Starbucks Case Study

J.M.J

N'Rica Altair M. Lagarde

Mae Ann A. Mejica

Shiela May Y. Quilantang

COBE4A/ COMK

Giordano International Expansion

Case Study

I. Summary of the Case

Giordano was founded in 1980 by Jimmy Lai and in 1981 it opened its first store in Hong Kong and distributed merchandise to Taiwan through joint venture. While in 1985 it opened its first store in Singapore. However in 1987, Lai realized that its strategy wasn't profitable and changed its positioning strategy to develop “Value for Money” merchandise under a new management with the goal of maximizing unit sales and selling discounted casual unisex apparels.

In 1991, Jimmy Lai left the company and in 2002 Peter Lau Kwok Kuen headed Giordano who held the titles of chairman and CEO. It started operating in more than 20 countries. Its sales had grown from HK$712 million in 1989 to HK$3,479 million in 2001.

II. Statement of the Problem

Should the company change its positioning in the new and existing market to develop in the different regions and countries?

III. Objectives

* To be able to identify the right strategy for the new and existing markets.

* To know if the existing positioning will work for the new markets.

* To be able to know if the existing positioning will help in the development of markets in different regions and cultures.

* To be able to provide solutions to existing problems.

IV. Areas of Consideration (TOWS Matrix)

TOWS Matrix | Strengths | Weaknesses |

| * Outstanding customer service * Excellent employees * High value product | * Lack of positioning strategy * Weak presence in the different parts of the world |

Opportunities | SO Strategies | WO Strategies |

* Online market * Limitless global expansion * 3rd party supply | * Information systems, and performance monitoring * Quality of the products * Good Customer relationship | * Expansion strategies * Online Promotions |

Threats | ST Strategies | WT Strategies |

* Highly...