Uniqlo Marketing Plan - PDF

Running head: MARKETING PLAN FOR UNIQLO
Marketing Plan for Uniqlo
Name of the Student
Name of the University
Author note

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MARKETING PLAN FOR UNIQLO
Executive summary
The aim of the paper is to provide a new growth strategy for Uniqlo that already has an
expanded market in the world in more than ten countries. The company will be able to grow
more by offering a new collection of sustainable designer clothing to its customers. For the
purpose, it will use cotton, bamboo and other environmental fabrics. Moreover, it will offer
the product to the young generation at a reasonable price.

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MARKETING PLAN FOR UNIQLO
Table of Contents
Situation analysis.......................................................................................................................3
Macro Environmental Factors................................................................................................3
Marketing goal...........................................................................................................................4
Marketing strategy.....................................................................................................................5
Marketing tactics........................................................................................................................6
Product...................................................................................................................................6
Price........................................................................................................................................7
Place (distribution).................................................................................................................7
Promotion...............................................................................................................................7
References..................................................................................................................................9
Appendices...............................................................................................................................11
Appendix 1...........................................................................................................................11

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MARKETING PLAN FOR UNIQLO
SITUATION ANALYSIS
Uniqlo as the name suggests is one of the well-known retailing, manufacturing and
designer clothing brand operating in Japan. The company is a subsidiary of a company named
Fast Retailing Co. Ltd. since 2005. The company operates in other countries as well such as
Australia, Bangladesh, China, Germany, United Kingdom, United States and others. The
company has 500 stores in Japan itself and has earned a lot of profit since then. The company
has been best in manufacturing cloths with best possible time and dedication (Fastretailing,
2017). However, the company also has various opportunity in the world market by further
product development and expansion. Due to the decreasing sale of the company it might face
huge threat from its competitors like H&M and Zara. For a detail analysis of company’s
threat and weakness refer to appendix one.
MacroEnvironmental Factors
Macro environmental factors determine the factors prevailing in the country that
might affect the production, operation and sale of products manufactured by Uniqlo
(Zalengera, et al., 2014).
Economic: the economic factors determine the income, GDP and purchasing power of the
customers in the economy. Accordingly, the company will set its price for the products so
that it can attract maximum market share.
Technological: Technological growth and initiative taken by the country in research and
development will help the company in using the type of technique in their manufacturing and
operation department.
Social and Cutlture: Social and cultural aspect of the country is essential for them to decide
the acceptance of the type of designer clothes they manufacture. If the society of the country