BX3082 - International Marketing
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Added on 2019-10-31
BX3082 - International Marketing
Added on 2019-10-31
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Running head: INTERNATIONAL MARKETING PLANInternational Marketing PlanStudent’s name:Name of the university:Author’s note:
1INTERNATIONAL MARKETING PLANIntroductionUniqlo Co., Ltd. is a Japanese manufacturer and designer of casual wear. Fast RetailingCo., Ltd. has been the parent organisation of Uniqlo since 2005. The products of Uniqlo areavailable in Japan and many other Asian countries like Indonesia, Bangladesh and Australia.Uniqlo was established in the year 1949 at Yamaguchi in Japan (Uniqlo.com, 2017). Headquarterof the organisation is in Minato, Tokyo. The CEO of the organisation is Tadashi Yanai. Thenumber of employees of the organisation is right now 30,000. In the year 1997, Uniqlo took thestrategy of private-label apparel as it meant that the organisation started to produce own clothing.Uniqlo engaged the retail consultancy brand as market strategy. Japan at that time went through arecession and low-cost clothes became popular. Uniqlo took the advantage and they startedoutsourcing from China as labour was cheap in China. The organisation has been expanding itsbusiness since the beginning and in 2017 February, it reached 1800 stores in worldwide. This report aims to describe the marketing plan of Uniqlo in expanding its business inUAE and analyse the potentiality of UAE as the host country. This report contains three mainparts; situational analysis, marketing plan and control plan. In order to get the idea of situationalanalysis, PESTLE, SWOT and competitor analysis will be done. In the marketing plan, thisreport will set the marketing objectives and marketing entry strategies for Uniqlo. In thefollowing part, STP analysis will be conducted and marketing mix will help Uniqlo to have thebetter marketing strategy. In UAE, Uniqlo needs to understand the customers' preferences andbehaviour in order to market the products. In the final part of the report, marketing control willbe done through giving contingency plan as any risk might come. 2.3. Market size assessment
2INTERNATIONAL MARKETING PLANGlobal Islamic Economy report stated that spending on Islamic fashion was approx 243billion US dollars in the year 2015. UAE is going to be the best environment in order to supportthe condition, whereas, only in Dubai, the fashion clothing market value estimated as $4.2 billion(Thenational.ae, 2017). In modest fashion, Dubai has taken the place in design and production ofretail shopping of fashion clothes. UAE has almost all international fashion brands, Zara, Gucci,Louis Vuitton and H&M. In UAE, it has been observed that modest fashion clothing that suitsthe taste of Islamic sense is growing high on demand basis. In case of Muslim women, Dolce andGabbana just released the women Hijab and Abaya collection in Dubai like another fashionbrand (Thenational.ae, 2017). The concept of modest fashion is getting popular in UAE as thewomen want the international fashion brands should design the dresses that must support theirfaith still express the fashion sense and their preferences. The fashion industry is expected tothrive as UAE is observing new shopping complex, malls; these nurture the clothing market andlook for potential. In case of apparel and footwear, it valued $15 billion in the year 2016 andapparel industry took 73% of market share in UAE (Huang, Kobayashi & Isomura, 2014). In UAE, the fashion clothing industry has been flourishing and it is evolving andadapting the latest design, style and trends that cater international and native clientele (Cific,Ekinci & Whyatt, 2014). Apart from international players, fashion brand leaders in the UAE areVogue Arabia, UAE Uniforms and Louzan Garments Factory. The numbers of Emirati designerswho are women are trying to tap into innovative fashion clothing industry through creativedesigns. These women know about the taste and preferences of clothes of Arabian women. In theprevious time, fashion clothing industry lacked the variety and this concept is supported byonline e-commerce providers such as Noon.com, Namshi.com and Asos.com. By the end of2020, the fashion sector for Islamic clothing only will touch $900 billion (Tarlo, 2016).
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