Table of Contents
1. Company Background
1.1 Company Vision
1.2 Company Mission
1.3 Company objectives
2 .Situational Analysis
2.1 Micro (Internal)
... [Show More] Environment
2.1.1 Customer Environment- Consumer Buying Process
2.1.1.1 What Consumers see in Uniqlo
2.1.1.2 Where do Consumers get products
2.1.1.3 E-Commerce
2.1.2 Benefits of Purchasing Uniqlo’s product
2.1.3 Review of Current Goals & Objectives
2.1.3.1 Goals & Objectives Analysis
2.1.3.1.1 Brand Awareness
2.1.3.1.2 Brand Preference
2.1.3.1.3 Marketing Performance & Share
2.2 Macro (External) Environment
2.2.1 Competitor/Substitute Situation
2.2.1.1 Strengths & Weaknesses
2.2.2 Economic Situation
2.2.2.1 Purchasing Patterns (Buying Power)
2.2.3 Political & Legal Situation
2.2.4 Changes in Technology
2.2.4.1 Product Information & Comparison Shopping
2.2.4.2 Place & Timing of Purchase Decisions
3. S.W.O.T Analysis
4. Marketing Mission & Objectives
4.1 Mission
4.2 Objectives
4.2.1 Qualitative Objective
4.2.2Quantitative Objective- Target Sales
5 Primary Target Market
5.1 Characteristics of Market
“Uniqlo. Made For All.” Page 1
5.1.1 Demographics
5.1.1.1 Gender
5.1.1.2 Age
5.1.1.3 Income
5.1.2 Psychographic
5.1.2.1 Personality
5.1.2.2 Lifestyle
6 Marketing Mix
6.1 Product Analysis
6.1.1 Description
6.1.2 Comparison
6.1.2.1 Packaging
6.1.2.2 Strategies
6.1.3 Features/Level
6.1.3.1 Core Benefit
6.1.3.2 Actual Product
6.1.3.3 Augmented Product
6.14 Product Line Filling
6.1.4.1 New Product Introduction
6.15 Market Positioning
6.2 Pricing
6.2.1 Pricing Strategy
6.2.1.1 Below Competitors’ Prices
6.2.1.2 Value-Based Pricing
6.3 Place
6.3.1 General Distribution Strategy
6.3.2 Channels & Intermediaries
6.3.3 Customer Convenience
6.3.4 Location Choice
6.4 Promotion
6.4.1 Promotional Strategies
6.4.1.1 Advertising
6.4.1.2 Sales Promotion
6.4.1.3 Direct Marketing
6.4.2 Cost of Promotion
7 Marketing Implementation
7.1 Structural Approach & Survey Analysis
7.2 Tactical Activities
8 Evaluation & Control
8.1 Activities Monitoring
“Uniqlo. Made For All.” Page 1
9 Financial Analysis
9.1 Monthly Expenses (Promotion & Advertising Costs)
10 References
11 Appendix: Market Survey
1. Company Background
Uniqlo started off as “Unique Clothing Warehouse”, a division of Fast Retailing Co. Ltd,
specializing in men’s casual wear. The brand name Uniqlo, pronounced “You-Nee-Klo”
was born when the three words were joint. During the decade-long Japan economic
downturn otherwise known as “The Great Recession”, while majority of retail firms hit a
major slump, Uniqlo took the situation to its favour by catering to the needs of customers
who were then, very cost-conscious by marketing cheap clothes. Uniqlo earned an
enormous heap of profits from there. This marketing strategy stimulated such growth that
within 10 years from the opening of its first store, there were already 100 stores in
operation.
On 1st November 2005, UNIQLO Co., Ltd. was officially inaugurated post-corporaterestructuring, and currently exists as an exclusive subsidiary of Fast Retailing. Despite
having gone through a series of peaks and valleys, Uniqlo has undeniably emerged as Fast
Retailing’s Cashcow [Show Less]