Giordano Case Study
Introduction:
The purpose of this report is to analyze and describe about the case study of Giordano - a Hong Kong fashion company that specializes in manufacturing and selling the trendy clothes for men and women. Giordano was established by Jimmy Lai in Hong Kong in 1981 and expanded more and more several stores all over the world up to now. In this report also clearly maintains the successes as well as the limitations of Giordano in particularly international environment in each country. Branding philosophy is based on excellent customer service, quality merchandise, product innovation and the "value for money". In addition, Giordano wishes to be the best and the largest world brand in apparel as well as to make people “feel good” and “look good”. This is the way to help Giordano create a buzz in the market that the company involved. Giordano traditionally is a big ad, the use of external media and many other things to the media on its value proposition.
This report focuses on four parts: key components to successfully compete in international markets, Giordano’s international strategy, market entry strategies and impacts of foreign manufacturing plan on perception of the Giordano brands. To support the formulation of the report, I have used information and data mainly from the case study “Giordano” provided by the Leeds Metropolitan University and some other academic sources for literature review. The end of the report summarizes all the key points have been through.
Countries in which Giordano operates
Contents:
1. Doole (2000) – key components to successfully compete in international markets
1.1 Giordano – a well-managed organization with culture of learning.
1.2 Giordano – Clear international competitive focus.
2. Giordano’s international strategy
2.1 Uppsala international model
2.2 Market commitment
3. Market entry strategies
3.1 Alternative approaches relevant to Giordano’s positioning
3.2 Evaluation of reasonable approaches in key
The purpose of this report is to analyze and describe about the case study of Giordano - a Hong Kong fashion company that specializes in manufacturing and selling the trendy clothes for men and women. Giordano was established by Jimmy Lai in Hong Kong in 1981 and expanded more and more several stores all over the world up to now. In this report also clearly maintains the successes as well as the limitations of Giordano in particularly international environment in each country. Branding philosophy is based on excellent customer service, quality merchandise, product innovation and the "value for money". In addition, Giordano wishes to be the best and the largest world brand in apparel as well as to make people “feel good” and “look good”. This is the way to help Giordano create a buzz in the market that the company involved. Giordano traditionally is a big ad, the use of external media and many other things to the media on its value proposition.
This report focuses on four parts: key components to successfully compete in international markets, Giordano’s international strategy, market entry strategies and impacts of foreign manufacturing plan on perception of the Giordano brands. To support the formulation of the report, I have used information and data mainly from the case study “Giordano” provided by the Leeds Metropolitan University and some other academic sources for literature review. The end of the report summarizes all the key points have been through.
Countries in which Giordano operates
Contents:
1. Doole (2000) – key components to successfully compete in international markets
1.1 Giordano – a well-managed organization with culture of learning.
1.2 Giordano – Clear international competitive focus.
2. Giordano’s international strategy
2.1 Uppsala international model
2.2 Market commitment
3. Market entry strategies
3.1 Alternative approaches relevant to Giordano’s positioning
3.2 Evaluation of reasonable approaches in key
References: 1. Doole (2000) - key components to successfully compete in international markets: 1.1 A well-managed organization with culture of learning: 2.2 Market Commitment: Uppsala model‘s “commitment” is defined by Hollensen (2011) as a consistence of the scale of resources and the depth of commitment 2009,Giordano FAQ, Giordano Fashions (viewed on 27 December 2012), available at http://www.giordano.in/faq.html Giordano store (viewed on 29 December 2012), available at: http://en.wikipedia.org/wiki/Giordano_(store) Giordano.2012 (view on 30 December 2012) , available at: http://www.giordano.com.hk/web/HK/ourCompany.html Hohanson and Weidersheim-Paul (1975) global marketing: A decision-oriented approach Hollensen, S. (2011) Global Marketing: A Decision-Oriented Approach. The fifth edition. England, Pearson Education.