Giordano International Expansion
Positioning for International Expansion
Henry Jaya Sasmita
Ferry Wijaya
Yanny
Yenni Salim
Index List
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Company Background
Product Strategy
Business Strategy
Corporate Strategy
Giordano’s Current Positioning Strategy
Change current Positioning?
Proposed Relative Positioning Map
Giordano’s Key Success Factors (KSF)
Could Giordano transfer its KSF?
Giordano enters Indonesia
Giordano in Indonesia
Company Background
• Established in 1981 by Jimmy Lai, employing over 11,000 friendly staff with over 1,800 shops operating in 30 territories worldwide.
Product Strategy
• Giordano sees itself as more than just a retailer of casual apparel, it also successfully incorporate customer service as part of its product.
• Giordano is able to provide a high level of customer service through a concerted effort, which involved every employee of the company.
• It is also essential to recognize the importance of the management and leadership's commitment to be customer-oriented and to provide high quality service.
• Giordano also focuses on the concept of value for money, in which
Giordano constantly aims to improve the value of the product.
• Being customer oriented allows Giordano to focus on what the company’s products mean to the customer.
• Another product strategy from Giordano is to sell a small number of core products in its store. Giordano features no more than 100 variants of 17 core items.
• By maintaining a restricted range of core products has allowed
Giordano to respond to market changes faster than its competitors and to keep costs down.
Business Strategy
• Giordano seems to pursue a combination of business strategies from
Porter, Cost leadership, differentiation and focus.
• Primary source of differentiation comes from Giordano’s commitment to quality, in terms of products it sells and the service it provides to customers. • Giordano is changing its focus to expand the market niche
Henry Jaya Sasmita
Ferry Wijaya
Yanny
Yenni Salim
Index List
•
•
•
•
•
•
•
•
•
•
•
Company Background
Product Strategy
Business Strategy
Corporate Strategy
Giordano’s Current Positioning Strategy
Change current Positioning?
Proposed Relative Positioning Map
Giordano’s Key Success Factors (KSF)
Could Giordano transfer its KSF?
Giordano enters Indonesia
Giordano in Indonesia
Company Background
• Established in 1981 by Jimmy Lai, employing over 11,000 friendly staff with over 1,800 shops operating in 30 territories worldwide.
Product Strategy
• Giordano sees itself as more than just a retailer of casual apparel, it also successfully incorporate customer service as part of its product.
• Giordano is able to provide a high level of customer service through a concerted effort, which involved every employee of the company.
• It is also essential to recognize the importance of the management and leadership's commitment to be customer-oriented and to provide high quality service.
• Giordano also focuses on the concept of value for money, in which
Giordano constantly aims to improve the value of the product.
• Being customer oriented allows Giordano to focus on what the company’s products mean to the customer.
• Another product strategy from Giordano is to sell a small number of core products in its store. Giordano features no more than 100 variants of 17 core items.
• By maintaining a restricted range of core products has allowed
Giordano to respond to market changes faster than its competitors and to keep costs down.
Business Strategy
• Giordano seems to pursue a combination of business strategies from
Porter, Cost leadership, differentiation and focus.
• Primary source of differentiation comes from Giordano’s commitment to quality, in terms of products it sells and the service it provides to customers. • Giordano is changing its focus to expand the market niche