Marketing of Giordano

SWOT ANALYSIS

 Strength

A good branding , Giordano has already had good image to their customer therefore the customers who use that product will not doubt about the quality from Giordano it self. The material from Giordano is so soft and so convenient to be used. The fiber of the material can absorb the sweat and if u use the product, u will the proud because you use the product.  The quality for the products of Giordano is world quality with their mid priced to compare with the competitors of Giordano. Material of Giordano is not easy to be changed the shape. So the shape not too different from first buying until now.

 The size of Giordano is available in  all special size. Form the smallest size until the biggest size. The size is around XXS until XXL. That certain size usually not provide in all the other retail outlet but Giordano provide that size to satisfy the customer. This size will help the customer who have the small body or a big body therefore from that, people who have like them can use Giordano product too.

 Giordano is targeting the unisex casual clothes so the male or female can use the product. As the fact, Casual clothes can not be decline by updating mode and casual clothes can be use for all the range of ages. Giordano clothes is fashionable too. That is why help to give profit  for the Giordano and became to be the strength of Giordano.

 

Giordano has a good Infrastructure – allows for ease of distribution nationally and internationally. The outlets are in Mainland china, south Korea, Japan  Hong Kong, Taiwan, Filipina, Vietnam, Indonesia, Brunei, Malaysia, Myanmar, India, Thailand, Singapore, Australia, middle east, USA, Canada, Caribbean. It proved that Giordano product is east to buy in everywhere. Because of the good infrastructure Giordano will strong in finance.

 The employees of the Giordano has got training to be a good employees for Giordano therefore the employees of Giordano has a good knowledge to explain to customers what is the product sell. Before the employees received, the company make the tightly selection for their customer.

 

Weakness

Giordano not make website for certain country yet. Actually the customer for that certain country have a lot of customers. This inconvenient will reduce the satisfaction of the customer in certain country to get the information about the product that Giordano sell.

For a certain customers in Indonesia the price is quite expensive. The different currency will effect the buying effort. Actually  Giordano price in other country not too expensive, but in crisis country the price will be quite expensive.

 Quality of service in each country is different. Not have the standardize for the product quality. Incase the tagline for Giordano is good morning or good afternoon Giordano. But in Indonesia , the staff just say, “please”. Actually the tagline is the special feature for Giordano than the other competitors.

 Opportunity

There are many people who love the casual clothes and have the hi loyality   to the casual clothes therefore Giordano can still enter that market and expand their product. Giordano can do other innovation to their product because the casual product will use in all the times.

 Because has a good strength for their finance and the company rapidly growth to the market, it will invite the investor to joint the stock for the Giordano. It will make the Giordano more famous than before they did.

 Hi technology and hi economy can make Giordano expand the product more better than before. The quality of the product can be expand too with that hi technology. Because that hi technology too can make the production can be efficient. It will make the production will be done in shorter time, there fore Giordano can allocate their money to promotion.

 As we know Giordano is a global brand, if we open a new branch of Giordano, it will gain the profit quickly. Because people have already known what is the product Giordano sell, the quality, and the image too.

 New market share of Giordano, because the younger and hip crowd , we can following up on the point on expanding their range of clothes beyond just the basics clothes.

Threat

There many retailer has product, quality, price compete to the Giordano do, this thing will treat the Giordano to get the market share or to be a market leader or to get more profit. As result of that, Giordano have to keep their customer loyality with the way, keep the quality of the product that Giordano sell and keep the price not changed if it not necessary.

 Rapid changing fashion trends is so fast and hard to face that, if we do not the improvisation. Because the segmentation of Giordano is casual clothes will be difficult to follow the trend mode. Because not all the trend mode that Giordano can enter. For example , in Indonesia, batik is now on popularity is nick going up, but how can it be Giordano follow to sell the batik too , because they already has their own segmentation. It will indirectly decrease the profit. 

 Rising production costs will reduce profit margins. As u know the world gasoline is increasing day by day, and it can not be prevent. Automatically all the production company will feel the increasing for the production cost. Therefore Giordano will do equalities from the price to their production cost.  Because of that situation, the effect is Giordano should increase the selling price. But if we look, the law of supply is, higher price to be supplied, effect the demand decrease. That situation will reduce the profit.

 The broadcasting of the media about the company will effect the image reflection. If the is a bad news about the company, the image that we have already built we fell dowm quickly. Therefore the media is the treat too for the company. As we remind that Giordano is famous brand too that has to keep the image in the public.

 Giordano is exposed to the international nature of trade. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. Such an exposure could mean that Giordano may be manufacturing and/or selling at a loss. This is an issue that faces all global brands.

 

STP

 Target market

Target market of Giordano is unisex casual wear for all ages with under different brands. For the target market with the gender female , Giordano present for the customer Giordano female with the range of ages is between seventeen years old until thirty five years old.. For the target market range of ages under 15 years old , Giordano present Giordano kids. For the target market with gender female and male, Giordano present Giordano concept with the range of ages is between seventeen until thirty five years old.

 

Segmentation

Segmentation of Giordano ladies and Giordano concept  with the gender female and male Based on demographical is The social grade of target market Giordano is B-C class, with the diversion of jobs are intermediate managerial, administrative and professional until skilled manual workers. Occupations of target market for this target are accounting manager, small entrepreneur, lecturer, students and etc. Demography based on geographical of target market for Giordano is. People who lives in a big city, hi mobility, easy transportation and many people who lives in there. Based on physiographic, the customer of Giordano is people who like casual clothes and the best quality of products, sporty, traveling.

Segmentation of Giordano kids  with the gender female and male Based on demographical is The social grade of target market Giordano is B-C class but in case their parent occupation, with the diversion of jobs are intermediate managerial, administrative and professional until skilled manual workers. Occupations of target market for this target is student. Demography based on geographical of target market for Giordano is. People who lives in a big city, hi mobility, easy transportation and many people who lives in there. Based on physiographic, the customer of Giordano is people who like casual clothes and the best quality of products.

 

Positioning

Positioning of Giordano is value for money and mid priced but trendy fashion. With positioning value for money , Giordano give the best quality and the convenient for the customer who buy the product. With positioning mid priced but trendy fashion ,Giordano can  through the global market as well as other global market brand, because now almost all the country in the world is feeling crisis monetary, therefore with the mid priced customer buy ability is affordable . With that positioning the customers of Giordano in all around the world  will no doubt about the quality and the service from Giordano.

WHAT ARE THE GROWTH STRATEGY DONE BY GIORDANO?

