The current assignment discusses the global marketing issues within Giordano group. Giordano was established in 1981 and is one of the most well-known and established apparel retailers in the Asia Pacific, employing over 10,000 staff with more than 1500 shops operating in 26 territories worldwide. Whilst performing the assignment author has critically evaluated Giordano (Wirtz 2003) by qualitative appraisal of the case study. As determined by the research Giordano’s vision is to be the best and the biggest world brand in apparel retailing.
The assignment is an answer analysis of the following questions:
a)Outline of Giordano’s major factors in the process of entering foreign markets indicating the research method
b)Core competencies of Giordano and advantages and disadvantages of adapting their existing portfolio
Report provides many of additional information based on author’s primary research, the goals during the development of the answers and preparation were:
Critical evaluation of reliable literature in order to justify the answer by academic underpinning
Highlighting current trends and tendencies by observing the industry and the company
To combine current theoretical knowledge on marketing and to apply this knowledge to the chosen organization
To evaluate the internal and external environment within the chosen organization and to summarize the conducted results of findings into formed opinion
During the preparation the type of research was based on the case study and epistemological stands are perceived to be qualitative. Author would define his research as being a mix of explanatory and descriptive (author after Saunders et al 2003). Within the formulated answers author sets the objectives to provide an accurate profile of situations and events, answering questions “what?”, “when?”, and “who?” whereas on explanatory perspective author is focusing on “how?” question trying to provide answers in a form of interconnected relationships and advising on situational and strategical issues. …
