Running head : STRATEGIC MARKETING PLAN 1
MKTG3000 Strategic Marketing Plan for Uniqlo company
Student's Name:
Institutional Affiliation:
Date:
,STRATEGIC MARKETING PLAN 2
Executive Summary
Fast Retailing Co., Asia's largest clothing retailer, owns and operates Uniqlo, a furniture store.
By 2020, they hope to have opened at least 200 superstores. Growth in the Marketplace is a
logical transition for the business, extend the business to that same Northeast. Boston, with a
different demographic and a populace that includes a substantial which aspires to be the main
trading partner. Uniqlo has increasingly gained prominence as a result of its low-cost necessities
mixed with a sleek and modern setting. Uniqlo officially has around U.S. stores in San Francisco
and also the New York area, so Boston offers the chance to proportion of Uniqlo's customer
base, helps to gain the ability to open that U.S. city. The aim of this research project was to
create a Uniqlo Business Strategy Report. As a result, an awareness of Uniqlo customers'
shopping patterns and also some their political feelings.
, STRATEGIC MARKETING PLAN 3
1. 0 INTRODUCTION............................................................................................................................................ 6
2.0 OPPORTUNITY IDENTIFIED............................................................................................................................. 6
3.0 THE MARKETING STRATEGY........................................................................................................................... 7
3.1 IDENTIFY COMPETITIVE ADVANTAGE ...........................................................................................................................7
3.1.1 SWOT Analysis of Uniqlo.............................................................................................................................10
3.2 MARKETING OBJECTIVES........................................................................................................................................13
3.3 SEGMENTATION, TARGET MARKET(S) AND POSITIONING..............................................................................................13
3.3.1 Target..........................................................................................................................................................13
IT IS AIMED AT THOSE WHO ARE HUNTING FOR STYLISH, RELAXED, AND CARRIED CLOTHING. UNIQLO CLOTHING ISN'T JUST FOR PEOPLE
WITH A LOT OF MONEY (BASTERI ET AL., 2020). SHOPPERS CAN GET A DECENT DEAL BECAUSE OF THE HIGH QUALITY AND LOW PRICE.
SINCE ALL BUYERS ARE SEARCHING FOR HIGH-QUALITY CLOTHES THAT ARE ALSO ECONOMICAL, THIS APPROACH HAS WIDENED THE
CORE DEMOGRAPHIC...................................................................................................................................................13
3.3.2 Segmentation..............................................................................................................................................14
THIS NUMERICAL EXAMPLES ON THE URBANIZED POPULACE. IT REACHES ALL AGE GROUPS AND BOTH SEXES UNDER PSYCHOGRAPHIC
SEGMENTATION ("BENCHMARKING MARKETING AND BUSINESS STRATEGY OF UNIQLO TO START-UP A RETAIL SHOP IN
BANGLADESH", 2020)................................................................................................................................................14
THE MAJORITY OF THE PAIN PEOPLE AFFECTED ARE THOSE WITH A LOWER - MIDDLE INCOMES. WORKING-CLASS, MIDDLE-CLASS, AND
UPPER-CLASS PEOPLE ARE TARGETED BY PSYCHOGRAPHIC CHARACTERISTICS............................................................................14
THE PRIMARY MARKET AT WHICH YOU'RE AIMING UNIQLO CATERS TO MEN AND WOMEN AMONGST THE AGES OF 18 AND 40 WHO
ARE LOOKING FOR CHEAPER BUT HIGH-QUALITY GEAR THAT ALIGNS THEIR PRIOR CHARACTERS...................................................14
3.3.3 Positioning..................................................................................................................................................14
UNIQLO HAS ESTABLISHED AS ITS OWN JAPANESE CULTURE BUSINESS WITH THE MISSION OF INSPIRING MEN TO ACT CONFIDENTLY.. 14
............................................................................................................................................................................... 14
FIGURE 1.0: POSITIONING MAPPING..............................................................................................................................14
THE LABEL HAS A "DESIGNED FOR ALL" TARGET MARKET AND SELLS CONVENIENT, SIMPLE FOOTWEAR THAT HELP PEOPLE WHO WEAR
DISCOVER THEIR OWN UNIQUE STYLES ("BENCHMARKING MARKETING AND BUSINESS STRATEGY OF UNIQLO TO START-UP A RETAIL
