Giordano- Positioning

Rising Markets Case Studies Collection

Emerald Example: Giordano: placement for international expansion Jochen Wirtz

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To cite this kind of document: Jochen Wirtz, " Giordano: placing for intercontinental expansion", Emerald Emerging Marketplaces Case Research, 2011 Long lasting link to this kind of document: http://dx.doi.org/10.1108/20450621111110500 Downloaded about: 26-03-2012 To repeat this doc: [email protected] com

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Giordano: setting for international expansion

Jochen Wirtz

Jochen Wirtz is definitely an Associate Professor of Marketing in NUS Organization School, Countrywide University of Singapore, Singapore.

As it wants the future, a prosperous Asian merchant of casual apparel must decide whether to maintain the existing setting strategy. Supervision wonders what factors will probably be critical to success and whether the firm's competitive talents in goods selection and service happen to be readily transferable to new international market segments. To make people ‘‘feel good'' and ‘‘look great'' (Giordano's Corporate Mission).

In core 2009, Giordano, a Hong Kong-based store of t-shirt and trainers targeted at guys, women, and children through its five company brands, Giordano, Giordano Concepts, Giordano Ladies, Giordano Junior, and BlueStar Exchange (BSE). It absolutely was operating above 1, 800 retail stores and counters in certain 30 market segments worldwide. It is main markets were Landmass China, Hong Kong, Japan, Korea, Singapore, and Taiwan. Additional countries in which it had a presence had been Australia, Indonesia, Malaysia, Middle section East, and North America. In September 2008, there were you, 757 Giordano and Giordano Junior stores, 46 Giordano Ladies retailers, 29 Giordano Concept shops, and 111 BSE retailers. Sales got grown to HK$4, 950 million (US$561 million) by simply 2007 (Exhibit 1). Giordano stores were located in retail shopping zones with good foot traffic. Views of the storefront and store room are displayed in Display 2 . In many geographic market segments serviced by simply Giordano, the retail apparel business was deemed to be extremely competitive. The table and best management staff were wanting to maintain Giordano's success in existing markets and to enter new marketplaces, especially in landmass China. A number of issues had been under discussion. First, in what ways, whenever, should Giordano change its current placing in the marketplace? Second, would the factors that had written for Giordano's achievement in the past remain equally important over the approaching years or were fresh key accomplishment factors (KSF) emerging? Finally, as Giordano sought to new markets around the world, had been its competitive strengths conveniently transferable to other marketplaces?

This case is founded on published information and estimates from a wide array of sources. The generous help and reviews provided by Alison Law, previous Assistant to Chairman, Giordano International Ltd, to...

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