1 SWOT analysis of Giordano
Giordano is known as retailer of casual clothes in south East Asia, East Asia and Middle East. In the first question, it will explain about Giordano Strengths, weaknesses, opportunities and threats. The strength of Giordano is many people known about the brand, so it become a well known brand, they also have value for money strategy, because they know that value is more important than others, in this strategy they try to find a way to sell cheaper and it affordable for every customer and it more convenience for the customer. They also very careful in choosing the supplier and they will not increase the price if it is not necessary. They also offer a high level customer satisfaction by providing professional employee that already been train to be an intrapreneurs to become the best service. Even though they have strengths they also have some weaknesses that they have to deal. Such as they do not have storeroom in each store so it become complicated if they have a new arrival, they need to order the collection from their distributor. And the collection of Giordano is too standard, so for example in Indonesia the customer prefer to buy clothes in cheaper outlet such as in mangga dua than in Giordano, because mangga dua offer variety of style and sometimes it is more up to date and follow the trend. The opportunities of Giordano are they can be a trendsetter in the market if they willing to do research to find out what customer wants and need, always innovate the product and follow the trend. They also have opportunities to open more branches in other country not only in Asia. Even though Giordano is well known brand but they also have threat that they need to consider. They have many competitors in the market such as Esprit, Gap, hang ten, bossini, baleno. So they have to be ready with their update fashionable trends in order to stay in front of the competitors. They also can create bad impression for the company, too polite can disturb the customer such as when customer enter Giordano outlet the employee always follow the customer and ask what they need, it can be good but sometimes when customer enter the outlet just to looking around it become very disturbing and make them not comfortable to think twice to come back.
2. what are the STP (segmentation, targeting, positioning)
Segmentation
Giordano create a segmentation based on geographic, demographic and social grade. For example for geographic they choose country that have tropical weather such as Asia, because they make product that very comfortable to wear in this kind of situation. For demographic, the clothes that Giordano sell is suitable for both female and male with age around 15 till 30. However for Social grade of Giordano they targeting for middle high customer .
Targeting
In targeting, Giordano tend to grab the market that for teenager and adult. Because they sell clothes such as jeans, t-shirt, hat and et cetera and also the concept of Giordano is suitable for the market. or people who like to use casual clothes.
Positioning
Creating a concept of Giordano in the mind of members of identified target audience that is the positioning of Giordano. The positioning of Giordano in other competitor ,
Such as esprit that can be positioning have same quality value for money with Giordano , but Giordano price is more cheaper than esprit .
3. the growth strategies done by Giordano as the critical success factor
gioradano in these market would depend on its understanding of these market and consumer taste and preference for fabrics , colour and advertising . in the past Giordano relied on the consistent strategy included its positioning and service strategy across different countries , information system and logistic and human resourch policies and the critical success factor such as computeritation where the station terminals that are used to record and transmit flow of stock to a main frame computer which then each in controlling support flow of inventory , controlled menu it mainly push demand and desirability can be closely monitor’s, they also have value for money strategy, because they know that value is more important than others, in this strategy they try to find a way to sell cheaper and it affordable for every customer and it more convenience for the customer.
spending on advertising and type inventory control ,Giordano spend a large proportion of turnover on advertising and promotion , They aggressive enough to do the advertising, they promote their product through campaign that very creative for example they using radio station. One of the success campaigns is “Simply Khakis” promotion which emphasized basic, street-culture style that ‘mixed and matched’ and thus fitted all occasions.
And velue money , Giordano’s ‘value for money ‘ policy consumer are learning a lot better about what value is. Out of ignorance , people chose the brand .but the label does not matter, so the business has become value driven , because when people recognize value , that is the only game in town . so we always ask ourselves how can we sell it cheaper , make it more convenient for the consumer to buy , and deliver faster today than yesterday . that is all value , because convenience is value for the consumer .time is value for the customer’s .giordano was able to consistely sell value for money merchandise through careful
4. Explain and analyze the 7Ps of Giordano
Product
The customer of Giordano do not want to buy only the product itself but they want to buy the value that they can get from the product. For example, Giordano t-shirt, customer wants to buy the product because of the value that they can get whether it is comfortable or not.
Price
The price of Giordano is not too expensive, they try to build an image that Giordano clothes can be bought and wear by everyone, so it is still affordable price.
