Uniqlo's Global Marketing Approach: Objectives & Strategies for Mexico

This report examines Uniqlo's global marketing strategies for entering the Mexican market. It details the formulation of objectives, including achieving £1 million in sales within the first 12 months and attracting 2 million store visitors, outlining specific marketing strategies and tactics such as organizational objectives, resource assessment, market opportunity evaluation, and implementation and control. The report also discusses the importance of marketing mix elements like product, price, place, and promotion, and the role of store openings (shopping centers, suburban road stores, urban street stores) in increasing market presence. Brand awareness and recognition strategies are highlighted, emphasizing the need for promotional activities and media engagement. Furthermore, the report touches upon standardization and adaptation strategies, pricing strategies, distribution frameworks, product life cycle considerations, and STP (segmentation, targeting, and positioning) strategies for Uniqlo in the Mexican market. The report concludes by addressing the selection of a specific city (Mexico City) and entry mode considerations for Uniqlo's successful market penetration.

Global Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Q.1 How do we formulate objectives?...................................................................................3
TASK 2 .........................................................................................................................................14
Q1.Standardisation/adaptation..............................................................................................14
Q2.Pricing strategies.............................................................................................................15
Q3.Distribution frameworks.................................................................................................15
Q4.Product Life Cycle..........................................................................................................16
Q5.STP(segmentation, targeting and positioning)...............................................................17
TASK 3..........................................................................................................................................19
Q1. Do we need to choose a specific city (location) in the host country?...........................19
Q2.Entry mode.....................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Global marketing is a process in which business organizations offer their services to the
customers into another country. For this, companies have to follow different marketing strategies
so that they can attract number of customers from all over the world. The enterprise will be able
to improve their brand image in domestic as well as international market. Through this, the firm
can sustain its competitive advantage in the market than any other market leaders. Along with
this, they have to retain their employees and their skills so that quality services can be delivered
to the consumers (De Mooij, 2013). The present report is based on Uniqlo which is a retail
industry. They are planning to offer their services throughout the world so that they can increase
their revenues and improve their image in the market. The below mentioned report is based on
the global marketing which explains the objectives of the company so that they can provide their
products throughout the world. Along with this, they also establish and promote online shopping
within the Mexico city. Further, some of the theories and models are explained in detail (Cannon
and Yaprak, 2014).

TASK 1
Q.1 How do we formulate objectives?
Objectives Proposed marketing
strategies & tactics
Additional info
To reach sale of £1m in the
first 12 months
It is important for Uniqlo that
if firm's want to set a new
business in Mexico they can
make a marketing plan which
can help to attain their
desirable objectives:
Organizational objectives:
This is the first stage of a
marketing plan where Uniqlo
required to set their SMART
objectives (Wu, 2011).
Specific: It is clear that
business organization is reach
£1m sale in the next 12
months.
Measurable: Company can
measure these target
according to their detailed
market research from various
sources and their capabilities
(Griffith and Hoppner, 2013).
Agreed: Marketing manager
of Uniqlo make sure that all
staff of the company will
know and aware these targets
and marketing manager will
make precautionary steps if

they can not attain their
monthly target.
Realistic: Organization is
know that these target can
achievable because their
having resources and
capabilities which can help to
attain these target on the given
time period.
Time constraints: Time is one
of the important element to
achieve their £1m target (De
Mooij and Hofstede, 2011).
For this, they can set monthly
target and develop their
market strategies accordingly.
Assessing firm's resources:
Market plan can influenced by
various internal and external
factors of the organization.
Firm's resources and
capabilities such as
production, employees,
finance, technology and so on
are available at any time
which can help to attaining
their goals effectively.
Evaluating market
opportunities: In this stage
they analyse and evaluate
their external and internal

business environment which
can help to overcome their
potential risk in near future
(Haffar, Al-Karaghouli and
Ghoneim, 2013).
Marketing strategies: This is
another important stage where
the role of marketing manager
is too important, because he
can set and developing all
marketing strategies in order
to increase their sales
volume.
Implementation and control:
This is the last stage of
marketing plan where Unique
can focus on overall
marketing strategies and plan
which can increase in the
productivity and deficiency of
the company and attain their
goals (Powers and Loyka,
2010).
To attract 2m visitors to the
store in the first 12 months
This is the second objectives
of the company which is
related with the attracting 2
million visitors in the next 12
month at Mexico city. For

this, Uniqlo is required to use
marketing mix strategies
which can help to increase the
customer footprints in the
store:
there are the following
marketing mix elements of the
company;
Product: Uniqlo is offering
fashionable clothes with high
quality at the lower price
(Kolk, 2014). Their product
line is quite large which
provide different style, colour
and unique product as
compare to its competitors.
Price: This is another
important element of
marketing mix. Uniqlo can
use various pricing strategies
in order to attain their yearly
target. For example, they can
use penetration pricing
strategy in order to maximise
their revenue and offer
premium product to their
niche segment (Chu and Choi,
2011). Apart from that they
can also use economic pricing
strategies which can provide a
competitive position in the

