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Name : Yoeantoro Mikael

NIM : 2007110480

Class : 11 – 13C

Module Tutor : Mr. Immanuel

Subject : Marketing

1. Please make SWOT analysis of Giordano.

S: STRENGTH: Giordano create a Giordano experience, Giordano done a

combination and begin to compare Giordano with best practices organizations in

four key strategies: value pricing from Marks & Spencer, accurate from Wal-Mart,

control from McDonald’s, and technology computer from The Limited. Giordano

combination four factors key to success so that created excellent service with give

smile to their customer, and to allow customer to try the product with no limited,

restoration all items as long as three days, sew service and free bolt, and also with a

intimate staff.

Another that, strength of Giordano is system. IT Giordano sent information to

another facility product with smart and real time. And do big advertising to

introduce their product.

W: WEAKNESS: Giordano want to offer best service (often they follow the

customer around the shop) but on the other side. Giordano wants to give the best

price is means they “press” their expenditure to minimum to attract more customer.

Type of customer that attracted to the lowest price is middle to lower class. So

excellent service is useless because people in Asia have opinion lower price is more

important than excellent service. And very big advertising and promotion often can

make you to spent most cost than profit do you have.


O: OPPORTUNITIES: Giordano opportunities that they still can expand their

shop in Asia, especially South East Asia, because competitor of Giordano have

mutation which gradual in it positioning and have a weak sector (result fight crisis

economic in Asia until know). And the same advertising competitor Giordano done,

give advantage to Giordano look difference and original from the competitor with

excellent service and cost leadership.

T: THREAT: Threats of Giordano coming from retailer and another brand.

Hang Ten and Baleno more popular to youth and teenager, Bossini more general

target market, Esprit more international fashion with value for money and high

technology as like as Giordano positioning, and high quality Ladies blazer from

Theme International Holdings Limited.

2. What are the STP (Segmentation, Targeting, Positioning) of Giordano.

Segmentation of Giordano has Geodemographic. Segmentation of Giordano in

the big city, with range 18-30 years old, male or female, and social grade A-B with

occupation college’s until workers and casual or simple life style and has segmented

in Asia.

Targeting of Giordano is male or female, 18-30 years old, student or workers,

A-B, and casual with simple life style.

And have positioning the high product quality with excellent service and value

for money.

3. What are the growth strategies done by Giordano as their critical success factors?

Please Explain.
The growth strategies done by Giordano as critical success factor is Giordano

took strategies from top brands in Europe and combine them. Giordano done a

combination and begin to compare Giordano with best practices organizations in

four key strategies: value pricing (customer spend money for product and the

value of the product is equal with money they have spent) from Marks & Spencer,

accurate from Wal-Mart (Wal-Mart always prepare their stock, so customer never

get empty stock), control (control product, from example McDonald’s use cooked

rice in Indonesia and do not bread or potato) from McDonald’s, and technology

computer (know any trend market almost with a real time) from The Limited.

Giordano combination four factors key to success so that created excellent service

with give smile to their customer, and to allow customer to try the product with no

limited, restoration all items as long as three days, sew service and free bolt, and

also with a intimate staff.

Giordano look it self just not a retail for the clothing, but like seller a service

and experience. Giordano to speak their customer with smile and know how is

important for service from staff, selective for recruit the staff, training for staff,

loyalties, give appreciates for the best staff and high quality.

Another that, when economic crisis in Asia Giordano can to pass that and

more better from the old Giordano competitor, so that make Giordano can to aim

at to middle up and increase quality of Giordano from customer value. And from

the same advertising competitor Giordano done, give advantage to Giordano look

difference advertising and original from the competitor with excellent service and

cost leadership

4. Explain and analyze the 7 P’s of Giordano. (This is really important)


7 P’s is product, price, place, promotion, physical evidence, people, and

process. Product Giordano is T-shirt, polo shirt, clothing, shirt, etc. with price cost

plus (middle up) with range -/+ IDR 300.000,00 until Millions IDR and to the take

place in mall or outlet.

Another that, Giordano done the promotions with advertising at print media

like billboard, magazine, or newspaper and mass media like radio or TV. And

target audience (people) teenager until adult with range age 18-30 years old. With

high technology process administration system, Giordano can to know their stock

and make customer never has the empty product (Physical evident).

