MGMT 31111 Giordano: Positioning for international Expansion | MGMT31111 Giordano: Positioning for international Expansion

MGMT 31111 Giordano: Positioning for international Expansion Marcelo Monserrate-Gordon 15/SP_MSSIL_7007_81D Global Mktg/Service Industry 1. Describe and evaluate Giordano’s product, business and corporate strategies. Product Strategy: Giordano sees itself as being more than just a retailer of casual apparel. Besides its brand name, logo, style and quality, excellent service has become part of the tangible pr - - - - 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 markets? Giordano’s current positioning strategy is value for money or quality merchandise - - - -- - 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? Designs Fast and market-driven NPD: - Systematically collects ideas from customers, front line and experienced designers - Relies on effective organizational communications and other intangible sources of - - - - - - - - 4. Could Giordano transfer its key success factors to new markets as it expanded both in Asia and the other parts of the world? Giordano Company’s main competitive strengths which can be transferred to other market - - - - -- 5. How do you think Giordano had/would have to adapt its marketing and operations strategies and tactics when entering and penetrating your country? Marketing strategy - positioning with value-for-money - - - - - - 6. What general lessons can be learned from Giordano for other major clothing retailers in your country? Several lessons for our retailer are: - Systematically collects ideas from customers, front line and experienced designers - - - - -