 

In order to solve the problem of slow sales growth, Giordano began to change in 1987, positioning strategy. In 1987 before Giordano only sell men’s casual wear. When Mr. Lai and his colleagues noted that the store attracted a lot of her time, he began to reposition the chain. Shops as he realized the value of commercial establishments, leisure clothing sales discounts, same-store sales rather than to maximize profitability maximization. This transformation can be described as very successful, sales increased substantially. 1994, Peter Lau Kwok Kuen succeed the post of Chairman of the Board of Trustees. Giordano combine the strategies from the success company in west. Value pricing from marks and Spencer, a tightly controlled menu from Mc-Donald, frugality from wall mart, computerization from the limited.

Computerization – The POS terminals that are used to record and transmit flows of stocks to a mainframe computer which then aids in controlling stock flow of inventory.

A tightly controlled menu. It mainly focus on a few items whose demand and desirability can be closely monitored.                   

Frugality  is curbed spending on advertising and tight inventory control

Value pricing. Value for money apparel The other sources of competitive advantage for Giordano’s are: 

A dedicated workforce in all outlets that provides quality service: In order to maintain this Giordano follows stringent selection procedures to ensure only desired employees are chosen, conduct workshops on “attitude training”, follows rotational on the job training method and performance related pay systems on the basis of periodic performance evaluations.

Simplicity and speed of operations: Giordano maintained a flat organizational structure and this facilitated easy communication between people within the organization, helped to make speedy decision and to manage the project efficiently.

A recognized brand: Giordano has received awards such as: The American Service Excellence Award, ISO 9002 Award and People Developer Award which helped Giordano to establish their brand as a familiar one in over 30 countries.  All these competitive advantages and sources should be maintained by Giordano in order to keep its current competitive position and there are some other competitive advantages that should be developed by Giordano in future. The future competitive advantages can be gained through investment into the development of employees and continued development of a learning organization which may not be gained by the other competitors.

 

7’S PROMOTIONAL MIX FOR GIORDANO

Products

Giordano was found with the creative strategy, those strategy combine with the four unique unsure from the success company in west. Those unsure are value pricing from mark and Spencer, a tightly controlled menu from Mc-Donald, Frugality from wall mart and Computerization from the limited.   The unique features from the Giordano is  it has a casual clothes but also trendy fashion also has a good quality for the material.  Giordano products are basic and practical men’s, women’s, and children’s T-shirts and trousers, especially denims..

Giordano use the way for finishing with NON MERCERIZED. Non mercerized is kind of finishing that make the priority for hand feel or soft holder. Giordano uses combed as a material.

As the target market, Giordano has a few sister brand.. they are Giordano concept, Giordano ladies, bluestar exchanged, Giordano kids. Giordano has special size for special person. There are xxs for the people who have the small body. xxl for the people who have the very big body.

For services , Giordano give the free button for repair the damaged clothes. The customer may try the product with no minimum or the maximum. Can do the reservation within three days. All these services give to the customer for their satisfaction.

 

Price

The price of Giordano in Indonesia in mid priced. Therefore the price is not too expensive or not too cheap. The price of Giordano in Indonesia Is about Rp 70.000 until 290.000 with the segmentation B-C. these price for those social grade is affordable for them to buy that product.

 

Promotion

Advertising

 On the year 1999 Giordano did an aggressive advertisement, Giordano spent most of  it turn over for advert and promotion. The advertisement is done by campaigning the basic mixed and matched street style.

Sales promotion

The grand opening is together with the celebration of Indonesia independent days. The New Concept Giordano at Lampung gives 10%-25% discount until 16th of August 2007. Besides that, Giordano also has the program for the limited edition buy one get one shirt.

The Umbrella Day offers one free product for every two purchasing of the product if it is raining that day. The Xmas and new year  sale , buy two, get one free.

Personal selling

Giordano uses personal selling assistants to explain directly to customer about the products.

Place

Giordano opportunity to reach its customer is through its stores. Giordano operates store in Mainland China there are 827 outlets, South Korea 175 outlets, Japan 15 outlets, Hong-Kong 88 outlets, Taiwan 200 outlets, Filipina 42 outlets, Vietnam 8 outlets, Indonesia 94 outlets, Brunei 3 outlets, Malaysia 63 outlets, Myanmar 23 outlets, India 6 outlets, Thailand 79 outlets, Singapore 55 outlets, Australia 58 outlets, Middle East 147 outlets, USA 2 outlets, Canada 1 outlets, Caribbean 9 outlets. Giordano outlets in Indonesia is located at Thamrin Plaza, Mal Taman Anggrek, Senayan City, Plaza Senayan, Citraland Mal, Grand Indonesia, Mal Kelapa Gading, Artha Gading mal, Pondok Indah Mal, Cikarang town square, all outlets use an attractive design with the latest items, make Giordano nice to visit.

PT Giordano Indonesia manufacturer of retail apparel. Address: Rukan Plaza Pasifik Jl. Kelapa Gading Boulevard North Jakarta 14250.

People

Giordano do a very tight selection for their staff and they will give a training to their staff about how serve the customer. They also give their staff a refreshing activity to tighten the relationship among the staff. For example, the staff will smile and greet every people that come to Giordano to give the customer a warm welcome. Every Giordano’s staff knows exactly what they sale, therefore they can give a satisfying answer to the customer for any question about the products. Every Giordano’s staff uses Giordano products which is casual that show the image of the company itself.

The relationship among the higher level and the lower level staff is very strong, because their relationship is informal (or like friends). Whit this kind of relationship, they will feel comfort with one another.

 

Physical evidence

Carrier bag was designed with exclusive style. If bought anything in that outlet, u will gel the nice exclusive style. The carrier uses the thick carton for keep the quality for the carrier bag, therefore the carrier is not easy broken.

 

The outlet of Giordano was designed with the simple style but not diminish its exclusive style. Giordano was design so convenient for the customer and hope with that the customer will get the satisfaction

Process

Giordano has no store room therefore the substitution Giordano uses the IT system to check the inventory in and out. If there is a product  with the color, kind, and the size that has already bought, it will record automatically. So in this case, we will the attitude of the customer from those purchasing. The product that has already empty, will order in the night, so tomorrow that the product ordered in last night will come in the morning.

 

Giordano is kind of company that the product is  fast moving item , if there is a product unsold, the management will think how to sell up the product to the customer. if an item has reach a momentum minimum level, then the production of that item will be stopped.

All in the outlets of Giordano service with the atm machine, debit or credit , depend how the customer want to pay. This features help the customer if they are not having the cash money.