SHOP IN BANGLADESH", 2020). UNIQLO IS AN EXCELLENT TIME TO GO IF YOU'RE LOOKING FOR HIGH-QUALITY, FASHIONABLE, AND
FASHIONABLE CLOTHING. “UNLOCKING THE POWER OF CLOTHING” IS THE TASK. WE WOULD IMPROVE THE ENVIRONMENT THROUGH
OUR COMPANY BY FOCUSING ON GOODS, DISTRIBUTION CHANNELS, STAFF, SHOPS, AND COMMUNITIES. THE VISION IS WHAT WE
CALL IT. OUR AMBITION IS TO BECOME THE WORLD'S LARGEST CLOTHING RETAILER ("BENCHMARKING MARKETING AND BUSINESS
STRATEGY OF UNIQLO TO START-UP A RETAIL SHOP IN BANGLADESH", 2020). WE SINCERELY BELIEVE THAT BY DELIVERING THE
BEST CUSTOMER SERVICE EXPERIENCE ON THE HIGH STREET, WE WILL REALIZE THIS DREAM.......................................................15
4.0 APPROPRIATE MARKETING MIX................................................................................................................... 15
THE FIRM MUST CREATE PROMOTIONAL MIX STRATEGY IN ORDER TO ACHIEVE ITS GOALS IN THE MARKET IT REPRESENTS. IT WILL BE
WAY MORE EXPENSIVE. COMPARATIVELY MARKETING APPROACH BY DESIGNING MEASURES TO OVERCOME THE IDENTIFICATION OF
THOSE ACTIVITIES (YOUNGSOOK LEE, 2020). THE FOLLOWING IS AN OUTLINE OF THE SEVEN TYPES OF PACKAGING, AS WELL AS
SUGGESTED METHODS FOR EACH:..................................................................................................................................15
4 .1 PRODUCT STRATEGY.............................................................................................................................................15
UNIQLO CAN PROVIDE ADDED BENEFITS TO CUSTOMERS WHO BUY ITS GOODS, SUCH AS INCENTIVES, SHIPPING AND CREDIT, OF SOME
SUPPORT, AND SUPPORT LINE ASSISTANCE, AMONG OTHER THINGS. IT SHOULD LAUNCH NEW ITEMS THAT WILL BE IN LINE WITH
EXISTING CONSUMER TRENDS. IT MUST ACKNOWLEDGE COMMERCIAL OPENINGS AND DEVELOP NEW PRODUCTS THAT TAKE
ADVANTAGE OF THIS OPPORTUNITY . THE NEWLY LAUNCHED GOODS SHOULD BE TESTED IN TEST MARKETS BEFORE BEING FULLY
COMMERCIALIZED. THE FIRM CAN ALSO ENLARGE ITS MERCHANDISE RANGE BY INCREASING NEW GOODS LINES TO ENSURE CLIENTS
SATISFACTION. IT MUST ENHANCE THE PACKING OF ITS OUTPUT TO ENSURE EASIER TRANSPORTATION AND CLIENTS USE. ITS BRANDING
SHOULD ALSO BE VISUALLY PLEASING SO AS TO ATTRACT MORE CUSTOMERS. IT IS ALSO ESSENTIAL TO IMPLEMENT DISCOUNTS AND
MKTG3000 Strategic Marketing Plan for Uniqlo company
Student's Name:
Institutional Affiliation:
Date:
,STRATEGIC MARKETING PLAN 2
Executive Summary
Fast Retailing Co., Asia's largest clothing retailer, owns and operates Uniqlo, a furniture store.
By 2020, they hope to have opened at least 200 superstores. Growth in the Marketplace is a
logical transition for the business, extend the business to that same Northeast. Boston, with a
different demographic and a populace that includes a substantial which aspires to be the main
trading partner. Uniqlo has increasingly gained prominence as a result of its low-cost necessities
mixed with a sleek and modern setting. Uniqlo officially has around U.S. stores in San Francisco
and also the New York area, so Boston offers the chance to proportion of Uniqlo's customer
base, helps to gain the ability to open that U.S. city. The aim of this research project was to
create a Uniqlo Business Strategy Report. As a result, an awareness of Uniqlo customers'
shopping patterns and also some their political feelings.
, STRATEGIC MARKETING PLAN 3
1. 0 INTRODUCTION............................................................................................................................................ 6
2.0 OPPORTUNITY IDENTIFIED............................................................................................................................. 6
3.0 THE MARKETING STRATEGY........................................................................................................................... 7
3.1 IDENTIFY COMPETITIVE ADVANTAGE ...........................................................................................................................7
3.1.1 SWOT Analysis of Uniqlo.............................................................................................................................10
3.2 MARKETING OBJECTIVES........................................................................................................................................13
3.3 SEGMENTATION, TARGET MARKET(S) AND POSITIONING..............................................................................................13
3.3.1 Target..........................................................................................................................................................13
IT IS AIMED AT THOSE WHO ARE HUNTING FOR STYLISH, RELAXED, AND CARRIED CLOTHING. UNIQLO CLOTHING ISN'T JUST FOR PEOPLE
WITH A LOT OF MONEY (BASTERI ET AL., 2020). SHOPPERS CAN GET A DECENT DEAL BECAUSE OF THE HIGH QUALITY AND LOW PRICE.
