Giordano is a Hong Kong - based clothing company which has made a great success in breaking into the international market. By the end of 2012, Giordano has make it appearance in more than 40 territories, upon 2,700 stores with over 8,000 friendly staff and became one of the most recognized brand in the Asia Pacific region. The company has a long 31-year-process of developing (since found 1980, and the first store was open in the following year) and internationalizing with both success and failure to stand where it is right now. The purpose of the report is to look into the marketing tragedy of Giordano on the road to become an international brand. This report was divided into 4 parts: firstly there is the analysis on what characteristics and key elements that Giordano has created and developed to meet the need of the international market. Next is the evaluation for Giordano’s internationalization tragedy through the Uppsala model. Then the report will point out what market entry modes that the company applied, what strengths and weaknesses of those modes and how it affected the results in general. And finally there is an estimation of Giordano, whether or not it has made itself as a global brand. The end of the report summarizes all the key points have been through.
1. Giordano’s key elements in achieving a successfully competitive tragedy in international markets International market is very active and sensitive, to meet the requirements of it, a company needs to have a number of different