Selasa, 06 April 2010

Giordano

Diposting oleh Bina Yuliawati di 09.30

STRENGTH

The combinations of four success keys namely value pricing, accuracy, good quality control, and sophisticated computerize.

Excellent service

Using intelligent and effective information.

Giordano using fine quality material, no change in shape, and soft.

Giordano provides many sizes.

High quality service and cost leadership.

WEAKNESSES

Their Sales Promotion Girl or staff makes customers uncomfortable when selecting clothes.

There are several very expensive products.

OPPORTUNITIES

Giordano has successfully penetrated many Asian regions.

Giordano’s counters located in strategic locations.

Giordano plans to strengthen its value-for-money positioning.

OPPORTUNITIES

Giordano equipped with ready stock goods and customers are satisfied.

Giordano using information technology.

THREATS

Giordano’s main competitors are cheap clothes retailers.

Giordano are now facing competition from the retailers who targeting middle to upper class customers.


There are several factors which become the source of strength of Giordano. The first is the combinations of four success keys namely value pricing, accuracy, good quality control, and sophisticated computerize system with superior customer service, as well as aggressive promotion and advertisement to deliver the messages to the market. The Second is an excellent service. All customers are greeted with smile, and free to try without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit which is very generous. Over the years, there are many service appreciation has been granted to Giordano. The third is competitive strength of Giordano that is using intelligent and effective information. The fourth, Giordano using fine quality material, no change in shape, and soft. The fifth, Giordano provides many sizes, from extra small up to extra large. The sixth, Giordano able to clearly define themselves from their competitors with high quality service and cost leadership.


Giordano’s weaknesses are the first, their Sales Promotion Girl or staff makes customers uncomfortable when selecting clothes. Their Sales Promotion Girl always follow and commenting every clothes hold by or seen by the customers. The second, there are several very expensive products. In order to obtain a good price, customers have to purchase such product more than one or two. On the other hand, customer does not need such product any more than just one.


Besides that, there are many opportunities for Giordano. The first, Giordano has successfully penetrated many Asian regions, and recently enter into Australia, Europe, and Middle East. The second, Giordano’s counters located in strategic locations with high traffic level. The third, Giordano plans to strengthen its value-for-money positioning by providing high quality clothes through the implementation of Corporate Quality Programmed and search for higher quality material source from the supplier. The fourth, Giordano equipped with ready stock goods and customers are satisfy, since they rarely shortage in any supplies. The fifth, with information technology, Giordano able to manage its inventors and observe the market trend in real time.


However, there are three issues which become threats to Giordano. The first, Giordano’s main competitors are cheap clothes retailers such as Hang Ten, Bossini, and Baleno. The second, by the gradually shifting in its positioning and the weak of retail sector (due to on going Asian economic crisis), Giordano are now facing competition from the retailers who targeting middle to upper class customers such as Gap, Inc., Esprit, and Theme. The third, competitors are making advertisement and conduct promotion which are very similar to Giordano.


2. Segmentation of Giordano can be classified in demographic, Geographic, and social grade. Viewed from demographic side, sex: male and female, age: around 17-35 years old, occupation: students and employees. As from geographic side, people who lived in big cities. With B social grade (middle class).

Giordano’ targeting are students, college students, and employees. Giordano’ positioning that is casual unisex clothes with fine quality.


3. Key factors of Giordano success are by implementing a strategy based on value-for-money, high volume, and superior service given in low price. Giordano has advantages in services and focus on service staff. Giordano looks them not only as clothes retailer, instead as service provider who sells services and experiences. Their target is to make customers feel happy and comfort when entering Giordano’s shop. Giordano also able to position themselves in line with the dimension of value-for-money by practicing a tight cost control. This covers accurate suppliers’ selection, tight const control in any of their activity, and refrain themselves from raising the retail price without a good reason. To overcome a very hard competition, Giordano’s founder, Jimmy Lai, observe the successful retailer from the west. He started to compare Giordano with best practices organizations in four key elements: (1) value pricing (from Marks & Spencer), (2) accuracy (from Wal-Mart), (3) controlled menu (from McDonald’s), and (4) computerization (from The Limited). Giordano combining these four key elements with a superior customer service, and aggressive promotion and advertisement to deliver their messages to the market. Besides that, with help from information technology, Giordano able to manage their inventors and observe the market trend. Giordano have other competitive advantages compare to their competitors by using information in intelligent and effective way.


