Global Marketing UNIQLO

UNIQLO:

UNITHiroaki Jitsukata 07bn076hAoyagi Asuka 07bn002aRyonosuke Kanzaki 09bn191nAlbert Go 10bm904jJerinae Chua-Ching 10bn928l

How to: •position the Uniqlo brand in order for it to become the world’s largest apparel retailer •and to hit sales of 2 trillion JPY per year.

Identification of the Problem

StrengthsUnique positioning (basic clothing lines)Strong Branding (ex. Unique katakana logo)Pricing Positioning (Low Price – Good quality)Strong winter Products (Fleece, Heattech, etc.)Marketing driven Company unlike most Japanese retailers and companiesWeaknessesWeak sales when seasons change (particularly, summer and spring)

SWOT ANALYSIS

Opportunities

New product line (featuring the Uniqlo Logo)

Overseas expansion to colder countries

Unique positioning in the Japanese marketThreatsForeign Currency

(example: strong Chinese Yuan)Loss of sales due to weak

spring/summer lines

SWOT ANALYSIS

• A. UNIQLO continues with its current positioning and strategy.

• B. UNIQLO focuses more on increasing sales within Japan via expansion within the country or more marketing.

Courses of Action

Courses of Action

• C. Expand more aggressively to the countries where there are lower temperatures. (China, Russia, USA, Canada, Korea)

• D. Introduce a new product line that includes the UNIQLO logo.

• E. Add more products to the summer/spring lines under the UNIQLO brand.

• F. Localize and increase marketing of other product lines. (E.g. GU, Comptoir des Cotonniers, etc.)

Courses of Action

Analysis of Courses of Action

• Course A:– This course of action is the safest but does not

coincide with the problem the case is trying to address.

• Course B: – Focusing more on Japan, a saturated market,

might not merit the best results.UNIQLO in the international backgroundwould merit higher rewards.

• Course C:– This course of action would be a high investment,

high risk move, but if successful, would help UNIQLO to increase its total sales to reach its target.

• Course D: – This course of action helps in strengthening the

UNIQLO brand by embedding it into a product line. It also helps in the marketing and targeting to loyal UNIQLO customers.

Analysis of Courses of Action

• Course E: – Adding more products for the spring/summer lines

might help increase year round sales due to UNIQLO having only strong winter based apparel sales.

• Course F:– Pushing other product lines of Fast

Retailing would increase year round sales, but is a risky and unpredictable move.

Analysis of Courses of Action

RECOMMENDATION

• Actions C, D, E, and F are good directions for the company. Choices C and F are both higher risk because it is not known how fast ROI will be. However, they have the most potential to help Fast Retailing to reach its 2 trillion JPY goal. Choices D and E are not as risky and would be a good way to increase same store sales.