WHY DOES ESPRIT, GAP AND THEME COMPETITOR FOR GIORDANO

Short history of gap, esprit and theme

The Gap

Gap, Incorporated (NYSEGPS) is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald Fisher and Doris Fisher. The name originated from the phrase “the generation gap” (in other words, he founded it to fill the “gap” between young kids and adults).

As of October 2006, Gap, Inc. had approximately 150,000 employees and operated 3,139 stores worldwide in few countries such as the United States, Canada , France, Ireland, Indonesia, Japan, South Korea, Kuwait, Malaysia, Peru, Philippines, Singapore, Turkey, the United Arab Emirates. Gap has a similar positioning with Giordano, that is value for money and has a same target with Giordano too. Gap target market is casual wear for all ages with the different under brand.

Esprit

Esprit is and international fashion lifestyle brand, principally engaged in the image and product design , sourcing, manufacturing, and the retail and whole sale distribution of a wide range of women’s , men’s and children’s apparel , foot wear, accessories and other products under the esprit brand name. the esprit name was promoted as a lifestyle image and products were strategically positioned as good quality and value for money, a position that Giordano was occupying. As of 1998 , esprit had a distribution network of over 6500 stores and outlets in 40 countries in Europe, Asia, Canada and Australia. The main markets were in Europe , which accounted for approximately 62 % of 1998 sales, and Asia, which accounted for approximately 27 % of 1998 sales. The esprit brand products were principally sold via directly managed retail outlets, wholesalers customers ( including department stores, specialty stores and franchisees ) and by licensees in relation to products manufactures under license, principally through the licensees own distribution networks.

Theme

International holdings limited was founded in Hong Kong in 1986 by chairman chief executive officer Kenneth lai. He identified a niche in the local market, for high quality , fashionable ladies, business wear, although it subsequently expanded into casual wear. The theme label and chain was in direct competition with Giordano ladies. From the first store in 1986 to a chain comprising over 200 outlets in Hong Kong,  China, Korea , Macao, Taiwan, Singapore, Malaysia, Indonesia, the Philippines, Japan, Thailand,
Canada, and Holland, the phenomenal growth of theme was built on a vertically integrated corporate structure and advances management system. However, its ambitious expansion proved to be costly in view of the crisis, with interest soaring on high levels of debt. In 1999 , the company announced a HK$106.1 million net loss for the six months to 30 September 1998, and it closed 23 retail outlet in Hong Kong. Which traded under its subsidiary the clothing shop. Theme international had since been acquired by high fashion international , a Hong Kong based fashion retailer specializing in up market, trendy apparel.

The reason why Giordano became competitor for them. Caused by crisis , pushed Giordano more up market. From past of the Giordano, the competitors are hang ten, bossini and baleno. But now, the competitors are esprit, gap, and theme. If we look from the data’s above, Giordano,  in general , although these firm looks different positioning strategies escape gap has the same positioning with Giordano, they all compete n a number of similar strategies. For example , all firms heavily emphasized advertising and sales promotion, selling fashionable clothes at attractive prices. Almost all stores were also primarily situated in a good ground floor locations, drawing hi volume traffic and facilitating shopping, browsing and impulse buying. However , Giordano  clearly distinguish itself from its competitor , with its high-quality service and cost leadership that together provided great customers value that none of its competitors had been able to match. However Giordano with the its middle priced, Giordano has graphed the market of the its competitors. Giordano even though with the middle price high quality got ranked 20 number, defeat the world brand named. Because of all, Giordano compete with esprit , gap and theme.

REPOSITIONING OR NOT?

 

From the first we have to look the steeple analysis if we went to entered international market and the second we have to look what the competitor in our destination do.

Stepple Analysis

Social and cultural

Stereotypes

Don’t believe all of the stereotypes you may have heard about Americans. Even the ones that are true in general may not be true about specific individuals or a large segment of the population. For example, although Americans tend to be louder and more boisterous than people from other cultures (especially at athletic events), many of the people you meet will be quiet and polite. Some people may be intolerant and xenophobic, but most will be pleasant and welcoming. Remember that American films and television exaggerate in order to generate excitement, and so present a rather distorted picture of what life in the United States is really like. Likewise, tourists are not always on their best behavior.

Americans do tend to be more informal than people from other countries. It is common for Americans to wear casual clothing to school and to greet professors by first name. Nevertheless, good manners and politeness are always appropriate. If you are courteous and polite, and dress a little more formally than your American friends, it will only reflect well on you.

However, there are situations and environments in which formality is the norm. Some businesses require their employees to wear a uniform or a suit. It would be inappropriate to wear a T-shirt and blue jeans to a job interview. Some of the more prestigious restaurants require a coat and tie. Americans tend to dress up for cultural events (the opera, theater and ballet) and to dress down for athletic events. Formal wear is required at weddings and funerals, or any other event with religious overtones.

Rid yourself of any preconceived notions of American behavior before you arrive. If you rely on the stereotypes, you will likely put yourself into an awkward and embarrassing situation and offend your American acquaintances. Some of the more common stereotypes of American citizens include boastful and arrogant, disrespectful of authority.

Drunkard. Extravagant and wasteful. Generous. Ignorant of other countries and cultures. nformal. Insensitive. Lazy. Loud and obnoxious. Promiscuous. Racist. Rich and wealthy. Rude and immature. Snobbish. Stingy. Think they know everything. Thinks every country should imitate the US. Uninformed about politics.

Personal Space

When two people are talking to each other, they tend to stand a specific distance apart. Each person has an invisible boundary around their body into which other people may not come. If someone pierces this boundary, they will feel uncomfortable and move away to increase the distance between them. (The major exception is family members and other loved ones.) This personal distance is not due to body odor or bad breath, but because closeness lends a sense of intimacy that is at odds with their relationship to the other individual.

Interestingly, the average personal distance varies from culture to culture. Americans tend to require more personal space than in other cultures. So if you try to get too close to an American during your conversation, he or she will feel that you are “in their face” and will try to back away. Try to be aware of this, so if the person to whom you are speaking backs away a little, don’t try to close the gap.

Also, try to avoid physical contact while you are speaking, since this may also lead to discomfort. Touching is a bit too intimate for casual acquaintances. So don’t put your arm around their shoulder, touch their face, or hold their hand. Shaking hands when you initially meet or part is acceptable, but this is only momentary.

Forms of Address

American names are written and spoken with the given name first and the family name last. So John Smith’s family name is Smith, not John.

In a formal setting, address men as “Mister” (abbreviated as “Mr.”), married women as “Misses” (abbreviated as “Mrs.”), and unmarried women as “Miss” (abbreviated as “Ms.”). These days many women prefer to be addressed using the abbreviations “Ms.” or “M.”, pronounced “miz”. If the person has an M.D. or Ph.D., they will often be addressed as “Doctor” (abbreviated as “Dr.”). Faculty are addressed as “Professor” (abbreviated as “Prof.”).

