andrew wood marketing logistics retailing analysis

8/3/2019 andrew wood marketing logistics retailing analysis

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MUJIco familiarization

Candidate : andrew wood


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MU J Ivalues

Candidate : andrew wood

M ore simple -- Lean manufacturing and Lean Logistics

U nited -- United Staff and United Shop Display - Consistence

J ustice -- Fair system and provide instant feedback

I nitiative -- Proactive Involvment

: ,


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T able of Content

I. Seek Multiple suppliers for clothingproduct lines to keep the options openand avoid any tardiness

II. MUJI stores visits : Oct / Nov 2005

[APM Langham LEE T heatre ]

merchandise setting maps of each store

III. ClienteleIV. Store ambianceV. Customer Service


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Manage the supplierSeek exclusivity

Continuous improvement Use open book costing

Seek and approve alternative sourcesIf supplier complacent,introduce leverage

Blanket order Auto routeBundle itemsStandardize

Reject price increases Aggressive negotiation

Drive continuous improvement

C A

S L

Suggested recommendations

Identify appropriate Supplier Interface:seek multiple suppliers for the same category i.e. for same product line

F ollow the high MUJI specificationsSeek Alternatives sourcing

for fashionable itemsDevelop generic equivalents

Consolidate with leverage itemSet targets from suppliers

Secure supply


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Visiting MUJI stores visiting day / visiting time

APM store Sunday 21:00 20:00[ APM ]

Langham Place store [ LAN ] Friday 16:00 17:00

Lee T heatre store [ LEE ] T uesday 20:00 21:00


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G eneral Perception of all

the MUJI stores in HKPretty spacious in store size occupies 1 single floor each

Neat and ComfyProduct Differentiation: clear layoutof the cosmetic, clothing, fabricslinen sections

Brightly lit with high clarity for easynavigation


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Store Layout -- [ APM ]

REMARK: Clothing items in APM store could beminimised further

ClothingIT EMS

Cashier AT RIUM

$$BulkyItems

Stationery

Cosmetic


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Store Layout -- [ LAN ]

ClothingIT EMS

Cashier AT RIUM

$$

BulkyItems

Stationery

Cosmetic

KitchenUtensils

ClothingIT EMSBulky Items


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Store Layout -- [ LEE ]

ClothingIT EMS

Cashier AT RIUM

$$

Bulky Items

StationeryCosmetic

KitchenUtensils


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Comparison report on each individualstore according to its chosen prioritise area and the way it

highlighting its adaptability to its own niche of customer mix

A) Clientele in the corresponding Mall

Store>> Store visitors[ bar chart ( ]

Age Group

of the mallspenders

People who do

shop **Carrier ba g s

[ APM ] ( ( ( ( ( ! 15 35couples >>85%

40% -- Mid

[ LAN ] ( ( ( ( ! Well mix for Diff age group

35% -- Mid

[ LEE ] ( ( ( ! 20 30female

10% -- Low


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Store>>Spacious level[ bar chart ( ]

Store Desi g n merchandisin g settin g s

Customer Servicefrom theClothin g section

[ bar chart ][ APM ] ( ( ( ( ( ! 15 35

couples >>85%40% -- Mid

[ LAN ] ( ( ( ( ! Well mix for Diff age group

35% -- Mid

[ LEE ] ( ( ( ! 20 30female

10% -- Low

B) Store atmosphere / Ambiance in the Mall


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C) Customer Service

Methodology :Informative -- whether the staff are informative about their product lineNeatness how fast do they

fold the clothes back after customer unwrap it


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C) Customer Service

Storesstaff attitude

Time to wrap upan unfolded

clothes

Comment /Service Attitude

Neatness /Service Quality

[ APM ] 5 sec ! T he male staff wrap up theclothing / linenright in front of the customer --BAD

ExtremelyHigh

[ LAN ] > Best < 3 min!

Good timing[after customer

left that area] Medium

[ LEE ] 5 min ! G ood timing[after customer left that area]

High


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Methodology of enhancing

customer experienceT here are various dimensionsin benchmarking the customer

services deliverablesInformation Information includes quality and variety;Since diff. market segment requires diff.

information about MUJI products

Perception MUJI products are aesthetic pleasing andmulti-functional, staff should able tochannel the essence to the customer [APM ]

Performance How well does the staff promptly deliver quality service to our customer whilemaintain store ambience ?!


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From the leasing officers of eachshopping centre, we should able toget a profile about the Demographicand Disposable income of each store

APM has got the best customer base with high disposable incomethat they will spend $200 - $800in the shopping centre [ APM ] duringany weekend. Besides, about 1/5 of the customer in APM will spend their pocket money in the mall

Profit Centre and space productivity


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Profit Centre and

space productivityT he visual display area of each sectionshould reflect the Profit Centre capability[ i.e.which MUJI section ] in each storee.g. APM could increase the size of cosmetic section while reducing theclothing section area

e.g. LAN could increase the snack section[putting 2 LCD computer screens showingMUJI Japanese lifestyle] because mostpeople will have some snack whilewatching T V, this will increase their appetite for purchasing more


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Store should provide relaxing ambience

to allow customer navigate easily


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Performance Measures for strategicBusiness Units -- with my previous experience,I find that these parameters are the most useful ones

MUJI brand loyalty and recognitionCustomer satisfactionEmployee satisfactionInventory turnover and modify sectionspace accordingly [profit centreorientated] Reflect simplicity, durability and multi-functionalityWe could put more signages about MUJIvalue in Lee T heatre stores, may havesome back-issue of MUJI magazine on thetables and sofa of each store


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URL resources web URL

T o translate Japanese to English / ChineseG o to H TT P : // bablefish.altavista.comChoose [Japanese to English] at the bottom of the web page

Copy and paste the following URL URL resources>> www.MUJI.netRyhhin-keikaku.jp/engwww.mujiyurakucho.comwww.muji.fr www.mujionline.com

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andrew wood marketing logistics retailing analysis