佐丹奴国际化定位

产品：佐丹奴的主要产品是男士、女士和小孩的休闲服装。它拥有不同的品牌，如佐丹奴、佐丹奴女士、佐丹奴少年。他们也是零售商。他们于1980在香港开始创业，向各个年龄层的客户销售各种各样的服装。
 

佐丹奴成为亚洲太平洋区客户服务的先驱。佐丹奴专注于五个企业价值，包括品质，知识，简约和服务。然而，近年来品牌主要因为其提供的服务而不断发展。这些服务是由其员工和销售人员在运营过程中所提供的。以客户满意度为其核心目标使得这些声誉不仅受益管理层，而且受益其员工。佐丹奴的主席和开创者Lai是这样解释其对物有所值的观点：

“消费者更懂得什么是价值。因此我们总是问自己，如何能比昨天卖得更便宜，卖得更方便，卖得更快捷。这就是价值，因为便利就是对客户的价值，时间就是对客户的价值。
 

物有所值就是向客户保持信誉并使他们开心、满意。他们的策略是高质量、优服务。他们最大的客户群体便是亚洲国家。
 

业务：佐丹奴的主要策略是了解他们的客户对其产品的反应并遵照产品策略。他们的主要目标是在节赊成本的情况下，成为世界上领头的零售商，以此满足客户。然而，他们与美国品牌“The Gap”非常相似，以不同的品牌和风格销售同类产品。但是他们拥有不同的市场策略和目标市场。

 

Product: Giordano’s main product’s is casual clothes for men, women and children. They have different kind of brands which include Giordano, Giordano Ladies, and Giordano Junior. This business is a retailer itself. They started their business in year 1980 in Hong Kong. They sold a numerous kind of clothes to their customers to all kind of ages.

 

Giordano has become a pioneer is customer service in Asian Pacific Regions. Giordano focuses on five corporate values which include quality, knowledge, simplicity and service. However, in recent years they have been coming up with their brand mainly because of the services provided. These services were provided by the employees and the sales person attending those customers at operating level. The credit goes to both management and the employees whose core objective was customer satisfaction. The concept of value for money explained by Lai the chairman and founder of Giordano is that

 

“Consumers are learning a lot better about what value is. So we always ask ourselves how can we sell it cheaper, make it more convenient for the consumer to buy and deliver faster today that [we did] yesterday. That is all value, because convenience is the value for the consumer. Time is value for the customer.”

 

The concept of Value for money is to maintain the credibility towards customers and keeping them happy and satisfied. Their strategies are normally on the concept of high quality and giving the best services. Their product’s big name is in Asian countries.

 

Business: Giordano’s main strategy is to understand their customers as to how they respond on their products and this follows the strategy of products. Their main aim is become the leading retailer shop all over the world under cost so that their customer’s are happy. However, they are very similar to the American brand “The Gap” as per selling same kind of products but with different brands and different style. But they have different kind of business strategies and different targeted market.

 

Corporate: Corporate Strategies followed by Giordano are mainly considering the corporate market of competitors and other supplies or manufacturers. The main targeted country for Giordano is China. Whereby, it’s easy for them to coordinate with the supplies for the good quality products. However, as the economy goes down China was the first to experience a bad flow in their economy. But Giordano main strategy was to maintain the uniqueness and quality of the products no matter how bad is the economy.

 

问题2---QUESTION 2:
 

Describe and evaluate Giordano’s current positioning strategy. Should Giordano reposition itself against its competitors in its current and new markets, and should it have different positioning strategies for different positioning strategies?

 

Giordano’s current positioning strategy is value for money. This means that Giordano believes in creating and maintaining customer satisfaction. Consumers are given more preferences in their business. However, at operating level it is the employees and sales people who are attending these customers, but they are not paid as they are suppose to get paid. For this Giordano provides its employees bonuses all over the year and different kind of leaves. These kinds of services are also known as service differentiation. Other kind of positioning strategy followed by Giordano is merchandise to their customers in such a way that the price is still affordable and their product remains unique because of their quality.

 

Giordano should reposition itself in the current market and the new markets because they have enough fame with the brand “Giordano”. The management has ways to make money and to work on the concept of value for money. Employee’s efficiency and speed up when out of stock has brought a good reputation in the existing market. Giordano is not going to face any kind of risk involved if they are willing to expand their business or reposition in new markets. However, creating the same value of customers and customer satisfaction will take some time which is not at all specified. At the same time it can also cause troubles to existing market due to the target segment. This might being up some issues for repositioning themselves in the new market and the customer’s respond is hard to predict. The only concept and idea they have is the customer services which are given to all its customers from different part of the world. Secondly, they should maintain the quality and the merchandise of affordable cost towards its customers. Lastly, they should bring up and improve their service differentiation in the markets as compared to the existing markets. This will lead them to create customer awareness to their product and keep them happy. Company might also improve their services in this way.

