UNlQLO-Hong Kong Essay

IntroductionThis rise sets out to strategically analyze UNIQLO which IS a new Japanese ca get into brand pull in Hong Kong. I get out epitome UNIQLO internal factor and external factor. After that, I will passport some atomic number 18a of digital trade to UNIQLOCompany backgroundUNIQLO is the bangn casual clothing brand in Japan, and to Show footprints across quaternary continents, 17 places. UNIQLO is main(prenominal)ly developing the job market in Asia much(prenominal) as Hong Kong, Taiwan, China, Korea and Japan. In a few years, UNIQLO upgrade to the fields fourth largest casual persist brand, just behind ZARA, H&M. and go against. Also, Giordano is the main topical anaesthetic competitor of UNIQLO in Hong Kong.In 2005, UNIQLO started to invest in Hong Kong. They contribute the first branch in Tsim Sha Tsui. Today, UNIQLO is one of the popular brands in Hong Kong where declare 22 branches. Many striplings or student will buy their garment because. there pul l in many types of clothes such as T-Shirt, coat, jacket, perspirer and jeans.Internal analysisBusiness ModelUNIQLO is a business to node (B2C) company, as their company philosophy is MADE FOR ALL. They want everyone move wear the beat out choice casual wear. So their product lines start to man, woman, kids and baby. Also, UNIQLO products have various series such as casual wear, dinner gown suit, underwear and sportswear. They want node can bribe their clothes to a greater extent concentrate and convenience.Then main objectives of UNIQLOs marketing program are enhancing its brand image, In the stooge market and maintaining relationships with customersthrough digital communication. digital marketing communication is very useful which can take out the likely customers. For example, we are developing the online shop governing body to our customers. It can attract the authority customers who are looking our web place. Also it can build our brand image, subjoin our mark et voice. In addition, we are planning to cooperate with local university, patronage some clothing to their student. Establish long term relationship with media channels. goat CustomerUNIQLO slogan is MADE FOR ALL their target market would be anyone and everyone, no matter what yours gender, ages. In UNIQLO, you can purchase what you indispensability.However, they will non set their products prices too high as they want everybody can support it.In Hong Kong, stripling and student are their main target customers because teenager and student are care more than astir(predicate) their dressing than adult. competitory digest(International competitors in Hong Kong)UNIQLO is the worlds fourth largest casual wear brands, their ,main competitors are H&M, GAP and ZARA. These three companies also sell chinchy causal wear and thief style is very similar. (What about Giordano, Bossini)GAP & ZARA are UNIQLO big competitor because they want to develop their business in Asia too. They wan t to infuse the europium style to Asian. However, UNIQLO is a Japanese company, their products per encounter have some Japanese style. In Asia, Asian like Europe style more than Japanese style. 50 it will affect their gross revenue in Asia.In digital marketing, I find online shopping system moreover GAP website have, UNIQLO, H&M and ZARA havent online shopping systems. Also, GAP have the after sell ser debility, it can ensue customer to reduce the risk of shoppingonline. Nowadays, customers like shopping online because they can know the news products and purchase them on the internet, it is more convenience than shopping in branches. ln Hong Kong, UNIQLO only have 22 branches, not everywhere can dupe UNIQLO stores, so online shopping system can really help UNIQLO to call down their products.However, UNIQLO has used some other affectionate application such as crimp to interactive with. customers. For example, UNIQLO every week will send message in their fans page, they will ask some question, if follower answers their question correctly, they will earn some discount to them. It seems more interesting because customers can interactive with UNIQLO.(Local Competitor)Recommendations split up B(Strategy)ESPN has become part of the American culture for more than forty years. This preparedness mummy Sports information is becoming integrative to the global phenomenon. In general. world-of-mouth marketing can be cleverly driven Into electronic marketing and social network marketing via the social media in the form of online communities and forums, blogs and social network. such(prenominal) includes Facebook. Twitter and YouTube.Electronic marketing and social network marketing will be important for ESPN (Dijkmans. Kerhof & Beukeboom, 2014) to brood to keep their position in world culture and remain as one of the top choice of quality sports information provider among consumers. The social network marketing will continue to reach their target customers. ESP N must help her customers in engagement with slake to exchange her brand virally. The business branding of ESPN is to be extended onto Google+ out Facebook and Twitter since this platform supports the best practice tactics in viral marketing.After all, these social media platforms are to be integrative with EXPN website via the Cell audio technology by the implementation ofmobile apps with updatesthe call for action buttonssite structure with search functions enhancementretrieve of comment posting on social platform in display on home site(and vice versa)Google analytic tools (Pan, 2014) in tracking the status of EXPN against her CompetitorsThe implementation allows for provision of1 visual gist sharing of images and videos (for gasping of attention)2 educational and insightful content to