In an informal situation, Americans will introduce each other by first name, without titles, and occasionally by just the last name. If you are introduced to somebody by first name, you can address him or her by first name the next time you meet. The only exception would be for someone who holds an important position, such as the university president or provost. Unless they tell you otherwise, faculty should be addressed using their title and last name (e.g., “Professor Smith”).

When in doubt, use the formal manner of address, since it is better to err on the side of formality. It is also appropriate to ask how they prefer to be addressed.

Children should always address adults in the formal fashion, using their title and last name.

Demeanor

Americans are much more assertive that most international visitors. They use words as tools to express their opinions and to accomplish goals. Speaking for yourself and attempting to persuade someone to adopt your view are not only not taboo, but expected. The United States has a rather individualistic society, with less social pressure to conform. As a result, you will need to become more assertive and to speak out on your own behalf. Take the initiative and volunteer information that will be of interest. In an interview, talk about your goals and accomplishments. An American idiom expresses this requirement succinctly: If you don’t toot your own horn, who will?

Accordingly, Americans begin a discussion with a focus on accomplishments and concrete facts, and later proceed to the abstract. So you should begin any conversation or proposal with the most important information. Be direct, and reserve the small talk for later. To quote another American idiom, you have to put your best foot forward.

It is ok to criticize someone’s opinion, as long as you are providing constructive criticism.

Eye contact is also important. It is not a sign of disrespect, but instead an indication of openness, honesty, and enthusiasm

 

Tipping

Restaurants do not include a service charge in the bill, so you should tip the waiter 15% of the total bill. If service was slow or particularly bad, some Americans will tip only 10%. Likewise, if service was particularly good, it is appropriate to tip 20%. If service was so bad that you would never eat in the restaurant again, leave two cents. This is a deliberate insult, because it tells the waiter that you didn’t forget to leave a tip. Tipping is only appropriate in restaurants which offer table service. You do not tip the cashier in a fast food restaurant.

The words “tip” and “gratuity” are used interchangeably, with “gratuity” having a slightly more formal connotation.

Taxi drivers expect to get a tip equal to 15% of the total fare. If the driver was especially helpful or got you to your destination more quickly than you expected, give a 20% tip.

Hotel bellhops expect a $1 tip for helping you with your bags. If you order room service, the gratuity is included in the bill. Coat checkroom attendants expect $1 per coat. Hairdressers and barbers expect a tip of 15% of the bill. Valet parking attendants expect a $1 tip.

Federal regulations prohibit letter carriers from accepting cash gifts in any amount, or gifts worth $20 or more from customers.

If you are in doubt, ask whether it is appropriate to tip or whether a gratuity is included in the bill.

Bribery is not considered appropriate and often illegal. Attempting to bribe a policeman will certainly get you arrested

Social Visits

Americans often plan social gatherings on short notice, so don’t be surprised if you get invited to someone’s home or to see a movie or baseball game without much warning. If the time is convenient for you, by all means accept their invitation. But if you are busy, do not be afraid to decline the invitation, perhaps suggesting a time that would be better. Your host will not be insulted.

If a friend has invited you to drop by anytime, it is best to call before visiting to make sure it is convenient for them. Do not stay too long, since you do not want to overstay your welcome.

Invitations are usually issued in person or over the telephone. The main exception is for receptions and other formal occasions, in which case a written invitation will be mailed. You would normally receive a written invitation to a wedding or a bar mitzvah.

For a casual dinner invitation, do not arrive more than 5 minutes early, because your host may still be preparing for your visit. Arriving more than 10 minutes late is considered rude if very few people were invited. If many people were invited, it is ok to arrive a little late, even as much as half an hour late. For example, it is ok to arrive late for a party, for a potluck dinner or for a social gathering involving a large group of people. The main consideration is whether there are enough people in the group so that your late arrival will not be noticed.

At a party, don’t be surprised if you are asked what you do for a living. This is a normal opening line of conversation, and not an insult.

If you are invited for dinner, it is appropriate to bring the host a bottle of wine, a gift basket of fruit, a box of candy, or a small potted plant or bouquet of flowers. Do not bring roses, as they have a more intimate connotation; men often give roses to women on a date.

If you wish to thank the host for his or her hospitality, it is appropriate to call or send a brief written thank you note the next day.

Business Visits

Business visits, on the other hand, tend to be extremely punctual. If you arrive late to a business appointment, it will reflect badly on you. So try to arrive on time, or even a little early. If you know that you will be arriving late, you should telephone ahead to let them know of the delay.

If a business meeting takes place over a meal, expect the business discussions to begin after everyone has ordered their meal, sometimes as soon as everyone is seated. Socializing tends to occur after the business is concluded, not before. This is in contrast with the practice in many other countries, where the purpose of the meal is to socialize with and get to know each other before any business is discussed.

Many American companies have women in management positions. So don’t be surprised if the person who meets you is a woman, not a man. They are just as competent (if not more so) than their male counterparts. If you feel uncomfortable, focus on the business at hand and ignore the fact that she happens to be a woman. Do not, however, ask personal questions as you might with a male colleague. In particular, do not ask whether she is married or has children. Do not flirt with her, refer to body parts, ask her out on a date, or make suggestive or sexual remarks.

When businessmen or businesswomen meet, they usually introduce themselves by shaking right hands. When you shake hands, don’t crush their fingers, but also don’t hold their hand too lightly. A firm handshake is best.

Business cards are not normally exchanged upon meeting. If you need a colleague’s contact information, it is ok to ask them for their card. It is also ok to offer someone your card. But there is not an elaborate ritual of exchanging cards as in other cultures.

US business ethics preclude the acceptance of payments to sweeten the deal.

Business Clothing

Proper business attire is extremely important in the US. If you dress inappropriately for an interview, for example, your chances of getting the position are significantly reduced.

Ask your American friends or professors for help in selecting a good set of business clothes. You can also ask the sales staff at the more expensive stores, such as Ann Taylor, Brooks Brothers, or Saks 5th Avenue, for advice. Even if you later buy your clothing at Sears or Caldor, it will give you a good sense of what is appropriate attire.

Men should have at least one suit, consisting of a coat and conservative tie with a white button-down shirt. Dark suit colors, such as navy blue, black, or dark gray, are best. The tie should match the suit and not be flashy. A geometric pattern with red, gray, black, and white elements is best.

