Beruflich Dokumente
Kultur Dokumente
UNIT Hiroaki Jitsukata Aoyagi Asuka Ryonosuke Kanzaki Albert Go Jerinae Chua-Ching
SWOT ANALYSIS
Strengths Unique positioning (basic clothing lines) Strong Branding (ex. Unique katakana logo) Pricing Positioning (Low Price Good quality) Strong winter Products (Fleece, Heattech, etc.) Marketing driven Company unlike most Japanese retailers and companies Weaknesses Weak sales when seasons change (particularly, summer and spring)
SWOT ANALYSIS
Opportunities
Unique positioning in the Japanese market Threats Foreign Currency (example: strong Chinese Yuan) Loss of sales due to weak spring/summer lines
Courses of Action
A. UNIQLO continues with its current positioning and strategy. B. UNIQLO focuses more on increasing sales within Japan via expansion within the country or more marketing.
Courses of Action
C. Expand more aggressively to the countries where there are lower temperatures. (China, Russia, USA, Canada, Korea) D. Introduce a new product line that includes the UNIQLO logo.
Courses of Action
E. Add more products to the summer/spring lines under the UNIQLO brand. F. Localize and increase marketing of other product lines. (E.g. GU, Comptoir des Cotonniers, etc.)
Course B:
Focusing more on Japan, a saturated market, might not merit the best results. UNIQLO in the international background would merit higher rewards.
Course D:
This course of action helps in strengthening the UNIQLO brand by embedding it into a product line. It also helps in the marketing and targeting to loyal UNIQLO customers.
Course F:
Pushing other product lines of Fast Retailing would increase year round sales, but is a risky and unpredictable move.
RECOMMENDATION
Actions C, D, E, and F are good directions for the company. Choices C and F are both higher risk because it is not known how fast ROI will be. However, they have the most potential to help Fast Retailing to reach its 2 trillion JPY goal. Choices D and E are not as risky and would be a good way to increase same store sales.