Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2. How do you think Giordano had/would have to adapt its marketing and
operations strategies and tactics when entering and penetrating your
country?
3. What general lessons can major clothing retailers in your country learn
from Giordano?
Analysis
hk_qrc_giordano_ladies_shop
This could mean primarily repositioning Giordano as a higher
priced and higher value brand. Giordano must continue to be
creative in their promotions. Perhaps they should spend more
on traditional advertising, as they spend less on advertising and
promotion than close competitors. A spokesperson, McCann-
Erickson, in his one comment about Giordano was that it was a
“good brand but not a great one. Compared to other
international brands, it doesn’t shape opinion”. A competitor of
Giordano is Esprit. They are seen as more upmarket than
Giordano, whilst being stylish and trendy. However, Esprit
promoted a “lifestyle” image, even though it is positioned
similarly to Giordano. So, Giordano could re-launch its image,
to be more stylish and thus promoting a lifestyle and not just a
brand. It is not necessary for Giordano to follow same
positioning strategies for different market but it will depend on
the market condition of a particular whether to follow
standardized or customized strategy. The company can go after
with standardized positioning strategies “value-for-money
merchandise” for different market within the same region like
South East Asian countries. But before implementing this
standardized positioning strategy Giordano needs to
understand the single market on the basis of consumer’s tastes
and preferences about the product and promotional activities.
On the other hand, the other successful strategies of Giordano
in proving excellent customer services, information system and
logistics and human resource policies and practices should be
implemented tactically for different markets. It means
customized strategies should be developed for different
countries even within Asia because there are some variations
between countries in terms of their economic, cultural and
social factors.
Recommendation
Conclusion
References