.my portfolio.

Pertimbangan utama kasus ini adalah memilih cara terbaik bagi M & S untuk masuk ke pasar eceran AS, agar tidak mengulang kegagalan untuk kedua kalinya yang dilakukan M & S pada saat di Kanada. Pada saat di Kanada M & S tidak melakukan update terhadap trend pasar, tidak mengikuti perubahan konsumen karena M & S merasa konsumen membutuhkan dia.

Karena adanya kompetitor lain yang produknya lebih variatif dan lebih mengikuti kemauan pasar, maka pada saat inilah M & S jatuh eksistensinya.

1. Apakah strategi yang M & S gunakan harus disesuaikan, jika iya apakah mereka akan sukses dan apa strateginya?

Jawab :

- Strategi tentu saja harus disesuaikan dengan keadaan pasar di Amerika, jika M & S menjalani strategi dengan baik maka kemungkinan besar M & S dapat sukses di pasar Amerika. Yaitu adalah dengan membuat brand baru yang meliputi kerja sama dengan designer lokal (designer dari Amerika). Karena adanya kerja sama dengan designer diharapkan M & S dapat meraih kembali konsumernya, dengan mengeluarkan produk yang lebih bervariasi. Misalnya pakaian wanita sampai pakaian dalam wanita. Dengan membuat variasi produk ini, dapat di jadikan tes pasar, kalau memang terdapat kemajuan yang menjanjikan beberapa tahun ke depan, kemungkinan untuk membuka beberapa counter dapat dipertimbangkan.

2. Rute terbaik manakah yang seharusnya diambil M & S, waralaba, akuisisi atau membangun toko dari awal?

- Akuisisi berasal dari sebuah kata dalam bahasa Inggris acquisition yang berarti pengambil alihan.

- Waralaba atau Franchising (dari bahasa Prancis untuk kejujuran atau kebebasanadalah hak-hak untuk menjual suatu produk atau jasa maupun layanan. Sedangkan menurut versi pemerintah Indonesia, yang dimaksud dengan waralaba adalah perikatan dimana salah satu pihak diberikan hak memanfaatkan dan atau menggunakan hak dari kekayaan intelektual (HAKI) atau pertemuan dari ciri khas usaha yang dimiliki pihak lain dengan suatu imbalan berdasarkan persyaratan yang ditetapkan oleh pihak lain tersebut dalam rangka penyediaan dan atau penjualan barang dan jasa.

Sedangkan menurut Asosiasi Franchise Indonesia, yang dimaksud dengan Waralaba ialah suatu sistem pendistribusian barang atau jasa kepada pelanggan akhir, dimana pemilik merek (franchisor) memberikan hak kepada individu atau perusahaan untuk melak

Jawab :

Akan tetapi kami lebih memilih untuk membuka toko dari awal. Memang memerlukan dana yang besar tetapi semuanya akan ada perhitungannya dimana kami berusaha untuk meminimalisasikan resiko – resiko yang mungkin akan terjadi. Mengingat kami akan menelusuri pasar AS dengan cermat dan kemudian membuka sebuah brand baru yang di back-up oleh M & S dimana produk-prosuk yang akan dijual sesuai dengan selera masyarakatnya, selain itu untuk perlahan-lahan meningkatkan eksistensi brand daripada M & S itu sendiri.

3. Nama apa yang akan M & S gunakan di pasar AS?

Jawab :

Nama yang akan digunakan ialah nama baru misalnya “CLOCO by Marks & Spencer”. Karena jika M & S masuk dengan nama yang sama, para konsumen menganggap bahwa itu hal yang biasa dan bahkan cenderung tidak diminiti, mengingat M & S sudah lama dikenal banyak orang dan kegagalan yang dialami M & S di Kanada juga dapat mempengaruhi. Tetapi pendapat kami kita akan tetap menyandang brand “by Marks & Spencer” untuk menarik konsumen akan lebih mengundang rasa penasaran terhadap brand baru ini. Untuk menambah keyakinan para konsumen akan brand baru ini, maka kami mengajak fashion designer ternama di AS untuk bekerja sama dengan kami. Mengingat kultur AS yang pasti memiliki perbedaan dengan Negara-negara lainnya, jadi peran seorang fashion designer amat dibutuhkan oleh M & S untuk menyesuaikan kultur berpakaian dari masayarakat AS itu sendiri.

