AgendaSTRENGTHSSTRENGTHS WEAKNESSESWEAKNESSESCompany Background & Situation
Target Market Research
Attributes of Research
Position Research
Positioning Statement
Marketing Mix Strategy
Competitors & SWOT
Company Background
• 1949–1994: rise in Japan
• 1997: "SPA" strategy
• 1998–2002: first Tokyo store & overseas expansion
• 2005–present: further expansion
• Goal of 5 trillion yen by 2020
Current Situation in HK market
• Good quality with reasonable price• Focused on the basic casual apparel with functional design for all age
Products Situation
• Demand of apparel still increases• Uncertain global economic outlook• Enjoying strong consumer purchasing
power
Market Situation
• Strong control over production and distribution• Largest amount of store in HK’s Fashion Apparel market (HK: 16 retail stores)
Distribution Situation
• Number of target customer keeps stable• Growth rate of income not reach the CPI• Tourists and parallel buyers
Macro-environment
SWOT Analysis
•Large-scale-store & Largest amount of store•Research & Development•High quality with reasonable price•Effective distribution management•Well-trained and helpful sales force
•Low switching cost & lots of alternatives
•Plain design, lack fashion styles•Low new releases’ turnover rate
•Fierce industry rivalry and intensive competition
•Unpredictable fashion trends•Negative shocks from the global
economic slowdown •High and increasing
rental expense
•Strong purchase power in HK•Brand loyalty and strong beliefin brands’ design of HK consumers•CSR activities•Brand building through Flagships
SWOTAnalysis
STRENGTHSSTRENGTHS WEAKNESSESWEAKNESSES
OPPORTUNITIESOPPORTUNITIES THREATSTHREATSOT Negative
Internal factors
Externalfactors
Positive
SW
Competitors
• Spanish• Extremely trendy• No advertisement
• Swedish • Huge customer& vendor base
• American• Practical design• The largest specialty apparel retailer in the U.S
• American• Strong brand portfolio &promotion
Target Market Research
UNIQLOHK
Target Customers:
Location: Hong Kong
Enjoying strong consumer purchasing power
Facing intensive competition Middle-class working
adults, both male and female
Enjoying casual wear that ensures high quality and nice design
Research Sample Size: 66 (F: 30, M: 36)Sampling Procedure: Randomly collected from 66 HK residents ( all middle-class employees)
• Branding– Friends recommend– Reputable
• Product– Durable– Material– New products launch– Practical/comfortable design– Stylish/fashionable design– Variety of sizes– Variety of styles/products
• Price– Good value
• Place– Online shopping– Outlet locations– Store design
• Promotion– Advertising– Promotional activities– Sales promotion
• Service– Helpful and friendly service staffs– Responsible service staffs
Attributes of Research
Research Findings
Component1 2 3
sales promotion .814 new products launch .720 promotional activities .701 good value price .672 variety of styles/products .657 variety of sizes .646 outlet locations .609 advertising .543 durable .855 material .828 responsible service staffs .713 practical/comfortable design .700 helpful and friendly service staffs .699 online shopping stylish/fashionable design .774store design .651reputable brand .641friends recommend .612
Factor 1Promotion& New Launch
Factor 2Quality
Factor 3Design
Research Findings
BrandREGR factor score 1 for analysis 1
REGR factor score 2 for analysis 1
REGR factor score 3 for analysis 1
A&FMean -.5217033 .0537563 .1460195N 66 66 66Std. Deviation .68649959 .91783895 1.01965575
GAPMean -.1518559 .1637730 -.2451455N 66 66 66Std. Deviation .79649766 .88788000 .73682791Mean .4503950 -.4489947 .1088190N 66 66 66Std. Deviation 1.29242466 1.12416771 .95898595Mean .1454976 .3169033 -.3637582N 66 66 66Std. Deviation .98703071 1.03162318 .76341856
ZARAMean .0776667 -.0854380 .3540653N 66 66 66Std. Deviation .88197725 .87093569 1.27284028
TotalMean .0000000 .0000000 .0000000N 330 330 330Std. Deviation 1.00000000 1.00000000 1.00000000
Promotion Launch Level
Clothing Quality
Design Consider
Research Findings
Sum of Squares df Mean
Square F Sig.
REGR factor score 1 for analysis 1
Between Groups 34.669 4 8.667 9.570 .000
Within Groups 294.331 325 .906 Total 329.000 329
REGR factor score 2 for analysis 1
Between Groups 22.376 4 5.594 5.929 .000
Within Groups 306.624 325 .943 Total 329.000 329
REGR factor score 3 for analysis 1
Between Groups 23.162 4 5.791 6.153 .000
Within Groups 305.838 325 .941 Total 329.000 329
Promotion & New Launch
Quality
Design
Research Findings
Model R R-Square Adjusted R-Square
Std. Error of the Estimate
1 .680a .463 .458 1.159
ModelUnstandardized
CoefficientsStandardized Coefficients t Sig.
B Std. Error Beta
1
(Constant) 4.152 .064 65.092 .000
REGR factor score 1 for analysis 1 .537 .064 .342 8.413 .000REGR factor score 2 for analysis 1 .683 .064 .434 10.687 .000REGR factor score 3 for analysis 1 .625 .064 .397 9.783 .000
Research Findings
Model Summary
Model R R Square Adjusted R SquareStd. Error of the
Estimate1 .848a .719 .718 .884a. Predictors: (Constant), overall preference
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1Regression 657.318 1 657.318 840.499 .000a
Residual 256.515 328 .782 Total 913.833 329
a. Predictors: (Constant), overall preferenceb. Dependent Variable: willing to buy
Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta1 (Constant) .437 .138 3.177 .002
overall preference .898 .031 .848 28.991 .000a. Dependent Variable: willing to buy
Research Findings—Perceptual Map I
-0.8 -0.4 - 0.4 0.8
-0.8
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0.4
0.8
Promotion& New Launch
Qua
lity
50.34 °
Research Findings—Perceptual Map II
-0.8 -0.4 - 0.4 0.8
-0.8
-0.4
-
0.4
0.8
Qua
lity
Design
47.00 °
Research Findings—Perceptual Map III
-0.8 -0.4 - 0.4 0.8
-0.8
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0.4
0.8
Promotion& New Launch
Des
ign
48.35 °
Positioning Statement
To middle class working adults, both male and female, UNIQLO is a brand of fashion apparel that offers high quality and nice design products with reasonable price and easy accessibility because of extended R&D, superior production management and convenient distribution in HK.
• Product Line• R&D
PRODUCT
1
• Value• Pricing
PRICE
2
• Sales Promotion
• Sales Force• Advertising
PROMOTION
3
PLACE
4
Marketing Mix Strategy
Marketing Strategy
• Distribution• Service
PRODUCT
R&D
Product Line
Marketing Research
Expand product line to further diversify the product to provide more stylish fashion items
Further enhance the design and quality in accordance with the feedback from customers
Maintain strong R&D investment on innovation in respect of design and fabric
Marketing Mix Strategy-Product
Good Value&Cost Management
Status-quo Pricing Strategy
PRICECost
Pricing
Good quality with reasonable price
Marketing Mix Strategy-Price
Marketing Mix Strategy
Sales Promotion PromotionDiscount on special HolidaysMembership discount
Sales Force:
Advertising
Marketing Research
Action Plan