GIORDANO 지오다노 마케팅분석(영문)

GIORDANO 지오다노 마케팅분석(영문) GIORDANO 지오다노 마케팅분석(영문).docx 목차 목 차 1. INTRODUCTION 2. Problems 3. Analysis of GIORDANO’s current situation 1) STP analysis 2) SWOT analysis ①Strength ② Weakness ③ Opportunity ④ Threat 4. Analysis of Current Marketing Strategy of GIORDANO : Star Marketing & others 5. Marketing Strategy Proposal 1) Targeting ①They use the Internet a lot ② Consumption based on a plan and search ③ Fashion tendency ④Expenditure 2) Positioning 3) Direction of marketing strategy 4) Proposal marketing strategies ①PRODUCT ②PRICE ③ PLACE ④PROMOTION 본문 5. Marketing Strategy Proposal 1) Targeting As mentioned above, GIORDANO has been targeted customers in their early 20’s and this target market would be not change. What company has to do is to find out these target customers’ characteristics and set proper marketing strategies for them. ①They use the Internet a lot Most of people between 20’s and 30’s spend lots of time using the Internet. They get information through the Internet mostly, that is the Internet plays an important role in customers’ decision-making procedure. ② Consumption based on a plan and search These customers show a propensity to consume that is based on a plan and search. They tend to consider product’s quality more important than the brand name. Also, as customers’ preference on brand becomes more diverse, making products’ image positive and favorable gets more important to companies. In a nutshell, GIORDANO’s target consumers prefer quality to brand, and they purchase products on a plan rather than on impulse, at least in fashion. ③ Fashion tendency GIORDANO targeted the fashion followers who are very sensitive to fashion tendency, not the fashion leaders because more than half of the people in their 20s to 30s think they are fashion followers 본문내용 International Limited (Chinese: 佐丹奴; SEHK: 0709) is a Hong Kong retailer of mens, womens and childrens quality apparel founded in 1981 by Jimmy Lai. It is one of the most famous SPA brands in the world. SPA brand, so-called fast fashion brand, is an acronym of ‘Specialty retailer of Private label Apparel’. Through reducing the cost of transportation, SPA brand can provide high quality clothes w