Marketing Analysis -UNIQLO
Content
Executive Summary
Industry Analysis
The Overview of Company
Company Analysis
Major strategic issues facing the company
SWOT Matrix
Future strategic choices
Growth options
Recommendation
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
Executive Summary
Industry Analysis
The Overview of Company
Company Analysis
Major strategic issues facing the company
SWOT Matrix
Future strategic choices
Growth options
Recommendation
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