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
Premium Strategic management Brand management Brand
product is aimed at. Positioning Statement Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning‚ the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion‚ price‚ place and product. The more intense a positioning strategy‚ typically the more effective the marketing strategy is for a company. A good positioning strategy elevates the marketing
Premium Marketing
Brand Positioning Brand Positioning Positioning is owning a piece of consumer’s mind‚ Positioning is not what you do to a product It’s what you do to the mind of the prospect You position the product in the prospect’s mind ‘It’s incorrect to call it Product Positioning’ – Ries & Trout Brand Positioning is owning a piece of customer’s mind. It’s not what a marketer does to its brand but how it is perceived in the mind of the customer. For this‚ a brand has to be distinctive‚ relevant
Premium Marketing Positioning
RBV vs. Positioning School * RBV may be seen as a response to the positioning school approach Similarities * Both see super normal returns as objective * Both seek sources of competitive advantage * Managers are rational * Both models are prescriptive in nature * There we recognize that much of the underlying concepts have great resemblance. For instance‚ non-substitutability of a resource in RBV is similar to the threat of substitution in five forces and inimitability
Premium Strategic management Firm Management
"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer’s mind‚ a representation that is expected to stimulate choice of that brand" (Rossiter‚ 2005‚ p.42). Positioning‚ in fact‚ refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer’s mind. Nevertheless‚ developing a successful positioning strategy is not easy
Premium Marketing Positioning Factor analysis
Introduction: The Global Positioning System (GPS) is a satellite-based navigation system made up of a network of 24 satellites placed into orbit by the U.S. Department of Defense. GPS was originally intended for military applications‚ but in the 1980s‚ the government made the system available for civilian use. GPS works in any weather conditions‚ anywhere in the world‚ 24 hours a day. There are no subscription fees or setup charges to use GPS. The GPS is made up of three parts: satellites orbiting
Premium Global Positioning System
needs. So this is where the concept of segmentation will be applied. Segmentation is defined as ‘the identification of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy’. To break this down‚ an organisation will need to group together the consumers that share the same traits in order to serve them properly. A company is bound to fail if it has created a marketing mix which serves one customer‚ but does not serve
Premium Marketing
THE MAP THE MOBILE AND THE PHYSICAL LAYAR AS A CASE-STUDY BY BERNADETTE SCHRANDT Page | 2 BERNADETTE SCHRANDT THE MAP‚ THE MOBILE AND THE PHYSICAL: LAYAR AS A CASE-STUDY Page | 3 THE MAP‚ THE MOBILE AND THE PHYSICAL: LAYAR AS A CASE-STUDY BERNADETTE SCHRANDT B.SCHRANDT@STUDENTS.UU.NL 3089193 RMA THESIS MEDIA AND PERFORMANCE STUDIES FACULTY OF HUMANITIES MEDIA STUDIES UTRECHT UNIVERSITY SUPERVISED BY: DR. CHIEL KATTENBELT ASSOCIATE PROFESSOR IN MEDIA COMPARISON AND
Premium Mobile network operator Cartography Mobile phone
design a customer driven marketing strategy. In the next steps‚ marketers construct a marketing program that actually deliver superior value through building profitable customer relationships by capturing value from customers. Here we will focus on customer driven marketing strategy of launching a product or service. Customer – driven marketing strategy and marketing management orientations that guide marketing strategy: To design a winning marketing strategy ‚ the company must first decide who
Premium Marketing
B) Produce an individual report which sets out a market strategy for a new market (segment) for Tesco to enter. This should be fully justified. (50% of overall marks and due by 3pm Thursday of week 8) Executive Summary: After analysing the changing habits of UK consumers‚ it is seen that consumers begin to shape the industry in the sense of “health consciousness” and “awareness of product quality”. Starting from this point‚ this report aims to suggest new segment for Tesco which gathers all its organic
Premium Organic food Organic farming Marketing