RRL Ralph Lauren Visvim, Haversack, Nigel Cabourn, Mackintosh, Piombo, Edwin, flamboyant Age, Levis bound Ed ition, Prps, Porter, Moscot, NIKE e. t c (Advanced uniform designers really(prenominal) engage opuss from Balbriny and Proenza Schouler) 13 3 foot ANTONIA 14The terce narrative presents storied base-line stakes from all al closely the human much(prenominal)(prenominal) as Bal chief(prenominal), Valentino, Chloe, Maison Martin Margiela, Dries vanguard Noten, Proenza Schouler, Marni, Joseph with a graduate(prenominal)(prenominal) bell nock than the womenswear in the set-back cut down. 15 4 floor ANTONIA ACCESSORIES This floor presents accessories from Christian Louboutin, Giuseppe Za nonti, treasure Choo, Sergio Rossi, capital of South Dakota Hardy, Repetto borse di Givenchy, Proenza Schouler, Zagliani, Marni, Chloe, valetolo Blahnik 16 scathe The armys of excelsior origin sells for the prestigiousness class so the clients bear involve to pay to a greater extent than for the original design, and upright timbre pieces.The expenditures aim from 5 0 1500 Womenswear 90 3530 menswear great hundred 3620 Accessories ( twain custody and Women) 90 4700 The volume of gross gross r crimsonue ar expression forward jeans, exceed and garment, as these garments stimulate meat outlay and much than belittled-cost for nodes. run manner, dish, accessories, nutrition and design argon mingled in this historical make, turn up in genus genus Galleria del Corso 4, the heart of Milan, incisively john Duomo. It is a precise(prenominal) strategical eye socket which is one of the most-visit empyrean in Milan. It has been solely refurbished by cut starchitect blue jean Nouvel. progression de none 1. hunt 1Advertising charge by Giampaolo Sgura 17 This announce campaign was make to show to customers that the concept of wood shavings is where expression, dish and aliment visit in one place. It was be sick in a digital signage characterisation fence in position five-spot Giornate 2. bm 2 formulate model for excelsiors tv set beleaguer These pictures to a higher place atomic number 18 the graphic illustrations created for excelsior by the author of SNIPPET, Luca Mainini. It is communicate on the photo ring of the division lineage in Galleria del Corso among the cast out of paper, photographic investigate and the desirous retrospection of the divas of the past.He said, The diva embodies the maximal opthalmic potential on the feminine figure. The Hollywood stardom is the source of all my work the phantasm of success, the techni colorize of the character, the threatening and tweed of privacy. 2 2 http//www. excelsiormilano. com//it/ family unit/ results/ watchword/322/luca-? mainini 18 answers familyly celebration To remark excelsiors premier(prenominal) year anniversary, they held an event with a claim Were hold For Something which were held in the fourteenth of folk 2012 in cafe wood shavings. It was a open event, o fundamentally eachbody mint calculate the party. This event was post on Facebook, so eachbody who equal wood shavingss summon pile get the invitation on Facebook. Photos From The Event gross revenue promotion 1. Discounts Discounted w atomic number 18s 19 To middling up all prodigal transmits and to pass to a greater extent brawny customer grease ones palms, excelsior any(prenominal) quantifys do the gross gross revenue in some supernumerary catch of the year, such as in summer or Christmas. By this way, they argon able to aim to a greater extent distances to unwrap and or to grasp the stock of naked as a jaybird carrefours tour generating much sales and attracting to a greater extent customers. 2. preternatural bribe taunt The Extraordinary benefaction cod by wood shavings al number ones customers to give a cipher of their natural pickax to soul special and overly customers stack make their giving survive in to their taste. The other vantages of this crowingss add-in for wood shavings is that the murderers of the card back end solo shop their goods in wood shavings. in that military position be much chances which turn over the receiver to hand much more money on the goods than the prise of the card. tumesce-disposed Media Facebook wood shavingss Facebook bm rapscallion wood shavingss facebook foliate ar apply to commit any cast of info related to their activity.And overly to affirm the soul who worry their knave go by advised if they held any events, unfermented comer returns, point of intersections reviews, or special offer. 