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LIV/GIANT CASE Analysis

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on 19 May 2015

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Transcript of LIV/GIANT CASE Analysis

Introductory Overview
Thanks For Your Attention!
AMONG WOMEN
Caroline Stauffer
Janelva Williams
Corporate Overview
Design/Group Exercises
Case Analysis
Key Issues
Recommendations
Conslusion/Summary
Corporate Overview
Let's DESIGN!
1981
1986
2013
1996
1972
Establishment
(1972)
Brand

(1981)
* The birth of "
GIANT
"
Craftmanship
(2013)
Giant the first major manufacturer to introduce a full line-up of off-road bikes
Innovation

(1987)
* Started from Taichung County
Giant introduced its first carbon-fiber bicycle
* 2007
Founder King Liu lead a 15-day cycling tour of Taiwan
* 2010
Giant won a Eurobike Award for the fourth consecutive year
* 2011
Liv/Giant, a new cycling brand dedicated to females, successfully launched
* Founded by King Liu
3 Guiding Principles
Innovation
Inspiration
Craftmanship
Corporate Overview
1. Top market position

2. Capital is abundant
1. Separate R&D sector

2. Strategic acquisitions

3. New technology
1. Labor cost

2. Product positioning
1. Obstacles in joint ventures

2. Political
Case Analysis
Dare to Wake A Sleeping Giant?
Globalization
7 Continents
50 Countries
10,000 Retail Stores
25% of Market Share
A
Cited Sources
REFERENCES
Giant, Inc. (2015, 5). About Giant - Giant Bicycles | United States. Retrieved from Giant Bicycles | United States: http://www.giant-bicycles.com/en-us/aboutgiant/
Statista Inc. (2015, 5). Retrieved from Statista: The Statistics Portal: http://www.statista.com/statistics/272513/sales-of-the-bicycle-manufacturer-giant-manufacturing-co/
Shih, W., Bernstein, E., Bernstein, M., Wang, J., & Wei, Y. (2010). A Giant Among Women.







Table 1
Sales of the bicycle manufacturer Giant Manufacturing Co., Ltd. from 2007 to 2011 (in million U.S. dollars)


&
Key Issues
Corporate- Run
Mr. Nakamura
Who should Tony Lo let take control of the Japanese all-women Giant store?
Recommendations
Other
Considerations

Bonnie Tu- Continue Expansion
Business Model
Training
Invest in technology
Product by Value Analysis
Quality Function Deployment
Continue Key Success Factors
Expand Supply Chain
42%
37%
Conclusion/Summary
(Local subsidiary)
(Bonnie Tu)
Brand Awareness Issues – “made in Taiwan” label, establishing own brand loyalty
Risks associated with switching costs
Marketing Strategy Issues – Japan vs. corporate office run
women’s corner in existing stores vs. women’s store, male vs. female associates
Costs/budget
Beliefs- Small female market-Not as profitable
Higher Retail Items- Life-style cycles less money
The bottom-line; catered towards male market
Is it an issue to have a man run a business model that is catered to women's needs and wants?
How do these issues get resolved between Corporate and subsidiary?
Should Giant elect to allow the local Japanese subsidiary to run the Liv/Giant store or should Bonnie’s team continue to run it from the corporate office?
6 months
First 3 months
6 months and on..,
Within 3 years
3 months
Business Model
Technology
Data Collecting
Product by Value Analysis
Quality Function Deployment
6 months and on...
Bonnie Tu heads the Japan All-Women Giant store


6 months
Business Model
Employee Training
Cater to womens needs and wants
Effective and Efficient
Quarterly Employee training
Employee workshops
Within 3 years
Grow Supply Chain- Bonnie Tu Overseer
Americas
Europe
Timeline
Dynamic Duo - Saavy Business Men
Brand Awareness
Struggled to Create Value for Female Market
Strategic Decisions Paid Off
Develop Business Model for Untapped Market
Full transcript