UNIQLO :
Marketing Analysis 
Ukon-No-Chikara
09BN157M    Hiroki  Ishihara  
09BN139P     ShioriItoh
09BN021C    Yuki  Sato...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
 Positioning
“Made for ALL”
Product: Daily cloth
Price: Chea...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Unique Selling Point & SWOT Analysis
Unique Selling Poin...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Unique Selling Point & SWOT Analysis
2.	SWOT  Analysis o...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Worldwide Apparel Specialty Stores
Competitor  Data & Ma...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Worldwide Apparel Specialty Stores
Competitor  Data & Ma...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Enhancing strengths & Correcting weaknesses
1. Enhancing...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
Enhancing strengths & Correcting weaknesses
2. Correctin...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
To Meet its Goals & To Compete in an International Marke...
Positioning
USP & SWOT
Competitors
ES & CW
Adjustment
To Meet its Goals & To Compete in an International Marke...
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Uni c ukon_nochikara

  1. 1. UNIQLO : Marketing Analysis Ukon-No-Chikara 09BN157M Hiroki Ishihara 09BN139P ShioriItoh 09BN021C Yuki Sato 10BN903F JaeSeok Gim
  2. 2. Positioning USP & SWOT Competitors ES & CW Adjustment Positioning “Made for ALL” Product: Daily cloth Price: Cheap but good quality Target: Everybody ⇒Simple& Casual +Fashion Place: Everywhere ⇒easy to buy Close to Customer
  3. 3. Positioning USP & SWOT Competitors ES & CW Adjustment Unique Selling Point & SWOT Analysis Unique Selling Point “Low Price, Reasonable Quality” Uniqlo has a strong image of cheap but high quality clothing For example: Uniqlo jacket: 2990 yen Heat-tech: 1500 yen
  4. 4. Positioning USP & SWOT Competitors ES & CW Adjustment Unique Selling Point & SWOT Analysis 2. SWOT Analysis of UNIQLO
  5. 5. Positioning USP & SWOT Competitors ES & CW Adjustment Worldwide Apparel Specialty Stores Competitor Data & Matrix Market Analysis 1. Competitor Analysis Raned by Market Capitalization Detail of competitors Clothing ranking in Japanese market
  6. 6. Positioning USP & SWOT Competitors ES & CW Adjustment Worldwide Apparel Specialty Stores Competitor Data & Matrix Market Analysis 2. Matrix Market Analysis A&F Shimamura
  7. 7. Positioning USP & SWOT Competitors ES & CW Adjustment Enhancing strengths & Correcting weaknesses 1. Enhancing Strengths Strengths Limitations Enhancement Store Strategies Brand awareness Accessibility Overconcentration of location of the stores, especially in the downtowns Open more outlets in the residential areas. Product Product Portfolio High-tech fabrics Failure of the challenge to introduce ‘fashionable’ elements to their design Divide products and sector of the store into two brands ‘Acceptable’ level of the fashionable elements Administration Retail network Quality control Relationship with cooperators Some products are not carried in some stores ‘Sold out’ of inventories Establish the system that can check and exchange inventories between stores.
  8. 8. Positioning USP & SWOT Competitors ES & CW Adjustment Enhancing strengths & Correcting weaknesses 2. Correcting Weaknesses Weaknesses Problems Correction Brand Power Brand competitiveness Image of low-price clothes. Consumers want to conceal the UNIQLO brand Use the image of low-price as the foundation of advertising as reasonable price Management Ability Launching new business International market strategy Lack of ability to launch new business Limitation of the international market strategy Recruit and scout more people who can manage complicated biz problems. Divide entire international market to some areas, and run local Mgt centers to develop suitable strategies
  9. 9. Positioning USP & SWOT Competitors ES & CW Adjustment To Meet its Goals & To Compete in an International Market Divide the products into two different brands Casual Line Normal UNIQLO line. Maximize the characteristics as SPA ‘Made for All’, ‘Good Quality, Reasonable Price’ Be sold in the separated sector of the store Fashionable, but simple and acceptable design ‘Fashionable goods at reasonable price’ Quite sophisticated, but loved by everyone Fashion Line
  10. 10. Positioning USP & SWOT Competitors ES & CW Adjustment To Meet its Goals & To Compete in an International Market Divide the world into several areas Products which is sold well in anywhere of the world In most cases, simple and basic items. Managed by headquarter in Tokyo. High production efficiency through world-scale of production. World-Common Area-Basis Divide the entire market into several areas. Some of the products, will be specialized only for the specific areas. Items which is sensitive with trends R&D, and manufacture will be performed based on the area Can pursue better efficiency compared to country-based production
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