4. Products offered by Giordano are clothes for men, women and for children. Giordano provides needs for people with casual style. Giordano produce fine quality unisex casual clothes, underwear, jeans, bermuda or short, shirt, socks, belt, bag, and umbrella. Fabrics used by Giordano for clothes are unchanged in form, soft, comfortable, and available in various sizes. From extra small until extra large.


Price, Giordano has several strategies in pricing. Such as psychological pricing, bonus, and special offer. There are also Giordano’s products using psychological pricing. For example, t-shirt price is Rp 219,000 and jeans 479,000. Giordano also frequently offering bonuses. Such as buy one get one. Alternatively, in certain promo, every customer who shops more than Rp 500,000 for example, shall receive a gift in form of Giordano’s product. Sometimes customers may select their own gift. However, Giordano has limited the option. Besides that, instead giving discount, Giordano prefer to provide special offer if the products are still in the stock. For example, for every purchase of two t-shirts customers shall have 20% discount for each items. Price for one t-shirt is Rp 219,000, if they purchase two t-shirts they price should be RP 438,000. However, with special offer, the price only Rp 350,400.


Place, in location selection, Giordano always careful and selective. Giordano has succeed penetrate many regions in Asia, Australia, Europe, Middle East, and lately enter into Africa and North America. Giordano’s counters located in a selective location. Since target market of Giordano is middle class society, Giordano’s counters located in modern market such as malls, plazas, or at shops along the street with high traffic level.


Promotion conducted by Giordano is very aggressive. Budget for promotion is also very expensive. All of that in order to achieve their mission that is “To be the best and the biggest world brand in apparel retailing”. In promoting, Giordano using promotional tools that is public relations, advertising, and sales promotion. From public relations, Giordano is actively in distributing clothes for victims of natural disaster such as earthquake and tsunami. By advertising, Giordano has actively promoting their brand via series of creative and focused campaign to the customers. Advertisement made in such way helps to play a significant role in marketing the product. Sales promotion performed by Giordano is the customers are allowed to try clothes without limit. Besides that, Giordano’s staffs are using casual uniform. By just looking to casual style staff, it can also attract customers’ attention to see, try, and even purchase Giordano’s product.


Physical Evidence of Giordano can be seen from Surroundings and total experience. From surroundings, customers expects a relatively low price and able to obtain a fine and comfortable goods as well as a nice service at Giordano. As from total experience, Giordano has done research and observations in order for their customers feel comfort and satisfy. Even though there are customers who criticize them due to several Giordano’s products with inconsistent price and products, they said that the price is too expensive for that product. And, many customers said that Sales Promotion Girl of Giordano are very aggressive in serving the customers. Besides that, there are factors should be planned in offering the product in total. Namely, security, environment, and satisfaction. From security side, Giordano’s counters are very safe since Giordano’s counters located in a selective location and therefore, not many people are free to enter. And usually only visited by middle class community. From environmental side it can be seen from Giordano’s decoration, placing and goods arrangement, and condition inside Giordano’s counters is comfortable. And from satisfaction side, Giordano provides all the needs for casual stylish people.


People, in this case can be viewed from recruitment, selection, training, and quality of Giordano’s staffs. Requirement at Giordano, only employs workers that are above the local legal minimum age, does not use forced or prison labor in any part or aspects of its facilities, The workers are not subjected to physical abuse, or the threat of physical abuse, The factory does not contravene local environmental laws and regulations, The factory provides a safe and healthy work environment for its workers, The factory is committed to rectifying any areas of concern identified during factory audits by Giordano or appointed third party auditors. Selection procedure at Giordano is very tight. All of that is done to guarantee that only applicant with a positive thinking, and “customer-first” and “can-do” attitude in accordance with Giordano’s ways of thinking, will be recruited. Giordano would also change their employees to become entrepreneurs, not only interpreted into a superior service delivery but also satisfaction and improvement of loyalty from the employees. Employees will receive many training program and refreshing courses acquainting them with all Giordano’s activities. From quality side, it can be viewed that from good commitment between Giordano’s employees and customers, consumers, and among Giordano’s employees. Then, appearance and manner can be viewed from uniform wore by Giordano’s employees. Employees wearing the same casual clothes to show that Giordano is a retailer who provide casual clothes. Attitudes of Giordano’s employees are kind and polite. Then, product knowledge, employees understand and familiar on detail of the product they offered. Last, from interpersonal behavior, knowledge, and Giordano’s staff ability is very good in interaction with the customers.


