The document outlines various internal and external drivers that are important for a retail business to focus on. The internal drivers include factors like location, product selection, staffing, visual merchandising, training, brand standards, leadership, customer service, promotions, and administration. The external drivers include public relations, marketing strategies, social responsibility initiatives, customer and staff satisfaction surveys, loyalty programs, branding, online presence, participation in events, and partnerships. The document provides details on the meaning, purpose, implementation, and outcomes of each of these drivers.

3. [1] INTERNAL DRIVERS:
(I) PLACE (Prominent Location)
(II) PRODUCT (Right mix of Products/Inventory Plans)
(III) PEOPLE (Right mix of nationalities/skilled personnel)
(IV) VISUAL MERCHANDISING PRINCIPLES (Layout Plans)
(V) TRAINING & DEVELOPMENT (PK/SS/CS/TS/ASS)
(VI) RETAIL BRAND STANDARDS (SOPS & AUDIT)
(VII) TEAM LEADER (Commercial Manager)
(VIII) CUSTOMER SERVICE (World Class Focus)
(IX) PROMOTIONS & OFFERS (As per Market Trends)
(X) SEASONAL & EVENTS LAUNCHES (Same as above)
(XI) LEISURE & COMFORT FACILITIES (Extra on CS list)
(XII) ADMINISTRATION (Correct Reports Mechanism)
(XIII) EXTRA (WHY ONLY US)

4. [1A] PLACE:
(1) Meaning : To ensure that the location is
prominent and fulfills all the important
requirements of checklist selection criteria of
Business.
(2) Purpose : To reduce the chances of risks involved
& to ensure the Business must stay profitable.
(3) Mechanics : To understand the Business needs
and to stay confident in terms of key potentials
of the location.
(4) Outcome : Helps in competing the market as
Potential Retailer & hence the given Budgets
can easily be achieved.

5. [1B] PRODUCT:
(1) Meaning : To ensure that a right mix of products
are available for Trade which fits suitable as per
the current market trends, customer’s & Business
needs.
(2) Purpose : To reduce the chances of loss of sales
& to ensure each single customer is being
served with their desire of needs.
(3) Mechanics : To understand the Market &
Competitors trends and to stay confident in terms
of serving the right product always.
(4) Outcome : Helps in competing the market as a
Potential Retailer and hence helps us to choose
only most demanding and Best Seller products.

6. [1C] PEOPLE:
(1) Meaning : To ensure that a correct mix of different
nationalities of skilled personnel are being
recruited who fits the best to the Business needs.
(2) Purpose : To reduce the chances of lack of
communication with the customers & to maintain
a strong control over the customer service
Management.
(3) Mechanics : To understand the Multi-cultural mix
environment of customers & to stay confident in
terms of serving them with World Class Customer
Service Focus.
(4) Outcome : Helps in maintaining a lifelong
relationship with our valued customers & hence
helps in enhancing the Sales Growth day by day.

7. [1D] VISUAL MERCHANDISING:
(1) Meaning : To ensure that Tailor made VM Plans has
been set in place based on past experiences &
current market trends which suits the Business.
(2) Purpose : To ensure that we have a competitive
Product Presentation Plan implemented across
our store which is unique in itself and helps us in
representing us as a Brand.
(3) Mechanics : To understand the current market
trends & represents a Tailor Made VM solutions
which suits the best to the Brand.
(4) Outcome : Helps in competing the market as a
Potential Retailer & hence we can maintain the
Best Product Presentation all across the Store.

8. [1E] TRAINING & DEVELOPMENT:
(1) Meaning : To ensure that the Best material is
gathered to educate our staff on continuous basis
as it helps the Brand to create its image..
(2) Purpose : To motivate the Team and to create an
inter staff challenge to check their learnt abilities
& it increases their self confidence about the
product as well as the Brand.
(3) Mechanics : To represent a tailor made Training &
Development Program which includes the product
knowledge, customer service, great selling skills,
after sale services & trouble shooting skills.
(4) Outcome : Helps in Building a Team of Business
Professionals being a leading Market Retailer.

9. [1F] RETAIL BRAND STANDARDS:
(1) Meaning : To develop a Brief Project Plan on the
Mission, Vision & Organization’s Goals which in
return then drives the Whole Team in the same
direction.
(2) Purpose : It helps the team to Self boosts, make
commitments & then strive for excellence.
(3) Mechanics : A Tailor made Brand Standards needs
to be set in Place including Work ethics & Code of
Conduct.
(4) Outcome : It helps to Develop Team Work, Creates
challenges, helps the Team to be the Leader of
their own self & delivers us the Best results in
terms of maintaining the Store as a Brand always.

10. [1G] TEAM LEADER :
(1) Meaning : To ensure to have a competitive Team Leader
who in turn Leads the Team by examples & maintain the
fixed assets as per the given SOPs.
(2) Purpose : To ensure that a Custodian holds the Ownership
of our premises & maintain all the given Audit & Company
Policies & Procedures.
(3) Mechanics : To recruit a well groomed and skilled Retail
Store Manager who can practically comply with the given
Instructions.
(4) Outcome : Who helps in maintaining the maximum security
controls, reduces the losses & Keeps the Business Profitable
& develops more Leaders out his Leadership to fulfill the
future Business needs. Who is very well versed in Cash
Management & Inventory Management processes. A coach
who is confident enough to Launch VM, Seasonal, Eventual,
Promotional and Merchandise related changes on day to
day basis.

11. [1H] CUSTOMER SERVICE:
(1) Meaning : To understand the Customer’s need and
can fulfill them at earliest to make them
satisfied.
(2) Purpose : To ensure to comply with World Class
Customer Service Focus and keeps the Customers,
always happy.
(3) Mechanics : To deliver extra value added Service
by understanding their need in short course of
time .
(4) Outcome : Helps in achieving the given Budgets
along with given Budgets on ATV, UPT by making
Cross Sales, Link Sales and Up Sales & by applying
Training & Development learnt skills.

12. [1I] PROMOTION & OFFERS:
(1) Meaning : To ensure that we comply with current
Market Trends & Promotions onto current Trading
Calendar which fits to best Business requirements.
(2) Purpose : To reduce the inventory which is non-
selling & helps to refresh the Inventory Cycle.
(3) Mechanics : To understand the Market Trends and
develop Plans accordingly to execute promotions.
(4) Outcome : Helps in staying competitive in the
market as other Potential Retailer & helps us to
fulfill all the Business needs onto the checklist of
Customer’s, Organization’s & Employee’s
satisfaction index.

13. [1J] EVENTS & SEASONAL LAUNCHES:
(1) Meaning : To ensure that we stay competitive in
terms of Highlighting our Inventory as per events
& refreshing our Inventory as per seasonal
changes.
(2) Purpose : To fulfill the customer needs in terms of
products in demand as per the events or seasons.
(3) Mechanics : To understand the Market Trends
and to develop Tailor made layout solutions for
occasional & seasonal Product Presentation.
(4) Outcome : Helps in staying competitive in terms
of the Market Trends & hence can accomplish Best
Product Presentation in terms of Occasional
Or seasonal merchandise layout all across the
store.

14. [1K] LIESURE & COMFORTS:
(1) Meaning : To ensure to add extra leisure facilities
to customers comforts.
(2) Purpose : To offer our customers a best shopping
destination of their choice to experience a World
Class customer serving Brand.
(3) Mechanics : To develop strong strategies for
serving all the customer leisure and comforts
needs.
(4) Outcome : Helps in establishing our Brand Image
as a Leading Retailer in the market & hence
fulfilling the Customer’s needs with a World Class
Customer serving vision.

15. [1L] ADMINISTRATION:
(1) Meaning : To ensure that all the prominent
communications in house and external takes place
in time & with in work ethics & code of conduct.
(2) Purpose : To ensure that we execute the given
instructions with in given time line & utilize the
best use of Reports .
(3) Mechanics : To understand the incoming nature of
instructions & Reports. And to utilize them
effectively to prepare our action plans.
(4) Outcome : Helps in accomplishing the given tasks
with in a set of given time frame and hence helps
us to enhance the Sales & effectively work on
Inventory refresher cycle.

16. [1M] EXTRA:
(1) Meaning : To ensure we always add extra value to
Customer Service Part so that we have the best
grades on our internal customers satisfaction
checklist.
(2) Purpose : To ensure the 100% customer
satisfaction delivered.
(3) Mechanics : To understand the customer’s needs
& accordingly develop our plans so that our
purpose is being achieved.
(4) Outcome : Helps in competing the market as
Potential Retailer and hence enhances the
customer’s satisfaction level which lures and
entice them to stay connected and shop again
with the Brand.

