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_THE SHAOS_
MaiDT
NgaHP
TrangNH
NgocDTT
CONTENT
• Summary
• Products, biz &
corporate strategies
• Positioning
• KSF
• Implications
1. SUMMARY
• 1 of Asia’s most successful retailers, with
operations in East Asia, Southeast Asia &
the Middle East.
• Exce...
- Products
- Biz strategy
- Corporate strategy
PRODUCTS
• Tangible product: logo,
brand,.
• Intangible product:
service, s...
- Products
- Biz strategy
- Corporate strategy
- Focused differentiation strategy
+ Train and motivate the front-line staf...
- Products
- Biz strategy
- Corporate strategy
CORPORATE STRATEGY:
Vertical integration
- Manufacturing plants in
China, P...
3. POSITIONING &
REPOSITIONING
• Product differentiation
– Value for money
– Quality merchandise at
affordable prices
• Service differentiation
– High le...
Repositioning or Not
Repositioning or Not
• Difficult to change
the customers’
concepts
• Easy to make
brands diluted and
weaken the
competitiv...
4.
Key
Success
Factors
(KSF)
• …in design
 Systemically collect
the customers’ ideas
 Fast turnaround from
market impulse,
design,
manufacturing to
d...
• …in management
of operation
 Daily sales reports
 Limited stock in shops
that are daily
restocked
 Rapid market-drive...
• …in marketing and
branding
 Right positioning
 Huge advertising
budget
 Difficult to copy.
 Ensure that this
culture...
• …in service
 Service orientation is
pervasive in many of
its activities.
 Recruitment,
selection & training of
staff.
...
The way we manage to deliver a high
level of service
“Even the most sophisticated training program won’t
guarantee the bes...
Augment the products and services
“No-question-asked” and “no-time-limit” exchange
policy
 Service theory: Unlimited try...
Giordano - strategy analysis and more
Giordano - strategy analysis and more
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Giordano - strategy analysis and more

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Giordano International, founded in Hong Kong in 1981, is now one of the world's leading international retailers of apparel and accessories for men, women and children. Giordano Middle East FZE, established in 1993, is a 100 % subsidiary of Giordano International and provides strategic, logistics, and management...
http://www.giordano-me.com/

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Giordano - strategy analysis and more

  1. 1. _THE SHAOS_ MaiDT NgaHP TrangNH NgocDTT
  2. 2. CONTENT • Summary • Products, biz & corporate strategies • Positioning • KSF • Implications
  3. 3. 1. SUMMARY • 1 of Asia’s most successful retailers, with operations in East Asia, Southeast Asia & the Middle East. • Excellent customer service, understanding consumers’ needs and wants, stringent selection and training of staff, short design to production cycles, and extremely good inventory control and turnover. • Strong emphasis on customer service and value-for-money  differentiate itself from its competitors.
  4. 4. - Products - Biz strategy - Corporate strategy PRODUCTS • Tangible product: logo, brand,. • Intangible product: service, style and quality • Value for money concept • Restricted range of core product 2.
  5. 5. - Products - Biz strategy - Corporate strategy - Focused differentiation strategy + Train and motivate the front-line staffs + No-question-asked return policy - Cost focus strategy 2.
  6. 6. - Products - Biz strategy - Corporate strategy CORPORATE STRATEGY: Vertical integration - Manufacturing plants in China, Philippines >>> allow better costs and quality control - Lower the power of suppliers 2.
  7. 7. 3. POSITIONING & REPOSITIONING
  8. 8. • Product differentiation – Value for money – Quality merchandise at affordable prices • Service differentiation – High level service for customers • Personnel differentiation – Dedicated, well-manner and helpful staffs Current Positioning Strategy
  9. 9. Repositioning or Not
  10. 10. Repositioning or Not • Difficult to change the customers’ concepts • Easy to make brands diluted and weaken the competitive advantages • Lose the customer service & core differentiation factors • Difficult to implicate many different strategies
  11. 11. 4. Key Success Factors (KSF)
  12. 12. • …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
  13. 13. • …in management of operation  Daily sales reports  Limited stock in shops that are daily restocked  Rapid market-driven manufacturing  Build customer loyalty.  Strong competitors with similar positioning  Demand for casual clothes as increasing incomes. EXCELLENCE
  14. 14. • …in marketing and branding  Right positioning  Huge advertising budget  Difficult to copy.  Ensure that this culture can be maintained as it expands rapidly in existing and new markets EXCELLENCE
  15. 15. • …in service  Service orientation is pervasive in many of its activities.  Recruitment, selection & training of staff.  Empowerment & motivation of staff. • …in good site selection  Good, high traffic shopping & convenience locations  Other competitors could also do the same EXCELLENCE
  16. 16. The way we manage to deliver a high level of service “Even the most sophisticated training program won’t guarantee the best customer service. People are the key. They make exceptional service possible.”  Attract the right person by offering proper remuneration  Provide comprehensive training and development  Performance evaluations conducted at store level and individual one. 5. WHAT WE CAN LEARN FROM?
  17. 17. Augment the products and services “No-question-asked” and “no-time-limit” exchange policy  Service theory: Unlimited try-ons, exchange – no questions asked, serve with a smile  Aggressive advertising and promotions: Customer- focused campaigns and promotions 5. WHAT WE CAN LEARN FROM?

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