MKT 300 Week 1 Assignment 3: Strategic Marketing Management

MKT 300- Kenneth Ming Fung Ku (4003538)

Strategic Marketing Management
MKT300
Marketing Plan – Strategic Analysis

UNIQLO

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MKT 300- Kenneth Ming Fung Ku (4003538)

Table of Contents
1. Business description ............................................................................................................................ 3
2. PESTLE Analysis .................................................................................................................................. 4-6
Political........................................................................................................................................................ 4
Economic ....................................................................................................................................................
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MKT 300- Kenneth Ming Fung Ku (4003538)

This certainly acts as opportunity for UNIQLO because it has been so successful in designing, manufacturing and promoting its products according to the needs of customers in Japan, Korea and Hong Kong. In
Asian countries, durability, quality and value for money are generally recognized as main criterion when it comes to clothing. The feedback mechanism of UNIQLO allows it to capture customer’s comments and work on these aspects, designing quality clothing for Asian markets. Such
Asian population growth in Australia will definitely favor UNIQLO, in terms of getting a piece of market share, with products of Asian cutting, style and quality.
d) Threat
The weak Japanese Yen to Australian dollar continuously poses threat to
Japanese investment companies like UNIQLO. Kajimoto (2014) suggested the Japanese Yen, which is “too weak”, will drive up the raw material and production cost of Japanese firms and make them hard to survive. And Han
(2014) echoed this view and suggested the hardship for Japanese companies to make profit, even with a weak Australian dollar. In the future, it would be difficult for UNIWLO to gain profit or stay in the market if Japanese Yen stayed weak and
It is observable that UNIQLO has divided its customers into different groups based on their age and income.
Although the products offered by UNIQLO are more likely to be simple and cheap, UNIQLO still aims at offering a variety of apparels to different kinds of people according to their ages. UNIQLO not only provides normal kids wear and working suit as normal multinational garment companies do, it also provides teenagers’ clothing and middle-age-style apparel. Therefore, UNIQLO has cooperated with famous artists, such as Eiichiro Oda (the designer of a famous
Japanese comic named One Piece) and Andy Warhol (a famous American pop-art designer) to attract younger generations while offering simple and plain-color clothing to middle age group customers.
Apart from separating its customers into different age groups, UNIQLO also divides its customers by their income. This type of segmentation is particularly obvious in the group of working people due to their stronger purchasing power. UNIQLO offers premium quality product to the top tier of its target customer, for example, normal knitwear in ladies wear is made with quality cotton and some of the top quality product is made with cashmere.