Giordano: positioning for international expansion
Publication date: 1 January 2011
Abstract
Subject area
Retailing, services marketing, marketing strategy.
Study level/applicability
Undergraduate Business and Management, MBA, MA Marketing/International Business.
Case overview
Giordano is one of Asia's most successful retailers, with operations in East Asia, Southeast Asia, the Caribbean, and the Middle East. With a strong emphasis on customer service and value-for-money, Giordano was able to differentiate itself from its competitors. The question is: how can Giordano maintain its competitive advantage in the future? Amid increasingly stronger competitors and changing industry conditions, Giordano had to critically evaluate its sources of competitive advantage and key success factors, and perhaps consider repositioning itself in current and new markets.
Expected learning outcomes
This case is suited for a retailing or services marketing/management course. It demonstrates the power of a tight integration of marketing, operations, and human resource management to deliver value-for-money. Specifically, it can be used for the following teaching objectives: from a marketing perspective, this case can be used to demonstrate the successful integration of a strategy based on service orientation, value-for-money positioning, and aggressive advertising and promotions; and from a management perspective, the case can be used to highlight how the marketing strategy is being delivered through a clear focus on service staff (selection, training, and motivation) and operations (logistics, IT, and communications), combined with an organizational culture that encourages staff to try new things (and accept errors as a consequence).
Supplementary materials
Teaching notes.
Keywords
Acknowledgements
This case is based on published information and quotes from a wide array of sources. The generous help and feedback provided by Alison Law, former Assistant to Chairman, Giordano International Ltd, to earlier versions of this case are gratefully acknowledged. The author thanks Zhaohui Chen for his excellent research assistance.
Citation
Wirtz, J. (2011), "Giordano: positioning for international expansion", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111110500
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited