Giant Global Group (GGG)
Presentation by Zack Cheng
The Joy of The Ride!
GGG has experienced four revolutions. First, in 1981 there was a brand revolution. Second, in 1985 they introduced the carbon fibre frame and were the first to mass produce equals king. Third, in 1986 they changed from local agents and importers to set up local sales marketing. The entered the European market so they did not have a conflict with Trek. Fourth, in 1992 they were late entering the China market.
Giant, a professional cycle retailer who is creating a new culture, has 13 factories and 13 sales companies to market their product. In Taiwan they can produce 5,000 bikes per day and use vertical integration. The focus is on performance, sport, and innovative lifestyle. There are bikes that appeal to on-road, off-road, and x-road. The advertising uses sports and experimental marketing. Some of the sports events include the Giant Adventure Tour Service. With this venture they offer a shuttle bus and tour guide to take you on a 9 day tour of Taiwan. They promote the product using Giant bike stores and GS inside. GRP Giant USA has two locations under Giant USA. Boston, MA is corporate owned and Denver, CO is a dealer owned franchise. giant also has a presence online utilizing Facebook and You Tube. The integrated approach is aimed at capturing the men, women, and youth markets of cycle enthusiasts who cycle on, off, or anywhere in between.
The plant utilizes the Toyota Production System (TPS) - which I have only read about and researched in class. This offered an opportunity to see the process first-hand - complete with JIT, kaizen, pull cords to stop the line and the entire philosophy that is TPS. If only I had seen this in action before Operations Management class - my understanding of the process is now enriched.
For more information visit: http://www.giant-bicycles.com/
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