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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Selecting an Overall Positioning Strategy The full positioning of a brand is called the brand’s value proposition—the full mix of benefits on which a brand is differentiated and positioned. It is the answer to the customer’s question “Why should I buy your brand?” Volvo’s value proposition hinges on safety but also includes reliability‚ roominess‚ and styling‚ all for a price that is higher than average but seems fair for this mix of benefits. The figure shows possible value propositions on which
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SWOT Analysis Strengths * Frito-Lay Company is well-known for all people around the world * There are high technology and continuous improvement in the process of production * The company has good brand image and its reputation. * Our products can respond to all ages of customers. Children and adults can eat it * There is a good management of system within the company and its subsidiaries * The project of green packaging‚ it is made a better image in eyes of customers.
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ANALYSIS: DISCUSSION QUESTIONS Ch.4 : Frito Lays Dips : Pg 107 Q.1 How would you characterize the dip category in general? Q.2 How might the dip category be segmented? Q.3 What is Frito Lays Competitive Position within the segments it pursues? Q.4 What sales volume and market share(s) will be required of the dip line to preserve its profit contribution given budgeted promotion expenses? Q.5 What are the pros and cons of focusing attention on the “chip dip” segment? Q.6 What are the pros and cons
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Title: Good-bye Mr. Chips Author: James Hilton Point of View: 1st person Setting in time and place: At Mrs. Wickett’s house across the street from the school Main Characters: Mr. Chips- Mr. Chips is the main character of the book. He has devoted his life to teaching children at Brookfield until he died. Katherine Bridges- A younger woman Mr. Chips meets while on vacation. She later marry’s Mr. Chips and soon dies afterwards. Plot Summary: This book is about a
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Chapter 1 The Problem-And It’s Background Potato as an alternative battery for scientific calculator is the chosen topic of the researchers. The researchers thought of many topics but the topic about the scientific calculator get their attention. They thought that scientific calculator is very useful to students especially to 4th year students. A scientific calculator is a type of electronic calculator‚ designed to calculate problems in science‚ engineering‚ and mathematics. They have
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Introduction Amazon.com (“Amazon”) is one of the most globally recognized online e-commerce retailers‚ offering the world’s biggest variety of goods and services – all while not operating a single physical retail sales location. Yahoo! Finance provides one of the most precise and concise descriptions concerning the business and product variety of Amazon.com: “Amazon.com‚ Inc. operates as an online retailer in North America and internationally. The company operates various retail Web sites‚ including
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Question 1 Introduction Market segmentation is a market orientated approach of identifying and satisfying the diverse needs of consumers. The total market is divided into similar segments of people who have similar needs‚ it can be referred to as an approach that subdivides a market along some commonalities or kingship (i.e.) the members of a market segment share something in common. Because Spar falls under the South African food market‚ their approach would be to satisfy the Segmentation
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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
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Chocolate Chip Cookies: A highly scientific chemical reaction of butter‚ sugar‚ eggs‚ vanilla‚ flour‚ baking soda‚ salt‚ and‚ of course‚ chocolate chips. The buttery‚ toffee notes of a perfect CCC is often considered the epitome of home baking‚ a simple yet reminiscing experience‚ taking many down a trip on memory lane. However‚ the classic chocolate chip recipe isn’t as “cookie cutter” as the back of the Nestle Morsel bag has you believe; there is actually a plethora of chemical reactions that take
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