Process, there are four aspects that needs to be observed. First, administration, Giordano promised to provide the best and satisfy the customers. This proved by supplying customers’ need who likes casual style, provide fine quality clothes and in various sizes. Besides that, provide a fine and polite service. Second, policies and procedures, when entering Giordano’s shops, customers are welcome with greeting and smile, and free to try without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit. Third, paperwork, by using information technology enabling Giordano to react more quickly against the rapid changes in the market and provide low cost inventory. Other than that, using information technology, Giordano able to manage its inventors and observe the market trend in real time. Fourth, customer involvement, to eliminate errors, Giordano needs to cooperate with customers. Suggestion and critics from the customers are input for Giordano in order to be better.


5. Gap, Esprit and Theme International Holdings Limited are also become Giordano competitors since there is gradually shifting in their positioning and impairment of retail sector (due to on going Asian economic crisis), Giordano are now facing competition from the retailers who targeting middle to upper class customers, Esprit is an international fashion life style, positioned as fine quality value-for money retailer, similar to Giordano’s positioning. As Theme International Holdings Limited began as niche company with a high quality and fashionable dress established in Hong Kong. However, they are trying their luck in casual clothes. Currently, the company has become the direct competitor for Giordano’s brand, which is Giordano Ladies.


6. No, Giordano does not have to make repositioning. Giordano’s positioning has already strong in Asian and European market. The same goes in US and Canada market. Other than that, with its positioning has already planted from the establishment of Giordano until now, it would help Giordano to penetrate and welcomed in US and Canada market. Furthermore, American and Canadian are very much like casual, sporty, comfortable, and easy to wear clothes. Besides that, American and Canadian are always having the habit to follow the trend in dressing in order to look more stylish and up to date. Giordano capable to fulfill American and Canadian needs since equipped with fast turnover goods. Giordano also certainly will be accepted, since Americans are more prefer to buy clothes in numbers. And Giordano usually provide special price for every purchase for more than one clothes. As Canadian also welcome Giordano, as Giordano allowed to try clothes without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit that is very generous. Therefore, even without repositioning, Giordano shall be accepted by the American and Canadian.


7. For me, greeting from Giordano’s Sales Promotion Girl or staff is very important. It shall mean that Giordano is not only offering and sell high quality products but also a friendly service. Such thing is done to make customers feel happy when entering Giordano’s shop. As Giordano always emphasize that superiority of service is the key to build a strong brand where “Giordano means Service”. Sales Promotion Girls are performing in such manner since they has been trained and obliged to practice what they already learned during the training. Besides that, they are demanded to always become an entrepreneur, who are not only deliver the superior service but also satisfaction and become more loyalty employees. Giordano’s Sales Promotion Girls or staff are motivated to provide the best service to the customers since Giordano offer an excellent compensation, gratitude, even internal competition such as Best Service Shop. And Giordano always evaluate the performance in regularly at the shop level, as well as for every employee.


8. Management of Giordano only needs to standardize the strategy in order to penetrate the global market. The bottom line Giordano’s strategy is already good. And able to be implement in many countries without something to be changed or adjusted with surroundings or environment. It is proved that by implementing the existing strategy, Giordano able to succeed and keep growing. The existing strategy becomes the key of Giordano’s success. Issue that may need to be adjusted is product that will be offered in a country. Due to culture, weather differences, etc. However, differences in every country would not influence Giordano’s existing strategy to be adjusted with conditions of such countries.


