ABSTRACT Giordano is one of Asias most productive retailers, with operations in East Asia, Southeast Asia and the Middle East. The victory of Giordano was attributed to factors such as providing excellent customer service, understanding consumers take and wants, stringent selection and training of staff, short design to action cycles, and extremely good inventory control and turn all over. With a vigorous emphasis on customer service and value-formoney, Giordano was able to cross off itself from its competitors. The question is, how can Giordano maintain its competitive advantage in future? Amidst increasingly stronger competitors and changing industry conditions, Giordano had to critically prise its sources of competitive advantage and key success factors, and perhaps to image repositioning itself in current and new markets. Furthermore, Giordano needed to poke into which key success factors could be maintained or regular strengthened, and which of its key success factors would likely to be eroded over the coming years. Furthermore, Giordano had to consider whether, and if yes, how its key success factors could be transferred to other country markets that it planned to enter.
TEACHING OBJECTIVES: This case is suited for a retailing or services marketing/management course. It demonstrates the powerfulness of a tight integration of marketing, operations and human vision management to deliver value-for-money. Specifically, it can be used for the pursuit teaching objectives: From a marketing perspective, this case can be used to demonstrate the successful integration of a scheme based on service-orientation, value-for-money positioning and aggressive advertising and promotions. From a management perspective, the case can be used to play up how the marketing strategy is being delivered through a light up focus on service staff (selection, training and motivation) and operations (logistics, IT and communications), combined with...If you want to get a full essay, beau monde it on our website: Orderessay
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