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Uniqlo Strategy and Analysis TEAM SOUKEN
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Global Marketing UNIQLO

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In partial fulfillment of our Global Marketing class requirements.

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Global Marketing UNIQLO

  1. 1. UNIT<br />Hiroaki Jitsukata 07bn076h<br />Aoyagi Asuka 07bn002a<br />RyonosukeKanzaki 09bn191n<br />Albert Go 10bm904j<br />Jerinae Chua-Ching 10bn928l<br />UNIQLO:<br />
  2. 2. Identification of the Problem<br />How to: <br /><ul><li>position the Uniqlo brand in order for it to become the world’s largest apparel retailer
  3. 3. and to hit sales of 2 trillion JPY per year.</li></li></ul><li>SWOT ANALYSIS<br />Strengths<br /><ul><li>Unique positioning (basic clothing lines)
  4. 4. Strong Branding (ex. Unique katakana logo)
  5. 5. Pricing Positioning (Low Price – Good quality)
  6. 6. Strong winter Products (Fleece, Heattech, etc.)
  7. 7. Marketing driven Company unlike most Japanese retailers and companies</li></ul>Weaknesses<br /><ul><li>Weak sales when seasons change (particularly, summer and spring)</li></li></ul><li>SWOT ANALYSIS<br />Opportunities<br /><ul><li>New product line (featuring the Uniqlo Logo)
  8. 8. Overseas expansion to colder countries
  9. 9. Unique positioning in the Japanese market</li></ul>Threats<br /><ul><li>Foreign Currency </li></ul> (example: strong Chinese Yuan)<br /><ul><li>Loss of sales due to weak </li></ul> spring/summer lines<br />
  10. 10. A. UNIQLO continues with its current positioning and strategy. <br />B. UNIQLO focuses more on increasing sales within Japan via expansion within the country or more marketing.<br />Courses of Action<br />
  11. 11. Courses of Action<br />C. Expand more aggressively to the countries where there are lower temperatures. (China, Russia, USA, Canada, Korea)<br />D. Introduce a new product line that includes the UNIQLO logo.<br />
  12. 12. E. Add more products to the summer/spring lines under the UNIQLO brand.<br />F. Localize and increase marketing of other product lines. (E.g. GU, Comptoir des Cotonniers, etc.)<br />Courses of Action<br />
  13. 13. Analysis of Courses of Action<br />Course A:<br />This course of action is the safest but does not coincide with the problem the case is trying to address.<br />Course B: <br />Focusing more on Japan, a saturated market, <br /> might not merit the best results.<br /> UNIQLO in the international background<br /> would merit higher rewards. <br />
  14. 14. Course C:<br />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.<br />Course D: <br />This course of action helps in strengthening the<br /> UNIQLO brand by embedding it into a <br /> product line. It also helps in the marketing <br /> and targeting to loyal UNIQLO customers.<br />Analysis of Courses of Action<br />
  15. 15. Course E: <br />Adding more products for the spring/summer lines might help increase year round sales due to UNIQLO having only strong winter based apparel sales.<br />Course F:<br />Pushing other product lines of Fast <br /> Retailing would increase year round <br /> sales, but is a risky and unpredictable <br /> move. <br />Analysis of Courses of Action<br />
  16. 16. RECOMMENDATION<br />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. <br />
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In partial fulfillment of our Global Marketing class requirements.


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