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Group Members
Krunal Shah Sneha Sharma Abhijeet Mahajan Alok Upadhay Honey Goyal 11BSP0912 11BSP1182 11BSP0006 11BSP1192 10BSP1424
Company Background
Company Background Founded in Hong Kong by Jimmy Lai in 1990 1980 : Targets U.S market through Comitex group 1983 : Backward integration and opening of retail stores in Hong Kong 1985 :First retail outlet in Singapore 1987 : Change from only men to unisex casuals 1994 : Lai left and Peter became the chairman of giardano
ORGANISATIONAL STRUCTURE
Flat and Decentralized Organizational Structure
Creative Customer Focused Campaigns and Promotions. Store Evaluation Best Service Shop Employee Evaluation Service Star Award Customer Feedback Cards and Firms Website. Efficient Information Technology and Inventory Management.
VALUE DELIVERY
Price Convenience
Fast Delivery
Focus was on Regional Expansion for substantial growth Number of stores: 1994 : 360 1998 : 678 2002 : 1256 2006 : Over 1600
Desire to Grow and Expand Dependence on Asian market Target market outside Asia 1st Target, Australia 1999 : 4 stores 2006 : 46 stores
1998 Economic Crisis Japan 2001 to 2006 : Opened 21 outlets China 1999 to 2006 : 253 to 644 Outlets Indonesia 2006 : 39 Outlets Malaysia Promotional Campaigns Converted Franchised stores to company owned
Earlier, Different Countries/Region but same Strategy : Positioning Service level Information system Logistics HR Policies
Strategies of Giordano
Product Strategy
Business Strategy
Corporate Strategy
Product Strategy
Retailer of unisex apparel. Value for Money Products. Customer service as a part of a product. Customers were asked to set a price for jeans. Free 10,000 T-Shirts were given as a token for feedback and for criticizing Giordanos services
Business Strategy
Creative Advertising and promotion
Simply khakis Yoga Collection
Differentiation
Quality of product and services offered to the customer
Focus
Customer Responsiveness Value- Quality, trendy apparel, at Affordable price
Corporate Strategy
In the year 1999, the Philippines factory was closed and they started focusing on their core business retailing/distribution
Started investing at opening new retail outlets in different parts of the world
Product positioning
During 1990, it tried to reposition its brand. Value-for-money or quality merchandise at affordable prices Gio Ladies was the product introduced Mid price positioning During 1999, it tried to reposition its Gio Ladies brand. Bluestar exchange(BSE)-budget cautious customer
Risk of entry of potential customers: =moderate > investment in brand building and retail.
Rivalry among established firms =High>price and non price competition increasing in intensity, Slower demand growth
Bargaining power of buyers =Moderate > low switching cost but no collective
Competitive Advantages
Value Pricing
Computerization
Frugality
Competitive Advantages
Excellence in design:
Fast and market-driven new product development, Excellent organizational communication Dedication to the needs of customers (e.g., style, fabrics, etc.)
Excellence in management of operations, logistics and information technology systems: Effective supply chain management, Inventory control ,distribution Integration of purchasing and selling functions. Cost savings from efficient operations are transferred to customers, thus delivering value-for-money.
Competitive Advantages
Excellence in marketing and branding: Strong positioning, Brand equity for excellent service and ability to deliver value-formoney, Consistent execution of advertising and promotion to strengthen brand image. Excellence in service: Excellent customer service Human resource policies (e.g., selection, training and remuneration of frontline staff) Information systems, and performance monitoring (e.g., regular evaluations of service standards at store level and mystery shopping) Good site selection: Giordanos location strategy provides a competitive advantage because of its direct impact on ability to generate high volume customer traffic while keeping low margins
Competition
Main Competitors Similar Strategies but different markets The Themes direct competition Heavy Ads, sales Promos, attractive prices No question asked exchange policy The Gap- Giordano Unisex
Competitors Positioning
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