Topics: Marketing, Retailing, Brand Pages: 16 (4287 words) Published: May 14, 2015




PEST analysis(Macro)

Micro analysis

Market segment

Brand positional map

Marketing mix (4Ps)


1. Introduction

UNIQLO, established in 1963. At first, it was only a small clothing store sales, which have become internationally well-known clothing brands currently. Yanai is general manager of Uniqlo. This brand is the first brand of Japan, introduction of hypermarkets style clothing sales. Through product planning for unique, development and marketing system to achieve operational lower cost of the shop, which issue in the influx of best sale.

Uniqlo is the warehouse type store which it is super-clean style, no fancy decorations. They use the self-service supermarket shopping type, provide customers what they want in a reasonable price.

"UNIQLO" is the abbreviation of “Unique” and “Clothing”, that use "low yield, quality assurance" business philosophy for customers, so that they can make amazing achievements in Japan's economic downturn.

Macro analysis PSET
PEST is the abbreviation of Political, Economic, Social and Technological, in the mode of macro analysis. These usually cannot be controlled by companies, so these are the external environment for the company.

Uniqlo will also be affected by the global economy. However, the face of the US sub prime mortgage crisis, Uniqlo is not like the rest of the Japanese companies like facing tremendous pressure on the operation. Yanai, president of being pointed out that "the subprime crisis is not all bad, the biggest advantage it brings to the Japanese-funded enterprises, is to facilitate foreign investment, mergers and foreign companies operating difficulties of the next few years, the company will invest 40 overseas billion, merger some clothing retailers and manufacturers, so the company's annual turnover reached 1 trillion yen in 2010 (US $ 10 billion) in order to achieve this goal, the Chinese market is clearly strong piece of the purchasing power of its contention a top priority. And we all know, eyeing the Chinese market and continue to penetrate not only this one, Uniqlo overseas competitors in China have already landed and find territory.The high street brand like ZARA, H&M, Forever21, GAP and other fashion retail brand in the last 2 years in the years in China after another into the foreign cheap fashion brand, not only the big city like Shanghai, Beijing got success in sale, also have said their plans to expand all the Chinese market, China's domestic market is staging a casual big store sales channel strategy fight wars. And in fact, beginning in 2007, the focus of inland and international brand competition has been reported in the channel argument. Uniqlo was in Seoul, South Korea, Hong Kong shop at the beginning, there have been queuing up to buy the consumer crazy situation, and have a record in Hong Kong sales myth is also the industry as a miracle in the history of Hong Kong's retail. However, faced with the mainland Chinese market, so many foreign fashion retail brand, to achieve the production and marketing of distinction is the right way.

In Uniqlo inception, the Japanese apparel market is either very expensive or high-end clothing is shoddy and cheap low-end casual clothing, low-cost high-quality clothing or a gap in the market, but the purchasing power of residents have been continuously rising, so the demand for affordable casual clothing can imagine. In addition to their peculiar environment affected, and in the background of globalization, the development of Uniqlo has been constrained global economy. For example, when entering the Chinese market competition, ZARA, H&M, Top Shop, and other fashion retail brands...

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