The paper “ Uniqlo Expansion Policy - Major Breakthrough with Its Advancement into the Gulf Markets Such as Dubai" is an inspiring example of a case study on marketing. UNIQLO is one of the best fashion retailers in the world. Basing its marketing and profitability in the fashion retail industry (clothing), UNIQLO is a wholly-owned subsidiary with it’ s headquarter in Tokyo Japan. UNIQLO is one of the best fashion retailers in the world. Basing its marketing and profitability in the fashion retail industry (clothing), UNIQLO is a wholly-owned subsidiary with it’ s headquarter in Tokyo Japan.
The company has become Japan’ s biggest retailer and almost the world’ s largest after the current chief executive officer, Tadashi Yanai took over the company in 1984. In a fast-developing business world, UNIQLO offers modernized and traditional designer clothes that suit every taste and preference in almost all corners of the world. The purpose of this plan is to form an international strategic marketing plan for UNIQLO Co, LTD, a wholly-owned subsidiary firm, large in size and located in Japan. The theoretical aspect of this plan will represent the marketing and international business orientation of UNIQLO in terms of the clothing industry and also the challenges that the providers of clothing and other wears face when it comes to marketing different products and updates of their marketing plans.
The plan will adopt a strategic research study to come up with qualitative data that will be analyzed for content analysis. More than that, in-depth examinations were conducted with the stakeholders of the company, such as owners, employees, as well as some of its customers. The result of all the analyzed components will be the basic strategic course outlining the strategy or course of action plans on the best ways that the UNIQLO should have its marketing proceeds. Background informationAs stated above, UNIQLO is the world’ s sixth apparel retailer with over 944 stores in the world.
Established in 1984, the company has manifested a steady growth, especially after its reestablishment by the current CEO, Tadashi Yanai, to a company that makes sales of over 568.4 billion yen (Hasegawa, 2010). It has great goals and mission of being the world’ s largest clothing retailer after its reestablishment. The table below illustrates the net sales and profit between 2002 and 2013. The company’ s current position is of high fashioned clothes, with high quality and low process.
This has been the focal point of its speedy growth over the decades to establish itself among the best selling apparel retailers in the world and the best in Japan (Haghirian, 2009). Its store performance and focuses are illustrated in the table below; Table 2: Flagship brand development FY to Aug. 2011 End Aug. FY to Aug. 2012 YoY FY to Aug. 2013(Forecast) End Aug. Japan 843 +35 845 +2 854 +9 China 80 +26 145 +65 225 +80 Hong Kong 15 +2 16 +1 18 +2 Taiwan 1 +1 17 +16 37 +20 South Korea 62 +14 80 +18 105 +25 Singapore 5 +2 7 +2 11 +4 Malaysia 2 +2 5 +3 8 +3 Thailand 0 0 4 +4 9 +5 Philippines 0 0 1 +1 6 +5 The U. K. 11 -3 10 -1 10 +0 The U. S. 1 0 3 +2 7 +4 France 1 -1 2 +1 3 +1 Russia 3 +2 2 -1 2 +0 UNIQLOTotal 1,024 +80 1,137 +113 1,295 +158 Sourced from: www. fastretailing. com/eng/group/strategy/tactics. com UNIQLO has enjoyed a market advantage in the clothing industry due to its four key business advantages: Development of products of exceptional high qualities Rapid expansion in the international scene y becoming globally relevant in its products and services Expanding market share, especially in Japan and thus becoming the Japanese top brand Forming a merger with an industrial suited company, Toray, and thus forming HITECH and becoming a uniquely functional line of innerwear of great qualities Focusing on its international marketing strategic plan, this report focuses on the international market segmentation as well as international targeting.
Putting real analysis of the company in a potential market, United Arab Emirates (UAE), that is also an economic hub of the Gulf region, this paper seeks to make the relevance of the marketing progress in the world of the company (Hasegawa, 2010). In this case, therefore, the report looks into the modes of entry into the United Arab Emirates market and the international ‘ ‘ 4ps’ ’ in the UAE market (the price, product, positioning, place) (Haghirian, 2009). The organizational framework of this strategy will focus on the microenvironment issues as well as the micro-environmental marketing factors in UAE.
These ill form the motivations or the obstacles of the company. Therefore, considering the company analysis in terms of the strategic analysis such as SWOT analysis, the marketing plan will show the relevance of the company’ s suitability to increase its international market share even into the gulf region.