Mexican market and it can
leads to increase their sector
share as well.
Place: In this element,
company requires to increase
their distribution network
across Mexico city. It requires
large amount of money to set
their distribution centre at the
strategic locations such as
Moll, super market and other
strategic locations of the city.
They can also use online
platform which can increase
its sales and profitability of
the company (Dimitrova and
Rosenbloom, 2010).
Promotion: Uniqlo is one of
the leading brand in Japan
which can provide a davnatge
over other companies. If
business organization wants to
attain their target on the giver
time frame, they required to
increase expenditure in the
promotional activities (Hill,
Cronk and Wickramasekera,
2013). There are various
promotional tools and
techniques such as
advertising, sales promotion,

direct selling and public
relation which can be used by
Uniqlo in order to increase
their presence in the market.
Store opening Uniqlo want to increase their
presence in the Mexico city,
for this company required to
expand their business in the
market through opening new
stores. There are four types of
stores which can help to
increase their distribution
network in the country:
Shopping centre: This is one
of the most attractive way
where company can increase
their sales. Uniqlo required
that they can open their store
at the large shopping malls
and centre where large
number of visitors are
available (Kasemsap, 2015).
Suburban road stores: This
is another kind of store which
can help to increase firm's
goals and objectives. There
are various suburban area in
the country which can provide
a good opportunities for the
company. Uniqlo can open
their store on such places and
It is important for Uniqlo that
before the store opening, they
have to focused on the
promotional activities.
Marketing manager of the
company can contact with the
media like electronic, print and
social media and advertising
their brand and give the
information about their stores.
Apart form that they can also
sent invitation mail to their
existing customer and vendors.

offer their product at the
reasonable price, it can
increase firm's sales and
market share.
Urban street store: In this
type of store business
organization can open their
exclusive store in the city. In
such kind of stores location is
one of the major factor.
Therefore, company can select
strategic location such as
premium places, shopping
mall, shopping market which
can help to increase their
revenue and target.
Other stores: In this store
Uniqlo can contact with local
store operators to sell their
product. In this type of store
company can provide lower
range of product to their
customer.
Brand awareness and
recognition – to create brand
awareness and brand
recognition so that 10% of the
market recognises Uniqlo.
Brand awareness is essential
for Uniqlo in order to increase
the recognition brand identity
of the company and their
product in the consumer mind.
So that, business organization
can increase their presence in
In Mexico, there are various
famous sports such as
bullfighting, football,
basketball, rugby and so on.
Uniqlo can provide
sponsorship of these sports and
attract large number of

Mexico and achieve its goal
(Douglas and Samuel Craig,
2010). There are following
marketing strategies which
can be used by the company:
Use social media: In the
present era, internet is provide
tools which can help to aware
and promote company's brand
and product in effective
manner. There are various
online platforms such as
Facebook, Twitter, Instagram,
You Tube and so on. For
example, company can launch
their new product range and
conduct feedback and
comments through such
platforms. It will improve
product and its quality in near
future.
Focus on digital and
traditional approached:
Brand recognition required an
effective communications
tools and techniques such as
local and national newspapers,
magazines, radio etc. which
are traditional methods and
cost effective approaches can
be used to promote Uniqlo
customers at a time. Apart
from that Mexican people
having various traditional
festival which can be
sponsored by the company.

brand and its product and
services. The advantage of
such promotional tools is that
these techniques are more
connected with the public of
Mexico as compare to other
media platforms. Apart form
that they can also use
electronic media which can
also support company
branding campaign
effectively.
Sponsor public events: This
is one of the best method of
brand awareness. In this tool
Uniqlo can sponsor any local
or national events such as
sports event, traditional event
and other events which can
help to promote their brand
name in to the public. Apart
form that they can also
provide sponsorship to local
charities which can help to
create an ideal image of the
company (Hassan and Craft,
2012).
To establish and promote
online shopping within the
Mexico City market
Uniqlo wants to increase their
business through online
shopping and promote its
brand and products. There are