Brand positional map
Marketing mix (4Ps)
1 ) Introduction
UNIQLO, established in 1963. In the beginning, it was just a small apparel store sales, which have turn into internationally well-known clothing brands currently. Yanai is general manager of Uniqlo. This brand is the initial brand of The japanese, introduction of hypermarkets design clothing sales. Through item planning for unique, development and marketing program to achieve functional lower cost in the shop, which usually issue in the influx of best deal.
Uniqlo may be the warehouse type store which usually it is super-clean style, simply no fancy decorations. They use the self-service superstore shopping type, provide buyers what they want in a reasonable cost.
" UNIQLO" is the abbreviation of " Unique” and " Clothing”, that use " low produce, quality assurance" business idea for customers, to enable them to make amazing achievements in Japan's economic downturn.
Macro examination PSET
INFESTATIONS is the abstract of Politics, Economic, Social and Technological, in the mode of macro analysis. These usually can not be controlled by companies, so these are the external environment for the organization.
Uniqlo will also be impacted by the global economic climate. However , the eye of the US sub prime mortgage crisis, Uniqlo is not like all of those other Japanese firms like facing tremendous pressure on the procedure. Yanai, leader of being remarked that " the subprime catastrophe is not so bad, the biggest benefit it produces in the Japanese-funded enterprises, is usually to facilitate foreign investment, mergers and international companies operating difficulties from the next few years, the business will invest 40 offshore billion, combination some clothes retailers and manufacturers, hence the company's twelve-monthly turnover come to 1 trillion yen this year (US $ 10 billion) in order to accomplish this goal, the Chinese marketplace is clearly good piece of the purchasing power of its legislation a top concern. And we all know, eyeing the Chinese industry and always penetrate not only this one, Uniqlo overseas opponents in Chinese suppliers have already ended up and find area. The high-street brand like ZARA, H& M, Forever21, GAP and other fashion retail brand in the last 2 years inside the years in China after another in to the foreign low-cost fashion manufacturer, not only the top city just like Shanghai, Beijing got achievement in sale, also have stated their strategies to grow all the Chinese language market, China's domestic marketplace is staging an informal big retail store sales funnel strategy fight wars. And in fact, beginning in 2007, primary of away from the coast and intercontinental brand competition has been reported in the route argument. Uniqlo was in Seoul, South Korea, Hong Kong shop at the beginning, there have been queuing up to buy the client crazy circumstance, and have a record in Hk sales fable is also the industry as being a miracle inside the history of Hong Kong's full. However , confronted with the mainland Chinese marketplace, so many foreign fashion retail brand, to achieve the production and marketing of distinction is the right approach.
In Uniqlo beginning, the Japanese apparel market is both very expensive or perhaps high-end clothing is shoddy and cheap low-end casual clothes, low-cost superior quality clothing or a gap on the market, but the purchasing power of occupants have been constantly rising, therefore the demand for cost-effective casual clothes can imagine. Furthermore to their odd environment influenced, and in the background of globalization, the development of Uniqlo has been limited global economy. For example , the moment entering the Chinese marketplace competition, ZARA, H& Meters, Top Shop, and other trend retail brands...
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