9. Recommendation for Giordano to maintain their position is by conducting comprehensive evaluation. What have already well should be maintained and improved. For the weakness, it must be improved. In order to Giordano position always good and become the best in the world. The good example needs to be improved are material or fabrics. Giordano using a high quality material. However, Giordano may improve the material or fabric which not only with good quality but environmental friendly as well. Since there are other new emerging and existing brands in fashion industry using material or fabric which environmental friendly. Especially, there are many people in the world who care very concern about global warming, that makes them very selective in purchasing and using a product. Thus, by improving the quality of material and fabric, Giordano able to satisfy customers with comfortable, high quality and environmental friendly clothes. As for the weakness and issue that still need to be resolved is the attitude of Giordano’s Sales Promotion Girl or staff who too friendly which makes customers become uncomfortable. Sales Promotion Girl or staff of Giordano supposed to be acting naturally. Do not over acting. Smile and friendly service indeed become a plus for Giordano’s Sales Promotion Girl. However, if they always following the customers and saying excessive comment when customers are holding or seeing the clothes, it makes customers become uncomfortable. Such thing also makes customers reluctant to enter Giordano shops. Giordano should take action in order to evaluate the training for their employees.


Bonus

There are three differences in tactic and strategies taken by Giordano Indonesia and Giordano in other countries. The first is selection of Giordano’s counter. In Indonesia, almost all of Giordano’s counters located in mall and plaza. As in other countries, Giordano’s counters located at shops along the street with dense population and traffic. The second, promotion and advertisement. In other countries, Giordano is very aggressive in promoting and making advertisement. All that in order to deliver the message to target market. As in Indonesia, Giordano rarely conducting promotion or campaign and almost no advertisement whether in electronic media or printed media. The third, manner of the staff in servicing the customers. In other countries, staff or Sales Promotion Girl provide a polite service and makes customers feel comfort in shopping or just windows shopping. In Indonesia, staff or Sales Promotion Girl provide service that intended as polite service, however is too excessive. It makes customers felt uncomfortable and may cause trauma to the customers who does not like Giordano service in Indonesia which is too excessive.

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Selasa, 06 April 2010

Giordano

STRENGTH

The combinations of four success keys namely value pricing, accuracy, good quality control, and sophisticated computerize.

Excellent service

Using intelligent and effective information.

Giordano using fine quality material, no change in shape, and soft.

Giordano provides many sizes.

High quality service and cost leadership.

WEAKNESSES

Their Sales Promotion Girl or staff makes customers uncomfortable when selecting clothes.

There are several very expensive products.

OPPORTUNITIES

Giordano has successfully penetrated many Asian regions.

Giordano’s counters located in strategic locations.

Giordano plans to strengthen its value-for-money positioning.

OPPORTUNITIES

Giordano equipped with ready stock goods and customers are satisfied.

Giordano using information technology.

THREATS

Giordano’s main competitors are cheap clothes retailers.

Giordano are now facing competition from the retailers who targeting middle to upper class customers.


There are several factors which become the source of strength of Giordano. The first is the combinations of four success keys namely value pricing, accuracy, good quality control, and sophisticated computerize system with superior customer service, as well as aggressive promotion and advertisement to deliver the messages to the market. The Second is an excellent service. All customers are greeted with smile, and free to try without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit which is very generous. Over the years, there are many service appreciation has been granted to Giordano. The third is competitive strength of Giordano that is using intelligent and effective information. The fourth, Giordano using fine quality material, no change in shape, and soft. The fifth, Giordano provides many sizes, from extra small up to extra large. The sixth, Giordano able to clearly define themselves from their competitors with high quality service and cost leadership.


Giordano’s weaknesses are the first, their Sales Promotion Girl or staff makes customers uncomfortable when selecting clothes. Their Sales Promotion Girl always follow and commenting every clothes hold by or seen by the customers. The second, there are several very expensive products. In order to obtain a good price, customers have to purchase such product more than one or two. On the other hand, customer does not need such product any more than just one.


