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Submitted by jaxonyee on November 11, 2007
Category: Business
Words: 1118 | Pages: 5
Views: 274
Popularity Rank: 35,855
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1. Discuss and evaluate Giordano’s product, business, and corporate strategies?
Product
• Giordano’s is a retailer of men’s/woman’s casual clothes in Asia and the Middle East.
• Giordano’s offered “value for money” clothing, with no more than 100 items in a store and 17 core items.
• Giordano’s opened a Giordano’s Woman’s line for woman’s apparel, Giordano’s Junior for the junior market, and a Bluestar Exchange for the budget-conscious customers.
• Product was only half of what Giordano sells; service was the other half. Service was the best way to make customers return to Giordano again and again.
Business/ Corporate Strategies
• Flat organizational structure, which gave them the intensity to react to market changes on a day to day basis
• Relaxed management style where management worked closely with line staff. No separate offices for higher or top management. This closeness allowed easy communication, efficient project management, and speedy decision making.
• Very difficult and stringy employee selection. Every employee went through “attitude training,” which tested employees character and service orientation.
• Everyone at Giordano, even office employees, worked in a store for at least a week.
• Service was key for Giordano, and employees were trained well and paid better.
• Maintain their award winning customer service techniques.
• Continue their unique and aggressive advertising and promotions which allowed them to become Advertiser of the Year form 1991-1994.
• Expansion within mainland Asia and beyond Asia.
• Value for money clothing, but still mid-priced but trendy fashion.
2. Positioning
• Giordano was positioned as value for money with outstanding service, but it was also emphasizing sensible but more stylish clothes. They also renovated its stores to reinforce its image and position it in line with globalization and changing...
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