Group No.

3 | Cartaño, Bryan Carlo | Deyto, Christian Josh Gregor | Lorenzo, Archangelo

Michael | Nuyda, Stephen Lance Bradley Victorino
MANSTRA OTH001 | Giordano Case Analysis
August 3, 2021

I. Statement of the Problem

Giordano became one of Asia's most successful casual clothing retailers for men,
women, and children after it was founded in Hong Kong in 1980 by Jimmy Lai. Asia and
the Middle East were its main operating regions. Among their competitive strengths and
advantages were excellent customer service and value-for-money products, which
contributed to the company's success. The problem is how can they maintain their
competitive advantages in the future. They had to deal with three fundamental issues:
First, regarding their position, let's start with that. They must decide whether to reposition
itself in relation to its competitors or to remain in its current position without making any
changes. They need to figure out how to position itself against its competitors and what
positioning strategies are appropriate for both its existing and new markets, given that
there needs to be a different strategy for different markets. Giordano's second concern
was sustainability. As a result of its intense competition, the apparel industry is often
described as a dog-eat-dog world. They need to decide which of its competitive
advantages can be sustained and which ones need to be eroded as customers' tastes
and preferences are constantly changing. Lastly, their growth strategy in Asia and other
continents was the third factor to be considered. Different markets had different
preferences, so a high degree of adaptability was a major concern.

II. Objectives

Giordano's goal is to sustain its competitive advantage in the future by

determining which strategies are most appropriate for its new and existing markets. Also,
to be able to maintain and carry over the success of their previous endeavors into their
future endeavors.

III. Areas of Consideration

SWOT Analysis

STRENGTHS WEAKNESSES
- Efficient strategy in valuing money in - Lack of Strong brand mark logo icon
terms of strict cost control - Higher prices of product compared to
implementation other competitors
- Excellent advertising and promotions
strategy
- Superb staff service that provides
good customer service

OPPORTUNITIES THREATS
- Asian countries as one of the perfect - Aggressive competition with other
target local brands in terms of price
- Immense sales of product - Easy to manifest in getting the
- Has potential and growing market in products
Europe and Africa - Company has the same market
strategy with other companies

IV. Alternative Courses of Action

- Giordano must maintain its reputation of being inexpensive, worth the price-
quality ratio while maintaining demand for its products.

- Repositioning would not be necessary for going against competitors.

- Strategies ought to be kept up instead of changed as it works and is effective.

V. Conclusion

Finally, because of its exceptional service model and value-for-money products,

Giordano has experienced strong growth in its existing market throughout the years. The
fierce competition in the apparel sector makes staying ahead difficult, and to make
matters worse, competitors can readily copy your designs. As a result, Giordano needs
to keep coming up with new ways for its employees to please consumers and provide
exceptional service. It's also critical for management to recognize that new markets
require additional research before they can be entered.