Giordano: Positioning for International Expansion

Group 10 Nayan Jain (11P208) Paritosh Baisoya (11P210) Saransh Mehrotra (11p223) Sumit Chandra (11p231)

Introduction
Giordano, International Limited is a Hong Kong retailer of men's,

women's and children's quality apparel

Vision:To be the best and the biggest world brand in the apparel retailing.

Giordanos mission: To provide value for money merchandise

Founded by Jimmy Lai in 1980 After 1987 it repositioned itself as a retailer of unisex apparel

Issues
Positioning in new and existing markets Explore key success factors Growth strategies

Giordano Strengths
Excellence in design
Fast & market driven new product development Excellent organisation communication Dedication to the needs of customers

Excellence in management of operations, logistics & IT systems

Effective supply chain management Inventory control, distribution Integration of purchasing & selling functions Cost savings from efficient operations are transferred to customers, thus delivering value for money

Competitive advantage
Computerisation

Value Pricing

Benchmarking best practices

Frugality

Tightly controlled menu

Current positioning
Value for money Quality merchandise at affordable prices Gio Ladies Mid price positioning Bluestar exchange (BSE) budget cautious customers Tried to reposition its brand in 1990

Competition
Firms Giordano Gap Positioning Value for Money-Mid Priced, Trendy Fashion Value for Money-Mid Priced, Trendy Fashion Target Unisex casual wear for all ages Unisex casual wear for all ages

Espirit
Bossini

More upmarket than Giordano, trendy, stylish

Value for money

Mainly for ladies, specialized lines for children and me n

Unisex, casual, young and old

Baleno
Hang Ten

Value for money, trendy, young

Value for money, Sporty Lifestyle

Unisex Appeal, Young Adults

Casual and sports wear, teens and young adult

Recommendation
Concentrate on the similarities between countries. Careful when considering national and cultural differences in some aspects of its marketing mix Even the most sophisticated training program wont guarantee the best customer service Giordano managed to deliver a high level of service Difficult to make different strategies for different market Costly to acquire existing brand or setup new brand. So continue with similar positioning for all countries to avoid creating confusion

Thank You