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Giordano positioning for international expansion

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Giordano positioning for international expansion

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Giordano positioning for international expansion

  1. 1. 10-1 GIORDANOGIORDANO POSITIONING FOR INTERNATIONALPOSITIONING FOR INTERNATIONAL EXPANSIONEXPANSION
  2. 2. 10-2 Participants  Fajlay Azim (ID# 41530013)  Faysal Ahmed (ID# 41530053)  Tonmoy Das (ID# 41530054)  Badiuzzaman Shoaib (ID# 41530031)  Umma Salma (ID# 41530075)  S.M. Abul Kalam Azad (ID# 41530062)  MD. Khaled Saifullah (ID# 41529029)
  3. 3. 10-3 KEY FACTS
  4. 4. 10-4 KEY FACTS GIORDANO  Chairman & CEO: Peter Lau  Giordano’s success is measured by the company’s relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service.  Subsidiaries: Giordano Concepts, Giordano Junior, Giordano Ladies.
  5. 5. 10-5 KEY FACTS  Giordano Hong Kong uses the name of both the company and its mainstream fashion labels, and this strategy has allowed the company to pursue an integrated marketing approach directly related to the company name.  Since their income is relatively higher than most of their competitors, the time for implementation of their chosen marketing strategies would take longer than usual, aside from being expensive.  Then the pursuit of these promotional campaigns will be beneficial for the company in the long run.
  6. 6. 10-6 Mission Statement: “To make people look good and feel great”.
  7. 7. 10-7 Vision Statement: “Giordano vision is to be the best and the biggest world brand in apparel retailing”
  8. 8. 10-8
  9. 9. 10-9 Q & A Q1. Describe and evaluate Giordano’s product, business and corporate strategies? PRODUCTS  Value for money product  Excellent services  Focused on core items  Customer oriented  Tangible product: logo, brand,.
  10. 10. 10-10 - ProductsProducts - Biz strategy- Biz strategy - Corporate strategy- Corporate strategy - Focused differentiation strategy- Focused differentiation strategy + Train and motivate the front-line staffs+ Train and motivate the front-line staffs + No-question-asked return policy+ No-question-asked return policy - Cost focus strategy- Cost focus strategy
  11. 11. 10-11 - ProductsProducts - Biz strategy- Biz strategy - Corporate strategy- Corporate strategy CORPORATE STRATEGY:CORPORATE STRATEGY: Vertical integrationVertical integration - Manufacturing plants inManufacturing plants in China, Philippines >>>China, Philippines >>> allow better costs andallow better costs and quality controlquality control - Lower the power ofLower the power of supplierssuppliers
  12. 12. 10-12 Q-2 Describe and evaluate Giordano’s current positioning strategy.
  13. 13. 10-13 • Product differentiationProduct differentiation – Value for moneyValue for money – Quality merchandise atQuality merchandise at affordable pricesaffordable prices • Service differentiationService differentiation – High level service forHigh level service for customerscustomers • Personnel differentiationPersonnel differentiation – Dedicated, well-manner andDedicated, well-manner and helpful staffshelpful staffs Current Positioning StrategyCurrent Positioning Strategy
  14. 14. 10-14 Q-3 what are Gioranado’s key success factors (KSF) and sources of competitive advantage? Are its competitive advantages suitable, and how would they develop in the future?
  15. 15. 10-15 …in design Systemically collect the customers’ ideas Fast turnaround from market impulse, design, manufacturing to distribution to the shops Difficult to copy the implementation & integration of the systems on the scale that Giordano has done EXCELLENCE
  16. 16. 10-16 • ……in managementin management of operationof operation  Daily sales reportsDaily sales reports  Limited stock in shopsLimited stock in shops that are dailythat are daily restockedrestocked  Rapid market-drivenRapid market-driven manufacturingmanufacturing  Build customerBuild customer loyalty.loyalty.  Strong competitorsStrong competitors with similarwith similar positioningpositioning  Demand for casualDemand for casual clothes as increasingclothes as increasing incomes.incomes. EXCELLENCEEXCELLENCE
  17. 17. 10-17 • ……in marketing andin marketing and brandingbranding  Right positioningRight positioning  Huge advertisingHuge advertising budgetbudget  Difficult to copy.Difficult to copy.  Ensure that thisEnsure that this culture can beculture can be maintained as itmaintained as it expands rapidly inexpands rapidly in existing and newexisting and new marketsmarkets EXCELLENCEEXCELLENCE
  18. 18. 10-18• ……in servicein service  Service orientation isService orientation is pervasive in many ofpervasive in many of its activities.its activities.  Recruitment,Recruitment, selection & training ofselection & training of staff.staff.  Empowerment &Empowerment & motivation of staff.motivation of staff. • ……in good sitein good site selectionselection  Good, high trafficGood, high traffic shopping &shopping & convenience locationsconvenience locations  Other competitorsOther competitors could also do thecould also do the samesame EXCELLENCEEXCELLENCE
  19. 19. 10-19 Q-4 Could Giordano transfer its key success factors to new markets as it expanded both in Asia and other parts of the world?
  20. 20. 10-20 Giordano Company’s main competitive strengths which can be transferred to other market are: the experience of the employees, inventory controlled system, HRM practices but the policies should be different for each country. It can use the established distribution, marketing and inbound channels members in order to market their product outside the home country
  21. 21. 10-21Q-5 How do you think Giordano had/would have to adapt its marketing and operations strategies and tactics when entering and penetrating your country?
  22. 22. 10-22 Giordano would have to take the following the marketing and operations strategies and tactics when entering and penetrating to adapt in my country:  Consistency in service and merchandise quality  Two dimensions of marketing and operations need to be addressed separately  Concentrate on the similarities between countries  Careful to consider national and cultural differences in some aspects of its marketing mix.  
  23. 23. 10-23  Q-6 what general lessons can major clothing retailers in  your country learn from Giordano for?
  24. 24. 10-24  Giordano managed to deliver a high level of service  “Even the most sophisticated training program won’t guarantee the best customer service”  When you pay peanuts, you get monkeys.  To augment their products for e.g. “no question asked and no time limit’ exchange policy
  25. 25. 10-25

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