Uniqlo Company 3 Research Question 4 Background of the Study

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Table of Contents
Chapter- 1 (760)......................................................................................................... 3
Introduction................................................................................................................ 3
Aim of the study...................................................................................................... 3
Introduction of Uniqlo Company.............................................................................. 3
Mission statement of Uniqlo Company....................................................................3
Vision statement of Uniqlo Company......................................................................3
Research question................................................................................................... 4
Research objective.................................................................................................. 4
Background of the study............................................................................................ 4
Chapter- 2(1500)........................................................................................................ 5
Literature review........................................................................................................ 5
Analysis and its tools............................................................................................... 5
Marketing strategy and strategic choices...............................................................5
Marketing mix and its elements.............................................................................. 6
Chapter -3(1000)........................................................................................................ 6
Methodology............................................................................................................... 6
1. Research design................................................................................................ 6
2. Sampling and Data collection procedures.........................................................6
2. Data analyzing tools......................................................................................... 6
Chapter- 4(2500)........................................................................................................ 6
Data analysis.............................................................................................................. 6
1. Pestle analysis.................................................................................................. 6
2. Steeple analysis................................................................................................ 6
3. Market segmentation........................................................................................ 6
Market overview................................................................................................... 6
Markets segments................................................................................................ 6
4. Competitors analysis......................................................................................... 6
5. Internal analysis................................................................................................ 6
6. SWOT analysis.................................................................................................. 7
Chapter- 5.................................................................................................................. 7
Findings...................................................................................................................... 7

Competitive and growth strategy............................................................................7
Chapter-6................................................................................................................... 7
Recommendations (300)............................................................................................ 7
Conclusion.................................................................................................................. 7
References................................................................................................................. 8

Chapter- 1 (760)
Introduction
The focus of the research study is to improve the marketing strategy of the Uniqlo
Company in order to boost the sales volume within the particular period of time.
The marketing strategy plays an important role in enhancing the revenue
generation through attracting the target audience which enables to achieve the
mission and vision of the company. According to the Drucker et al., 1973 the
strategic marketing is defined as the process which comprised of business factors,
environmental analysis and market competitive which impacts the business units
strategies. It includes the choosing of market target strategies for the target
audience in order to enhance the sales volume of the company. Hart & Stapleton et
al., 1977 explains that the marketing strategy is a statement which helps to achieve
the marketing objectives for example gaining competitive advantage in order to
stand out among the competitors with in the same industry. The marketing is a
process which is used to develop the interest of the customers in order to maximize
the sales volume of the company.
Walter et al., 1992 states that the strategic marketing is related to the coordination
of marketing resource which helps to provide the competitive advantage to the
company. Harper & Bagh et al., 1990 states that appropriate case needs to be
understand in order to improve the marketing objective of the company. Lambini et
al., 1997 states that the opportunities are determined through external analysis.
The market strategy should be centered in order to achieve the marketing objective
which leads to accomplish the long term goals of the company. Aramario & Lambin
et al., 1991 states that the marketing strategy is oriented towards the achievement
of long term objectives of the company.
Aim of the study
The aim of the research study is to determine the measures in order to improve the
marketing strategy of the company.
Introduction of Uniqlo Company
The Uniqlo Company is a Japanese casual wear which is completely owned by the
fats retailing company. The company currently operates in fourteen countries other
than the Japan. It is founded in the year 1949 at japan. The total employees of the
company are approximately 30,000 and the company comes under the fashion
retail industry.
Mission statement of Uniqlo Company
The mission statement of the company states that the company provides high
quality of products and services to all the categories of social groups in order to
make them feel better which enables to change the world little better. The company