Assignment 2: Individual Written Report
Developing a Global Marketing Plan for UNIQLO
For Part I, Group Presentation, you have undertaken a Market Audit and Competitive Market Analysis for UNIQLO. In Part II you will prepare the Marketing Plan, i.e., the ‘action plan’.
In Part I you have:
a) chosen a market (country) from one of the two regions (the European Union or South America), and b) undertaken a market audit and competitive analysis for the company in the selected market.
This task (Part II) assumes that you have analysed the product, the company, the market, the competitive environment, the competitive advantage, entry strategy, etc. You have also undertaken a SWOT analysis. It is also assumed that your previous analyses has provided, among other things, an estimate of the market potential and an evaluation of the strengths and weaknesses of competitive marketing efforts.
Therefore, please use your previous analysis as a background to develop the Marketing Plan; i.e., to determine the extent of adaptation of the company’s marketing mix necessary for successful market entry and to develop the final step – the action plan.
Develop the Marketing Plan for UNIQLO:
Information gathered in the previous set of guidelines serves as the basis for developing a marketing plan for the product/brand in a target market. The plan reflects in your judgement, the most effective means of marketing your product in the country (market) you have selected and analysed in Group Presentations.
While a typical marketing plan would include the budgets necessary to implement the proposed plan, you are not required to address it in your report.
In preparing the marketing plan for the company use the following guidelines as a check-list to help you identify the correct questions to ask in undertaking the task.
1. Executive summary