Besides that, there are many opportunities for Giordano. The first, Giordano has successfully penetrated many Asian regions, and recently enter into Australia, Europe, and Middle East. The second, Giordano’s counters located in strategic locations with high traffic level. The third, Giordano plans to strengthen its value-for-money positioning by providing high quality clothes through the implementation of Corporate Quality Programmed and search for higher quality material source from the supplier. The fourth, Giordano equipped with ready stock goods and customers are satisfy, since they rarely shortage in any supplies. The fifth, with information technology, Giordano able to manage its inventors and observe the market trend in real time.


However, there are three issues which become threats to Giordano. The first, Giordano’s main competitors are cheap clothes retailers such as Hang Ten, Bossini, and Baleno. The second, by the gradually shifting in its positioning and the weak of retail sector (due to on going Asian economic crisis), Giordano are now facing competition from the retailers who targeting middle to upper class customers such as Gap, Inc., Esprit, and Theme. The third, competitors are making advertisement and conduct promotion which are very similar to Giordano.


2. Segmentation of Giordano can be classified in demographic, Geographic, and social grade. Viewed from demographic side, sex: male and female, age: around 17-35 years old, occupation: students and employees. As from geographic side, people who lived in big cities. With B social grade (middle class).

Giordano’ targeting are students, college students, and employees. Giordano’ positioning that is casual unisex clothes with fine quality.


3. Key factors of Giordano success are by implementing a strategy based on value-for-money, high volume, and superior service given in low price. Giordano has advantages in services and focus on service staff. Giordano looks them not only as clothes retailer, instead as service provider who sells services and experiences. Their target is to make customers feel happy and comfort when entering Giordano’s shop. Giordano also able to position themselves in line with the dimension of value-for-money by practicing a tight cost control. This covers accurate suppliers’ selection, tight const control in any of their activity, and refrain themselves from raising the retail price without a good reason. To overcome a very hard competition, Giordano’s founder, Jimmy Lai, observe the successful retailer from the west. He started to compare Giordano with best practices organizations in four key elements: (1) value pricing (from Marks & Spencer), (2) accuracy (from Wal-Mart), (3) controlled menu (from McDonald’s), and (4) computerization (from The Limited). Giordano combining these four key elements with a superior customer service, and aggressive promotion and advertisement to deliver their messages to the market. Besides that, with help from information technology, Giordano able to manage their inventors and observe the market trend. Giordano have other competitive advantages compare to their competitors by using information in intelligent and effective way.


4. Products offered by Giordano are clothes for men, women and for children. Giordano provides needs for people with casual style. Giordano produce fine quality unisex casual clothes, underwear, jeans, bermuda or short, shirt, socks, belt, bag, and umbrella. Fabrics used by Giordano for clothes are unchanged in form, soft, comfortable, and available in various sizes. From extra small until extra large.


Price, Giordano has several strategies in pricing. Such as psychological pricing, bonus, and special offer. There are also Giordano’s products using psychological pricing. For example, t-shirt price is Rp 219,000 and jeans 479,000. Giordano also frequently offering bonuses. Such as buy one get one. Alternatively, in certain promo, every customer who shops more than Rp 500,000 for example, shall receive a gift in form of Giordano’s product. Sometimes customers may select their own gift. However, Giordano has limited the option. Besides that, instead giving discount, Giordano prefer to provide special offer if the products are still in the stock. For example, for every purchase of two t-shirts customers shall have 20% discount for each items. Price for one t-shirt is Rp 219,000, if they purchase two t-shirts they price should be RP 438,000. However, with special offer, the price only Rp 350,400.


Place, in location selection, Giordano always careful and selective. Giordano has succeed penetrate many regions in Asia, Australia, Europe, Middle East, and lately enter into Africa and North America. Giordano’s counters located in a selective location. Since target market of Giordano is middle class society, Giordano’s counters located in modern market such as malls, plazas, or at shops along the street with high traffic level.


Promotion conducted by Giordano is very aggressive. Budget for promotion is also very expensive. All of that in order to achieve their mission that is “To be the best and the biggest world brand in apparel retailing”. In promoting, Giordano using promotional tools that is public relations, advertising, and sales promotion. From public relations, Giordano is actively in distributing clothes for victims of natural disaster such as earthquake and tsunami. By advertising, Giordano has actively promoting their brand via series of creative and focused campaign to the customers. Advertisement made in such way helps to play a significant role in marketing the product. Sales promotion performed by Giordano is the customers are allowed to try clothes without limit. Besides that, Giordano’s staffs are using casual uniform. By just looking to casual style staff, it can also attract customers’ attention to see, try, and even purchase Giordano’s product.