17. [2] EXTERNAL:
(I) PUBLIC RELATIONS (PR Activities)
(II) MARKETING STRATAGIES (Correct Choice of Modes)
(III) SOCIAL RESPONSIBILITIES (Disease/Charity/Causes)
(IV) GRADE ON CHECKLIST (Customer/Staff/Company)
(V) PRIVILEGE CARD (Loyalty Program/ Card)
(VI) BRAND IMAGE (Goodwill)
(VII) COURIER SALES (An Edition to CS)
(VIII) ONLINE STORE (An Edition to CS)
(IX) ON WEB AVAILABILITY (Mass Public Awareness)
(X) BRANDING (In Store/ Mall/ External)
(XI) PARTCIPATION IN DUBAI EVENTS (Events Calendar)
(XII) TIE UPS (Foundations/ Banks/ News Papers)
(XIII) FASHION SHOWS (Organize Plans)

18. [2A] PR ACTIVITIES:
(1) Meaning : To Emphasize on Dubai Event Calendar
of Current Financial Year and Develop our Public
Relations Strategies which suits the best to our
Business needs.
(2) Purpose : To stay ahead of Current Market Trends
and helps in developing strong inventory plans.
(3) Mechanics : To understand the type of upcoming
events & prepare our inventory plans & stay
intellectual in terms of effective participation in
those events.
(4) Outcome : Helps in Building strong Public
Relationship and hence enhances the Public
awareness & creates Organization's goodwill in
the market.

19. [2B] MARKETING STRATAGIES:
(1) Meaning : To understand the core of Marketing
and choose the Best mode of Media to develop
our strong Marketing Strategies.
(2) Purpose : To stay competitive in terms of
Competitors Marketing Strategies and to develop a
Strong Marketing Plans in terms of Media relations &
other customer facing activities.
(3) Mechanics : To Understand the Budgets & Outcomes
of Events & Promotions & accordingly develop plans
to select the best ways to reach out to the Society.
(4) Outcome : Helps in creating a good Public
awareness on large volumes and hence enhances the
in store customer’s footfall traffic.

20. [2C] SOCIAL RESPONSIBILITIES:
(1) Meaning : To Emphasize on the Social Responsibi-
-lities of an Organization being an International
Retailer and to touch the emotions of millions by
doing little efforts.
(2) Purpose : The Primary aim of these initiatives
are to serve a platform to focus on ill effects of
sedentary lifestyles.
(3) Mechanics : To understand the social needs of society
and to stay intellectual in terms of effective particip-
-ation in such responsibilities.
(4) Outcome : Helps in Building strong Social Relationship
and hence enhances the Public awareness towards
several diseases & creates Organization's goodwill in
the society.

21. [2D] GRADE ON CHECKLIST
(1) Meaning : To Emphasize on our Brand Internal Checklist
in terms of Customer’s, Company’s & Employee’s
satisfaction index.
(2) Purpose : To stay ahead of in terms of Building Lifelong
Relationship with our Valued Customer, Employees and
Management Team within the Organization.
(3) Mechanics : To understand our Customer’s, Employee’s
& Organizational needs and to stay intellectual in
terms of serving them effectively.
(4) Outcome : Helps in Building strong Customers network
and hence enable us to increase Sales. Motivates the
employees and hence helps in cost cutting plans.
Enhances the Organization's profits hence helps in
maintaining the Organization profitable.

22. [2E] LOYALTY PROGRAME:
(1) Meaning : To Emphasize on Winning their hearts by
offering them what they deserve and create our own
space of what we deserve.
(2) Purpose : To stay ahead in terms Customer’s
satisfaction index & offer them a loyalty program
which enable them to earn while shop and enable us
to increase Sales.
(3) Mechanics : To understand our Customer’s needs and
to stay intellectual of serving them with an
appropriate loyalty program helps us all to stay
connected.
(4) Outcome : Helps in Building strong Customer
relationship network and enable us to show how we
share our rewards equally.

23. [2F] BRAND IMAGE & GOODWILL:
(1) Meaning : To Emphasize on creating Brand Image as a
loyal Brand in terms of Quality & Service Standards.
(2) Purpose : To stay ahead of in terms of Building
a Brand which is being acknowledged as International
Standards of Organizations by practices.
(3) Mechanics : To understand the market needs &
fulfill them to the desired levels being professional
by standard practices of International Organizations.
(4) Outcome : Helps in Building a Good Brand Image
and Goodwill in the market as well as the society we
were born in, survived, lived and reached our mile
stones and after all being recommended by our
customers through consumer poll or being recognized
by the Association of International Standards of
Organizations as a award winning Brand.

24. [2G] COURIER SALES:
(1) Meaning : To Emphasize to develop our plans which
can help to raise our Service Standards.
(2) Purpose : To stay ahead in terms of reach out to know
the customer’s needs & puts in all our best efforts to
fulfill them & makes our customers happy.
(3) Mechanics : To develop connections with Courier
Companies to deliver the ordered stocks at their door
step.
(4) Outcome : Helps in Building strong Customers
network, helps us to raise up our Grades on
Customer’s Satisfaction Checklist & hence enable us
to recover all the sales we can without loosing a
single opportunity.

