UNIQLO : Marketing Analysis
Ukon-No-Chikara
09BN157M Hiroki Ishihara 09BN139P Shiori Itoh 09BN021C Yuki Sato 10BN903F JaeSeok Gim
PositioningUSP & SWOT
Competitors ES & CW Adjustment
Positioning
“Made for ALL”Product: Daily clothPrice: Cheap but good qualityTarget: Everybody ⇒Simple & Ca-
sual +Fashion
Place: Everywhere ⇒easy to buy
Close to Customer
PositioningUSP & SWOT
Competitors ES & CW Adjustment
Unique Selling Point & SWOT Analysis
1. Unique Selling Point
Uniqlo has a strong image of cheap but high quality clothing
For example: Uniqlo jacket: 2990 yenHeat-tech: 1500 yen
“Low Price, Reasonable Qual-ity”
PositioningUSP & SWOT
Competitors ES & CW Adjustment
Unique Selling Point & SWOT Analysis
2. SWOT Analysis of UNIQLO
PriceSales
NetworkQuality controlName value
Many re-peaters
Few hit products“Cheap” brand im-
ageWeak globalization
strategy
Global trendNew businessOnline shopsPartnerships
Appear-ance of other
competi-tors
Over-seas
regula-tions
Cheaper products
SWOT Uniqlo
PositioningUSP & SWOT
Competitors ES & CW Adjustment
1. Competitor Analysis
Company Name(Flagship Brand) Country End of
Fiscal Year
Sales(¥ Bi-llions)
Change (%)(local base)
Hennes & Mauritz Sweden Nov. 2009 1,208.7 +14.5
INDITEX(ZARA) Spain Jan. 2010 1,208.4 +6.5
Gap USA Jan. 2010 1,187.0 ▲2.3FAST RETAILING(UNIQLO) Japan Aug. 2010 814.8 +18.9
Limited Brands USA Jan. 2010 721.7 ▲4.5NEXT UK Jan. 2010 443.9 +4.1
Polo Ralph Lauren USA Mar. 2010 416.3 ▲0.8
Esprit Hong Kong Jun. 2010 363.2 ▲2.2
Liz Claiborne USA Dec. 2009 251.8 ▲24.4
Abercrombie & Fitch USA Jan. 2010 244.9 ▲15.9
Worldwide Apparel Specialty Stores
Raned by Market Capitaliza-tion
Detail of competitors
Competitor Data & Matrix Market Analysis
Rank-ing Company Kinds
Sales (億円)
Growth rate(%)
Sales ra-tio(%)
1 Uniqlo SS 5,092 +15.8 94.6
2 Shimamura SS 4,286 +4.6 100.0
3 Sogo Seibu DS 4,018 ▲11.8 47.4
4 Mitukoshi DS 3,378 ▲18.5 61.0
5 J.Front re-tailing DS 3,318 ▲9.9 50.5
6 Takashimaya DS 3,304 ▲13.5 47.4
7 Aeon re-tailer GMS 3,012 ▲8.3 18.1
8 Ishetan DS 2,787 ▲10.0 70.5
9 Yokado GMS 2,400 ▲9.6 17.6
Clothing ranking in Japanese market
PositioningUSP & SWOT
Competitors ES & CW Adjustment
2. Matrix Market Analysis
Worldwide Apparel Specialty Stores
Competitor Data & Matrix Market Analysis
Shimamura
A&F
PositioningUSP & SWOT
Competitors ES & CW Adjustment
Enhancing strengths & Correcting weaknesses
1. Enhancing Strengths
Store Strate-gies
-Brand aware-ness- Accessibility
Overconcentration of loca-tion of the stores, espe-cially in the downtowns
Open more outlets in the residential areas.
Strengths Limitations Enhance-ment
Product-Product Portfolio-High-tech fab-rics
Failure of the challenge to introduce ‘fashionable’ el-
ements to their design
- Divide products and sec-tor of the store into two brands- ‘Acceptable’ level of the fashionable elements
Administra-tion
- Retail network- Quality control- Relationship with cooperators
Some products are not car-ried in some stores
‘Sold out’ of inventories
Establish the system that can check and exchange
inventories between stores.
PositioningUSP & SWOT
Competitors ES & CW Adjustment
Enhancing strengths & Correcting weaknesses
2. Correcting Weaknesses
Brand Power-Brand competi-tiveness
-Image of low-price clothes.-Consumers want to con-ceal the UNIQLO brand
Use the image of low-price as the foundation of adver-tising as reasonable price
Weaknesses Problems Correction
Management Ability
- Launching new business- International market strategy
-Lack of ability to launch new business- Limitation of the interna-tional market strategy
-Recruit and scout more people who can manage complicated biz problems. - Divide entire interna-tional market to some ar-eas, and run local Mgt centers to develop suit-able strategies
PositioningUSP & SWOT
Competitors ES & CW Adjustment
To Meet its Goals & To Compete in an International Market
Divide the products into two different brands
Casual Line
Fashion Line
Normal UNIQLO line. Maximize the characteristics as SPA‘Made for All’, ‘Good Quality, Reasonable Price’
Be sold in the separated sector of the store Fashionable, but simple and acceptable design
‘Fashionable goods at reasonable price’Quite sophisticated, but loved by everyone
PositioningUSP & SWOT
Competitors ES & CW Adjustment
To Meet its Goals & To Compete in an International Market
Divide the world into several areas
World-Common
Area-BasisDivide the entire market into several areas.
Some of the products, will be specialized only for the specific areas.Items which is sensitive with trends
R&D, and manufacture will be performed based on the areaCan pursue better efficiency compared to country-based production
Products which is sold well in anywhere of the worldIn most cases, simple and basic items.Managed by headquarter in Tokyo.High production efficiency through world-scale of production.