 

We think that if Giordano is ready to position them self in new market and reposition in the existing one then they should also create different kind of strategies so that they can experience different kind of respond. They should work on those strategies which are not followed in Asian countries. However, looking at the economy and if its booming then they consumers spending power increases because their income also increases. At this point Giordano can actually new products and new strategies so that customers are aware of company’s existence in bad and good times of the economy. Apparently, this will increase Giordano product prices and higher value brand. They should position them self in the new market slowly as the economy rises. Due to economical crisis it will be hard for Giordano to catch up with customer’s attractions which lead to company to not understand and the customer and customers will be confused with their brand in the new market.

 

问题3---QUESTION 3:
 

What are Giordano’s ‘key success factors’ and sources of competitive advantage? Are its competitive advantages sustainable, and how would they develop in the future?

 

The key success factors of Giordano are that they have controlled their budget on advertising and have kept a very good system for recording the inventory. They have kept a really good and effective system which records their inventory and sends a report to sales and distribution department at the end of the day. The delivery of the new stock is done in the night and inventory is available before they open their stores. This system is computerized and there different kind of flows of transmits data in different branches. The control on stock is normally on those products whose demand is more than other products depending on the seasonal offers provided by Giordano in different countries. Consumers normally tend to buy products which are “discount or on sale”.

 

The competitive advantage for Giordano is the brand itself. Giordano has a good reputation in the market and thus people are normally happy and satisfied with the services and goods provided by them. However, the employees appointed are well trained and hired by professional interviewers. In return these employees are not paid as good as other companies do, but Giordano offers them bonuses all over the year. One good advantage is that fewer employees at every Giordano are given few rights to take any sudden or important decision which saves time and create trust among employee and employer.

 

Yes, these advantages are sustainable because among these advantages no competitor has actually stood up in the market to compete with Giordano and hence, they are one of the leading corporations in services world which are provided to both customer and employer. Giordano was also awarded at different kind of places for keeping their brand as a familiar brand to the world in almost 30-40 countries all over the world. All of these advantages are occurred currently. However, in future they can still create awareness in customers by improving their services, making proper investments, managing trained employees and budget their finances. Their main target in future should be European countries as they don’t have any branch over there. Giordano should be more services oriented and should make proper investments in organizational goals and recruitment and training and development for employees.

 

2009, Giordano FAQ, Giordano Fashions, viewed on 27 Feb 2010, <http://www.giordano.in/faq.html>

 

问题4---QUESTION 4:
 

Could Giordano transfer its key success factors to new markets as it expands both in Asia and in other parts of the world?

 

The competitive advantages for Giordano like computerized system, transmit of data flowing across branches will be slightly harder for them to operate in other countries. For Giordano to create such kind of IT based systems they need strong and powerful soft wares which can be operated in different continents. Not every country follows the same codes and principles like Asian countries. In fact, European countries have stronger IT systems and it will turn to a tough competition. However, the competition for them to operate their transactions will be slightly impossible. But, they can still continue operating there on a small system which can transmit date across different cities in the same country and then the headquarters can send the information to the main headquarter which is Hong Kong.

 

The competition increases in respect with different brands included in foreign countries. For instance, The Gap operates only in USA, Europe and Japan which are the main industrial countries of the world. Espirit operates in almost every country in this world, but comparatively The Gap makes more profit than Espirit. In terms of sales turnover The Gap makes $16267 million which is way higher than $2662 million for Espirit. These two companies are the leading corporations of today’s world. Giordano existence in this market and to maintain the same reputation as it is in Asian will be really hard. To recruit new employees in a new market is easy but to train them with the existing strategies in a new market is slightly challenging. There is a big difference between the Asian and other country’s market.

 

Hence, Giordano should analyze and understand the market properly so that they can operate easily and still keep good reputation and competitive advantages in the new market. Nevertheless, they can still operate in Asian countries and operate and expand their business in other countries on a small scale and periodic time.

 

问题5---QUESTION 5:
 

How do you think Giordano had/would have to adapt its marketing and operations strategies and tactics when entering and penetrating your country?

 

问题6---QUESTION 6:
 

What general lessons can major clothing retailers in your country learn from Giordano?

 

Giordano’s reputation in Asian countries is at a very good level. They have plenty of branches in Malaysia. The basic concept of value for money can be a good lesson to other clothing retailers. This concept can make them realize the importance of customer satisfaction. Product differentiation is another concept created by Giordano and to maintain the inventory.

 

Basically, anything which includes Giordano strategies can be a general lesson for other retailers because their outstanding strategies has leaded them to success and making profits.

 

Customer service is another strategy followed by Giordano. Apparently, this has become one of the most powerful and efficient strategy followed by Giordano and hence, Malaysian clothing retailers can learn and experience it in this country. As per the market in Malaysia, consumers are normally looking for services. They are clever enough about the market and they have the knowledge of other clothing retailing shops too. However, it has been analyzed that Giordano is one of the leading clothing retailing shop in Malaysia. So normally other up coming firms will follow the same steps and the same strategies to stand in the market.