佐丹奴外部环境分析(英语版).ppt

佐丹奴外部环境分析(英语版).ppt

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GiordanolContent:

lIntroductionlThepoliticalenvironmentAnalysislEconomicandenvironmentAnalysislSocialEnvironmentAnalysislTechnicalResourcesAnalysislMichaelPortersFiveForcesModellGiordanowasfoundedin1980byHongKongbusinessmanJimmy，operatemiddleandlowcasualwear.TheGiordanoprovide20-35year-oldconsumerswiththegoodswhichhastheconceptofnaturalwearingandthefashiontrend.Afteralongereffort,ithasbecomealeadingcasualclothingbrandinthemindsofconsumersinTaiwan.GiordanoThepoliticalenvironmentAnalysisltheworldsituationcontinuestooverallrelaxation.Withtheworldsituationnow,Giordanomaintainsamorestablesituationincountriesandregionswheretheoverallworldmarket,especiallyinChina,Korea,Japanandothercountries,havethepoliticalstability.lAdvantage:

thiscountriespoliticalenvironmentmakeGiordanoCompanysoperatinghasthelegalprotectionandthesecountrieseconomichaverapiddevelopment.Thepeoplehavethedemandincreasesformaterial;thissituationisverysuitableforthesurvivaloftheGiordanowhoproducefashionmerchandise.lDisadvantage:

thissamepeacefulenvironmentsuitableforthedevelopmentofothergarmententerprises,andthusGiordanofacetherelativelylargecompetitivepressures.EconomicenvironmentAnalysislcountriesintheworldallpayattentiononeconomicsrecoveryanddevelopment,putalotofmoneyintothemarketinordertostimulatedomesticdemand,atthesametimethissituationcreateeasingfinancing,foreigntradeenvironmentandconditionsforenterprises,alsocreateagoodopportunityforbusinessdevelopmentandexpansion.lAdvantages:

Chinasnationaleconomytomaintainarelativelyrapidgrowth,theconsumerpriceindexshowedacertaindegreeofupwardtrend.GiordanoasChinasenterprises,thefavorablesituationofChinaseconomicdevelopmenthaslaidagoodbasisforGiordanoeconomicdevelopment.lDisadvantage:

withthesustainedeconomicgrowth,thepeoplelivingstandardshaveabigimprovement.Asconsumerstheywillhavemorechoices,whichresultedinthelossofpotentialcustomersforGiordano.SocialEnvironmentAnalysislDuetothecontinuousdevelopmentoftheglobalizationoftheworldeconomy,peoplesvaluesoccurredchangeswiththeimprovementoflivingstandards,peoplestartedtobecomemoreconcernedaboutthequalityoflife，spendmoretimeandcostonleisure,entertainmentandtravellAdvantages:

Giordanosmainbusinesscasualclothingjusttomeetthepeoplesleisureandspiritualfulfillmentdemand.Giordanohasgreatprospectsfordevelopmentinthissociety.lDisadvantage:

Giordanoproducedproductsforthe20-35year-oldconsumers.Butinoursociallife,thesepotentialcustomersspendmostoftimeonworking,sotheydressworkingclothesinmostoftime.ThisisnotconducivetotheGiordanosexpansionanddevelopment.TechnicalResourcesAnalysislAstheconstantlyupdateddevelopmentofsocialtechnology,especiallyintheperformanceofinformationandtransportation.Computersandnetworksprovideefficientbasisforcompaniesdecision-making;thetransportbecomesconvenientanddiversifiedwiththedevelopmentofthetransportmodes.lAdvantages:

withdevelopmentofE-commerce、GPS、ship、aircraft、cars,Giordanoproductstransportanddistributionturningmoreefficientandsafe,itisconducivetothedevelopmentofGiordano.lDisadvantage:

Giordanosproductpositioningismiddleandlowcasualclothing,soitsproductiontechnology、transportationandinformationmanagementtechnologyhavegapwithsomewell-knowncasualclothingenterprises.MichaelPortersFiveForcesModellsuppliersbargainingpowerlbuyerbargainingpowerlpotentialnewentrantslThreatofsubstituteproductlTherivalryamongcompetingsellerssuppliersbargainingpowerlGiordanomainbusinesscasualclothing、apparelmanufacturingoperation,whilethesupplyofretaildemand,butalsotoprovidethird-partyproductionservices.Soitssuppliersaskingpriceismainlyderivedfromthesupplyofclothingandrawmaterials.lGiordanohasbeenestablishedthelong-termandstablecooperativerelationshipwiththemanufacturer.Sothebargainingpowerofsuppliersisnotverystrong.buyerbargainingpowerlGiordanosgoalismakinglowpricesandhighsalesforthepurposeofvalue-for-moneyproducts,toplaytheroleoftheconsumers,makesthepriceofthecommoditywouldbemorereasonable,leasilyacceptedbyconsumers,andalsoclosertothecustomersexpectations,customersalsohavenotanythingexcessiverequirementsonprice.potentialnewentrantslGiordanoasaclothingenterprisetoenterthemarkettherewillbeentrybarriers:

economiesofscale、productdifferentiation、capitalrequirements、switchingcosts、saleschannels、hasnothingtodowiththescaleofthecostdisadvantage、governmentpolicy.lClothingfashiongoodscomparedwithmanyotherindustrycommoditieshavebigprofitsanddevelopmentspace,Giordanoasaproductionclothingenterprisehasasmallbarrierstoenterthegarmentindustry.ThreatofsubstituteproductlAlternativestothoseproductsandservicesfromdifferentindustries,butthefunctionalityoftheseproductsandserviceshavesameorsimilarwiththeindustry.lInsideapparelproductsindustry,competitionisparticularlyfierce,Giordanosmajorcompetitors:

theme、Bossini、Tonlion、MetersbonweSothethreatofcompetitionisrelativelylarge.TherivalryamongcompetingsellerslThoughEspirit,Theme,Bossini,Tonlion,MetersbonwetheseenterpriseshavesomedifferentinthestrategicpositioningwithGiordano,buttheyhavealotofoverlapintheircomp