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Global Marketing UNIQLO
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Global Marketing UNIQLO

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In partial fulfillment of our Global Marketing class requirements.

In partial fulfillment of our Global Marketing class requirements.

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  • 1. UNIT Hiroaki Jitsukata 07bn076h Aoyagi Asuka 07bn002a RyonosukeKanzaki 09bn191n Albert Go 10bm904j Jerinae Chua-Ching 10bn928l UNIQLO:
  • 2. Identification of the Problem 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.
  • 3. SWOT ANALYSIS Strengths Unique 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 companies Weaknesses Weak sales when seasons change (particularly, summer and spring)
  • 4. SWOT ANALYSIS Opportunities New product line (featuring the Uniqlo Logo) Overseas expansion to colder countries Unique positioning in the Japanese market Threats Foreign Currency (example: strong Chinese Yuan) Loss of sales due to weak spring/summer lines
  • 5. 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
  • 6. 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.
  • 7. 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
  • 8. 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 background would merit higher rewards.
  • 9. 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
  • 10. 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
  • 11. 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.