CASE 4 Giordano: Positioning for International Expansion Company Background Giordano was founded in Hong Kong by Jimmy Lai in 1980. In 1981‚ it opened its first retail store in Hong Kong and began to expand its market by distributing Giordano merchandise in Taiwan through a joint venture. In 1985‚ it opened its first retail outlet in Singapore. Responding to slow sales‚ in 1987 Giordano changed its positioning strategy. Until 1987‚ it had sold exclusively men’s casual apparel. When Lai and his
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Positioning for International Expansion 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
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Emerging Markets Case Studies Collection Emerald Case Study: Giordano: positioning for international expansion Jochen Wirtz Article information: To cite this document: Jochen Wirtz‚ "Giordano: positioning for international expansion"‚ Emerald Emerging Markets Case Studies‚ 2011 Permanent link to this document: http://dx.doi.org/10.1108/20450621111110500 Downloaded on: 26-03-2012 To copy this document: permissions@emeraldinsight.com Access to this document was granted through an Emerald subscription
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1. Describe and evaluate giordano’s current positioning strategy 2. Should giordano reposition itself against its competitors in its current and new markets‚ and 3. Should it have different positioning strategies for different geographic markets? Giordano’s current positioning strategy: Giordano’s current positioning strategy is value for money or quality merchandise at affordable prices. That’s differentiating their products compare to other rivals. Moreover they put their service different
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1 Executive Summary Giordano is operating within an industry characterised by high and increasing competition‚ intense rivalry between firms‚ threat of new entry‚ moderate customer loyalty and increasing power of suppliers. Giordano’s competitors are all adopting aggressive expansion strategies in Giordano’s Asian markets and are offering products in direct competition‚ as well as products at higher Willingness-To-Pay (WTP) prices. Giordano has historically positioned itself as a producer of
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Summary of the Case Giordano is one of Asia’s most successful retailers with operations in East Asia‚ Southeast Asia and the Middle East. The success of Giordano was attributed to factors such as providing excellent customer service‚ understanding consumer’s needs and wants‚ stringent selection and training of staff‚ short design to production cycles‚ and extremely good inventory control and turnover. With a strong emphasis on customer service and value for money Giordano was able to differentiate
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markets will help to make international expansion possible. Identify a foreign market that you feel this company should enter next‚ and explain why it should enter that market and which of the strategies should be used. Explain the challenges from competition in the local market‚ and how the company might respond strategically to the competition. International Expansion The strategic partnerships which do not only have the knowledge to succeed in an international market but also has the
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INTRODUCTION TO INTERNATIONAL BUSINESS <INTERNATIONAL EXPANSION> STUDENT NAME : HASHINI KUMARAGE STUDENT ID NUMBER : T31200720 SUPERVISOR : Mrs. KANTHI BASNAYAKA Student needs to print this cover sheet and attach on the assignment/project report before submission to the respective tutor Name of Student: Hashini Kumarage Auston / UNI ID: T31200720 Date of Submission: 07/01/2014 Name of Lecturer: Mrs. KANTHI BASNAYAKA Program/ Module: A244BUS INTRODUCTION TO INTERNATIONAL BUSINESS Assignment:
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Giordano is a Hong Kong retailer of affordable casual wear for men‚ women and children. Founded in 1981 by Jimmy Lai‚ it has 8000 employees in 1500 store operating in 31 countries worldwide. Giordano specialize in merchandising economic quality clothes ranging from T-Shirt‚ Long Sleeves‚ Shirts and Denim Jeans. With their cooperate mission that commit them to provide their customer with value money merchandise ‚ professional customer service and comfortable shopping experience at their convenient
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Giordano consolidated its position as a leading casual apparel retailer in Asia by offering customers value for money‚ excellent customer service‚ understand customer’s needs. Besides this‚ key success factors like stringent selection procedures and staff’s training‚ operating efficiencies‚ success inventory control to close integration of purchasing and selling functions and short product development cycle. Giordano brand should be positioned against the competition in both new and existing market
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