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Fashion Apparel—UNIQLO Group 6
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Agenda Company Background & Situation Competitors & SWOT
STRENGTHS WEAKNESSES Competitors & SWOT Target Market Research Attributes of Research Position Research Positioning Statement Marketing Mix Strategy
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Company Background 1949–1994: rise in Japan 1997: "SPA" strategy
1998–2002: first Tokyo store & overseas expansion 2005–present: further expansion Goal of 5 trillion yen by 2020
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Current Situation in HK market
Good quality with reasonable price Focused on the basic casual apparel with functional design for all age Products Situation Demand of apparel still increases Uncertain global economic outlook Enjoying strong consumer purchasing power Market Situation Strong control over production and distribution Largest amount of store in HK’s Fashion Apparel market (HK: 16 retail stores) Distribution Situation Number of target customer keeps stable Growth rate of income not reach the CPI Tourists and parallel buyers Macro-environment
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S W O T SWOT Analysis SWOT Analysis Positive Negative
•Large-scale-store & Largest amount of store •Research & Development •High quality with reasonable price •Effective distribution management •Well-trained and helpful sales force •Low switching cost & lots of alternatives •Plain design, lack fashion styles •Low new releases’ turnover rate STRENGTHS WEAKNESSES Internal factors SWOT Analysis •Strong purchase power in HK •Brand loyalty and strong belief in brands’ design of HK consumers •CSR activities •Brand building through Flagships •Fierce industry rivalry and intensive competition •Unpredictable fashion trends •Negative shocks from the global economic slowdown •High and increasing rental expense External factors O T OPPORTUNITIES THREATS Positive Negative
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Competitors Spanish Swedish Extremely trendy
No advertisement Swedish Huge customer& vendor base American Practical design The largest specialty apparel retailer in the U.S American Strong brand portfolio &promotion
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Target Market Research
Target Customers: Enjoying strong consumer purchasing power Facing intensive competition UNIQLO HK Middle-class working adults, both male and female Enjoying casual wear that ensures high quality and nice design Location: Hong Kong Research Sample Size: 66 (F: 30, M: 36) Sampling Procedure: Randomly collected from 66 HK residents ( all middle-class employees)
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Attributes of Research
Branding Friends recommend Reputable Product Durable Material New products launch Practical/comfortable design Stylish/fashionable design Variety of sizes Variety of styles/products Price Good value Place Online shopping Outlet locations Store design Promotion Advertising Promotional activities Sales promotion Service Helpful and friendly service staffs Responsible service staffs
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Research Findings Factor 1 Promotion& New Launch Factor 2 Quality
Component 1 2 3 sales promotion .814 new products launch .720 promotional activities .701 good value price .672 variety of styles/products .657 variety of sizes .646 outlet locations .609 advertising .543 durable .855 material .828 responsible service staffs .713 practical/comfortable design .700 helpful and friendly service staffs .699 online shopping stylish/fashionable design .774 store design .651 reputable brand .641 friends recommend .612 Factor 1 Promotion& New Launch Factor 2 Quality Factor 3 Design
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Promotion Launch Level
Research Findings Brand REGR factor score 1 for analysis 1 REGR factor score 2 for analysis 1 REGR factor score 3 for analysis 1 A&F Mean N 66 Std. Deviation GAP ZARA Total 330 Promotion Launch Level Clothing Quality Design Consider
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Research Findings Sum of Squares df Mean Square F Sig.
Sum of Squares df Mean Square F Sig. REGR factor score 1 for analysis 1 Between Groups 34.669 4 8.667 9.570 .000 Within Groups 325 .906 Total 329 REGR factor score 2 for analysis 1 22.376 5.594 5.929 .943 REGR factor score 3 for analysis 1 23.162 5.791 6.153 .941 Promotion & New Launch Quality Design
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Research Findings Model R R-Square Adjusted Std. Error of the Estimate
1 .680a .463 .458 1.159 Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 4.152 .064 65.092 .000 REGR factor score 1 for analysis 1 .537 .342 8.413 REGR factor score 2 for analysis 1 .683 .434 10.687 REGR factor score 3 for analysis 1 .625 .397 9.783
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Research Findings Model Summary Model R R Square Adjusted R Square
Std. Error of the Estimate 1 .848a .719 .718 .884 a. Predictors: (Constant), overall preference ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression .000a Residual 328 .782 Total 329 a. Predictors: (Constant), overall preference b. Dependent Variable: willing to buy Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) .437 .138 3.177 .002 overall preference .898 .031 .848 28.991 .000 a. Dependent Variable: willing to buy
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Research Findings—Perceptual Map I
50.34° Quality Promotion& New Launch
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Research Findings—Perceptual Map II
47.00° Quality Design
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Research Findings—Perceptual Map III
48.35° Design Promotion& New Launch
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Positioning Statement
To middle class working adults, both male and female, UNIQLO is a brand of fashion apparel that offers high quality and nice design products with reasonable price and easy accessibility because of extended R&D, superior production management and convenient distribution in HK.
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Marketing Mix Strategy
Marketing Strategy Marketing Mix Strategy Product Line R&D PRODUCT 1 Value Pricing PRICE 2 Sales Promotion Sales Force Advertising PROMOTION 3 PLACE 4 Distribution Service
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PRODUCT Marketing Mix Strategy-Product
Expand product line to further diversify the product to provide more stylish fashion items Product Line PRODUCT Maintain strong R&D investment on innovation in respect of design and fabric Further enhance the design and quality in accordance with the feedback from customers R&D Marketing Research
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Good quality with reasonable price
Marketing Mix Strategy-Price Good quality with reasonable price Status-quo Pricing Strategy Good Value& Cost Management PRICE Cost Pricing
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Marketing Strategy Distribution Outlets Place Service Action Plan
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Marketing Mix Strategy
Sales Promotion Promotion Discount on special Holidays Membership discount Sales Force: Advertising Marketing Research Action Plan
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