COURSE IS SERVICE MARKETING
CASE STUDY: Giordano: Positioning for International Expansion by Jochen Wirtz
YOU CAN FIND THIS CASE STUDY IN GOOGLE.
1. Write control and feedback of the case study
Solved 1 Answer
See More Answers for FREE
Enhance your learning with StudyX
Receive support from our dedicated community users and experts
See up to 20 answers per week for free
Experience reliable customer service
Answer:- The board and top management team were eager to maintain Giordano's success in existing markets and to enter new markets, especially in Mainland China. Several issues were under discussion. First, in what ways, if at all, should Giordano change its current positioning in the marketplace ? Second, would the factors that had contributed to the Giordano's success in the past remain equally critical over the coming years or were new key success factors emerging? Finally as Giordano sought to enter new markets around the world, were its competitive strengths readily transferrable to other markets?   Giordano was founded in Hong Kong by Jimmy Lai in 1980. In 1981, it opened its first retail store in Hong Kong and also began to expand its market by distributing Giordano Merchandise in Taiwan through a Joint Venture. In 1985, it opened its first retail outlet in Singapore.   Responding to slow sales, Giordano changed its positioning strategy in 1987. Until 1987, it had sold exclusively men's casual apparel. When Lai and his colleagues realized that an increasing number of female customers were attracted to their stores, he repositioned the chain as a retailer of value for money merchandise, selling casual discounted unisex apparel, with the goal of maximizing unit sales instead of margins. This shift in strategy was successful leading to a substantial increase in turnover. """"""Please please like the answer please""""""" ...