Uniqlo Case

Content Page

Introduction

P.2-3

External analysis

P.4-6

Internal analysis

P.7-8

Market research of the new potential market

P.9-12

Conclusion

P.13

Recommendation

P.13-14

References list

P.15-17

1

Introduction

This project is about Uniqlo Co., Ltd. enter the new market which is Vietnam in

ASEAN(ASEAN FTA 2012). Uniqlo Co., Ltd. is a Japanese casual wear retail

company. It not only retails casual clothing but also design and manufacture their own

product. Around the world there is over 1,400 Uniqlo retail store (Fast Retailing 2014).

Uniqlo set up the design studio in New York and joint venture with South Korea's

Lotte Shopping Co., Ltd. to expand the business , these kind of international

expanding business action has been undergoing since 2004 (Fast Retailing 2010).

From 2011 to 2012, Uniqlo keeps to expand the business and involve more

international activities. In recent years, Uniqlo entered the East South Asia market

such as Thailand, Philippines and Malaysia(Fast Retailing 2013). This is the trend of

Uniqlo expands the business to East South Asia countries.

Base on Porter's Generic Strategies there is four strategies segment they are

differentiation, overall cost leadership, focused differentiation and focused cost

leadership (Porter 1980). Uniqlo invested a lot of factories in different developing

countries. Uniqlo is finding the low cost production process in those countries and

their products are targeted to broad segment. levitt claimed that when business enters

to other market with no change on the product or service it is standardization,

adaptation is there have change to adapt the local market needs (Levitt 1983). Uniqlo

business is mixed with standardization and adaptation. The product mainly with the

same style so it can reduce the production cost but the size scale for Vietnamese may

need to adjust to fit the consumer. According to Porter's Generic Strategies, Uniqlo

business...