UNIQLO Organizational Culture: An Analysis Based on Edgar Schien Theory

Running Head: CULTURE AND ORGANISATION 0
Culture and Organisation

CULTURE AND ORGANISATION 1
Table of Contents
Background................................................................................................................................2
Introduction................................................................................................................................2
Theoretical framework and limitations......................................................................................4
The Edgar Schien theory........................................................................................................4
Justification of the Framework...................................................................................................6
Analysis......................................................................................................................................7
Conclusion................................................................................................................................10
Recommendation......................................................................................................................11
References................................................................................................................................12

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Background
The story of the company started in 1949 when Yamaguchi based Ogori Shoji was
regulating a men’s clothing shop in the city of Yamaguchi. This small company extend its
capability and discovered its first shop in Hiroshima with the name “Unique Clothing Wear
house” controlled by Tadashi Yanai. By combining these all letters collectively, UNIQLO
was formed (Nedd, 2014).
The growth of this chain was rising endlessly in the early twenties and the title of the
parent company was getting a new name which was “fast Retailing” in 1994. Later on, the
company opened about 100 retail stores in Japan and this makes the company become the
envy of retailers over the globe. With respect to this, the company outperform their rivalries
and become a giant clothing retailer in Asia (Johnson, 2017).
The 1990s economic recession in Japan was also in the favour of the company as they
are the ones who are selling clothes at very cheap prices and this makes high-rise in the sales
of the company. The management of the company gives the right direction to this opportunity
by focusing on the people who were trying to cut back on expenditure.
The roadside stores in the Japanese suburbs was the centre point to the original
growth of the company (Sidhartha, 2014). Subsequently, Uniqlo spread their operations in
various other locations like France, Malaysia, United States, China and Philippines.
Introduction
UNIQLO is a well-known apparel company in the field of casual wear chain over the
globe. The company was established in 1984 and the first store was opened in Hiroshima.
Since 1984, the company growth is continuously increasing and gets a remarkable position
over the world. The stores of UNIQLO selling a wide range of casual wears such as fleeces

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and T-shirts. The line of the women’s apparel is the major strength of the company and for
making it bigger, aggressive promotional campaigns are continuously done by the company
which also included casting a popular actress with the objective to increase more brand
awareness.
It can be said that UNIQLO had successfully achieved its visions and mission by
enriching people’s lives through great clothing and their efforts can be measured by its global
business practices (Durisinapr, 2013).
In this report taken as a reference to UNIQLO as a case study and it is an emphasis on
the culture of the company and its practices in a retail outlet, its operations in the market and
the approaches are also used of one of the professors named Edgar Schien.
What is the culture difference between Uniqlo and its competitors? , how Uniqlo is
maintaining its brand equity in this competitive market? What is the cultural link between the
company and its customers? Uniqlo unique culture will be identified through focusing on its
business model will also include management of the company and its working environment,
relations with the suppliers, market share strategies and services related to a customer that
shape the company’s culture, which makes it unique.
Also, the values and beliefs of the organization, which are formed by the originator
himself who influence his teams of the employee to make the company more efficient in the
market. The creativity and innovation had also a stand here in the growth and the prosperity
of the company, which also makes it unique and the reason behind its tremendous growth
(Birla, 2013).