5. Why does Gap, Esprit and Theme International Holdings Limited are also the

competitors of Giordano?

Every Company has a competitor. Like that with Giordano. Giordano also

has a competitor too, such as Gap, Esprit, and Theme International Holdings

Limited. Their company can to competitor of Giordano because of their have

almost segmentation or targeting.

Gap, Esprit Theme International Holdings Limited competitor of Giordano

because of them has almost same target and positioning.

Esprit is a label of fashion live style international and retailer position of

value of money with high quality and like with positioning of Giordano. Another

that, in As. Giordano, Gap, Inc is has a same targeting with general segmented to

pull any market with different segment.

6. Do you think that Giordano have to do repositioning if they want to enter new

market? Explain.
I think Giordano have not to do repositioning if they want to enter new

market. Because Giordano’s positioning is excellent service, every one wants to

get the best service. And value for money (customer get value of the product is

equal with money they have spent). I think this it’s a universal positioning. And

every country wants to get them.

So, its does not matter whether they want to enter another country. Giordano

must to show the original of Giordano. But, Giordano really need to pay attention

on America or Canada in the model, style and collection (product). Because

America or Canada more growth for fashion.

7. “Good Morning Giordano”, is the sentence that you always heard when you entered

a Giordano outlet. Do you think that is necessary? Why are they doing that?

Explain

When customer want enter Giordano outlet, staff of Giordano always to try

giving the excellent service. Giordano want giving their customer fell pleasant and

goodness, from their staff when customer entry for the first of Giordano outlet.

Begin from a small think, like said “Good morning Giordano” or etc when

customer entry the outlet.

Maybe several same various think it is not necessary, and maybe when their

staff also to direct customer to Giordano product or always follower their

customer, etc. Maybe several same various fell ignore with service from

Giordano, but Giordano just want to introduce their excellent service to customer

and help their customer if they have any problem when visit the Giordano outlet.
8. Does the management of Giordano need to adapt their strategy or standardize

strategy when they want to enter global market? Explain.

The management of Giordano needs to adapt their strategy to enter global

market. Because of competitor and the culture of every country is different. For

the example: When Giordano want to entry new market in Arab Saudi, Giordano

must to adapt with this country and change their strategy or standardize strategy.

Because of in Arab Saudi have a different and more selective in their

performance. Arab Saudi fashion is more to a long dress or long shirt and has the

cover on their hair.

9. Give recommendations to Giordano in order to maintain their position.

Giordano is a retail company with excellent service and high quality. Giordano

has much advertising to promotion their product and always selective when

interview their staff and has a train to their staff. But if Giordano always just do

the strategy to every moment, I think is not relevant and Giordano must to make a

new variation to increase their profit.

When Giordano has value in consumer, Giordano has to decrease their

advertising and start to give more packet or discount to their member or special

evens on holyday. Another that Giordano can up to date their outlet, maybe with

decoration and their paint to look more refresh or different to make customer more

comfortable and enjoy when enter Giordano outlet.

Giordano also must keep their quality product and price too, Giordano must to

renew their model or product and first rate when they want to enter new market.

Such as Europe, etc


10. What are differences tactics and strategies took by Giordano in Indonesia compare

to other markets?

Giordano has any different one and another country. Likes: climate, behavior,

culture, and soon. In Canada Giordano has to compare their strategy. Canada has

for climate such as summer, winter, autumn, and spring. But in Indonesia just

have two climates: summer and winter. So Giordano in Canada have much

variation to their style and much model or trend on another climate than

Indonesia, because Indonesia just has two climates.

Giordano also to bring into agreement social culture to another country, like

Arab Saudi, Arab Saudi use a long shirt or long dress and cover on their hair.

Behavior Indonesia to shop and benefit in another country.

Another that, Giordano also has any different behavior on Indonesia than

another country. In Singapore Giordano just has not Giordano, and Giordano Kids

like Indonesia. In Singapore Giordano variation and giving any chosen like:

Giordano Disney, Giordano Man, and Giordano Ladies.

Giordano always giving their excellent service in every country, but in

Indonesia customer sometime fell to disturb if Giordano staff always follower

their and excellent service Giordano has. In Indonesia Giordano more giving

general service than another country give their customer in Indonesia more

pleasant.

In Indonesia Giordano more general and more expensive because tax, import,

etc. service in Indonesia more general and old style than another country.

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