Physical Evidence of Giordano can be seen from Surroundings and total experience. From surroundings, customers expects a relatively low price and able to obtain a fine and comfortable goods as well as a nice service at Giordano. As from total experience, Giordano has done research and observations in order for their customers feel comfort and satisfy. Even though there are customers who criticize them due to several Giordano’s products with inconsistent price and products, they said that the price is too expensive for that product. And, many customers said that Sales Promotion Girl of Giordano are very aggressive in serving the customers. Besides that, there are factors should be planned in offering the product in total. Namely, security, environment, and satisfaction. From security side, Giordano’s counters are very safe since Giordano’s counters located in a selective location and therefore, not many people are free to enter. And usually only visited by middle class community. From environmental side it can be seen from Giordano’s decoration, placing and goods arrangement, and condition inside Giordano’s counters is comfortable. And from satisfaction side, Giordano provides all the needs for casual stylish people.


People, in this case can be viewed from recruitment, selection, training, and quality of Giordano’s staffs. Requirement at Giordano, only employs workers that are above the local legal minimum age, does not use forced or prison labor in any part or aspects of its facilities, The workers are not subjected to physical abuse, or the threat of physical abuse, The factory does not contravene local environmental laws and regulations, The factory provides a safe and healthy work environment for its workers, The factory is committed to rectifying any areas of concern identified during factory audits by Giordano or appointed third party auditors. Selection procedure at Giordano is very tight. All of that is done to guarantee that only applicant with a positive thinking, and “customer-first” and “can-do” attitude in accordance with Giordano’s ways of thinking, will be recruited. Giordano would also change their employees to become entrepreneurs, not only interpreted into a superior service delivery but also satisfaction and improvement of loyalty from the employees. Employees will receive many training program and refreshing courses acquainting them with all Giordano’s activities. From quality side, it can be viewed that from good commitment between Giordano’s employees and customers, consumers, and among Giordano’s employees. Then, appearance and manner can be viewed from uniform wore by Giordano’s employees. Employees wearing the same casual clothes to show that Giordano is a retailer who provide casual clothes. Attitudes of Giordano’s employees are kind and polite. Then, product knowledge, employees understand and familiar on detail of the product they offered. Last, from interpersonal behavior, knowledge, and Giordano’s staff ability is very good in interaction with the customers.


Process, there are four aspects that needs to be observed. First, administration, Giordano promised to provide the best and satisfy the customers. This proved by supplying customers’ need who likes casual style, provide fine quality clothes and in various sizes. Besides that, provide a fine and polite service. Second, policies and procedures, when entering Giordano’s shops, customers are welcome with greeting and smile, and free to try without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit. Third, paperwork, by using information technology enabling Giordano to react more quickly against the rapid changes in the market and provide low cost inventory. Other than that, using information technology, Giordano able to manage its inventors and observe the market trend in real time. Fourth, customer involvement, to eliminate errors, Giordano needs to cooperate with customers. Suggestion and critics from the customers are input for Giordano in order to be better.


5. Gap, Esprit and Theme International Holdings Limited are also become Giordano competitors since there is gradually shifting in their positioning and impairment of retail sector (due to on going Asian economic crisis), Giordano are now facing competition from the retailers who targeting middle to upper class customers, Esprit is an international fashion life style, positioned as fine quality value-for money retailer, similar to Giordano’s positioning. As Theme International Holdings Limited began as niche company with a high quality and fashionable dress established in Hong Kong. However, they are trying their luck in casual clothes. Currently, the company has become the direct competitor for Giordano’s brand, which is Giordano Ladies.


