Essays on The Attractiveness of the Brazilian Market for UNIQLO's Entry Case Study

Download full paperFile format: .doc, available for editing

The paper “ The Attractiveness of the Brazilian Market for UNIQLO's Entry" is a  great example of a case study on marketing. This marketing plan presents UNIQLO’ s market position and suggests its entry strategy into Brazil as a new market. The plan is divided into the following key sections: company analysis, analysis of the product, the scope of the Brazilian market, and suggested entry mode strategy. UNIQLO’ s brand is mainly targeted at young people in Brazil since people aged below 29 years comprise 60 percent of the country’ s population. To reach this target group, the marketing campaign will use television and Internet advertisement and promotion.

Pricing strategy will involve keeping the process low to attract consumers away from major competitors such as Marisa and Lojas Renner. Government bodies that work with apparel industry players in Brazil include BRAVEST and ABIT. Products also have to be labeled in compliance with MERCOSUR requirements. The suggested market entry strategies include acquisitions and mergers, franchises, and joint venture partnerships. UNIQLO is a trendy clothing operator headquartered in Japan, having been established in 1984. The company’ s name stands for Unique Clothing warehouse and reflects the fact that much of each store’ s stock is kept on the floor where customers are able to interact with it.

It specializes in fast fashion, i.e. , clothing that is fashion-forward, moderately priced, and constantly changing in style and color (Plunkett 2008). This specialization is in line with the company’ s brand message that “ UNIQLO is a modern Japanese company that inspires the world to dress casual” (UNIQLO 2011). This paper analyses the company’ s market position and suggests its entry strategy into the Brazilian market. COMPANY ANALYSISUNIQLO is officially Japan’ s leading clothing retail chain.

It currently has 845 stores in Japan and 292 stores in other markets overseas (USA, UK, China, Thailand, France, Hong Kong, Japan, Korea, Malaysia, Philippines, Russia, Singapore, and Taiwan).


Adekola, A & Sergi B S 2007, Global business management: A cross-cultural perspective, Ashgate Publishing, Ltd., London.

Bhatia, S C 2008, Retail management, Atlantic Publishers & Distributors, New Delhi.

Cultural Exchange, ‘The Brazilian fashion market’, viewed 21 November 2012

Euromonitor International 2011, viewed 21 November 2012

Gauzente, C & Dumoulin, R 2010, ‘Franchise as an efficient mode of entry in emerging markets: A discussion from the legitimacy point of view,’ in Singh, S, Business practices and growth in emerging markets, World Scientific, New York, chapter 14, pp. 255-272.

Grail Research 2009, ‘The Global Fashion Industry – Growth in Emerging Markets’, September 2009, viewed 21 November 2012

Internet World Stats 2012, ‘Brazil Internet stats and telecom market report’, viewed 21 November 2012

Kaputa, C 2012, Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand, Nicholas Brealey Publishing.

Landmann J F & Di Si, S 2010, ‘International: How to Succeed at Entering the Brazilian Market’, viewed 21 November 2012

Nexus Infrastructure 2011 ‘Transport infrastructure in Brazil and the consequences of development failure’, viewed 21 November 2012

Office of Textiles and Apparel (OTEXA) 2012, ‘Market reports/tariffs

textiles, apparel, footwear and travel goods: Brazil’, viewed 21 November 2012

Paul, J 2008, International marketing: Text and cases, Tata McGraw-Hill, New Delhi.

Plunkett, J W 2008, Plunkett's apparel & textiles industry almanac 2008: Apparel & textiles industry market research, statistics, trends & leading companies, Plunkett Research, Ltd., Houston, TX.

Rupp, J 2010, ‘Brazil boasts an expanding textile and apparel industry and one of the fastest-growing economies worldwide’, 2010 ITMF Annual Conference: Brazil and Its Textile Industry, viewed 21 November 2012

Shimp, T A 2005, Advertising, promotion, and other aspects of integrated marketing communications, 8th edn, Cengage Learning, New York.

Stafford, M R & Faber, R J 2005, Advertising, promotion and new media, M.E. Sharpe, New York.

Thomas White International 2012, ‘Retail sector in Brazil: riding the wave of middle class growth and consumer credit boom’, BRIC Spotlight, viewed 20 November 2012

Trading Economics 2012, viewed 21 November 2012

UNIQLO 2011, ‘UNIQLO business’, viewed 19 November 2012

Download full paperFile format: .doc, available for editing
Contact Us