Giordano’s ‘value for money ‘ policy consumer are learning a lot better about what value is. Out of ignorance , people chose the brand .but the label does not matter, so the business has become value driven , because when people recognize value , that is the only game in town . so we always ask ourselves how can we sell it cheaper , make it more convenient for the consumer to buy , and deliver faster today than yesterday . that is all value , because convenience is value for the consumer .time I value for the customer’s
The design of Giordano outlet is standard and simple but it is very convenience for people who enter the shop. Even though in other country, but the design is still the same which is very simple.
Promotion
The promotion strategy that they used is already good; they spend large proportion of its turnover on advertising and promotion. They aggressive enough to do the advertising, they promote their product through campaign that very creative for example they using radio station. One of the success campaigns is “Simply Khakis” promotion which emphasized basic, street-culture style that ‘mixed and matched’ and thus fitted all occasions.
Physical evidence
Most of the employee in Giordano is very polite because they already get train to handle the customer. If they already make a promise to the customer, they try to keep the promise. They also provide guarantee for the product, for example if the customer already buy the product and they feel that they not satisfy with the product they can exchange the product and there is no limit for that.
People
People are the key they make exceptional service possible . the people in Giordano include employee that always practice integrity and professionalism they must given comfortability for guests, every organization is providing employees training , what is important to transfer of learning to the store. They always try to encourage what they learning by cultivating culture and by providing positive reinsforcement
Value for money concept had proven to successful . they are also a service retailer because they sell feeling and make the guy feel good about coming into their store.
Process
The process in Giordano already has good coordination, they also using information technology to help them coordinated so the outcome is not complicated, and it easier to understand. they also have value for money strategy, because they know that value is more important than others, in this strategy they try to find a way to sell cheaper and it affordable for every customer and it more convenience for the customer.
5. Gap, Esprit and them are also the competitors of Giordano because they have same Strategy , such as Esprit have the same qulity value for money , relative positioning of Giordano and its competitors , their collection for casual t shirt who popular in teenagers and young adults , the casual t shirt for geographical areas , they have similar distribution strategies but they focused on different markets .esprit an international fashion life style ,principally engaged in the image and product design sourcing , manufacturing , and retail wholesaler ,Esprit name was promote the life style image and product were strategically positioned as good quality value for money ,a position that Giordano was occupying .
In general although these firms had slightly different positioning and targeted dissimilar but overlapping segment , they all competed in a number of similar area ,for example emphasized advertising and sales promotion selling fashionable clothes at attractive prices.
- Giordano have to do repositioning if they want to enter new market?
Yes, they need to reposition the brand if they want to enter now market .they must do research how the market condition . and select the strategy can use marketing management and marketing mix , Because if they do not re position the brand they can not attract the new market. Giordano recently began to reposition its brand, by empazhing sensible but more stylish clothes, and broadening Giordano’s appeal by over huling the stores and apparel. For example: Giordano women collection, the target market is carrier women.
- The necessary of “Good afternoon Giordano”, is the sentence that you always hear when enter Giordano outlet ,
Because the company always give training to each employee to be the best to customer, the service value, which match with their strategy. If they do not use the words it will ruined the strategy and they will lost the market. the people in Giordano include employee that always practice integrity and professionalism they must given comfortability for guests, every organization is providing employees training , what is important to transfer of learning to the store. they also have value for money strategy, because they know that value is more important than others, in this strategy they try to find a way to sell cheaper and it affordable for every customer and it more convenience for the customer.
8. does the management of Giordano need to adapt their strategy or standardize
strategy when they want to enter global market ?
Yes, they need to adapt their strategy because if they want to enter to global market they need to know the culture and customer behaviors in other countries. And they also have to know how the market in other country each country have different culture, and different customer behaviors. In asia they used standard strategy for they clothes
Such as t shirt , but if they want go to international out of Asia they need to standardize customize strategy, example for Europe in same weather they need to add jacket , sweater match with their situation so, can attract the customer want to buy .
And it will increase sell .
The challenge for marketing management is to devise a marketing mix that will enable the organization to adapt to its environment in such a way that profit and other objectives are achieved .
- recommendation to Giordano in order to maintain their positioning
the first they have to start promotion to increase brand awareness when they want to enter in a new market then they have to selection the location for establishing Giordano outlet will be critical in different country , the company should be carefully to select position their store which will be convenience for the customer because the customer is the key and main factor for differentiation is customer care , they need to follow customize ,customer service strategy for each market segment .
Giordano need to find out possibility of out sourching to maintain low cost.
Extensive market research is needed to investigate design and fabric require by the target customer.
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