marketing strategy.doc - The Analysis of Marketing Strategies of Uniqlo Executive Summary In contemporary society the economic development results in

marketing strategy.doc - The Analysis of Marketing...

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The Analysis of Marketing Strategies of Uniqlo Executive Summary In contemporary society, the economic development results in the fierce competition in the financial circle and a larger number of companies begin to adopt the effective marketing strategies in order to obtain more market share and win well- established reputation in recent years. Uniqlo, a Japanese casual wear designer, is the most popular fashion retailer and it has hired almost 30,000 employees for its production until now. Among the serious competitors, Uniqlo has tried its best to fulfill the potential goals for mass production of the services to a larger degree. This report will focus on the specific analysis of Uniqlo from several perspectives, including situational analysis, market analysis, competition analysis, marketing research and swot analysis, as well as the keys to success and critical issues solving etc. All these effective analysis can be used to provide more valuable information for other enterprises to promote the sustainable economic development in the global market. 1. Situational Analysis Uniqlo is a kind of Japanese causal wear designer. Owned by an umbrella company called Fast Retailing, Uniqlo is a fashion retailer on the rise. This clothing company was established by Tadashi Yanai in Japan, and when he established this store, it was during the World War Two and was extremely difficult for every Japanese citizen. At first, he mainly sells the male clothes and later, he adds the women’s clothing to his menswear store and rebrands the entire operation in 1984 as Unique clothing warehouse (Lamare, 2018). In the long run, he gradually enlarges its business and develops it into a bigger one as a matter of act. During the economic crisis in 2008 and 2009, he also chose to adopt the acquisition strategies for its long-run development. He has bought the Theory and Helmut Lang, as the higher-end designer of basic wardrobe components, which has helped it survive in this difficult time (Lamare, 2018). Different from other products, Uniqlo sells the clothing not the fashion. Uniqlo’s principal product is jeans, sweaters,
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jackets etc. As a matter of fact, Uniqlo is labeled as the “fast fashion”, and the creator of this company never satisfies this idea and begins to challenge this tradition, by providing the unique Japanese simple and unique crafts. Its transparency, quality and moral standards are concerned by this enterprise, in order to enhance its sustainable development and fulfill its corporate social responsibility to a larger degree (Gunner, 2018). Since its establishment, it begins to explore its overseas market for enormous profits. Its original international stores are in China and the United Kingdom and later this company is expanded to America, Hong Kong and South Korea. Since 2010, its target market also stretches to Australia, Bangladesh, France, Macau and Indonesia and so on so forth (What is the History of Uniqlo, 2018). Above all, Uniqlo, as the unique clothing warehouse, mainly sells the fashionable, functional and
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