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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Introduction: Global Positioning System‚ GPS Summary of key findings: Google‚ ALZ.org‚ Wikipedia‚ In a nutshell describing GPS - A navigational system involving satellites and computers that can determine the latitude and longitude of a receiver on Earth by computing the time difference for signals from different satellites to reach the receiver. Today‚ it is widely used by the civilian public for both commercial and recreational use. In addition to GPS‚ other systems are
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"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
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Market Segmentation‚ Targeting and Positioning Market Segmentation Concept : Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different
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discuss subsequent authors who cite Fournier’s seminal 1998 work Consumer relationships with brands Brand positioning Introduction to the Brand Audit Building new brands Individual project: literature and findings Dr Dale Miller: Towards sustainable branding Strategic Brand Management Process Steps Identify and establish brand positioning and values Recall: Key Concepts Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand
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gender‚ marital status‚ race‚ religion‚ family‚ size‚ occupation‚ income or education. The demographic information helps marketers to identify a profile of the typical customer to be found in each segment‚ which will guide them in what marketing strategy to use to reach the segment in question. c) Psychographic segmentation which involves the breaking up of the market in terms of attributes such as social class‚ lifestyle and personality. Psychographic variables refer to the inner or intrinsic
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and comfortable. The environment or feeling should make an individual feel at ease and with no worries. Home is a word used in everyday vocabulary‚ but it is not typically viewed as much more than just a place of residence in many instances. Wendy Wunder‚ the author of the book The Probability of Miracles wrote‚ “The [magical] thing about home is that it feels good to leave‚ and it feels even better to come back.” Without a home in the middle of the chaos of the world‚ a person would not only
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Business Memo To: From: Date: 2/5/2014 Subject: Manager-Employee Issues I am writing the memo to share some issues I have with one of my employees. Ten moths ago I hired a salesman with Chinese origin to help the company to take over the Chinese businesses in Plano‚ Texas. I cannot “click on personal level” with him since the very beginning of our relationship which is causing troubles in our communications. Another reason for our communication problem could be the different cultural background
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In this interesting book‚ Wendy Laura Belcher gives a helpful set of descriptions and steps in the process of writing and sending a journal article in twelve weeks. The book is divided into 12 weeks‚ where she explains what aspects or procedures should be taken into account when writing an article in that period of time and a final one to check the desicions of the journal which the writer submitted the article. Some of the most significant messages through the whole book is the importance of creating
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Wendy Darling is the epitome of early 1900’s female stereotypes. As mentioned previously‚ the female stereotype is emotional‚ needy and spoiled. In the beginning of the novel‚ Wendy’s father‚ Mr.Darling‚ wishes that he and his wife could get rid of Wendy as she is too expensive for them to raise. They only way Wendy is able to leave her home is by Peter Pan taking her away to Neverland. Wendy Darling exemplifies the stereotypical women by Peter Pan saving her. Similarly‚ in the fairy tale Cinderella
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