UNIQLO is a clothing brand, established by the Japanese Fast Retailing Company in 1963, it was just a small clothing store selling suits, now it has become the international well-known clothing brand. Its current chairman and general manager LiuJin Zheng introduces clothing sales hypermarkets style in Japan for the first time, through the unique merchandise planning, development and sales system to realize the shop operation cost, which triggered a hot tide of Uniqlo. UNIQLO use strategic management is very effective to have such development.
Before talking about the Uniqlo’s strategy, we can looking at the definition of the strategy. The definition of business strategy is a long term plan of action designed to achieve a particular goal or set of goals or objectives. It involves SWOT analysis, Product/Market (Ansoff) Matrix, Porter’s Generic Strategies. SWOT analysis is an analytical tool used to evaluate an organization 's strengths, weaknesses, opportunities and threats. Product/Market (Ansoff) Matrix is strategic marketing …show more content…
Firstly, UNIQLO expands market share to become Japan 's top brand. According to the Japanese Ministry of economy data in Japan, 2013 of its market share of 6.2%. Since we opened the mall store in 2004, UNIQLO 's image has been from a suburban discount retailer into high street brands (Choi, 2011b). Secondly, UNIQLO is constantly expanding internationally. For example, in 2014, it increased to $400 billion in international sales, operating income will be expanded to $35 billion, and the international number of UNIQLO stores rose to 632. UNIQLO international has accounted for total sales of 30% uniqlo. Thirdly, UNIQLO Builds our brand flagship stores. Global flagship stores in major cities around the world will become a more and more important part of our strategy, which will bring high-quality clothing brand ideas to the
Before talking about the Uniqlo’s strategy, we can looking at the definition of the strategy. The definition of business strategy is a long term plan of action designed to achieve a particular goal or set of goals or objectives. It involves SWOT analysis, Product/Market (Ansoff) Matrix, Porter’s Generic Strategies. SWOT analysis is an analytical tool used to evaluate an organization 's strengths, weaknesses, opportunities and threats. Product/Market (Ansoff) Matrix is strategic marketing …show more content…
Firstly, UNIQLO expands market share to become Japan 's top brand. According to the Japanese Ministry of economy data in Japan, 2013 of its market share of 6.2%. Since we opened the mall store in 2004, UNIQLO 's image has been from a suburban discount retailer into high street brands (Choi, 2011b). Secondly, UNIQLO is constantly expanding internationally. For example, in 2014, it increased to $400 billion in international sales, operating income will be expanded to $35 billion, and the international number of UNIQLO stores rose to 632. UNIQLO international has accounted for total sales of 30% uniqlo. Thirdly, UNIQLO Builds our brand flagship stores. Global flagship stores in major cities around the world will become a more and more important part of our strategy, which will bring high-quality clothing brand ideas to the