el:Ed BurstallLerner New York:Rich CrystalLane Bryant:Jill DeanVictoria's Secret Catalogue:Cynthia FierstVictoria's Secret Stores:Grace MichealsBath and Body Works:Beth A. PreteberryLimited Too:Micheal W. RhodemGryphon:Robert RhattenburghGalyan's Trading Co.:Joal SilvermannMast Industries:Martin TrustExpress:Micheal A. WeissStructure:Peter WhitefordOperations CapacityThe Limited, Inc. operates 5,640 stores across the United States. Their stores are located primarily in shopping malls. In 1996 the company only had 5,300 stores open. They has 131,000 associates and a total of 28,400,000 selling square feet. The Limited is a growing company and the number of open stores and square selling feet justifies this. Marketing CapacityThe Limited, Inc. is a shopping mall mainstay all over the United States. The Limited focuses primarily on clothing for women in their twenties. The clothing lines offered in the Limited's stores are of average prices geared more towards the middle class consumers. These stores do not offer many different styles although they do offer many different colors and sizes. These clothes can be purchases at mall all over the United States. The Limited, Inc. advertises mostly in magazines, although some advertising money is placed towards television advertising. All of these factors can go into the Limited, Inc's marketing capacities.Research and DevelopmentIn 1997, The Limited, Inc. is involved in many different areas of research and development. They put approximately 8% of all of their retained earnings back into this area. In 1997, the company acquired certain personnel to research what would be involved in building new images for both Limited and Structure stores, both suffering from lagging sales. The company is trying to focus on the success of branding campaigns. These personnel are researching the changes in changes consumer's shopping habits. The Limited wants to design a branding campaign that will...
