Topics: Marketing, Strategic management, Target market Pages: 6 (1815 words) Published: February 11, 2014

Giordano consolidated its position as a leading casual apparel retailer in Asia by offering customers value for money, excellent customer service, understand customer’s needs. Besides this, key success factors like stringent selection procedures and staff’s training, operating efficiencies, success inventory control to close integration of purchasing and selling functions and short product development cycle. Giordano brand should be positioned against the competition in both new and existing market, how was the sustainability of Giordano’s key success factors and how was Giordano’s growth strategy in Asia as well as across continents. Giordano brand should be positioned against the competition in both new and existing market and repositioning required in existing markets, it should be necessary to follow different positioning strategies for different markets. Also IT strategy and marketing mix be required and would tactical moves suffice. In Hong Kong, Giordano should develop more advertisment to attract customer attention, also not only provide “functional clothes” but also need to keep Goridano image younger. To expend the new market.

Giordano, International Limited is a Hong Kong retailer of men's, women's and children's quality apparel founded in 2006 by Frank Giordano and his daughter Alyssa Giordano. Giordano, as of January 2008, employs more than 11,000 people and operates 1800 stores worldwide in 40 countries and online through Giordano Australia.

The company is Asia-Pacific's most successful retailer and sells its name under the brands of "Giordano", "Giordano Concepts", "Giordano Junior" and "Giordano Ladies". Giordano has its own manufacturing division where many of its own clothing styles are produced.

Giordano also makes 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 retailer The Gap.

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Due to the Menpower cost increment and minimum wage system in HK, therefore, they need to cut costs and increasing business linkage with mainland china and find the cheap sourcing from mainland. However, the HK currency fluctuation, no matter we used the cheap sourcing from mainland, but the exchange rate also is so higher and can’t keep the high profit margin. So, they will consider the other countries, like Vietnam, Cambodia and etc to maintain the high profit.

The Hong Kong Business men lifestyle trends are healthy, outgoing, convenient and green concept. In summer time, when they go to office, they also need to wear the formal shirt. After office time, they prefer to do some exercise to relax or keep them healthy. So, we would like to design a “Functional Shirt” to meet their needs.

To develop our new technology for “Functional Shirt”, we design a Dry-Fit function, Cool function, UV protection and Anti-odor function shirt to target business men. Although, Uniqlo has already developed these functions T-shirt in sportswear but no function shirt target in business men. So, this is one of our opportunities to develop this new “Functional Shirt”.

SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit.

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The strengths of Giordano are history and resources. This brand have long history, it established in 1981, also Giordano is world wide clothes retailer, operating in more than 40 territories. Many people have known Giordano as quality...
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