Women’s clothing is more difficult to describe. The goal is to achieve a conservative and professional look. Straight lines and dark colors are preferred.

Gestures

To wave goodbye or hello to someone, raise your hand and wave it from side to side, not front to back. Wave the whole hand, not just the fingers. Waving the hand front to back or the fingers up and down means “no”, “stop”, or “go away”. Holding your hand up with the palm facing forward but no movement means “stop”. Holding your hand with the palm toward your body and wagging the fingers toward the body means “come here”. Holding your hand with the palm up with all fingers curled and repeated curling and uncurling the index finger means “come here”.

If you want to point at an object, extend the index finger and use it to point at the object. It is not polite to point at people.

If you want the waiter to bring the check, make a writing gesture with one hand as the pen and the other hand as the paper. If you just want the waiter to come, make eye contact and raise your hand.

Shaking your head from side to side means no. Shaking your head up and down means yes.

Never show your fist with the middle finger extended. This is an insult. Shaking a closed fist at someone is also rude, especially if it is in their face, and is an expression of anger.

Although showing your fist with the thumb up or your open hand with the tips of the thumb and index fingers together forming an “O” means “ok”, this is an overused stereotype. Americans understand this gesture, but it is mainly used by actors in movies, not in real life.

It is not polite to pick your nose or chew your fingernails in public. Likewise, it is not polite to pick your teeth (with or without a toothpick) in public.

Patting a woman on her rear end is not appropriate, and will likely get your face slapped.

Winking at a woman is also inappropriate because of the flirtatious nature of the gesture. In other circumstances a wink will signal amusement or that the speaker is kidding. Because of the potential for misinterpretation, winking should be avoided.

When smiling, it is normal to bare your teeth, so long as the facial expression still looks like a smile, not a grimace.

Noises

It is not polite to burp in public or to slurp your soup. It is not appropriate to play loud music or otherwise disturb the peace late at night. If your stereo is loud enough that your neighbors can hear it, it is too loud.

 

Technology

Implication IT and Internet

On the overseas, especially on United States, IT and Internet has been truly penetrate in to daily life. We can see the implication on every aspect. Many documents show this things. This writing only talk about the implication on education.

The history of IT and Internet cannot be detached from educational aspect. Internet in US grows from academically environment (NSFNET), as being told in the book “Nerds 2.0.1”. The advantages of Internet on educational aspects are to open information sources that were difficult to access. The library is one of the most valuable information. through the internet it is possible for someone in US to access the library from overseas.

In the USA there is a distance learning and virtual university. It is a new internet application for educational purposes. An economics expert “Peter Drucker” said “Triggered by the Internet, continuing adult education may will become our greatest growth industry”. A Virtual University has a scalable characteristic, which is provide an education that is access able for many people. If education is only conducted in a normal class room, guess how many people can join the class. Perhaps there are only 50 people in a class. A Virtual University can be accessed by anyone, anywhere.

 

Implication in Business

 

The internet is trusted as one of the America’s economics foundation. Through the internet we are able to go through time and space limitation. A company in USA has the same opportunity to access other market from around the globe. For example is the  internet shopping, which is giving the opportunity to shop international products. The most interesting thing about internet shopping is giving the choice to the society which is not available at store.

 The trust of the society upon the internet shopping makes the US government to take serious action upon this issue to keep their domination in this. Many actions has been done by the US government that can be seen on their website:

 

Education

influence

In the US the economics law analysis is very powerful. The economics influence is also affecting local education. Many public schools in The US has members with economics degree title. Many economics professional studies and writes base on the calculation between economics and legal doctrine.

Rational choice theory

In the legal academy, law and economics is criticized as the foundation of the rational choice theory in economy make an unrealistic assumption about the natural human behavior. The application of law and economics that involve rape  and sex, according to poster is the example of this. Liberal criticism upon law and economics movement, is being argued base on the economics analysis norm, that it cannot catch important things about human rights and focus to distribution  justice. Some of the heaviest critics upon classical law and economics come from the worst law movement, for the part Duncan Kennedy dan Mark Kelman.

Economical

Many economics professional studies and writes base on the calculation between economics and legal doctrine. USA offers a program about economics that will possibly make people expert about this aspect.

 

Political and legal

 takes place in the framework of a presidential, federal republic wherein the President of the United States (the head of state and head of government), United States Congress, and judiciary share federal powers, and the federal government shares sovereignty with the state governments. Federal and state elections operate as a two-party electoral system.

The executive branch is headed by the President and is independent of the legislature. Legislative power is vested in the two chambers of Congress, the Senate and the House of Representatives. Judicial power is exercised by the judicial branch (or judiciary), composed of the Supreme Court and lower federal courts. The judiciary’s function is to interpret the United States Constitution as well as federal laws and regulations. This includes resolving disputes between the executive and legislative branches. The federal government of the United States was established by the Constitution. American politics has been dominated by two parties, the Democratic Party and the Republican Party, since the American Civil War, although other parties have also existed.

Major differences between the political system of the United States and that of most other developed democracies are the power of the Senate as the upper house of the legislature, the wide scope of power of the Supreme Court, the separation of powers between the legislature and the executive government, and the dominance of the two main parties – the United States being one of the world’s developed democracies in which third parties have the least political influence.

Local government

There are 87,000 local governments, including 3,034 counties, 19,498 municipalities, 16,500 townships, 13,500 school districts, and 35,000 other special districts which deal with issues like fire protection.[1] To a greater extent than on the federal or state level, the local governments directly serve the needs of the people, providing everything from police and fire protection to sanitary codes, health regulations, education, public transportation, and housing.

About 28% of the people live in cities of 100,000 or more population. City governments are chartered by states, and their charters detail the objectives and powers of the municipal government. For most big cities, cooperation with both state and federal organizations is essential to meeting the needs of their residents.

Types of city governments vary widely across the nation. However, almost all have some kind of central council, elected by the voters, and an executive officer, assisted by various department heads, to manage the city’s affairs.

There are three general types of city government: the mayor-council, the commission, and the council-manager. These are the pure forms; many cities have developed a combination of two or three of them.

Mayor-Council. This is the oldest form of city government in the United States and, until the beginning of the 20th century, was used by nearly all American cities. Its structure is similar to that of the state and national governments, with an elected mayor as chief of the executive branch and an elected council that represents the various neighborhoods forming the legislative branch. The mayor appoints heads of city departments and other officials, sometimes with the approval of the council. He or she has the power of veto over ordinances — the laws of the city — and frequently is responsible for preparing the city’s budget. The council passes city ordinances, sets the tax rate on property, and apportions money among the various city departments. As cities have grown, council seats have usually come to represent more than a single neighborhood.

