H&M V Zara

Table of Contents

I. Company Chosen …………………………………………………………………………………………… Page 3

II. Company Description (nature of the company) …………………………………………….. Page 3

III. Strategic Focus and Plan (Three Aspects of Corporate Strategy)

* Company Mission ……………………………………………………………………………….. Page 3

* Company Goals …………………………………………………………………………………… Page 3

* Core competencies/ sustainable competitive advantage ……………………. Page 3-4

IV. Market Situation Analysis

1) Industry Analysis ………………………………………………………………………………………... Page 4-6

2) Competitor Analysis ………………………………………………………………………………… Page 6-9

3) SWOT Analysis ……………………………………………………………………………………….. Page 9-11

4) Identification of Potential Market Segments ………………………………………….. Page 11-12

I. Company Chosen:

UNIQLO

II. Company Description (nature of the company):

UNIQLO is a Japanese clothes retailer which specialises in providing comfortable casual fashion at affordable prices. It aims to create apparel for all by offering element of style and clothes that suit individuals’ values. Its operations first commenced in 1984, with the opening of its first outlet in Hiroshima City. A year later, its first roadside store was launch to much success. By 1994, UNIQLO had a sales network of over 100 stores in Japan. The inception of UNIQLO’s first outlet in Singapore was on April 9, 2009, at Tampines 1. As of May 2012, UNIQLO has 6 retail stores in Singapore.

III. Strategic Focus and Plan (Three Aspects of Corporate Strategy):

Company Mission: A new-style Japanese firm making good casual clothes available for all to wear.

Company Goals: Aims to create apparel made for all by offering element of style and clothes that suit individuals’ values.

Core competencies/ sustainable competitive advantage: The aim of UNIQLO is to develop its international operations through the utilisation of their strengths in creating stylish basic casual clothing at affordable prices. UNIQLO is also constantly keeping up with the...