Giordano Hong Kong

OBJECTIVES

As a person with knowledge of strategic marketing, the author has always brought up to his superiors the viability of strategy formation regarding the analysis of this issue and at times fails to understand the reasons or logic behind certain strategic implementations imposed on it.

By delving into this project paper, the author intends to have better insights into how strategic marketing is thought up, formulated and then imparted down into the subsidiaries of the company or organization. The author hopes to have an in-depth understanding as to how the strategic marketing enables companies and organizations to compete effectively and profitably in this era of internationalization where competition is extremely intense.

In order to reinforce the learning objectives, two key focal issues were focused upon, i.e. innovation and diversity. Innovation was discussed with regard to strategic marketing where it was renowned for its developmental capabilities to constantly innovate. Diversity came under strategic thinking and formation as the author considered the diverse culture, political climate, economic surroundings, social environment, technological settings, government policies and legal systems in order to better understand the issues being discussed.

EXECUTIVE BRIEF

This essay utilized Giordano Hong Kong as the model organization to review its present strategic marketing policies and how they dealt with critical situations. From the analysis, key trends in the strategic marketing policies of Giordano Hong Kong were then identified, how it worked and its effectiveness in dealing with critical situations was ascertained. The paper then moved on to assess these strategic marketing policies with regard to its suitability to critical situations, during which the internal capabilities of these strategic marketing policies in relation to the strategy being followed by Giordano Hong Kong was determined also. An overall analysis of the performance and effectiveness of the strategic marketing policies of Giordano Hong Kong was also conducted to assess and compare the capabilities of these strategic marketing policies with those of others. Gaps in the capabilities and environment were then identified.

Finally, several choices of strategies to improve the strategic marketing policies of Giordano Hong Kong as effective means in critical situations were recommended and evaluated in terms of appropriateness to the issues reviewed, feasibility in carrying out the options and acceptability within the key stakeholders and decision makers. Several key implementation issues related to managing strategic change were also addressed as well.

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