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Case.giordano

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  • 1. Presented by: Cherrie Mae Favila Hoda Yahyaei
  • 2. KEY FACTS Industry: Retail Founded: Hong Kong, 1981. Founder: Jimmy Lai Headquarters:Hongkong Chairman & CEO: Peter Lau Products: Apparel Revenue: HK$ 4.95 billion (2007) [ Net income HK$ 2.36 billion (2007) Employees~ 11,000 (2007) Subsidiaries Giordano Concepts Giordano Junior Giordano Ladies Website: http://www.giordano.com.hk
  • 3.  
  • 4.
    • Viewpoint
    • Competition is always at the side of all business. While
    • maintaining our edge in the market we do not forget the
    • value our customers get for the money they are spending
    • on our products, we make sure they get the right customer
    • service they deserve. Keeping in the competition and at
    • the same time protecting our position in the market
    • is a tough job we continue to deliver.
  • 5. “ We are committed to provide our customers with value for-money merchandise, professional customer service and comfortable shopping experience at convenient locations.”
  • 6. II. Time Context The problem of this case focuses on the future of Giordano, year 2000 and onwards.
  • 7.
    • III. Statement of the Problem
    • Main Problem:
    • 1. What strategies can Giordano use in order to maintain its current position of being the number one leading and innovative company in Asia? Secondary Problem:
    • How does customers responds to the marketing strategies of Giordano’s competitors?
    • What factors from the company’s macroenvironment directly affects the competition?
  • 8.
    • IV. Statement of Objectives
    • Identify the consumer responses to the marketing strategies of their competitors.
    • Identify the macroenvironment factors that affect the company’s growth or competition.
    • Craft and effective improvement plan
  • 9. V. Areas of Consideration (SWOT Analysis) Strength Weaknesses Opportunities Threats Giordano has an excellent pool of service staff that delivers an unparalleled good customer assistance service. Lack of strong brandmark or icon. Asians are one of the best target customers for they not too classy in their types of clothes compared to Europeans. Giordano faces a tough competition with other low-priced apparel. Giordano has an excellent inventory control and computerization. They had no contingency plans regarding unforeseen circumstances for their inventory control center. They can have a relatively large sales for their products. Piracy of apparels and trademarks. Giordano has a good positioning of more-for-less (value-for-money) strategy supported by strict cost control procedures. The company lack the flexibility that some of its competitors possess. (Product development) Further expansion into overseas markets. Europe and Africa also have a high potentials and growing markets. The same marketing strategies with other competitors. Giordano has an aggressive advertising and promotions strategy. Prices of products are higher compared to other competitors like Hang Ten, Bossini and Baleno. Growing demand for casual wears. Changing demographics of customers who have changing needs based on their culture and habits.
  • 10. V. Areas of Consideration (SWOT Analysis) Strength Weaknesses Opportunities Threats Giordano has an excellent pool of service staff that delivers an unparalleled good customer assistance service. Lack of strong brandmark or icon. Asians are one of the best target customers for they not too classy in their types of clothes compared to Europeans. Giordano faces a tough competition with other low-priced apparel. Giordano has an excellent inventory control and computerization. They had no contingency plans regarding unforeseen circumstances for their inventory control center. They can have a relatively large sales for their products. Piracy of apparels and trademarks. Giordano has a good positioning of more-for-less (value-for-money) strategy supported by strict cost control procedures. The company lack the flexibility that some of its competitors possess. (Product development) Further expansion into overseas markets. Europe and Africa also have a high potentials and growing markets. The same marketing strategies with other competitors. Giordano has an aggressive advertising and promotions strategy. Prices of products are higher compared to other competitors like Hang Ten, Bossini and Baleno. Growing demand for casual wears. Changing demographics of customers who have changing needs based on their culture and habits.
  • 11.
    • VI. Alternative Courses of Action
    • Watch out for the new trends in consumer buying behavior.
    • Innovate and create new product.
    • Maintain the more-for-less positioning strategy through effective cost control.
    • Maintain the good IT integration in the company’s sales and decision making.
  • 12.
    • VI. Alternative Courses of Action
    • Expand the target market of the company by venturing into other untapped markets of Asia or even America and Europe.
    • Generate a new market segment.
    • Analyze the strategy and the result of strategy that its competitors is using.
  • 13.
    • VII. Strategy Formulation
    • Marketing Research – gather inputs from the customers who purchase the products. Survey Questionnaires and Focus Group Discussions.
    • Marketing Information System- maintain the information gathered from every customer contacts through the help of the I.T. Department.
    • Innovations- in terms of product variety would be an effective tool.
    • Place- outlets should be at convenient locations for customer’s easy access.
    • Promos and Customer Loyalty Programs- it can help to retain and attract customers.
  • 14. VIII. Action Plans Marketing/Sales Department Human Resources Department Accounting Department Information Technology Department Top Management Tie-up with fashion magazines. Be alert with different marketing offers of the competitor. Continue to hire and train high-caliber service staff for the company. Report all sources of major costs and expenses of the company as well as some recommendations to resolve it. Create an interactive website for the consumers. Seek advice from marketing experts, business analysts and other professionals. Initiate a survey to the customers to determine their current trends and fashions. The company must train service staff in doing personalized service like calling regular guests by their names, noting down preferences. Gather information about the customer’s taste and preferences in fashion. Maintain a good company image. Embark a more aggressive promotion to upper-class clientele by joining Fashion Week. Train the service staff in providing a more relaxed environment in the stores. Come up with a fan page in social networks. Build a strong Corporate Social Responsibility. Maintain an excellent level of customer service at all times. Encourage service staff to engage in a informal conversation with the guests about fashion offered by the brand. Procure a personalized software where clients information can be stored and accessed anytime by the staff.
  • 15.
    • IX. Potential Problems
    • Inaccurate customer survey result may occur
    • It may be very hard to track down the competitor’s moves and strategies.
    • Competitors may procure the same software that Giordano uses for its inventory management.
    • Competitors may have more competent staff.
  • 16.
    • X. Contingency Plans
    • Giordano must continue with the company’s key success factors:
    • Excellent Pricing ( Value- Based Pricing Strategy)
    • Effective Cost Control
    • State-of- the- art IT
    • Aggressive Promotional Drive
    • Differentiate the service from the other apparel retailers
    • Use either product development or market development strategy
  • 17. END OF PRESENTATION THANK YOU FOR LISTENING !