Research on Uniqlo Company's Marketing Strategy

Added on - 12 Oct 2019

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UNIQLO COMPANYResearch Proposal
Table of ContentsBackground......................................................................................................................................2Company Background..................................................................................................................2Client background........................................................................................................................2Industry background....................................................................................................................2Research questions...........................................................................................................................2Research objectives.........................................................................................................................3Research methods............................................................................................................................3Research design............................................................................................................................3Data collection.............................................................................................................................41.Semi-structure...................................................................................................................42.Group interviews...............................................................................................................43.Questionnaires...................................................................................................................44.Multi-source secondary data.............................................................................................5Data analysis................................................................................................................................5Timescale.....................................................................................................................................5Resources.....................................................................................................................................71.Finance..............................................................................................................................72.Human experience.............................................................................................................73.Professional consultant.....................................................................................................7The expert advice has been taken from the professional consultants in order to conduct theresearch in an effective manner................................................................................................74.Proposed cost....................................................................................................................75.Equipment.........................................................................................................................76.Data access........................................................................................................................7References........................................................................................................................................8Appendix..........................................................................................................................................9
How to improve the marketing strategy in order to boost the sales volume ofthe Uniqlo Company?BackgroundCompany BackgroundThe Uniqlo Company is a Japanese casual wear company which comes under the fashion retailindustry. The company was founded in 1949, and headquarter is in Japan. The company operatedin fourteen countries globally, and the company serves clothes as products. It is the subsidiarycompany of Fast retailing, and it has approximately thirty thousand employees.Client backgroundThe client of the company is worldwide who are satisfied with the high quality of products andservices provided by the company. The clients are mainly from middle family background whocan offer the price of the products and services.Industry backgroundThe clothing market of Hong Kong has approximately 796 manufacturers and the total numberof import and export is 15,110. The manufacturers of Hong Kong are contributing towards thereduction of operations cost in order to maximize the sales volume. The performance of industryin the recent years has been improved and the total export is improved by 12% in the year 2016.Research questionsWhat is the current marketing strategy of the company and how to improve the marketingstrategy of the company in order to boost the sales volume?
Research objectives1.To determine the current marketing strategy of the company.2.To determine the impact of marketing strategy on the sales volume of the company.3.To determine the most effective promotional tool for the company.4.To determine the key resources for developing the competitive advantage to thecompany.Research methodsResearch designThe case study approach is used to conduct the research study because the research questions areexplanatory due so the case study approach will be suitable in order to gain the understanding ofdeeper understanding related to the improvement of the marketing strategy of the company (Yinet al., 2013). The mixed research design is used to conduct the research study which is thecombination of qualitative and quantitative data collection and technique (Creswell et al., 2013).Research OnionThe research onion includes five layers. Following are the layers:a.Data collection methodsThe qualitative and quantitative methods are used to collect the data.b.Time horizonsThe time horizon of conducting the research is 122 days.c.Research strategy
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