Essays on Uniqlos Strategic Marketing and Innovation Case Study

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The paper "Uniqlo’ s Strategic Marketing and Innovation" is a good example of a marketing case study.   The largest population segment in New Zealand composes of the young generation. These are people who have a disposable income to use in purchasing clothes and other luxurious materials. As a result, the company should target this market segment in order to position its products strategically in the market. The current trends indicate that there has been a dramatic change in the consumption behavior of the customers in New Zealand. This is after the country has gone through the global financial crisis.

As a result, people are now returning back to their previous buying trends. Therefore, the firm should take this opportunity to enter the market before other interested investors can segment the market and create barriers to entry (McLoughlin & Aaker 2010). Targeting the Market Market targeting should be based on the specific consumption behavior of each segment. For instance, the products that target young people should be completely different from those of old people. Furthermore, the marketing of these products should be done separately in order to capture the tastes and preferences of the target market (Molloy & Larner,   2013).

Other targeting measures should include the location of the customers, income levels of specific market segments, and age. These parameters will ensure that the company understands the interests of each segment. Brand Positioning Before Uniqlo Co. , Ltd decides on the effective brand positioning strategy, intensive market research should be conducted. Currently, markets have become very dynamic with the customers shifting from one product to another based on their changing needs. Once the research is complete, the business should identify the major competitors, their strengths and weaknesses.

It should also note their differentiation strategy and its markets share. This will be significant in enabling the business to develop a very distinctive and value-based concept of positioning. Lastly, the company should come up with a well-thought positioning statement and customer value propositions which will be used during the development of communication in the organization. Market Share Estimation Uniqlo Co. , Ltd should estimate its market share based on the overall potential buyers in the market. This could be achieved through estimating the share of the existing firms such as Finz over the total number of purchases made by the customers.

Based on the information, the company should, therefore, be able to estimate the possible market share that can be achieved based on its global experience and its diversified human resource. Product or Service Offering The company will offer different fashion designs for men, ladies, and even children. The quality aspect will be the main focus for developing a value proposition. In addition, the company will offer rewards to loyal customers in order to appreciate their contribution towards sustaining the operations of the company. The company has been in existence in different markets that have different cultures, and consumption behavior.

Therefore, the employees have adequate experience on how to improve the competitiveness of the business in the market. This will have a major impact on the competitive advantage of the business. In addition, it will enable the business to position its products strategically in the market.


Kotler, P., & Kotler, P. 2009. Marketing Management. Harlow, England: Pearson/Prentice Hall.

McLoughlin, D., & Aaker, D. 2010. Strategic Market Management: Global Perspectives. Hoboken, N.J: Wiley.

Molloy, M., & Larner, W. 2013. Fashioning Globalisation: New Zealand Design, Working Women and the Cultural Economy.

Winer, R. 2011. Marketing Management. Upper Saddle River, N.J. ; Harlow: Pearson Education.

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