Assignment On Improving Marketing Strategy Of Uniqlo Company
48 Pages8588 Words672 Views
Added on 2019-09-25
Assignment On Improving Marketing Strategy Of Uniqlo Company
Added on 2019-09-25
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UNIQLO COMPANYResearch Report
Table of ContentsExecutive Summary.........................................................................................................................3Chapter- 1........................................................................................................................................4Introduction......................................................................................................................................4Aim of the study...........................................................................................................................4Introduction of Uniqlo Company.................................................................................................4Mission statement of Uniqlo Company.......................................................................................4Vision statement of Uniqlo Company..........................................................................................4Research question........................................................................................................................5Research objective.......................................................................................................................5Background of the study..................................................................................................................5Chapter- 2........................................................................................................................................6Literature review..............................................................................................................................6Analysis and its tools...................................................................................................................6Marketing strategy and strategic choices.....................................................................................6Marketing mix and its elements...................................................................................................7Pestle analysis..............................................................................................................................7Strategic choices and Marketing..................................................................................................8Chapter -3........................................................................................................................................8
Methodology....................................................................................................................................81.Research design....................................................................................................................82.Sampling and Data collection procedures............................................................................82.Data analyzing tools.............................................................................................................9Chapter- 4......................................................................................................................................10Data analysis..................................................................................................................................101.Pestle analysis.....................................................................................................................102.Market segmentation..........................................................................................................10Market overview.............................................................................................................10Markets segments............................................................................................................113.Competitors analysis...........................................................................................................124.Internal analysis..................................................................................................................125.SWOT analysis...................................................................................................................21Competitive and growth strategy...............................................................................................21Chapter-6.......................................................................................................................................23Recommendations..........................................................................................................................23Conclusion.....................................................................................................................................23Reflective report............................................................................................................................23References......................................................................................................................................25Appendix........................................................................................................................................28
Executive SummaryThe research is conducted on the Uniqlo Company in order to improve the marketing strategy of the company which directly boosts the sales volume of the company. The primary and secondary research method is used to conduct the research. The secondary research is conducted through accessing the annual reports and sensitive information of the company and primary research is the customer survey through questionnaire in order to determine the customer needs and preferences which are required to improve the marketing strategy of the company. The results shows that the company needs to improve theproducts through providing fashion trends clothing to the target audience, more promotional activities needs to be conducted in order to improve the brand image in the eyes of the customers and storage designing needs to be improved which helps to improve the sales volume of the company.
Chapter- 1 IntroductionThe 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 inthe 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 studyThe aim of the research study is to determine the measures in order to improve the marketing strategy of the company. Introduction of Uniqlo CompanyThe 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 CompanyThe 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 CompanyThe 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. Research questionThe following research questions are designed to determine the measures in order to improve themarketing strategy of the Uniqlo Company:1.What is the current marketing strategy of the company?2.What are the most effective promotional activities of the company?
3.How to improve the marketing strategy of the company in order to boost the sales volume?Research objective1.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 the company. Background of the studyAccording to the Bradley et al., 1991the strategic marketing is defined as the process which is based on the target market segments, marketing objective, policies and marketing positioning of the company. Ansoff et al., 1985 states that the profitability is one of the elements which is used to develop the market strategy in order to achieve the marketing objective within the specific period of time. Boyd et al., 1998 states that the analysis activity is one of the important activities which is used to develop the marketing strategy. Lambin& Jean-K Jacques et al.., 2000 mentioned that the good analysis leads to the development of good strategic marketing plan. Dayet al., 1986 states that there are seven determinants which are used to develop the strategic marketing plan, namely, flexibility, profitability, vulnerability, validity, feasibility, coherence and opportunity. Drummond et al., 2001 states that the in-depth understanding of marketing and its environment helps to formulate the good strategic marketing plan.
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