Uniqlo's Entry into Indian Fashion Market: A Marketing Analysis

Running head: MARKETING IN AN INTERNATIONAL ENVIRONMENT
BUS710
Marketing in an International Environment
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1MARKETING IN AN INTERNATIONAL ENVIRONMENT
Executive Summary
This report focuses on Uniqlo’s entering in Indian fashion market. Uniqlo is one of the top
fashion retailers in the world. In the first part of the report, the background of Uniqlo is given
along with resources. In the following part, the external environmental analysis is given. Indian
political and economic situations provide the positive signs of entering the Indian market. India
has a large customer base and fashion trends are different as per the customer wise. Indian legal
system is not rigid enough and India allows 100% FDI in the fashion industry. Uniqlo can target
the upper-middle-class people in both genders as the target market. Competition in Indian
fashion retailing is high and the customers’ bargaining power is also high in India. Uniqlo needs
to do market research and their product line stretching strategy along with competitive pricing
will work in India.

2MARKETING IN AN INTERNATIONAL ENVIRONMENT
Table of Contents
1. Introduction..................................................................................................................................3
2. Company Background.................................................................................................................3
Outlining Uniqlo..........................................................................................................................3
Outlining organisational resources..............................................................................................3
Strengths and Weaknesses of Uniqlo:.........................................................................................4
3. Market selection...........................................................................................................................4
External environmental analysis..................................................................................................4
Market segments..........................................................................................................................7
Target Market..............................................................................................................................8
Competitors’ analysis..................................................................................................................8
4. Conclusion.................................................................................................................................10
5. Recommendations......................................................................................................................11
Reference List................................................................................................................................12

3MARKETING IN AN INTERNATIONAL ENVIRONMENT
1. Introduction
The purpose of the report is to analyse the international marketing based on macro and
microenvironment of Uniqlo in a totally new international marketplace. This report is going to
highlight the suitability of business environment of India for Uniqlo brand, famous fashion Retail
Company. The scope of the report is to explain the market of India for Uniqlo brand and further
recommendation is given for the brand. However, this report provides further opportunity to
create a marketing plan for Uniqlo entering the Indian market.
2. Company Background
Outlining Uniqlo
Uniqlo is a wholly owned subsidiary of the parent company Fast Retailing. Uniqlo is in
the fashion retail industry and this company was founded in the year 1949. Uniqlo has it
headquarter in Midtown Tower, Tokyo, Japan. Uniqlo is a Japanese casual wear manufacturer,
designer and retailer. Fast Retailing took the strategy of a retailer of private-label apparel which
means Uniqlo sells the own clothing products and sell the products exclusively. Uniqlo has
almost more than 830 stores in Japan and sales figure touched among the top five retailers across
the globe. Uniqlo recently has 3290 stores worldwide (16 countries at present) (Uniqlo.com
2018).
Outlining organisational resources
Financial resources: In the year 2017, revenue of Uniqlo was $16,862,141 thousand and
only Uniqlo Japan made the revenue of 810 billion Yen (Uniqlo.com 2018). Operating profit of