25. [2H] ONLINE STORE:
(1) Meaning : To Emphasize on developing an online store at
later stage so that we don’t miss out the opportunity of
loosing connections or sales with the people who usually
buy online.
(2) Purpose : To stay ahead of in terms of understanding the
changing trend of shopping & to fulfill them efficiently.
(3) Mechanics : To represents the current seasonal collection
with running promotions or offers at online store which
gives a wide idea of products range, features & available
colors to buyers online.
(4) Outcome : Helps in Building strong Customers network
online & fulfills the current shopping trends & demands
of buyers online. Enable us to stay effective in terms of
cost cutting & gives us our own space & way of
representing us as a Brand.

26. [2I] ON WEB AVAILABILITY:
(1) Meaning : To Emphasize on Socializing and having our
accounts at Face book, Twitter & Other Social Networks
across the web.
(2) Purpose : To stay ahead in terms of collecting the
insights data likes, dislikes and feedback of our valuable
customers to keep our self up to date in terms of
product selection and service standards.
(3) Mechanics : To develop Tailored Plans of representation
& stay widely connected to our Customer’s network
online to represents us as a up- to- date Brand.
(4) Outcome : Helps in Building strong Customers network
online along with Socializing with our customers &
hence enable us to increase public awareness at a mass
scale with free marketing space across the web.

27. [2J] BRANDING:
(1) Meaning : We need to emphasize to accelerate the
building of a concept & create a Brand.
(2) Purpose : To be well known as the best-in-shoe for the
fashion right consumer looking for statement-making
footwear in the bridge market.
(3) Mechanics : We need to understand the Brand’s
Democracy, Architecture & its Philosophy as in fashion
goods industry a combination of all has design &
signature style( therefore a sharply defined Brand
Identity or DNA) coupled with the creation of Masterful
Marketing Buzz as the key elements in sustaining the
Brand Strategy.
(4) Outcome :It is what it gives identity to the Brand.
Differentiates it from its competitors & allow it to sell
multiple categories, thereby widening its Audience &
Achieving High Sales Densities & Margins.

28. [2K] PARTICIPATION IN DUBAI EVENTS:
(1) Meaning : To Emphasize on Dubai Events Calendar &
focus on to those events which fits best to footwear
Industry & can help us to develop our merchandizing
plans for the current Trading Year.
(2) Purpose : To stay ahead of in terms of eventual &
athletic needs of current market demand & to ensure
we serve the right products at the course of eventual
duration being in right competition in the market.
(3) Mechanics : It helps to develop strong merchandising
plans & opportunities for the retailers to effectively
participate & showcase their Branding & Marketing
widely via partnership platform.
(4) Outcome : It helps in building strong advertising base,
increases the public awareness towards the Brand &
enhances the in store footfall which in return gives a
boost to the Business.

29. [2L] TIE UPS:
(1) Meaning : To Emphasize on triangular benefit Tie-Ups
for instance; Banks, Foundations & Other Non Profit
Organizations which benefits all three parties
partnered in it in one way or another.
(2) Purpose : To ensure we project our footfall traffic
count during one financial year on tips while
developing such plans & closing the partnerships of such
Tie-Ups.
(3) Mechanics : Analytically Khalifa Gift Vouchers, NBAD
Touch Points & Mashreq Salaam Points are the best
partnerships so far in UAE which has proven their
practical positive impact on Business in terms of higher
contributions.
(4) Outcome : Tie-Ups works like a privilege for the
customers being connected to these firms to hold their
members to maintain a strong bond of good trust with
them finally ends with high contribution of role in
Business of partnered retailers.

30. [2M] FASHION SHOWS:
(1) Meaning : Minimum one Fashion Show must be set up
prior to seasonal launches which helps in Branding
Publicity well in advance.
(2) Purpose : To increase the public awareness among
society & to attract heavy footfall traffic in store upon
the launch is being implemented.
(3) Mechanics : We need to develop plans in co-ordination
with the Mall Management or Other Fashion Brands with
in the Mall to participate in Fashion Shows for a widen
broadcast of Brand’s collections live in show.
(4) Outcome : As its an inseparable part of youth, it gives
both men & women opportunity to imagine & Judge
themselves on their appearance. Helps to go live in
Public to collect data insights about what next is in
demand of the customer’s pick list. And hence the in
store footfall can be increased.