4. Bagaimana perbandingan pelanggan AS dengan pelanggan Inggris?

Jawab :

Masyarakat AS hidup dari shopping dan credit, menurut Ka Tino kondisi ekonomi masyarakat Amerika bergantung dari retail business sekitar 60% sampai70%. Jadi uang yang beredar dari shopping itu penting karena di Amerika sales tax tinggi dan itu merupakan salah satu income yang paling besar buat negara. Selain itu, karena middle class sebagai mayoritas dari penduduknya, Amerika mempunyai buying power karena penduduknya lebih dari 70% mempunyai pekerjaan yang stabil dan standard hidup yang cukup tinggi dibandingkan dengan Indonesia.

Kebiasaan masyarakat UK pun tak jauh dengan AS, mereka cenderung bergantung pada kartu kredit. Menurut penelitian masyarakat UK yang mengidap ‘shopaholic’ tingkat tinggi 8% didominasi kaum dewasa. Dan sebagian besar penyebabnya adalah karena mereka punya masalah dengan spiritual emptiness mereka. Kerap kali mereka merasa tidak percaya diri dan depresi. Sehingga berbelanja merupakan cara mereka melepas penat. Namun, kebiasaan belanja yang berlebihanpun kerap kali menguras kantong mereka sehingga ada kasus dimana seorang ‘shopaholic’ harus kehilangan rumahnya demi membayar tagihan kartu kreditnya.

Menurut kami, mengingat kondisi tersebut berdampak buruk bagi psikologis konsumen, namun di sisi lain itu merupakan suatu keuntungan bagi M & S untuk membuka store di AS. Karena mereka cenderung konsumtif dan sangat memperhatikan fashion terkini. Untuk itu pantaslah apabila M & S akan mengeluarkan produk-produk terbarunya yang telah disesuaikan dengan kultur fashion di AS yang akan memikat pelanggan dengan ciri khasnya tersendiri

1. SWOT

Strength Service Quality of staff Staff Training Strategic Fast moving item Inventory control Value for money pricing and cost control	Weakness Not do a research with buying trick of the customer
Opportunities Expand their market through Europe and America Became a market leader of cloths retailer	Threat · Many competitors in cloth industry

Strength

· Service

Giordano gives good services to the customer Such as : customer can try all item wit no limitation, reserved item in three days, product return with no limitation and installing the shirt button are free of charge. The services that Giordano gives can make customer satisfy with Giordano.

· Quality of staff

Giordano have excellent expectation and selection to get selective staff. So, Giordano sure that only selected staff who have excellent ability, positive opinion, helpful and think that “customer first” and “ can do” can be the Giordano staff.

· Staff training

The staff of Giordano had trained to set them with the activity of Giordano to gives the right help for the customer and makes the costumer satisfy.

Giordano always do training for every staff that they have. It used to tighten the staff with every Giordano activity. Every staff must know how to give a good and a right service and also helpful to the customer that can make the customer satisfy and not disappointing them.

· Strategic

In everywhere, you can find Giordano easily, because stores of Giordano are available in any strategic place. So we can find and buy Giordano in every place especially in place that fully of resident’s area.

· Fast moving items

If there is some low rotation of stocks, Giordano will find the strategy to sell the product. And if there is some fast rotation of stocks, Giordano will stock that product.

So, all items in Giordano will be available on every store of Giordano. And we can find every Giordano’s product in Giordano’s stores

· Inventory control

With used Information System in Giordano, it possible to make Giordano have a fast reaction with market exchange. Giordano inventory turnover on sales has been changed into 28 days on 2000 from 58 days on 1996. This is more efficient and possible to make Giordano growth in lower margin. This is the prove that the customer like to buying Giordano and feel satisfy with Giordano.

· Value for money pricing and cost control

Giordano always give with the high volume and the best services with lower prices to the customer. Giordano give a quality services in the comfort area, that the stores are in fully resident area. And Giordano want, if we buy their product, our money that we spend are not useless. Consumer got the advantages with buy Giordano.

Weakness

· Not do a research with buying ability the consumer

The price of Giordano in one country is not same like in the other country. And not every people Giordano is cheap. Many people said Giordano is expensive. It cause Giordano is not doing a research with a buying ability of the consumer. Giordano don’t think about the income of the consumer and about economic problem. So, some people didn’t want and don’t have capability to buy Giordano because they have a problem with economic condition. Example, Indonesian think, Giordano in Indonesia is more expensive than Giordano in Singapore. So that, if Indonesian want to buy Giordano, they prefer to buy Giordano in Singapore than in Indonesia. Because in Singapore the price is cheaper.

Opportunities

· Expand their market through Europe and America

There are many stores of Giordano in Asia. So, Giordano have opportunities to get a chance in Europe and America and enter a new market in there so to widen the networking of Giordano.

