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By 2000 more than 100 suppliers were linked by this

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By 2000, more than 100 suppliers were linked by this system globally. Essentially Giant has embarked upon 'Global Sourcing-Decentralised Strategy'. This strategy enables Gant to have lower-cost of corhponents, higher quality inputs and lower risks; however, this strategy poses the risk of exchange rate fluctuations. Marheting Strategy Giant is a global corporation with regional sales and marketing offices in sixty countries,making it one of the bicycle industry's most extensive enterprise networks. While Glant's regional offices work to collect , analyze and react to local consumer and market trends, Giant's worldwide headquarters oversees global considerations such as brand . management,, product research and MS-9 1 P.T.O.
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development, manufacturing, finance and global marketing. Giant began its overseas expansion in Lg86.wjth the establishment of Giant Europe BV, in the Netherlands. The success of the Giant brand in Europe prompted the creation of additional, localized offices in England, Germang, France and Holland over the following years. North American distribution began in Lg87 by Giant Bicycle, Inc. followed by the establishment of regional offices in Japdh, Canada, Australia, and most recently China. Giant Europe, and these five regional sales companies make up the Giant Global Group The 'Global Giant, Local Toutch'approach provides Giant's regional salesccimpanies and offices the freedom and autonomy to pursue market-specific sales and marketing. For example, Giant Europe and Giant Bicycle, Inc. (US$, each has the ability to sell a differbnt selection of bicycles. The key is using Giant's global experience and strength while recognizing the design and marketing needs of the various regions around the world. Giant employs the talents of designers and marketers that ate unique to the country they are serving. So wherever in the world, customers have the confid ence of knowing that their Giant bicycle is built for the conditions they ride in. MS-g1 1 0
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In the marketing activity, under the pressure of cost retluction, Giant adopts high coordination approach. Sales subsidiaries coop erate with the marketing centre basedin Taiwan to promote bicycles in the local markets. However, bicycles can be viewed as a sort of consumer goods. It is hard to sd!. that the ideas generated by the central marketing department can work in every state due to the different cultures. Brand Management Giant's commitment 'to the sport of cycling is clearly demostrated through its sponsorshipof professional and amateur cycling teams, at international and regional levels. Giant currently sponsors two highly visible international race teams, the Global Giant Mountain Bike Team and the ONCE level 1 road team. sponsorship of such events allows Giant product developers to see their designs in real world settings, leading to product development integration in each bicycle.
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