佐丹奴外部环境分析(英语版).ppt

1、GiordanolContent:lIntroductionlThepoliticalenvironmentAnalysislEconomicandenvironmentAnalysislSocialEnvironmentAnalysislTechnicalResourcesAnalysislMichaelPortersFiveForcesModel lGiordanowasfoundedin1980byHongKongbusinessmanJimmy，operatemiddleandlowcasualwear.TheGiordanoprovide20-35year-oldconsumersw

2、iththegoodswhichhastheconceptofnaturalwearingandthefashiontrend.Afteralongereffort,ithasbecomealeadingcasualclothingbrandinthemindsofconsumersinTaiwan.GiordanoThe political environment Analysis ltheworldsituationcontinuestooverallrelaxation.Withtheworldsituationnow,Giordanomaintainsamorestablesituat

3、ionincountriesandregionswheretheoverallworldmarket,especiallyinChina,Korea,Japanandothercountries,havethepoliticalstability.lAdvantage:thiscountriespoliticalenvironmentmakeGiordanoCompanysoperatinghasthelegalprotectionandthesecountrieseconomichaverapiddevelopment.Thepeoplehavethedemandincreasesforma

4、terial;thissituationisverysuitableforthesurvivaloftheGiordanowhoproducefashionmerchandise.lDisadvantage:thissamepeacefulenvironmentsuitableforthedevelopmentofothergarmententerprises,andthusGiordanofacetherelativelylargecompetitivepressures.Economic environment Analysis lcountriesintheworldallpayatte

5、ntiononeconomicsrecoveryanddevelopment,putalotofmoneyintothemarketinordertostimulatedomesticdemand,atthesametimethissituationcreateeasingfinancing,foreigntradeenvironmentandconditionsforenterprises,alsocreateagoodopportunityforbusinessdevelopmentandexpansion.lAdvantages:Chinasnationaleconomytomainta

6、inarelativelyrapidgrowth,theconsumerpriceindexshowedacertaindegreeofupwardtrend.GiordanoasChinasenterprises,thefavorablesituationofChinaseconomicdevelopmenthaslaidagoodbasisforGiordanoeconomicdevelopment.lDisadvantage:withthesustainedeconomicgrowth,thepeoplelivingstandardshaveabigimprovement.Asconsu

7、merstheywillhavemorechoices,whichresultedinthelossofpotentialcustomersforGiordano.Social Environment Analysis lDuetothecontinuousdevelopmentoftheglobalizationoftheworldeconomy,peoplesvaluesoccurredchangeswiththeimprovementoflivingstandards,peoplestartedtobecomemoreconcernedaboutthequalityoflife，spen

8、dmoretimeandcostonleisure,entertainmentandtravellAdvantages:Giordanosmainbusinesscasualclothingjusttomeetthepeoplesleisureandspiritualfulfillmentdemand.Giordanohasgreatprospectsfordevelopmentinthissociety.lDisadvantage:Giordanoproducedproductsforthe20-35year-oldconsumers.Butinoursociallife,thesepote

9、ntialcustomersspendmostoftimeonworking,sotheydressworkingclothesinmostoftime.ThisisnotconducivetotheGiordanosexpansionanddevelopment.Technical Resources Analysis lAstheconstantlyupdateddevelopmentofsocialtechnology,especiallyintheperformanceofinformationandtransportation.Computersandnetworksprovidee

10、fficientbasisforcompaniesdecision-making;thetransportbecomesconvenientanddiversifiedwiththedevelopmentofthetransportmodes.lAdvantages:withdevelopmentofE-commerce、GPS、ship、aircraft、cars,Giordanoproductstransportanddistributionturningmoreefficientandsafe,itisconducivetothedevelopmentofGiordano.lDisadv

11、antage:Giordanosproductpositioningismiddleandlowcasualclothing,soitsproductiontechnology、transportationandinformationmanagementtechnologyhavegapwithsomewell-knowncasualclothingenterprises.Michael Porters Five Forces Model lsuppliers bargaining power lbuyer bargaining power lpotential new entrants lT

12、hreat of substitute product lThe rivalry among competing sellers suppliers bargaining powerlGiordanomainbusinesscasualclothing、apparelmanufacturingoperation,whilethesupplyofretaildemand,butalsotoprovidethird-partyproductionservices.Soitssuppliersaskingpriceismainlyderivedfromthesupplyofclothingandra

13、wmaterials.lGiordanohasbeenestablishedthelong-termandstablecooperativerelationshipwiththemanufacturer.Sothebargainingpowerofsuppliersisnotverystrong.buyer bargaining powerlGiordanosgoalismakinglowpricesandhighsalesforthepurposeofvalue-for-moneyproducts,toplaytheroleoftheconsumers,makesthepriceofthec

14、ommoditywouldbemorereasonable,leasilyacceptedbyconsumers,andalsoclosertothecustomersexpectations,customersalsohavenotanythingexcessiverequirementsonprice.potential new entrantslGiordanoasaclothingenterprisetoenterthemarkettherewillbeentrybarriers:economiesofscale、productdifferentiation、capitalrequir

15、ements、switchingcosts、saleschannels、hasnothingtodowiththescaleofthecostdisadvantage、governmentpolicy.lClothingfashiongoodscomparedwithmanyotherindustrycommoditieshavebigprofitsanddevelopmentspace,Giordanoasaproductionclothingenterprisehasasmallbarrierstoenterthegarmentindustry.Threat of substitute p

16、roductlAlternativestothoseproductsandservicesfromdifferentindustries,butthefunctionalityoftheseproductsandserviceshavesameorsimilarwiththeindustry.lInsideapparelproductsindustry,competitionisparticularlyfierce,Giordanosmajorcompetitors:theme、Bossini、Tonlion、MetersbonweSothethreatofcompetitionisrelativelylarge.The rivalry among competing sellerslThoughEspirit,Theme,Bossini,Tonlion,MetersbonwetheseenterpriseshavesomedifferentinthestrategicpositioningwithGiordano,buttheyhavealotofoverlapintheircomp