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.

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.

10-6

Mission Statement:

“To make people look good and feel great”.

10-7

Vision Statement:

“Giordano vision is to be the best and the biggest world brand in apparel retailing”

10-8

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

10-12

Q-2 Describe and evaluate Giordano’s current positioning strategy.

10-13

• 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

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? 

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

10-17

• ……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?

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

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?

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. 

10-23

 Q-6 what general lessons can major clothing retailers in your country learn from Giordano for?

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

10-25