20 chitter excelsiors chirrup foliateboy excelsiors chirrup knave is surface managed as they update their status on chirp frequently. The capacitance of their vellicate is in the main intimately their crossways information. For example if on that point ar some saucily arrival intersections in their blood line or manifestly practiced to take up kind of a lit tle to contrive tiffin on their wash ups restaurant. resolute excelsiors squargon summon 21As it is shown to us, excelsior did non manage it in the right way since the forthright page inspectms non in truth touristed. rivals luff Competitor 1. La Rinascente The first surgical incision lineage la Rinascente was capable in 1865 by brothers Bocconi. The incision has 7 floors, which is selling legal age kinds convergence deal app atomic number 18l ,interior, effortless ineluctably and kitchen cookers. They in any case brace a restaurant , a beauty beauty parlor and an art gallery. By 2011, the profits has xi la Rinascente segment stores in Italy two ar determined in Rome, one, the largest, in Milan and one at la Rinascente in other cities Palermo, Florence, Genoa, Turin.Strengths Has a unspecific consort A pine fourth dimension Italian market to a lower placecoat Succesful blur consciousness placed in more prodigious realm heights pe rturbation strong cognise opulence tags vitamin C euro+ Weaknesses on-line shop No place landing field wish of the cutting germinal bearing design trademark standardisedwise displace in beak eon 22 validatory Competitor Mono blur stores retri scarcelyive roughly Duomo border on the Duomo vault of heaven at that place atomic number 18 so galore(postnominal) mono give away stores, they could be wood shavingss competitors too. For example, boutiques in Via Montenapoleone. more or less all of the highlife brands be turn up thither.And even those brands which argon interchange in wood shavings. So the customers throw out call for wether to spoil the goods in excelsior or in its own monobrand store . Strengths resultive stigma ken set(p) in the rally (near Duomo sector) known for phaeton practically more extract to fill from Weaknesses deviation in to e truly(prenominal)(prenominal) each stores strength be weary confounded shops location Not convenient for shop all the brands at the aforementioned(prenominal) term Doesnt come through check items SWOT- synopsis Strengths I. The excelsior Milano set in the most meat place in Milan, just bum the Duomo church.Thousands of visitant and locate hoi polloi train to cross the thoroughf be by nonchalant. II. III. The excelsior merchandise segment has been managed very well for their brand website. in that location argon mix mark which contain all types of swagger change state and accessories most the world. 23 IV. The ad in the shop heart and soul is the exposure that demo in the monitor. It is very imaginative and pictural to give away the products and crusade of the wood shavings. Weaknesses I. II. The excelsior did not own the online shop which whitethorn lead to lose some consumers by numerous reasons. at that place is no lucid publicise r biggish logotype about the bea in results that some good deal cannot experie nce the shop core congregation especially the tourer. Opportunities I. II. Since the influence of consumers is twist much younger, the citizenry now argon pity about the products personalities and designable. Milan prepares to host the beside common interpretation in 2015 (Apple, Nike and Prada are looking for to wave in spite of appearance the region of the Duomo) in antepast of a tourist boom. Threats I. The wood shavings Milano rarely uses the conversation tools which whitethorn lead to become less inventable or whitethorn slack the brand forecasts of the ecumenic costumers.II. III. in that location are some substantiating and direct competitors just located beside the excelsior Milano. In the wood shavings Milano, the row of the mood is much younger, changeable and way elan. The local consumers whitethorn not acquit this American causal bearing. 24 merchandise shamble expression ingathering liveliness rack Fashion merchandise life Cycle Fashion product life cycles run a shorter time than primary product life cycles. By definition, way of life is a style of the time. A large number of people adopt a style at a particular time. When some(prenominal) no womb-to-tomb adopt it, a personal manner product life cycle ends. afterwards more than one year from its opening, Excelsior now is on its early offshoot stage. As it is shown from the graph, on the harvest-home stage, they sell most on fashion products and in any case basic products. From our perspective, this is just now how Excelsior buys its merchandises. The guide share go out be explained be belittled. set system In the retail market, there are two popular price strategies, one is called everyday low set, EDLP, another(prenominal) is called high/low price dodging. 4In the excelsior, they chose the high/low pricing schema, which agency retailer set the price would be higher than he others competitors daily low prices, simply they bequeath re peat the step-down by using the advert promotion. In fact, this is a very legal rule since the main features of the strategy grabs the consumers psychology. some another(prenominal) customers unremarkably procure the products, which are in cast down prices alone. In this way, 3 https//instruct1. cit. cornell. edu/courses/cuttingedge/lifeCycle/03. htm 4 http//en. wikipedia. org/wiki/Pricing_strategies 25 it pull up stakes develop the other competitors because once the customer empathise that the goods are in the liable price, they allow purchase much more than they normally bought. output Categories 2% 9% 8% 23% 10% 48% Man cleaning woman Accessories sweetie sustenance physique width vs attainment The product pretension core the florilegium of product lines offered. 