The Commission. This combines both the legislative and executive functions in one group of officials, usually three or more in number, elected city-wide. Each commissioner supervises the work of one or more city departments. One is named chairperson of the body and is often called the mayor, although his or her power is equivalent to that of the other commissioners.

Council-Manager. The city manager is a response to the increasing complexity of urban problems, which require management expertise not often possessed by elected public officials. The answer has been to entrust most of the executive powers, including law enforcement and provision of services, to a highly trained and experienced professional city manager.

The city manager plan has been adopted by a large number of cities. Under this plan, a small, elected council makes the city ordinances and sets policy, but hires a paid administrator, also called a city manager, to carry out its decisions. The manager draws up the city budget and supervises most of the departments. Usually, there is no set term; the manager serves as long as the council is satisfied with his or her work.

County government

The county is a subdivision of the state, sometimes — but not always — containing two or more townships and several villages. New York City is so large that it is divided into five separate boroughs, each a county in its own right. On the other hand, Arlington County, Virginia, just across the Potomac River from Washington, D.C., is both an urbanized and suburban area, governed by a unitary county administration. In other cities, both the city and county governments have merged, creating a consolidated city-county government.

In most U.S. counties, one town or city is designated as the county seat, and this is where the government offices are located and where the board of commissioners or supervisors meets. In small counties, boards are chosen by the county as a whole; in the larger ones, supervisors represent separate districts or townships. The board collects taxes for state and local governments; borrows and appropriates money; fixes the salaries of county employees; supervises elections; builds and maintains highways and bridges; and administers national, state, and county welfare programs. In very small counties, the executive and legislative power may lie entirely with a sole commissioner, who is assisted by boards to supervise taxes and elections. In some New England states, counties do not have any governmental function and are simply a division of land.

Town and village government

Thousands of municipal jurisdictions are too small to qualify as city governments. These are chartered as towns and villages and deal with such strictly local needs as paving and lighting the streets; ensuring a water supply; providing police and fire protection; waste management; and, in cooperation with the state and county, directly administering the local school system. Note that in many states the term “town” does not have any specific meaning–it is simply an informal term applied to populated places (both incorporated and unincorporated municipalities). And in some states, the term town is equivalent to how civil townships are used in other states.

The government is usually entrusted to an elected board or council, which may be known by a variety of names: town or village council, board of selectmen, board of supervisors, board of commissioners. The board may have a chairperson or president who functions as chief executive officer, or there may be an elected mayor. Governmental employees may include a clerk, treasurer, police and fire officers, and health and welfare officers.

One unique aspect of local government, found mostly in the New England region of the United States, is the town meeting. Once a year — sometimes more often if needed — the registered voters of the town meet in open session to elect officers, debate local issues, and pass laws for operating the government. As a body, they decide on road construction and repair, construction of public buildings and facilities, tax rates, and the town budget. The town meeting, which has existed for more than three centuries in some places, is often cited as the purest form of direct democracy, in which the governmental power is not delegated, but is exercised directly and regularly by all the people.

 

From the second we have to look the competitors date, now the data is out gap.

Gap, Incorporated (NYSEGPS) is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald Fisher and Doris Fisher. As of October 2006, Gap, Inc. had approximately 150,000 employees and operated 3,139 stores worldwide in the United States, Canada, Mexico, France, Ireland, Indonesia, Japan, South Korea, Kuwait, Malaysia, Peru, Philippines, Singapore, Turkey, the United Arab Emirates, and the United Kingdom.

Donald Fisher retired as Chairman of the Board in 2004 and was replaced by Sabastion Gravano. The Fisher family collectively owns 37% of the company stock.[2] The CEO of Gap, Paul Pressler, who previously ran the theme parks of Disney resigned on January 22, 2007. Glenn Murphy was appointed chairman and CEO of the company July 26, 2007.

 

Gap (Competitor Giordano is Usa)

History

Founded in 1969 by Donald Fisher, the name originated from the phrase “the generation gap” (in other words, he founded it to fill the “gap” between young kids and adults).

In 1969, Donald Fisher opened the first ever Gap store in a theatre on Ocean Avenue near San Francisco State University, the store’s merchandise consisted of Levi’s blue jeans and records and tapes; however, the audio products were sold for a mere three months before being removed from the store.

By 1970, Gap’s sales had reached $2 million and a second store was opened in San Jose, California. Along with this second store Gap established its first corporate headquarters in Burlingame, California, employing only four employees. Gap continued to expand rapidly and by 1972-73 Gap had grown to over 25 stores and had expanded to areas outside of California and was entering the East Coast market with its store in Voorhees, New Jersey. In 1974, Gap began to sell private label merchandise in its stores.

1975 saw the creation of the chain of stores which specialized in selling discounted apparel, as well as the acquisition of “You & You” which had formerly been a New England-based casual apparel brand.

1976 was a landmark year for Gap with the company going public in both the New York and Pacific stock exchanges with an initial public offering of 1.2 million shares. With the arrival of 1977 Gap introduces the labels “Fashion Pioneers”, “Eaton Hill”, and “Foxtails” which are sold in its stores. The company also launches two sub-brands; “Logo,” based in California and Missouri, as well as “Brands” based in New York and New Jersey. In this year also, Gap moves its headquarters from Burlingame, to its well known location at 900 Cherry Avenue in San Bruno.

1980 saw the incorporation of the “Brands” and “Pants %ff” chains into Gap’s new “Tag’s” chain.

Brands

A typical Gap G2K Style store

Banana Republic, formerly a catalog retailer selling safari-themed clothing, was purchased by the company in 1983, and eventually was rebranded as an upscale clothing retailer in the late 1980s. Old Navy was launched in 1994, as a value chain with a specialty flair. Forth & Towne, the company’s fourth traditional retail concept, was launched on August 24, 2005, in the Palisades Center in West Nyack, New York, featuring apparel targeted toward women 35 and older.[3] On February 26, 2007, after an 18-month trial period, Forth & Towne was discontinued, and the 19 stores were closed by June 2007. Gap, Inc. is expected to take a $40 million pre-tax expenses associated with the closing.[4] A fifth brand, the online footwear retailer Piper lime, was created in 2006. [5] On March 5, 2007 Gap Inc, hired Egon Zehnder International to coordinate the search for a new chief executive officer to replace Paul Pressler. No deadline was given for the search. In 2004, Gap sold all of its German operations to the Swedish H&M, its main competitor in Europe.

