분야
docx1. 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
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
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