Date post: | 16-Apr-2017 |
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Services |
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10-1
GIORDANOGIORDANOPOSITIONING FOR INTERNATIONAL POSITIONING FOR INTERNATIONAL
EXPANSIONEXPANSION
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)
10-3KEY FACTS
10-4KEY 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.
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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.
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Mission Statement:
“To make people look good and feel great”.
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Vision Statement:
“Giordano vision is to be the best and the biggest world brand in apparel retailing”
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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- 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
10-11- ProductsProducts
- Biz strategy- Biz strategy- Corporate strategy- Corporate strategy
CORPORATE STRATEGY: CORPORATE STRATEGY: Vertical integrationVertical integration
- Manufacturing plants in Manufacturing plants in China, Philippines >>> China, Philippines >>> allow better costs and allow better costs and
quality controlquality control- Lower the power of Lower the power of
supplierssuppliers
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Q-2 Describe and evaluate Giordano’s current positioning strategy.
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• Product differentiation Product differentiation – Value for moneyValue for money
– Quality merchandise at Quality merchandise at affordable pricesaffordable prices
• Service differentiationService differentiation– High level service for High level service for
customerscustomers
• Personnel differentiationPersonnel differentiation– Dedicated, well-manner and Dedicated, well-manner and
helpful staffshelpful staffs
Current Positioning StrategyCurrent Positioning Strategy
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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?
10-15…in designSystemically collect
the customers’ ideasFast 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
10-16• ……in management in management
of operationof operation Daily sales reports Daily sales reports
Limited stock in shops Limited stock in shops that are daily that are daily
restocked restocked Rapid market-driven Rapid market-driven
manufacturingmanufacturing
Build customer Build customer loyalty.loyalty.
Strong competitors Strong competitors with similar with similar positioningpositioning
Demand for casual Demand for casual clothes as increasing clothes as increasing
incomes.incomes.
EXCELLENCEEXCELLENCE
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• ……in marketing and in marketing and brandingbranding
Right positioningRight positioning Huge advertising Huge advertising
budgetbudget
Difficult to copy. Difficult to copy. Ensure that this Ensure that this
culture can be culture can be maintained as it maintained as it
expands rapidly in expands rapidly in existing and new existing and new
marketsmarkets
EXCELLENCEEXCELLENCE
10-18• ……in servicein service Service orientation is Service orientation is
pervasive in many of pervasive in many of its activities. its activities.
Recruitment, Recruitment, selection & training of selection & training of
staff. staff. Empowerment & Empowerment & motivation of staff. motivation of staff.
• ……in good site in good site selectionselection
Good, high traffic Good, high traffic shopping & shopping &
convenience locationsconvenience locations Other competitors Other competitors
could also do the could also do the same same
EXCELLENCEEXCELLENCE
10-19Q-4 Could Giordano transfer its key success factors to new markets as it expanded both in Asia and other parts of the world?
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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
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?
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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.
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Q-6 what general lessons can major clothing retailers in your country learn from Giordano for?
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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
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