Giordano International, founded in Hong Kong in 1981, is now one of the world's leading international retailers of apparel and accessories for men, women and children. Giordano Middle East FZE, established in 1993, is a 100 % subsidiary of Giordano International and provides strategic, logistics, and management... http://www.giordano-me.com/

1. _THE SHAOS_
MaiDT
NgaHP
TrangNH
NgocDTT

2. CONTENT
• Summary
• Products, biz &
corporate strategies
• Positioning
• KSF
• Implications

3. 1. SUMMARY
• 1 of Asia’s most successful retailers, with
operations in East Asia, Southeast Asia &
the Middle East.
• Excellent customer service, understanding
consumers’ needs and wants, stringent
selection and training of staff, short design
to production cycles, and extremely good
inventory control and turnover.
• Strong emphasis on customer service and
value-for-money  differentiate itself from
its competitors.

4. - Products
- Biz strategy
- Corporate strategy
PRODUCTS
• Tangible product: logo,
brand,.
• Intangible product:
service, style and
quality
• Value for money
concept
• Restricted range of
core product
2.

5. - Products
- Biz strategy
- Corporate strategy
- Focused differentiation strategy
+ Train and motivate the front-line staffs
+ No-question-asked return policy
- Cost focus strategy
2.

6. - Products
- Biz strategy
- Corporate strategy
CORPORATE STRATEGY:
Vertical integration
- Manufacturing plants in
China, Philippines >>>
allow better costs and
quality control
- Lower the power of
suppliers
2.

8. 3. POSITIONING &
REPOSITIONING

9. • Product differentiation
– Value for money
– Quality merchandise at
affordable prices
• Service differentiation
– High level service for
customers
• Personnel
differentiation
– Dedicated, well-manner
and helpful staffs
Current Positioning Strategy

10. Repositioning or Not

11. Repositioning or Not
• Difficult to change
the customers’
concepts
• Easy to make
brands diluted and
weaken the
competitive
advantages
• Lose the customer
service & core
differentiation
factors
• Difficult to implicate
many different
strategies

12. 4.
Key
Success
Factors
(KSF)

13. • …in design
 Systemically collect
the customers’ ideas
 Fast turnaround from
market impulse,
design,
manufacturing to
distribution to the
shops
 Difficult to copy the
implementation &
integration of the
systems on the scale
that Giordano has
done
EXCELLENCE

14. • …in management
of operation
 Daily sales reports
 Limited stock in shops
that are daily
restocked
 Rapid market-driven
manufacturing
 Build customer
loyalty.
 Strong competitors
with similar
positioning
 Demand for casual
clothes as increasing
incomes.
EXCELLENCE

15. • …in marketing and
branding
 Right positioning
 Huge advertising
budget
 Difficult to copy.
 Ensure that this
culture can be
maintained as it
expands rapidly in
existing and new
markets
EXCELLENCE

16. • …in service
 Service orientation is
pervasive in many of
its activities.
 Recruitment,
selection & training of
staff.
 Empowerment &
motivation of staff.
• …in good site
selection
 Good, high traffic
shopping &
convenience locations
 Other competitors
could also do the
same
EXCELLENCE

17. The way we manage to deliver a high
level of service
“Even the most sophisticated training program won’t
guarantee the best customer service. People are the
key. They make exceptional service possible.”
 Attract the right person by offering proper
remuneration
 Provide comprehensive training and development
 Performance evaluations conducted at store level
and individual one.
5. WHAT WE CAN LEARN FROM?

18. Augment the products and services
“No-question-asked” and “no-time-limit” exchange
policy
 Service theory: Unlimited try-ons, exchange – no
questions asked, serve with a smile
 Aggressive advertising and promotions: Customer-
focused campaigns and promotions
5. WHAT WE CAN LEARN FROM?