Marketing Audit Of UNIQLO

Marketing mix is a business term that refers to the tool used in marketing. Utilizing marketing mix when determining a product or brand goes hand-in-hand with the 4P 's price, product, promotion, and place. Marketing mix is required for organizations when planning or implementing new marketing strategies. When planning an effective market strategy it is essential to utilize these elements to develop an effective plan..

H&M has always enjoyed a leading position in the global ‘fast fashion’ and apparel market. With threat on its radar it now must evaluate the sustainability of competitive advantage with regards its strategic capabilities. As part of this assignment we shall take a look at four primary areas of importance.

The threat of new entrants is low, as Uniqlo is a strong and well-known brand in the retail industry. So in order to be able to compete with them, new entrants must have lots of capital and reputation to start up their business in the retail industry. It is expensive to enter a retail industry with a strong and well-known brand like Uniqlo.

Therefore customers is the most important stakeholder after startup of any businesses. Uniqlo’s current customers are both gender male and female has focus and aged between 15 to 40 years old. They are also has education level as secondary level and above and most of the customers are students and adults whose income range RM500 to RM4000.Uniqlo customers are mainly from urban area and all races. Uniqlo’s customers also included of existing UNIQLO fans, newcomers to UNIQLO and also some random fashion lovers. Most of the customers will visit Uniqlo retail stores at first to find out the clothes or design they are looking for and if they found they will pay for it. By this Uniqlo will grow in number and can get feedback from customers that Uniqlo could evaluate their needs and wants. So uniqlo can offer the more new products or product that can fulfill customers’ desire. If Uniqlo successfully implement customers need and wants sure the management can develop Uniqlo’s products, build customer perspective, embracing innovations and challenge and committing ethical standards. Also consumers are directly contributing to sales and profits of the business. Large popularity of consumers also resulted in efficient and effective

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

American Apparel (AA) is a well-known United States clothing brand that has gained recognition among the retail industry. American Apparel headquarters is located in Los Angles, California where it manufactures and distributes its clothing products. It is known in today’s society, to be sweatshop free and has a strong belief of workers’ rights. However, American Apparel has had a downfall in the retail industry losing revenue. This research of American Appeal will provide feasible reasons why the company should enter China international market to improve on sales revenue.

China: A market considered to be a giant in fashion and luxury. As lucrative and attractive for many brands as it may seem, it is equally delicate and peculiar to operate in and grasp its opportunities and benefits. Therefore, as high of a return that this market can bring to a brand venturing into it, as high of a risk and challenge it is to successfully operate in it.

Established in France in 1854, Louis Vuitton, known as the oldest supplier of French luxury fashion goods, became known for its exquisite leather bags and trunks. Louis Vuitton opened its first overseas location in 1885 located in London, England. In 1888, Louis Vuitton developed the Canvas Damier Pattern which provided brand recognition and a symbol of product excellence. In 1977, Louis Vuitton expanded into the Japanese market. Opening stores in Tokyo and Osaka. Louis Vuitton has experienced a great amount of success in the Japanese market. This case study will analyze the Japanese luxury market, Louis Vuitton’s business model in this market and

A large number of international companies started establishing their business in China due to its attraction as a low-cost production base and the growing importance of the Chinese domestic market to the world economy, and its attraction as a low-cost production base. China gradually opened its consumer market of over 1.3 billion people to the rest of the world since 1990s. It is true that China represents a huge market for international that where these opportunities lie and how to access them, as it can be extremely challenging (Hexter and Woetzel, 2007). There are many retail firms such as Procter & Gamble, Unilever, Metro, Tesco, Walmart, and Carrefour which are trying to grasp those opportunities. According to a China annual business climate survey, 2016 (American Chamber of Commerce in People’s Republic of China), 71% of the member firms stated that their businesses was running profitable. Report by Kearney (2013), lists China as the topmost desirable developing retail market in the world and predicted that in coming years it will also be the largest world market for luxury goods. Despite the the rapidly growing economy of China many international companies are struggling for success such as Tesco, Walmart, best Buy, Groupon, google and many more (Hingley et.al, 2008).

Luxury product sales boost in the emerging marketing like China, which has extraordinary growth and strong potential consumers for the development of luxury goods in the China market. With gradually lower and lower increase of revenue in the European countries, Louis Vuitton (abridged as LV in the following sections) commits itself to set up more stores in China. However, LV is faced with the problems of declining profits in China, which urges it to adjust its entry strategy into the China market. In this case, this report will focus on distinguishing the factors that influence LV’s development in China and

Within the fashion market, there are many products being sold where their performance are at a much better quality and available to purchase for at an affordable price but then there

This report examines the strategic management of the international iconic fashion company- Prada. In this report we conduct an analysis of the external and internal environments and identify strengths, weaknesses, opportunities and threats of the Prada. The key issues identified in the environment analysis is the Prada’s future market especially China. The report reviews the financial and non-financial objectives of the company’s strategies and their affects for the stakeholders. Prada is engaging in their attempts to achieve their objectives. The strategic

Production of Uniqlo base set up not only in China, but also slowly passed into other Asian countries as well. The production facilities absolutely dispersed, assuring the application of the quality management system of goods through multinational technology. Uniqlo send

UNIQLO was a Japanese apparel brand under UNIQLO Co., Ltd established in 1974. They offered “MADE FOR ALL” high quality causal wear at competitive price. The firm had earned a huge success and high reputation. They were starting online businesses in 2000 and stepped forward outside Japan, in 2001 opening their first oversea outlets in London UK. As international brand, UNIQLO set up their design studio for own products development next year. As of August 2011, UNIQLO international had 181 stores including China, Taiwan, Hong Kong, Korea, Singapore, Malaysia, UK, USA, France and Russia, Japan had 843 stores, totally 1,024 stores in worldwide.

With the government’s aim to bolster domestic spending and the vast potential for consumer consumption in the retail apparel market, Bossini has identified China as a key growth driver in the medium and long term. Bossini has devoted many resources to develop this market, making China a central part of their corporate strategy. What has Bossini done to penetrate