Case Study Analysis: Giordano's Growth Opportunities, Issues, and Trends

This case study analysis explores the growth opportunities, issues, and trends faced by Giordano, a clothing retailer in the Asia Pacific region. It discusses the marketing needs and expectations in different countries, the transferability of competitive advantages, and the strategies for delivering high-quality service.

Case study analysis 1
Strategic Management
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Case study analysis 2
Findings.
The case study opens up to various findings. To begin with, we have growth
opportunities. As a strength, Giordano holds a strong brand image in the Asia Pacific region
(Retail News Asia, 2019). This has allowed the company to be able to penetrate different
customer segments. This demonstrates Giordano still has more opportunities to attract new
markets. Secondly, we have issues/problems. According to the case study, Giordano barely
advertises their products, and this may affect its brand awareness in the future. Lastly, we have
trends. Giordano runs its directly owned stores meaning they handle their distribution channels
across the world. However, due to new trends in distribution such as franchising, Giordano’s
distribution channels can become ineffective due to factors such as delayed transportation or
high shipping costs.
Question 1.
The marketing needs and expectations in Hong Kong are similar in Malaysia. For
example, in both countries, Giordano uses family advertising as a means to advertise their
products. Besides, transfer of competencies is easier as well as the building of brand awareness.
The level of marketing and operations strategies in Hong Kong could also apply to Malaysia as
well as customer purchasing behavior. Therefore, I believe, Giordano would have to adopt the
same strategies including; adequate inventory records, fast distribution centers, service
differentiation as well as value for money.
Question 2.
Giordano has various competitive advantages of which can be transferred to other
markets. They include; brand reputation, inventory-controlled systems, the experience of the
employees, and effective human resource practices. Giordano can only transfer the core elements
of its competitive advantages to its new markets. However, adopting the definite competitive
advantages to new markets can be challenging due to the variation in the market needs of each
country (Ren, Hu, and Cui, 2019, pg. 257).
To begin with, the operational practices can be differentiated for each country by
employing various marketing, distribution, and inbound channels hence being able to market the
products in other markets outside the home country. Secondly, each country follows different

Case study analysis 3
codes and principles; therefore, Giordano may need other powerful software for the purpose of
creating IT systems that support the expansion. Lastly, Giordano may have to differentiate their
brand from competitors in Asian markets as well as the rest of the world by understanding
customer tastes and preferences.
Question 3.
To begin with, clothing retailers should learn to deliver high-quality service. Each of the
retailer’s management should attract the right employees who are dedicated to ensuring
customers are satisfied. However, in order to ensure employees are motivated and satisfied, the
management should remunerate their employees well (Onnis, 2019, pg. 81). Secondly, the
retailers should commit to providing infinite training and development so as to be able to provide
top notch customer support as well as productivity. Lastly, the retailers should strive in creating
strong positioning strategies though adopting aggressive promotions and advertisements. This
will ensure their ability in attracting new customers as well as identifying the exact needs of the
customers.

Case study analysis 4
References
Onnis, L.A., 2019. Remuneration: Extrinsic and Intrinsic Rewards, Incentives and Motivation.
In HRM and Remote Health Workforce Sustainability (pp. 77-92). Springer, Singapore.
Ren, C.R., Hu, Y. and Cui, T.H., (2019). Responses to rival exit: Product variety, market
expansion, and preexisting market structure. Strategic Management Journal, 40(2), pp.253-276.
Retail News Asia. (2019). Giordano International sales boost by online sales. [online] Available
at: https://www.retailnews.asia/giordano-international-sales-boost-by-online-sales/ [Accessed 10
Feb. 2019].