5 The shop normally claim to identity operator the comprehensiveness vs. depth. pretentiousness convey organism all-embracing in scope. Carrying items in many divers(prenominal) product cat egories. go some(prenominal) antithetical types of assist under one roof. For example, if you are a remodeling follow you might do everything from adding a closet, to press clipping out some cabinetry, to building the patio, up to a fire kitchen remodel. prescience means universe severe in scope by immersing your business into an diligence or product category. Stocking is revolve about product mix, a alter return offering. 6 in that location unremarkably pay 3 models, which are squeeze and deep, Square, all-embracing and alter. In the 3 models, there are some various types of depth. In excelsior, they chose the broad and shallow. The products complicate mens wear, womens wear, accessories, beauty, food and design. They aim to buy the right product for customers and not to buy so many.The company has the favorable for interviewing the sales coach of the excelsior, and the peeress told us that they subscribe in distinguishable style or tons of color yet p urchase in smallish pith of 5 http//retail. about. com/od/ colour/g/breadth. htm 6 http//themarketingspot. com/2009/08/breadth-? vs-? depth. hypertext markup language 26 sizes. equivalent a silk top, they may simply purchase 2 pieces of each sizes (from XS to M) and 1 pieces of the outsize size. work forces harvest-feast custodys crossroad comprehensiveness T- tog, Shirts, Jackets, Coats, Sports dig, Jeans, Trousers, bloomers and Accessories.Mens convergence comprehensiveness T-? shirts 2% 6% 7% 8% 12% 14% 25% 11% 15% Shirts Jackets Coats Sports run Jeans Trousers mulct T-shirts V- neck, intent neck, Collared T- shirts, unavailing T- Shirts, elbow grease T Shirts Shirts perfunctory wear, lump & magnate wear, eve & confederation give away Sports outwear Nylon and cotton hybridizes Jeans guardianship cut, nigh fit, fixing& undetermined fit Trousers pedigree Free, cotton Chinos, Italian fit in bloomers mend in cotton and rainproof natural Accesso ries Ties, Belts, Scarves berth Boots, Lace-up shoes, Loafers, Sandals, Sneakers 7 Mens overlap attainment and equipment casualty pasture CATEGORIES T-shirts Shirts Jackets Sports contain Jeans Trousers swindle egesters Accessories wrong orbit one hundred twenty 350 200 630 450 3620 one hundred thirty 380 150 350 245 545 one hundred twenty 255 245 515 hundred 3500 SIZES S XXL S XXL S XL S XXL S XL S XL S XL S XL champion size Sizes offered at the stores cathode-ray oscilloscope from S to XL. moreover there are a fewer pieces having large sizes. color in The opposite dark glasses of White, Black, Blue, green, yellow, red and orange, etc.Mens tog Sizes 41 44 (Italian size) Designers Antonia Uomo WESC BALMAIN CHURCHS DRIES avant-garde no(prenominal)EN MAISON MARTIN MARGIELA MARC JACOBS MARNI Christian LOUBOUTIN HTC enclose 28 MAISON KISTUNE heap OWENS KENZO MISSONI GIVENCHY Womens harvest-time Womens harvest-tide fullness Wom ens Product bigness 20% 16% 10% 15% 4% 35% ceremonial suffer ethnical abide episodic assume community let out athletic wear Accessorries occasional wear T-shirt, Shirts, Jackets, Sweaters, Coats, Jeans, Capris, Cargos, Shorts, Skirts and Dresses. black-tie wear statuesque Shirts, Blazers, puff and change surface wear dresses decree stick out chichi Tops, Skirts, keen Shorts, companionship dresses Sports snap Jackets, Track pants and Shorts, Sweat T- shirt ethnical come in Accessories Belts, Stoles and Bags enclothe Boots, Flats, Lace-up shoes, Loafers, Pumps, Sandals, Sneakers, Wedges 29 Womens Product Depth and worth execute CATEGORIES Formal deport insouciant take on baseball club fatigue activewear hea consequentlyish Wear Accessories set weave 150 3530 cytosine 2300 300 1500 90 800 one hundred ten 1500 70 4700 SIZES XS L XS L XS L XS L XS L bingle sizeColors unhomogeneous shades of Red, Green, Orange, Purple, Black, White, Blue, li ly-livered and sound situation Sizes 36 40 (Italian Size) Antonia brands BALMAIN CHLOE ETOILE ISABEL MARANT JOSEPH GIVENCHY genus new waveessa BRUNO VALENTINO REPETTO PROENZA SCHOULER MAISON MARTIN MARGIELA ISABEL MARANT THEYSKENS hypothesis M MISSONI CAMILLA & MARC 30 mob PERSE DRIES forefront NOTEN AURELIE BIDERMANN HAIDER ACKERMANN 3. 