6. No, Giordano does not have to make repositioning. Giordano’s positioning has already strong in Asian and European market. The same goes in US and Canada market. Other than that, with its positioning has already planted from the establishment of Giordano until now, it would help Giordano to penetrate and welcomed in US and Canada market. Furthermore, American and Canadian are very much like casual, sporty, comfortable, and easy to wear clothes. Besides that, American and Canadian are always having the habit to follow the trend in dressing in order to look more stylish and up to date. Giordano capable to fulfill American and Canadian needs since equipped with fast turnover goods. Giordano also certainly will be accepted, since Americans are more prefer to buy clothes in numbers. And Giordano usually provide special price for every purchase for more than one clothes. As Canadian also welcome Giordano, as Giordano allowed to try clothes without limit, goods reservation within three days, edge stitching service and free button sewing, and exchange policy without time limit that is very generous. Therefore, even without repositioning, Giordano shall be accepted by the American and Canadian.


7. For me, greeting from Giordano’s Sales Promotion Girl or staff is very important. It shall mean that Giordano is not only offering and sell high quality products but also a friendly service. Such thing is done to make customers feel happy when entering Giordano’s shop. As Giordano always emphasize that superiority of service is the key to build a strong brand where “Giordano means Service”. Sales Promotion Girls are performing in such manner since they has been trained and obliged to practice what they already learned during the training. Besides that, they are demanded to always become an entrepreneur, who are not only deliver the superior service but also satisfaction and become more loyalty employees. Giordano’s Sales Promotion Girls or staff are motivated to provide the best service to the customers since Giordano offer an excellent compensation, gratitude, even internal competition such as Best Service Shop. And Giordano always evaluate the performance in regularly at the shop level, as well as for every employee.


8. Management of Giordano only needs to standardize the strategy in order to penetrate the global market. The bottom line Giordano’s strategy is already good. And able to be implement in many countries without something to be changed or adjusted with surroundings or environment. It is proved that by implementing the existing strategy, Giordano able to succeed and keep growing. The existing strategy becomes the key of Giordano’s success. Issue that may need to be adjusted is product that will be offered in a country. Due to culture, weather differences, etc. However, differences in every country would not influence Giordano’s existing strategy to be adjusted with conditions of such countries.


9. Recommendation for Giordano to maintain their position is by conducting comprehensive evaluation. What have already well should be maintained and improved. For the weakness, it must be improved. In order to Giordano position always good and become the best in the world. The good example needs to be improved are material or fabrics. Giordano using a high quality material. However, Giordano may improve the material or fabric which not only with good quality but environmental friendly as well. Since there are other new emerging and existing brands in fashion industry using material or fabric which environmental friendly. Especially, there are many people in the world who care very concern about global warming, that makes them very selective in purchasing and using a product. Thus, by improving the quality of material and fabric, Giordano able to satisfy customers with comfortable, high quality and environmental friendly clothes. As for the weakness and issue that still need to be resolved is the attitude of Giordano’s Sales Promotion Girl or staff who too friendly which makes customers become uncomfortable. Sales Promotion Girl or staff of Giordano supposed to be acting naturally. Do not over acting. Smile and friendly service indeed become a plus for Giordano’s Sales Promotion Girl. However, if they always following the customers and saying excessive comment when customers are holding or seeing the clothes, it makes customers become uncomfortable. Such thing also makes customers reluctant to enter Giordano shops. Giordano should take action in order to evaluate the training for their employees.


Bonus

There are three differences in tactic and strategies taken by Giordano Indonesia and Giordano in other countries. The first is selection of Giordano’s counter. In Indonesia, almost all of Giordano’s counters located in mall and plaza. As in other countries, Giordano’s counters located at shops along the street with dense population and traffic. The second, promotion and advertisement. In other countries, Giordano is very aggressive in promoting and making advertisement. All that in order to deliver the message to target market. As in Indonesia, Giordano rarely conducting promotion or campaign and almost no advertisement whether in electronic media or printed media. The third, manner of the staff in servicing the customers. In other countries, staff or Sales Promotion Girl provide a polite service and makes customers feel comfort in shopping or just windows shopping. In Indonesia, staff or Sales Promotion Girl provide service that intended as polite service, however is too excessive. It makes customers felt uncomfortable and may cause trauma to the customers who does not like Giordano service in Indonesia which is too excessive.

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