Strategic Marketing of Giordano
University of La Verne - BUS 567 Service Sector Marketing | Giordano | Positioning for International Expansion |
Sheng-I, Chang (Becky)Chang-Ta, Yang(Frank)Chieg-Chiung, Chen (Jeff)September , 15th, 2011 |
Introduction Giordano established in 1981 by Jimmy Lai. It is a Hong Kong- based retailer of casual clothes targeted at men, women and children via its four company brands, Giordano, Giordano Ladies, Giordano Junior and Blue Exchange (Bitner & Zeithaml, 2011). Giordano is one of the best known and established apparel retailers in the Asia Pacific region, employing over 8,000 friendly staff with over 2,400 shops operating in 30 territories worldwide (About Giordano, 2011). They are committed to delivering quality products and service to their customers in the worldwide market. Their vision is to be the best and the biggest world brand in apparel retailing with the mission of making people "feel good" & "look great". This paper starts with a corporate profile of Giordano. The main part of the case is positioning the international expansion of Giordano and a detailed analysis of its competitive environment and alternative solutions. Furthermore, the company’s growth strategies are discussed with recommendations provided to conclude the case.
Company Profile The Giordano Group is a leading international retailer of men’s, women’s and children’s apparel and accessories. Giordano’s success is measured by the company’s relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also renowned for its basic and practical men’s, women’s, and children’s T-shirts and trousers, especially denims. In comparison, Giordano is very similar to the American based popular retailer The Gap. Responding to the slow sales in the past, Giordano changed its positioning strategy in
Sheng-I, Chang (Becky)Chang-Ta, Yang(Frank)Chieg-Chiung, Chen (Jeff)September , 15th, 2011 |
Introduction Giordano established in 1981 by Jimmy Lai. It is a Hong Kong- based retailer of casual clothes targeted at men, women and children via its four company brands, Giordano, Giordano Ladies, Giordano Junior and Blue Exchange (Bitner & Zeithaml, 2011). Giordano is one of the best known and established apparel retailers in the Asia Pacific region, employing over 8,000 friendly staff with over 2,400 shops operating in 30 territories worldwide (About Giordano, 2011). They are committed to delivering quality products and service to their customers in the worldwide market. Their vision is to be the best and the biggest world brand in apparel retailing with the mission of making people "feel good" & "look great". This paper starts with a corporate profile of Giordano. The main part of the case is positioning the international expansion of Giordano and a detailed analysis of its competitive environment and alternative solutions. Furthermore, the company’s growth strategies are discussed with recommendations provided to conclude the case.
Company Profile The Giordano Group is a leading international retailer of men’s, women’s and children’s apparel and accessories. Giordano’s success is measured by the company’s relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also renowned for its basic and practical men’s, women’s, and children’s T-shirts and trousers, especially denims. In comparison, Giordano is very similar to the American based popular retailer The Gap. Responding to the slow sales in the past, Giordano changed its positioning strategy in