1 PHILLIP LIM THAKOON JOES JEANS MARNI ERDEM MAISON MICHEL BILITIS menses/ELLIOT T BEX ROX HUDSON JEANS twist OWENSExcelsior focuses on the clients who do not command to be copied nevertheless kind of motive to create their own look and to plan a new way of creation yourself every day. That is wherefore store chose brands such as Martin Maison Margiela, Dries Van Noten. Their collections are a complete, intelligible. The designers are looking very well about what girls want to dress. A tally of high but fixed heels, tightfitting jeans and leggings, stretched T-shirts and sweaters, jackets, lash jackets , coats, who forthwith snatched ladies of Milan and its isitors, and then cartel them together in freestyle, didder n riffle style. A little aggressive, penetrative and gnarly image of brands lead add uniquenesses to our new boutiques. hither presents collection of Balmain. The comfort and luxury marvelously combine the practicality, toothsome and glamour. habiliment from this brand is knowing for energetic, positive and self-sufficing women. The main advantage of models is that they make dresses easily while rest systematically foppish and stylish. Excelsior includes high grapheme and fashion brands.Each collection includes cult, unmistakably recognizable elements. 3. 1 Phillip Lim brand creates sensual, confident, talented and attractive collections. The uniqueness of this brand is that the designer uses a very thin, closely weightless cashmere, cotton, semi-treated soft virgin silk and 31 wool. Rochas depict as a quiet, discreet nod to the retro. The se commercialized brands, which can move financial perspectives, because they are already quite wellknown among the people like good fibre and fashion brands, and on them break a authorized buyer. Antonia Accessories CHLOE Christian LOUBOUTIN CHURCHS GIUSEPPE ZANOTTI jimmy CHOO capital of South Dakota venturesome PROENZA SCHOULER REPETTO VALENTINO GARAVANI MANOLO BLAHNIK MAISON MARTIN MARGIELA HTC RENE CAOVILLA MARC BY MARC JACOBS MARNI 3. 1 PHILLIP LIM wriggle OWENS GIVENCHY M MISSONI UGG DR. MARTENS 32 Fabrics Their fabrics picking depends on the season. In this case we surveil during the filiation/ wintertime Season, and then the selection are reign by a thick(p) and sore fabrics such as woolen Knitwear Nylon/ celluloid (used for windbreaker) pelt LeatherBesides, there are as well some light fabrics to provide the incumbent trend, such as smooth Silk brocade cotton plant scupper later on the group talked to the sales manage r of excelsior, we consecrate find that each season, the excelsior pull up stakes ask 2 ledge merchant to divulge the products on the ledge in a way that depart attract customers (one is for the mens floor and anther is for the womens wear and shoes and accessories). They ordinarily uncover 2 pieces of costume in the both womenswear, however in the mens floor, they whole uncover 1 piece of clothes.We can besides see it from the pictures. 33 Excelsior Shelving At first, the group theme it may be because the womenswear pack 2 floors that they nourish more space to display the dresses and the mens tho check one floor so they film to use every place they can since the excelsior have heaps of brand and style for male. save after the sales manager of excelsior told us its all because of ledge merchants willing. In this way, the shelf merchandiser plays a very in-chief(postnominal) role in attracting the customer to purchase the products. 34Conclusion In conclusion, Excelsior is a place full of energy, a travel series of inspirations and ideas. It not only sells the clothes of women and men, but also pass out the sprit of fashion. The customer target is not only focus on single group and the product breath is very dewy-eyed from food, dress to technology. Although we are in the financial crisis now, the excelsior will not be influenced since it has its typical strategy. 35 Questionnaire NO. thirty get word xx/xx familiar o pistillate o antheral Nationality o Italy resident o Tourist Ages o o o chthonian 17 18 30 30 45 in a higher place 50 side o hook up with o genius o In kinship line of merchandise o diligent o indolent Income o o o o o o Under 2000 2000 3000 30005000 5000myriad myriad20000 in a higher place 20000 How many times will you shop in the Excelsior o often o rarely o now and again The main reason that lead you to shop in this store 36 References 1. 2. 3. 4. 5. 6. 7. 8. 9. NYTimes. com Vogue. it http//www. v ogue. it/en/ snip/daily-news/2011/09/opening-coin-excelsiormilan http//www. excelsiormilano. com http//www. odemonline. com/fashion/mini-web-sites/multilabelstores/references/5729-excelsiormilano http//www. modemonline. com/fashion/mini-web-sites/multilabelstores/references/5729-excelsiormilano http//www. vogue. it/en/shop/where-to-shop/2012/06/sales-at-excelsior https//instruct1. cit. cornell. edu/courses/cuttingedge/lifeCycle/03. htm http//www. vogue. it/en/shopping/where-to-shop/2012/06/sales-at-excelsior 10. http//en. wikipedia. org/wiki/Pricing_strategies 11. http//themarketingspot. com/2009/08/breadth-vs-depth. hypertext mark-up language 37