Marketing strategy

The Banana Republic stores try to convey a more sophisticated image for an upscale customer, whereas Gap stores appeal to a broader midrange of customers. The Old Navy chain is designed to appeal to younger generation of customers by emphasizing “fun, fashion, and value” through a store experience that delivers “energy and excitement.” Although Gap, along with other retail-store chains, has been criticized for blandness and uniformity in its selling environments, the firm maintains that it tailors its stores “to appeal to unique markets” by developing multiple formats and designs.[8]

In some Major League Baseball parks, a Gap ad appears on outfield wall panels between left/right-center fields and centerfield, which is commonly termed “the gap.”

Products

When Gap was founded in 1969, it was unique and new. Its target customers were younger generations. Gap’s hottest seller at the time was its “basic” look, which consisted of its signature blue jeans and white cotton t-shirts. Its founders realized that jeans were becoming popular among the younger generation of customers. Nevertheless, the company recognized that despite its popularity among the youth, there were not enough assortments of jeans in the clothing outlets. Capitalizing on this deficit was merely the next step in expanding. Gap’s founders were sure that jeans could be sold through a chain of small stores devoted solely to that product.[9] As this business idea became successful, Gap expanded its line of offering and now Gap offers a range of clothing for men, women, and children. As Gap’s business began to boom, it also began to expand and send its manufacturing jobs abroad. Gap Inc. added two new entities to its company, Banana Republic and Old Navy.

Gap also owns an online shoe store called Piperlime, selling shoes for all ages.

Promotion

Gap’s promotion strategy has been blamed for the company’s bust. Due to lack of a clear message, it has been alleged that Gap has lost contact with its core customers[10] which the company is attempting to win back. Gap is the only national retailer to spend more than 2% of its marketing budget for online marketing.[11] As a result, the company’s e-commerce website has been cited numerous times as a model of stylish efficiency. Gap promotes its products through gift cards, catalogs, advertising programs on TV channels and magazines. Gap tries to position itself as a stylish casual wear retailer in a fair price. However, its marketing efforts to reach out to upper-class, luxury consumers is blamed for recent problems in the company.[12]

In addition, Gap’s garment designs and products varies from North America and Western Europe. Products sold in the United Kingdom and Western Europe are targeted towards a European sense of style, whereas the Gap’s North American garments and accessories are designed particularly for North Americans.

Place

Gap’s main opportunity to reach its customer is through its stores. Gap operates stores in the United States, Canada, the United Kingdom, France, Ireland, Korea Mexico and Japan. The Gap, Inc. also has franchise agreements with unaffiliated franchisees to operate Gap or Banana Republic stores in Singapore, Malaysia, United Arab Emirates, Korea, Kuwait, Qatar, Bahrain, Oman, Saudi Arabia, Cambodia and Indonesia. As of February 3, 2007, The Gap, Inc. operates a total of 3,131 store locations.[13]

Labor practices

In 2003, Gap, along with 21 other companies, was involved in a class action lawsuit filed by sweatshop workers in Saipan. The allegations included “off the clock” hours, where workers were not paid for working overtime, unsafe working conditions, and forced abortion policies.[16] A settlement of 20 million dollars was reached whereby The Gap did not admit liability. [17]

In 2006, an online advocacy group, Labour Behind the Label issued a report naming The Gap a top-rated company among 37 UK retailers it evaluated[citation needed]. http://www.cleanupfashion.co.uk, a group working in conjunction with Labor Behind the Label, reported that although not complete, the supply chain compliance is the most sophisticated they had seen, and that the company has taken significant steps to resolve the systematic abuses of worker’s rights.[18]

Gap actively participates in the “Joint Initiative on Corporate Accountability and Workers Rights” and is independently assessed by the Social Accountability International (SAI) and Verity. The Gap encourages its vendors to be SA8000 certified based on standards of [[International The company also inspects factories for compliance with its internal standards. [19] These standards include requiring suppliers not to employ persons under the age of 14, that wage payment is clear, regular, and in accordance with work contracts, and that factories do not permit physical or non-physical abuse.

In 2007, Ethisphere Magazine (an industry publication) chose Gap from among thousands of companies evalued as one of 100 “World’s Most Ethical Companies.” [20] Gap Inc. was ranked 25th by CRO Magazine, another industry publication that is a successor to Business Ethics magazine, in its “100 Best Corporate Citizens” list in 2007.

Nevertheless, the company draws continued criticism over labor practices. In May 2006, adult and child employees of Western, a supplier in Jordan, were found to have worked up to 109 hours per week and to have gone six months without being paid. Some employees claimed they had been raped by managers.

On October 28, 2007, BBC footage showed child labor being used in Indian Gap factories. Gap has denied that it was aware of such happenings and that it is against its policy to use child labor. The one piece of clothing in question – a smock blouse – was removed from a British store and will be destroyed. Gap also promised to investigate breaches in its ethical policy.

A positioning strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of what you offer, in relation to the market situation, and any competition you may have”.
Giordano’s current positioning strategy is based on providing “value-for-money merchandise of discounted casual unisex apparel”.

Giordano repositioned its brand to focus on value-added products and broadening it appeal by improving on visual merchandising and apparel. The company also emphasized on the merchandise that is relatively mid-priced which means “inexpensive yet contemporary and trendy”, and offers quality, value and excellent customer services. Now the fact is whether or not Giordano should reposition itself against its competitors in its current and new markets. Repositioning is not necessary for the entire company because Giordano’s relatively mid-priced positioning worked well: “the inexpensive yet trendy” clothing appealed to Asia’s frugal customers, especially during the Asian economic crisis. However, with the Asian economy booming, customers now have more disposable income and spending power. Thus, Giordano could find it worthwhile to alter their brand image into a more high-value, high-quality and therefore higher price market.
This could mean primarily repositioning Giordano as a higher priced and higher value brand.  

 A spokesperson, McCann- Erickson, in his one comment about Giordano was that it was a “good brand but not a great one. Compared to other international brands, it doesn’t shape opinion”. A competitor of Giordano is Gap. However Giordano want to enter the united state market, therefore they should know what the competitors does. Gap tries to position itself as a stylish casual wear retailer in a fair price. However, its marketing efforts to reach out to upper class, luxury consumers is blamed for recent problems in the company. Gap promoted a “stylish” image, even though it is positioned similarly to Giordano.  So, Giordano could re-launch its image, to be more stylish and thus promoting a lifestyle and not just a brand..

From the steeple analysis, as we know American people always act they know everything. They will think if the priced is low price for them , they will think, Giordano does not have a good quality. Most of them look the quality from the price, hi price means hi quality. That is why Giordano must repositioning their positioning out to upper class. Follow the competitors does.

