The paper “ UNIQLO’ s Challenges in the New Market, Promotion and Distribution Plan" is a potent version of a case study on marketing. This report is based on UNIQLO’ s marketing plan. A marketing plan is important for any brand before it enters a new market. Even though UNIQLO is an international brand name it required an ample amount of promotion as it was entering a new market. The major marketing objective will be to convince the population, and especially the young people, to try the new and foreign brand being introduced in Brazil and to promote the brand in such manner that it achieves competitive advantage in the market For this purpose expected profits and sales were also sought out, promotion, pricing, and distribution strategies were also recommended.
Without a doubt, UNIQLO is a famous brand name and any market competitors could face fierce competition against it, Developing а Marketing Plan For A CompanyUNIQLO 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). 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). Consolidated sales of the company increased 13.2% year on year (to August 2012) to ¥ 928.6 billion, while its operating income expanded 8.7% to ¥ 126.4 billion and net income increased by an impressive 31.8% to ¥ 71.6 billion.
The UNIQLO brand is known for its strong visual identity and international market presence as seen above, which gives it a strong competitive advantage (Kaputa 2012, p. 87). The ProductWith over 60 percent of the country’ s population aged below 29 years, the market has grown 7%, (Thomas White International 2012).
Therefore, how the UNIQLO brand will be perceived will determine how the brand is accepted by the population. The major challenge will be to convince the population, and especially the young people, to try the new and foreign brand being introduced in Brazil Marketing ObjectivesSpecific Marketing Objectives The major marketing objective will be to convince the population, and especially the young people, to try the new and foreign brand being introduced in Brazil. To promote the brand in such a manner that it achieves a competitive advantage in the market Target MarketsThe target market is the young population.
Youth has been selected as the target market as about 60 percent of the population is people less than 29 years. Thus, the brand would have a better opportunity in gaining a competitive edge in the market. This may be due to the fact that the selected target market is the dominant segment of the fashion market. Expected profitsConsolidated sales are forecast to top one trillion yen for the first time, with sales of ¥ 1.069.0trln (+15.1% year on year), operating income ¥ 147.5bln (+16.6%), ordinary income ¥ 146.5bln (+17.0%) and net income ¥ 87.0bln (+21.4%).
(Result Summary 2013)