(Master's Program in Business Administration and Public Policy)
Advisor Professor MATSUDA, Noriyuki
Submitted to the Graduate School of Systems and Information Engineering in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration The University of Tsukuba
January 21st 2008
Our research analyzed the current business strategies of UNIQLO, as part of Fast Retailing Group Co., LTD with the main focus on Pricing Strategy, Human Resource (HR) Strategy, and R&D strategy. In Chapter 1, we provided a brief overview of UNIQLO in comparison with some of its competitors at a domestic and international level. We also performed a market analysis, showing UNIQLO strengths and challenges within the current business environment. In Chapter 2, we studied consumer’s perceptions about price and quality for UNIQLO and its bearings on their buying behavior as reflected in the specially arranged Focus Group (FG) Interview. The data were subjected to Graph/Network analysis for visual inspections and extracting sub-graphs called communities. The identified communities are expected to provide the company with valuable information for formulating better pricing strategies compatible with the wide-range consumer preferences. In Chapter 3, Human Resources (HR) practices of UNIQLO were analyzed in light of Herzberg's Two-Factor theory, following a brief examination of the organizational structure and hiring practices of UNIQLO. The information obtained from former part-time worker was classified either as motivator or hygiene factors both of which were comprised of five elements. The Hygiene factor included salary, supervision, physical working conditions, personal factors, and job security, while the motivator...