· Became a market leader of cloths retailer

Giordano is a leader in Asia. If Giordano do the expand to other country, maybe they can become a market leader in that country. If Giordano has a good quality then the other retailer, Giordano can became a market leader.

Threat

· Competitors in cloth industry

The same retailers will be appearing as Giordano’s competitor. So, if Giordano doesn’t survive with their quality and disappointing their customer, Giordano will be out of competition because many competitors for many brand can change Giordano position as a leader in Asia.

2. STP

Segmentation

· Demographic

(age : 15 – 25 years old) ; (sex : female and male) ; (social class : B,C) ; ( education : senior high school, D1, D3, S1) ; (employment status : student, employee) ; (marital status : single, married) ; (income : Rp 2.000.000 – Rp 5.000.000) .

· Geo demographic: city and big city.

· Psychographic

(Lifestyle: café, shopping, gym, clubbing, hang out) ; (buying habits : a times in one or two months).

Targeting : Young people that like a casual style.

Positioning : Giordano is a brand which consider the quality as most priority and satisfaction of the consumer.

3. The strategic Giordano had learned the accomplishment with a success retailer in west area.. Then Giordano try to adapt the success way, there are : value pricing ( from Marks & Spencer), orderliness (from Wal - Mart), list of menu with controlled by (from McDonald’s), computerize (from The Limited)

4. 7 P’s

Product : Giordano now in growth stages. Because Giordano establish itself in the market and It acquires loyal users and builds market share.

Price : the price of product Giordano is used psychological pricing, because it takes advantage of the customer’s psychological to pay as little as possible. So many people interested to buy Giordano.

Place : Giordano used intensive because Giordano is an excellent product and Giordano can find in many place, example in a shopping centre in fully resident area.

Promotion : special promo such as, buy 2 get 3. Giordano make some special offer that can make people interested to buy. And Giordano make an advertisement in magazine.

Physical evidence : the store is set up clearly, hospitably staff of Giordano, the staff of Giordano always explain the things clearly and always said thank you to the costumer, and the costumer can return the damage product without any rules every time when the customer needs.

People : the staff of Giordano always explains the things clearly and always said thank you to the costumer, the cashier had been trained so the cashier can serve the customer fastly and not waste the time.

Process : it would be easy if buy something in Giordano. It doesn’t need a long procedure that can make the customer upset.

5. The competitor of Giordano is a retailer who has a expensive price like Hang Ten, Bossini and Baleno. Giordano parell with the stuff that have a standard quality and cheap product. Esprit is a brand that has value for money like Giordano. Gap is a brand that serve all of market segment, and Theme is a brand that sell a women dress with high quality and try to get a chance in casual dress. So, automatically GAP, Esprit and Theme become competitors of Giordano.

6. No, Giordano doesn’t need repositioning when they want to enter new market, because the positioning of Giordano can be used in every country. If casual, every country has a casual style. That Giordano needs is not repositioning but how to maintain that management, and work so that their products can acceptance by the customer in US or Canada.

7. Customer are interested with the stores that can make they enjoyed and feel comfort with hospitally staff; greetings are one of the way to make the customer feel comfort.

So, I think, that sentences (Giordano, good afternoon) is necessary because it can make the customer feel comfortable and being respected. And people around Giordano aware with Giordano that the stores has placed behind them, so they will interest to enter the store. And if customer satisfy with the services and feel comfort in store, the customer maybe will be a loyal customer. And people that aware with Giordano try to buy in Giordano, so Giordano make an increase in a number of customers then many people become a loyal customer.

8. Yes, the management needs to adapt their strategy, because every country that they want to enter has different culture, habits, and the management. So it can’t if we want to enter a new market, we still using a strategy that we use in the other country. Giordano must make a different strategy so Giordano not making a mistake when they enter a new market and the product can be popular in the market.

9. Recommendation for Giordano: Giordano still care about the services to the customer to make customer feel comfortable and satisfy when they shopping in Giordano. Then, Giordano should be up-date with the mode.. Giordano must keep up their quality so that the consumer always loyal with Giordano and not interested to buy the other product, but always Giordano. Giordano should maintain their management, which is good to make Giordano always good and keep up the good work of Giordano, so that Giordano always become a leader.

10. In Indonesia, Giordano always says a greeting to the customer that enter their store whether the consumer buy something or not. And you can try everything in there if you buy something. Some stores may not give a chance to customer to try their product. The staff are very helpful. They always help us when we had a trouble with some stuff. The staff had been trained too, so the staff can give the right help to the customer.