Marketing Analysis -UNIQLO

Topics: Clothing, Strategic management, Management Pages: 39 (6250 words) Published: October 17, 2014


Executive Summary

Industry Analysis

The Overview of Company

Company Analysis

Major strategic issues facing the company

SWOT Matrix

Future strategic choices

Growth options


List of references

Executive Summary

Case study means:”A process or record of research into the development of a particular person, group, or situation over a period of time; A particular instance of something used or analysed in order to illustrate a thesis or principle”1

Uniqlo Co., Ltd. ,a casual wear designer, manufacturer and retailer in Japan. In this paper, we will present a case study to identify how this company plans their marketing strategies for their target customers. We also study the organizational scenarios of the planning strategy and make our views about Uniqlo for their future growth.

Company History

UNIQLO is core business of ‘Fast Retailing’ in Japan. After opening our first UNIQLO store, in Japan in 1984, we construct a chain of stores in Hiroshima. But the store closes in 1991. UNIQLO first curb location, the Yamanota Store in Yamaguchi Prefecture, opens to great bonanza and sets a new standard for the brand's stores. In 1998, we began opening stores in urban locations and ran a fleece movement that ignited a UNIQLO boom across Japan.

Picture 1 :The first UNIQLO store:UNIQLO formerly called UNIQLO CLOTHING WAREHOUSE

In April 1999, UNIQLO Shanghai office opens to further enhance production management. In March 2010, UNIQLO establishes a wholly owned subsidiary in Taiwan to develop China and Taiwan marketing. But not open the store in Shanghai and Taiwan.

UNIQLO store in open areas

In November 1998, UNIQLO Harajuku Store opens in Tokyo, the first city UNIQLO store.
In October 2000, open online shop for business.

In December 2004, enters a joint venture with South Korea's ‘Lotte’ Shopping Co., Ltd. to expand the UNIQLO business in the South Korean market Global markets are now our key driver of evolution.

In 2002 to 2013, the UNIQLO constantly in the opening new branches Asia respectively is China Shanghai, South Korea, Hong Kong, Singapore Tampines 1 Mall, Russia Moscow, Taiwan Taipei, Malaysia Kuala Lumpur, Thailand Bangkok, Philippines Manila, Indonesia store opens in Jakarta, Dhaka Bangladesh.

In 2001 to 2014, the UNIQLO out of the Asia towards International to staring opened stores of United Kingdom, United States New Jersey, France Paris, United States San Francisco, Australia store opens in Melbourne Germany Berlin. But the U.S. New Jersey store closed in 2006.

Furthermore, In 2006 to 2014, UNIQLO in around the world opened global flagship store the New York Soho Store is the brand's first global flagship store. Also, global flagship store respectively is London 311 Oxford Street Store, France Paris Opera Store, China, Shanghai West Nanjing Road, Japan Osaka Shinsaibashi, Taiwan Taipei Mingyao Department, United States New York Fifth Avenue, Korea Myeongdong Central, Tokyo Ginza Store, Hong Kong Lee Theatre, Germany Berlin.

Company Background

Picture 2 : Fast Retailing logo

Picture 3: Uniqlo Logo

Fast Retailing owns UNIQLO, GU, Theory, Comptoir des Cotonniers, Princesse tam.tam and J Brand. After opening our first UNIQLO store, in Japan in 1984. The GU Established at September, 2008. GU line of business design, manufacture and retail of GU brand clothing and other goods. In the world as of May 31, 2014 have 277 stores. Fast Retailing Establishment May 1, 1963. The Fast Retailing Chairman, President and CEO is Tadashi Yanai. He is Japanese and from creation to the present. In terms of globalization, the 2013 annual UNIQLO in sales among the top 10 stores, seven have located overseas. Looking at the number of shops, the number of overseas branches has also been extended to one-third of...
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