Giordano completely understood its core competencies and the pillars of its success, but it had to carefully explore how they were likely to develop over coming years. Which of its competitive advantages would be sustained and which ones were likely to be eroded?

 

GOOD AFTERNOON GIORDANO

Service is a word used constantly.  The word service has an impression on many people.  For example; people who work as lifeguards view their work as a service to the community.  Naturally, based on working as a lifeguard their definition of service would be an action beneficial to the well-being of others.  Not surprisingly, a similar definition was found in the Oxford English Dictionary (OED).  Service is described in the Oxford English Dictionary as “the action of serving, helping, or benefiting; conduct tending to the welfare or advantage of another; condition or employment of a public servant; friendly or professional assistance.”  Furthermore, in Webster’s Ninth New Collegiate Dictionary, service is described as “the occupation or function of serving others; employment as a servant; contribution to the welfare of others.”

]In the field of marketing, a customer value proposition consists of the sum total of benefits which a vendor promises that a customer will receive in return for the customer’s associated payment (or other value-transfer).In simple words: value proposition = what the customer gets for what the customer pays. Accordingly, a customer can evaluate a company‘s value-proposition on two broad dimensions with multiple subsets first relative performance: what the customer gets from the vendor relative to a competitor’s offering. Second , price which consists of the payment the customer makes to acquire the product or service; plus the access cost

The vendor-company’s marketing and sales efforts offer a customer value proposition; the vendor-company’s delivery and customer-service processes then fulfill that value-proposition.

Say good afternoon to the customers is necessary because with words good afternoon Giordano , it means that Giordano is giving the service to their customers. With say good morning or good afternoon Giordano it will make the customers happy, they will feel that Giordano appreciate the customers. Service is the crucial point. Because as the fact , service will effect the customers behavior. Services bad means lose profit. Bad services will impact the customers will not come back again. If we gave bad service therefore be ready to get bankrupt.

 

DOES GIORDANO NEED TO ADAPT THEIR STRATEGY?

 

Before the enter the Global market Giordano should the target market first. We can use Matrix Boston Consulting Group. In matrix Boston  Consulting Group, there are star, cash cow, question and dogs. This matrix used to know about the market share and market growth of the market. Is our product have a opportunity   should do the standardize the strategy when they want to enter global market based on BCG. From BCG we know about the market and we can know who is the market leader, market challenger , market follower. From those data we know what is the competitor do for their customer. After we analyze those, now we can see from the behavior, climate and the environment.

 Based on Giordano’s target market is casual for all unisex. As we know, the climate of each country is different. If we want to enter Alaska market for example, is impossible if we used the thin material. People in Alaska will not buy it, because the climate for that country is cool. That the first reason.

 The second reason is the behavior of each country is different. Example in England, it will be fine , if we not provide the fitting room for the customers. Because in average, all the retail shop not provide the fitting room to avoid the shop lifting. But how if we enter the USA market? It is impossible doing that similar way. Usa has a different cultural, as usual they need to try the clothes which they want to buy, to show that the product looks good at their body.

 The third reason country A has a super hi technology and they try to enter the global. In their mind, they want to enter the country which has a upper low technology. If country A keep want to enter that market, the customers in country B will confuse about the product that country  A sell. They will think a couple times to buy that product because they do not know how to operate it, as we, country with has a low tech means low education. Those are why we have to adapt the strategy if we want to enter the global market.

 Sometimes they do not need adapt the product but  we can change the marketing strategy. Example , who adapt the product strategy to different country is Mc-Donald. In other market Mc- Donald do not sell the rice but in Indonesia they do sell the rice. Who the company standardize the product but change the marketing strategy is Body shop. Body shop sell the same product all the market in the world. But in Indonesia they changed their positioning. From Keep the world green be stop the violence.

 

RECOMMENDATION

 Recommendation to Giordano in order to maintain their position is try to explore what the customer needs with the new innovation. Not only for the innovation of products but the other aspect of promotional mix too. Example, modification for physical evidence with the new decoration of shop. This innovation maybe will impress the customer when they come to the shop. Actually all the new innovation should be done for continuous of company. If the innovation already have done, the customers will not forget our brand.

 I think the other way for the recommendation to maintain their reputation is corporate with the famous designer , it will help to increase sales and building new good image for Giordano. If the products made by famous designer, fans that designer will buy it too. Not impossible the fan’s of famous designers will use the other product of Giordano and will be the loyal customers for Giordano.

 Still give the best service to the Giordano’s customers and have to improve that. Giordano also have too give the training to the their staff at least 3 months. Because if we see the fact, not all the staff of Giordano act like a good staff or reflect what is the Giordano’s image. Because of that small things, the customers will not get the satisfaction and maybe that customer will tell anyone that he or she knows about this image. It will make the reputation of Giordano image down.

It is essential to start promotions to increase brand awareness when starting businesses in new market. The promotions have to combine with the elements of promotion. Such as advertising, sales promotion, personal selling and direct marketing.

The location and site selection for establishing Giordano’s outlet in different country will be critical. The company should carefully select the site to position their stores which will be convenient for the customers.

Customer is the key and main factor for differentiation is customer care. The company needs to follow customized customer service strategy for each market segment. Example for the Giordano kid’s customer service. The customer service of that segmentation should be the people who man or woman that care for the kids, know what the kids want and has a patient character.

Extensive market research is needed to investigate designs and fabrics required by the target customers. This is the crucial part. As we know that fashion is rapidly changing. so Giordano must anticipate that moment. If Giordano has already known what the customers requirement , it will help a lot.

 

WHAT ARE THE DIFFERENCES TACTICS AND STRATEGY?

Indonesia Giordano compare to Giordano Australia. Tactics Australia Giordano is they use four seasons to sell the product differently. If the month near from winter seasons, they will sell the jacket and syal. Because they analyze that month is need those stuff to be sold. If the month near the summer seasons, the Australia Giordano will sell the basic clothes  like t-shirt and jeans or the clothes that not too cover their body. The product such as tank top for the female. If the month near to spring and autumn seasons, the Australia Giordano will give the sales promotion to their customer. Such as buy get one free.

 Indonesia Giordano compare to Singapore Giordano is there is a product of Giordano in Singapore not sell in Indonesia. Because from that product, the price is quite expensive if sell in the Indonesia, there is a possibility if sell in Indonesia is unsold. As we remind that Indonesia economic not fast as Singapore. The buying ability in Singapore in bigger than Indonesia ability. Therefore Giordano Singapore not distribute the certain product to Indonesia Giordano.

~ by irene clarissa on September 19, 2009.

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