Improving Marketing Strategy for Uniqlo Company

The research study aims to improve the marketing strategy of Uniqlo Company, a Japanese casual wear brand, to boost sales volume within a specific period. The company is known for providing high-quality products and services at low prices, but needs to revise its marketing mix strategy to stand out among competitors. The internal and external analysis highlights the importance of improving fashion trends, distribution channels, and promotional activities to retain existing customers and attract new ones.

Script

SLIDE: 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.
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 to the fashion retail industry ("Mens, Womens & Childrens
Clothing | Lifewear | UNIQLO UK," 2017).
Mission statement of Uniqlo Company
The mission statement of the company states that the company provides the 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 is continuously improving its
unique style through innovative skills and technology in order to provide the competitive
advantage to the company.
Vision statement of Uniqlo Company
The vision of the company to become world’s number one casual apparel brand through
satisfies the customers with the high quality of products and services. The company is using
management model in order to control the production which minimizes the retail prices.
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 to the
fashion retail industry ("Mens, Womens & Childrens Clothing | Lifewear | UNIQLO UK," 2017).
Mission statement of Uniqlo Company
The mission statement of the company states that the company provides the 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 is continuously improving its unique style through innovative skills
and technology in order to provide the competitive advantage to the company.
Vision statement of Uniqlo Company
The vision of the company to become world’s number one casual apparel brand through satisfies the
customers with the high quality of products and services. The company is using management model in
order to control the production which minimizes the retail prices.
SLIDE: Research methodology
The research is exploratory in nature which mainly focused on the assessment of the industry and
internal environment of the company in order to improve the marketing strategy of the company.
The case study method is used to conduct the research study in order to gain the in-depth
understanding of the policies and strategies of the company. The customer survey is done
through questionnaire tool for determining the perceived value of the products and services in the
eyes of the customers. The mixed method of research design is used which is a combination of
qualitative and quantitative research. The mixed research design method helps to collect the

different information and it enables to develop the interrelationship between the findings. The
qualitative data is collected through conducting the interviews which enables to collect the in-
depth information related to the company.
SLIDE: Data analysis
1. The majority of customers are females which are higher than the male’s respondents.
The sixty-five percent of the respondents are females, and thirty-five percent are males.
2. The research shows fifteen percent are married, sixty-five percent are singles, five
percent are divorce, ten percent are engaged, and five percent are the widow.
SLIDE: Continue
3. The customer survey shows thirty-five percent are the business man, fifty percent are
doing jobs, ten percent are unemployed, and others such as students are five percent. So
the majority of buyers are doing a job.
4. The customer survey shows that thirty percent of the respondents are lies under the age
group of 18 or more, forty-five percent of the respondents come under the age group of
26-35, ten percent come under the age group of 35 or more.
SLIDE: Continue
5. According to the customer survey twenty-six percent of the respondents buys under
ranging from 50 or less, fifty-four percent of the respondents buys ranging from $50-
$100, and twenty percent buys ranging from $100 or more.

6. According to the customer survey the quality is rated highest by the eighty-five percent
out of the hundred by the respondents, seventy-five percent is rated to design by the
respondents, eighty percent are rated to eco-friendly out of hundred, fifty percent is rated
to fashion trends, and eighty percent is rated to price.
SLIDE: Continue
7. According to the customer survey eighty percent of the respondent’s rate moderate
impact of more convenient location, and twenty percent rated high impact. Thirty percent
rate moderate impact of professional and easy to use online shop and seventy percent rate
high impact. Twelve percent rate moderate impact of promotions and seventy-eight
percent rate high impacts. Seventy percent rate moderate impact of discount and thirty
percent rate high impact of discount. Thirty percent rate moderate impact of user friendly
website and seventy percent rate high impact of user friendly website. Eighty percent rate
high impact of adverts and twenty percent rate moderate impact of adverts. Seventy-five
percent rate moderate impact of sale and twenty-five percent rate high impact of sales.
8. Eighty-nine percent of the respondent's state yes for the shopping at Uniqlo in the future
whereas five percent state no and six percent are not sure.
SLIDE: Continue
9. Ten percent of the respondents hear from words of mouth, twenty-five percent hear from
advertisement, thirty percent hear from a newspaper, thirteen percent hear from features
in press, seventeen percent hear from online, and five percent from others.

10. Thirty five percent are agree with the statement that I like to do online shopping because
of the convenience and twenty five percent are neither agree nor disagree, and forty
percent are strongly agree. Fifteen percent are agree that I like to do shopping where
prices are low with high quality of products and eighty five percent are strongly agree.
Forty percent are agree that I like to buy clothes at festive season; forty five percent are
neither agree nor disagree, and fifteen percent are strongly agree. Five percent are
strongly disagree that the advertisement encourage me to do shopping, five percent are
disagree, fifty five percent are agree, ten percent are neither agree nor disagree and
twenty five percent are strongly agree.
SLIDE: Findings and conclusion
It is recommended to continue the differentiation and cost leadership strategy in order to provide
the competitive advantage to the company. It is suitable for the company as it is the most feasible
growth strategy which helps to generate higher revenue within the specific period of time.
The company needs to improve the following areas:
 Improved products and services
 Reinforcing distribution network through using effective channels
 Improvement in promotional activities
It can be concluded that the Uniqlo Company needs to revise its marketing mix strategy in order
to stand out among the competitors within the same industry. The internal and external analysis
shows that the company is famous for providing high quality of products and services at low
prices. The customers are satisfied with the quality of products and services but it requires to
improve the fashion trends in order retain the existing customers and attracting new customers.
The company needs to improve its channel of distribution in order to provide convenience to the
target audience. The high promotional activities and production of latest fashion trending clothes
helps to generate high revenues for the sustainable long period of time.