SINCE ALL BUYERS ARE SEARCHING FOR HIGH-QUALITY CLOTHES THAT ARE ALSO ECONOMICAL, THIS APPROACH HAS WIDENED THE
CORE DEMOGRAPHIC...................................................................................................................................................13
3.3.2 Segmentation..............................................................................................................................................14
THIS NUMERICAL EXAMPLES ON THE URBANIZED POPULACE. IT REACHES ALL AGE GROUPS AND BOTH SEXES UNDER PSYCHOGRAPHIC
SEGMENTATION ("BENCHMARKING MARKETING AND BUSINESS STRATEGY OF UNIQLO TO START-UP A RETAIL SHOP IN
BANGLADESH", 2020)................................................................................................................................................14
THE MAJORITY OF THE PAIN PEOPLE AFFECTED ARE THOSE WITH A LOWER - MIDDLE INCOMES. WORKING-CLASS, MIDDLE-CLASS, AND
UPPER-CLASS PEOPLE ARE TARGETED BY PSYCHOGRAPHIC CHARACTERISTICS............................................................................14
THE PRIMARY MARKET AT WHICH YOU'RE AIMING UNIQLO CATERS TO MEN AND WOMEN AMONGST THE AGES OF 18 AND 40 WHO
ARE LOOKING FOR CHEAPER BUT HIGH-QUALITY GEAR THAT ALIGNS THEIR PRIOR CHARACTERS...................................................14
3.3.3 Positioning..................................................................................................................................................14
UNIQLO HAS ESTABLISHED AS ITS OWN JAPANESE CULTURE BUSINESS WITH THE MISSION OF INSPIRING MEN TO ACT CONFIDENTLY.. 14
............................................................................................................................................................................... 14
FIGURE 1.0: POSITIONING MAPPING..............................................................................................................................14
THE LABEL HAS A "DESIGNED FOR ALL" TARGET MARKET AND SELLS CONVENIENT, SIMPLE FOOTWEAR THAT HELP PEOPLE WHO WEAR
DISCOVER THEIR OWN UNIQUE STYLES ("BENCHMARKING MARKETING AND BUSINESS STRATEGY OF UNIQLO TO START-UP A RETAIL
SHOP IN BANGLADESH", 2020). UNIQLO IS AN EXCELLENT TIME TO GO IF YOU'RE LOOKING FOR HIGH-QUALITY, FASHIONABLE, AND
FASHIONABLE CLOTHING. “UNLOCKING THE POWER OF CLOTHING” IS THE TASK. WE WOULD IMPROVE THE ENVIRONMENT THROUGH
OUR COMPANY BY FOCUSING ON GOODS, DISTRIBUTION CHANNELS, STAFF, SHOPS, AND COMMUNITIES. THE VISION IS WHAT WE
CALL IT. OUR AMBITION IS TO BECOME THE WORLD'S LARGEST CLOTHING RETAILER ("BENCHMARKING MARKETING AND BUSINESS
STRATEGY OF UNIQLO TO START-UP A RETAIL SHOP IN BANGLADESH", 2020). WE SINCERELY BELIEVE THAT BY DELIVERING THE
BEST CUSTOMER SERVICE EXPERIENCE ON THE HIGH STREET, WE WILL REALIZE THIS DREAM.......................................................15
4.0 APPROPRIATE MARKETING MIX................................................................................................................... 15
THE FIRM MUST CREATE PROMOTIONAL MIX STRATEGY IN ORDER TO ACHIEVE ITS GOALS IN THE MARKET IT REPRESENTS. IT WILL BE
WAY MORE EXPENSIVE. COMPARATIVELY MARKETING APPROACH BY DESIGNING MEASURES TO OVERCOME THE IDENTIFICATION OF
THOSE ACTIVITIES (YOUNGSOOK LEE, 2020). THE FOLLOWING IS AN OUTLINE OF THE SEVEN TYPES OF PACKAGING, AS WELL AS
SUGGESTED METHODS FOR EACH:..................................................................................................................................15
4 .1 PRODUCT STRATEGY.............................................................................................................................................15
UNIQLO CAN PROVIDE ADDED BENEFITS TO CUSTOMERS WHO BUY ITS GOODS, SUCH AS INCENTIVES, SHIPPING AND CREDIT, OF SOME
SUPPORT, AND SUPPORT LINE ASSISTANCE, AMONG OTHER THINGS. IT SHOULD LAUNCH NEW ITEMS THAT WILL BE IN LINE WITH
EXISTING CONSUMER TRENDS. IT MUST ACKNOWLEDGE COMMERCIAL OPENINGS AND DEVELOP NEW PRODUCTS THAT TAKE
ADVANTAGE OF THIS OPPORTUNITY . THE NEWLY LAUNCHED GOODS SHOULD BE TESTED IN TEST MARKETS BEFORE BEING FULLY
COMMERCIALIZED. THE FIRM CAN ALSO ENLARGE ITS MERCHANDISE RANGE BY INCREASING NEW GOODS LINES TO ENSURE CLIENTS
SATISFACTION. IT MUST ENHANCE THE PACKING OF ITS OUTPUT TO ENSURE EASIER TRANSPORTATION AND CLIENTS USE. ITS BRANDING
SHOULD ALSO BE VISUALLY PLEASING SO AS TO ATTRACT MORE CUSTOMERS. IT IS ALSO ESSENTIAL TO IMPLEMENT DISCOUNTS AND
