Market entry and brand strategies for different Asian markets

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    Market entry and brand strategies for different Asian markets - Presentation Transcript

    1. Market Entry and Brand Strategies for Different Asian Markets MUJI (Hong Kong) Company Limited Retail Asia Congress Page 2 15 July 2008
    2. Presentation Outline 1. Company Overview 2. Criteria for Market Selection 3. Entry Strategies in Different Markets 4. Worldwide Branding Retail Asia Congress Page 3 15 July 2008
    3. NO BRAND Retail Asia Congress Page 4 15 July 2008
    4. Company Overview Establishment 30 June 1989 Capital 6,766 million yen Employee number Total 4,312 1,064 full time/ 1,868 part time*/ 1,380 temporary sales assistant* (*full time equivalent) Business Operation of exclusive stores of MUJI/ Product Planning/ Development Production/ Wholesale/ Retail/ Café & Meal MUJI/ Florist/ Home furnishing/ MUJI Campsite (Tsunan-machi, Niigata Prefecture)/ MUJI Net Retail Asia Congress Page 5 15 July 2008
    5. MUJI in the World (6)MUJI Norway ・ (6) MUJI Sweden ・ (2) MUJI Beijing ・ (16) MUJI UK ・ ・(3) MUJI Germany (1) MUJI Shanghai ・ N. AMERICA (1) MUJI Ireland ・ EUROPE ・(339) MUJI Japan (7) MUJI France ・ ASIA (2) MUJI USA ・ (Jun 08) ・(3) MUJI Italy (3) MUJI Spain ・ ・ (7) MUJI Korea ・(12) MUJI Taiwan ・ (7) MUJI HK (4) MUJI Thailand ・ AFRICA ・(3) MUJI Singapore S. AMERICA Retail Asia Congress Page 6 15 July 2008
    6. What is MUJI? Module Good price with reason Value Simple No brand Future global consumption Natural Lifestyle Creative Universal Environmental conscious human Japanese aesthetics of life World communication No design Functionalism World User friendly Retail Asia Congress Page 7 15 July 2008
    7. Born of MUJI 1980 Mujirushi Ryohin No Brand 無印 良品 Quality Goods Retail Asia Congress Page 8 15 July 2008
    8. Advisory Board of MUJI • Mr. Kenya Hara • Mr. Yohji Yamamoto • Mr. Naoto Fukasawa • Ms. Kazuko Koike Kenya Hara Kazuko Koike Naoto Fukasawa Takashi Sugimoto • Mr. Takashi Sugimoto • Mr. Hiroshi Kojitani • Mr. Masaru Amano Retail Asia Congress Page 9 15 July 2008
    9. MUJI’s Basic Philosophy Good Price with Reason 1. Selection of Materials Fully utilize the materials and use materials which are discarded by others without good reason 2. Streamlining Process Eliminate unnecessary manufacturing processes 3. Simplification of Packaging Minimizing of packaging Flexibility in using MUJI’s philosophy to create a market enter opportunity Retail Asia Congress Page 10 15 July 2008
    10. MUJI Overseas Business 1980 Establishment of brand “MUJI” 1991 Establishment of 1st Overseas MUJI Store in London 2001 to now Expansion of MUJI to Asian Markets 1994 Establishment of Ryohin Keikaku Europe Limited Retail Asia Congress Page 11 15 July 2008
    11. Criteria of Market Selection • Economic Factors • Demographic & Cultural Factors • Government Policies and Regulations Retail Asia Congress Page 12 15 July 2008
    12. Entry Strategies in Different Market • Business Mode • Business Development Strategy • Localized Business Operations • Marketing Strategies Retail Asia Congress Page 13 15 July 2008
    13. Business Mode in Different Markets UK France Italy Germany HK Singapore Taiwan Korea Thailand Shanghai Beijing Direct Invest ○ ○ ○ ○ Joint Venture ○ ○ ○ ○ ○ ○ License ○ Retail Asia Congress Page 14 15 July 2008
    14. Strategy of Expansion Store Development in Different Countries 91-94 95 96 97 98 99 00 01 02 03 04 05 06 07 UK UK UK UK UK UK UK UK UK UK UK UK UK UK FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE FRANCE IRELAND IRELAND IRELAND IRELAND IRELAND IRELAND EUROPE ITALY ITALY ITALY ITALY SWEDEN SWEDEN SWEDEN SWEDEN NORWAY NORWAY NORWAY GERMANY GERMANY GERMANY SPAIN SPAIN HK HK HK HK HK HK HK HK HK HK HK HK SG SG SG SG SG SG SG SG SG ASIA KOREA KOREA KOREA KOREA KOREA TAIWAN TAIWAN TAIWAN TAIWAN CHINA CHINA CHINA THAILAND THAILAND USA USA Retail Asia Congress Page 15 15 July 2008
    15. Challenge & Strategy • Climate • Culture • Language • Logistics (Global Sourcing Company) Flexible merchandise plan and product mix Retail Asia Congress Page 16 15 July 2008
    16. Worldwide Branding Sale & Promotion Marketing Strategies Activities Brand Philosophy Shopping Store Design environment Universal Product Design Product Mix Advertising Retail Asia Congress Page 17 15 July 2008
    17. Worldwide Branding • Unique Brand Identity Management Board Advisory Board • Extension of Brand Philosophy Evolution of Product Concepts • Extension of Product Lifecycle Continuous Improvement on Products Products Change According to Lives Retail Asia Congress Page 18 15 July 2008
    18. Extension of Brand Philosophy Evolution of Concept Good Price with Reason Retail Asia Congress Page 19 15 July 2008
    19. Evolution of MUJI Concept 2003 Future of MUJI 2003 World of MUJI 2004 Home of MUJI 2005 MUJI & Teahouse Retail Asia Congress Page 20 15 July 2008
    20. Evolution of MUJI Concept 2006 Change Naturally Retail Asia Congress Page 21 15 July 2008
    21. Evolution of MUJI Concept 2007 Talk About Home Retail Asia Congress Page 22 15 July 2008
    22. Evolution of MUJI Concept 2008 Gentle Retail Asia Congress Page 23 15 July 2008
    23. Extension of Product Lifecycle • Advisory Board • Customer Engagement • Localized product development strategy Retail Asia Congress Page 24 15 July 2008
    24. Key to Success • Brand Philosophy • Brand Flexibility Retail Asia Congress Page 25 15 July 2008
    25. The End Retail Asia Congress Page 26 15 July 2008

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