_THE SHAOS_MaiDTNgaHP

TrangNH NgocDTT

CONTENT• Summary• Products, biz &

corporate strategies• Positioning• KSF • Implications

1. SUMMARY• 1 of Asia’s most successful retailers, with

operations in East Asia, Southeast Asia & the Middle East.

• Excellent customer service, understanding consumers’ needs and wants, stringent selection and training of staff, short design to production cycles, and extremely good inventory control and turnover.

• Strong emphasis on customer service and value-for-money differentiate itself from its competitors.

- Products- Biz strategy- Corporate strategy

PRODUCTS• Tangible product: logo,

brand,.• Intangible product:

service, style and quality• Value for money concept• Restricted range of core

product

2.

- Products- Biz strategy- Corporate strategy

- Focused differentiation strategy + Train and motivate the front-line staffs + No-question-asked return policy

- Cost focus strategy

2.

- Products- Biz strategy- Corporate strategy

CORPORATE STRATEGY: Vertical integration- Manufacturing plants in

China, Philippines >>> allow better costs and quality control

- Lower the power of suppliers

2.

3. POSITIONING &REPOSITIONING

• Product differentiation – Value for money– Quality merchandise at

affordable prices• Service differentiation

– High level service for customers

• Personnel differentiation– Dedicated, well-manner

and helpful staffs

Current Positioning Strategy

Repositioning or Not

Repositioning or Not

• Difficult to change the customers’ concepts

• Easy to make brands diluted and weaken the competitive advantages

• Lose the customer service & core differentiation factors

• Difficult to implicate many different strategies

4. Key

Success Factors

(KSF)

• …in design Systemically collect

the customers’ ideas Fast turnaround from

market impulse, design, manufacturing to distribution to the shops

Difficult to copy the implementation & integration of the systems on the scale that Giordano has done

EXCELLENCE

• …in management of operation Daily sales reports Limited stock in shops

that are daily restocked

Rapid market-driven manufacturing

Build customer loyalty.

Strong competitors with similar positioning

Demand for casual clothes as increasing incomes.

EXCELLENCE

• …in marketing and branding Right positioning Huge advertising

budget

Difficult to copy. Ensure that this

culture can be maintained as it expands rapidly in existing and new markets

EXCELLENCE

• …in service Service orientation is

pervasive in many of its activities.

Recruitment, selection & training of staff.

Empowerment & motivation of staff.

• …in good site selection Good, high traffic

shopping & convenience locations

Other competitors could also do the same

EXCELLENCE

The way we manage to deliver a high level of service“Even the most sophisticated training program won’t guarantee the best customer service. People are the key. They make exceptional service possible.”

Attract the right person by offering proper remuneration Provide comprehensive training and development Performance evaluations conducted at store level and individual one.

5. WHAT WE CAN LEARN FROM?

Augment the products and services“No-question-asked” and “no-time-limit” exchange

policy Service theory: Unlimited try-ons, exchange – no

questions asked, serve with a smile Aggressive advertising and promotions: Customer-

focused campaigns and promotions

5. WHAT WE CAN LEARN FROM?