MGMT 2: Uniqlo's International Business Marketing Mix Analysis

This case study analyzes Uniqlo's marketing mix, focusing on its international business strategy, particularly its expansion in the USA market. The analysis examines the four Ps: product, price, place, and promotion. The product strategy emphasizes unique designs and high-quality clothing catering to diverse consumer segments, with a focus on women's and children's apparel. The pricing strategy recommends a premium pricing approach to enhance brand value and attract upper-class consumers. The place strategy suggests establishing stores in prominent locations with attractive interiors and organized sections. The promotion strategy advocates for social media and media promotion techniques to reach a broad audience cost-effectively. The analysis highlights challenges faced by Uniqlo, such as competition from H&M and Zara, and provides recommendations for improving its marketing approach to succeed in the USA market. The assignment references relevant academic sources to support its findings and recommendations.

International Business

MANAGEMENT 1
Marketing Mix of Uniqlo
Product: It is observed that earlier company sells the clothes of the other brands but after the
failure, it decide to sells their own manufacturing clothes. It is suggested that the company has to
design and sell the unique clothes as per its brand name. It has to hire its own fashion designers
those have huge talent to design the different clothes with the high quality. The quality of
product should be different from the others companies. It is also suggested that the company has
to design the clothes of all types of consumers in terms of age and gender such as male, female,
kids, young, and old. But the core product should be women clothes and kid’s clothes as the
demand of females are high as compare to the demand of male consumers. Attracts the female
consumers helps to increases the sale of the product that is why; it is required for it to design the
female and kids clothes as its core product. Male product would also be recognized as the
potential product as it helps to grasp the market share in the coming future. It can also sell its
own beauty products as the augmented product for increasing the sales (Datta, Ailawadi, and
Van Heerde, 2017).
Price: According to the analysis, it has been found that the company faces the challenge of
competitors due to their pricing strategy such as H&M, Zara, and Forever 21. It is suggested that
the company has to design the premium price strategy in order to enhance its brand value in the
market (Blut, Teller, and Floh, 2018). Although, the company provides the high quality of
services by investing in manufacturing, designing the branded clothes for consumers due to
which it is required for the company to sells the product with the high prices so it can earns the
profit. According to premium pricing strategy, the company attracts the consumers of upper class
due to which it can easily grasp the high marker share in USA market.

MANAGEMENT 2
Place: It has been analyzed that Uniqlo failed in expanding the business in USA markey as the
consumers found it messy and disorganized store. Now, for the reentry of the stores in USA
market, it is suggested that the company has to establish the stores in big malls, and also open
their own stores at famous places by evaluating the gathering of large people. The stores should
be well recognized in terms of clothes with the beautiful interior so that more or more consumers
attracted towards it. It is suggested that the company has to design the different sections of the
clothes as per the age and gender such as male section, female section and kids section which
makes the easy process for consumer to find clothes.
Promotion: It is suggested that the company has to uses the social media and media promotion
techniques in order to promote its goods and services in USA market. Nowadays, consumers are
highly activated on social media website that is why; social media is a good platform for the
company to promote the goods. It is also a reasonable method as it consumes low cost but helps
to reach to large number of people (Jindal, Zhu, Chintagunta, and Dhar, 2020).

MANAGEMENT 3
References
Blut, M., Teller, C. and Floh, A. (2018) Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J. (2017) How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
Jindal, P., Zhu, T., Chintagunta, P. and Dhar, S. (2020) Marketing-Mix Response Across Retail
Formats: The Role of Shopping Trip Types. Journal of Marketing, 84(2), pp.114-132.