global marketing uniqlo
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![Page 1: Global Marketing UNIQLO](https://reader033.vdocuments.us/reader033/viewer/2022061601/55cf9d0a550346d033abfdc1/html5/thumbnails/1.jpg)
UNIQLO:
UNITHiroaki Jitsukata 07bn076hAoyagi Asuka 07bn002aRyonosuke Kanzaki 09bn191nAlbert Go 10bm904jJerinae Chua-Ching 10bn928l
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How to: •position the Uniqlo brand in order for it to become the world’s largest apparel retailer •and to hit sales of 2 trillion JPY per year.
Identification of the Problem
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StrengthsUnique positioning (basic clothing lines)Strong Branding (ex. Unique katakana logo)Pricing Positioning (Low Price – Good quality)Strong winter Products (Fleece, Heattech, etc.)Marketing driven Company unlike most Japanese retailers and companiesWeaknessesWeak sales when seasons change (particularly, summer and spring)
SWOT ANALYSIS
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Opportunities
New product line (featuring the Uniqlo Logo)
Overseas expansion to colder countries
Unique positioning in the Japanese marketThreatsForeign Currency
(example: strong Chinese Yuan)Loss of sales due to weak
spring/summer lines
SWOT ANALYSIS
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• A. UNIQLO continues with its current positioning and strategy.
• B. UNIQLO focuses more on increasing sales within Japan via expansion within the country or more marketing.
Courses of Action
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Courses of Action
• C. Expand more aggressively to the countries where there are lower temperatures. (China, Russia, USA, Canada, Korea)
• D. Introduce a new product line that includes the UNIQLO logo.
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• E. Add more products to the summer/spring lines under the UNIQLO brand.
• F. Localize and increase marketing of other product lines. (E.g. GU, Comptoir des Cotonniers, etc.)
Courses of Action
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Analysis of Courses of Action
• Course A:– This course of action is the safest but does not
coincide with the problem the case is trying to address.
• Course B: – Focusing more on Japan, a saturated market,
might not merit the best results.UNIQLO in the international backgroundwould merit higher rewards.
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• Course C:– This course of action would be a high investment,
high risk move, but if successful, would help UNIQLO to increase its total sales to reach its target.
• Course D: – This course of action helps in strengthening the
UNIQLO brand by embedding it into a product line. It also helps in the marketing and targeting to loyal UNIQLO customers.
Analysis of Courses of Action
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• Course E: – Adding more products for the spring/summer lines
might help increase year round sales due to UNIQLO having only strong winter based apparel sales.
• Course F:– Pushing other product lines of Fast
Retailing would increase year round sales, but is a risky and unpredictable move.
Analysis of Courses of Action
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RECOMMENDATION
• Actions C, D, E, and F are good directions for the company. Choices C and F are both higher risk because it is not known how fast ROI will be. However, they have the most potential to help Fast Retailing to reach its 2 trillion JPY goal. Choices D and E are not as risky and would be a good way to increase same store sales.