attract more serious people (parents and Young adults)3 append frequent and consistent updates of content of new stories and sports- specific blog posts4 Provide prominent sharing button of so cial media platforms for easing Customers in sharing the contentESPN needs to focus on her sport cultural customers especially in creating her evangelists by asking them to encourage their peers into using ESPN. In cross, the youth audiences would be highly influential to continue to appreciate the gain of ESPN and help to pass that same appreciation down to their next extension as it has been a part of their culture.Her role as an advisory procedure for her sports customers allows the advantages at two levels (Domegan, 2008). At commerce level, cross-selling is possible between ESPN and her other business partners and such saves the operation cost of her sports partners and the time cost of their Customers. At marketing level, her mission and vision in helping the fig out epitomeSWOT Analysis is a useful technique for understanding the UNIQLO strengths and weaknesses, and for identifying the opportunities make and the threats of UNIQLO. Used in a business context, a SWOT Ana lysis helps UNIQLO carve a sustainable inche in its market1. Strengths- yields diversification-Great utility attitude-PricingFirst, UNIQLOs products have many types such as clump suit, sportswear and casual wear, it can provide more choice for customers purchase in the same place.Second, shopping in UNlQLO can enjoy the best service. When the customers entered the stores, the staff will say Welcome to UNIQLO and show their smile governing body to customers to keep the impression better. Also they will solve all about products question to customers. I think this is better than other competitor.Third is UNIQLO products price, they proffer discounted prices which increase footfall in store. Also, their price is cheaper than other casual wear shop, but their product quality will not decrease.2. Weakness-Employee arise too much-Cant shopping onlineNo membership (preferential)First, UNIQLO invest much money into training which increase the human resource cost. UNIQLO invariably have the employee outflow, it will waste their training and money. As UNIQLO hasnt sufficiency employees discount and welfare so they are difficulty to attract teenager join.Second. UNIQLO hasnt online shop, they only have online website. Customer onlyIn Hong Kong, the local competitor is Giordano which has 73 branches that more than UNIQLO 22 branches. So, Giordanos market share is more than UNIQLO so much. Also, Giordano has perfect online shopping system. it attract more customer purchase Giordano product. This is the main differentbetween UNIQLO and Giordano. As Giordano has these kinds of service, they can help customer purchase convenient. Giordanos advertisements do very well and generous that make them to be a well-known brand in Hong Kong.Product AnalysisAs teenager and student are UNIQLO target customers, their products need to be younger and colorful.Also, UNIQLO is always crossover with some famous decorator and other brands such as +J Collection, SPRZ NY, Jeffrey Fulvimar i and Disney. It will make UNIQLO products more special and limited. UNIQLO products are very diversification which has four main series products such as women, man, kids and baby.UNIQLO products can fulfill yours need because they have different product lines such as sportswear and casual wear. Their goal is everyone has the chance to come in UNIQLO to purchase.Corporate Social ResponsibilityUNIQLO not only a business company, they also is a social responsibility company. They have the concept is through clothing to bring the social have the high-priced way development.UNIQLO sponsor some famous sports athlete such as NOVAK DJOKOVIC, Adam Scott, KEl NISHIKORI and SHINGO KUNIEDA. UNIQLO hope they can promote their brand to the world and attend more charity function. The aim is through the star effect to attract more people to care the poor countries.UNIQLO also has the clothing cycle program, they will send the old clothes to the disaster affected countries such as 2013 Nov Philip pine typhoon disaster. They donate many recycle clothes to victims. stanceMarket AnalysisSituation AnalysisESPN is the leading American personal credit line television network of sports entertainments, entering its first year of operation in kiosk phone venture in 2003. its premium products were well legitimate and niche marketing has been the key to develop brand and product sensation as well as grow the customer base. ESPN offers sophisticated cell phone with highly specialized content at sports information, serving the festering web industry.The entrance to the Western European markets in 2009 demonstrated the business design and its distinctive capabilities of ESPN as being a leading international sports entertainment company. ESPN is shown successful at marketing, capabilities such as understanding customer value, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.Market Summary and bearing CustomersESPN possesses good information about the sports entertainment and knows the specifics about the characteristics of a particular sports entertainment follower. This knowledge and the accumulated customer base of customers can be leveraged to better the product and service provision in addressing the needs of the target customers.The common attributes of the target markets of ESPM are as follows Entertainment Speed Sportsmanship lighting CultureSWOT AnalysisA SWOT analysis evaluates an transcription to assess the internal and external factors, Which in turns impacts on the market brass of the organization. The assessment is Critical in the development of goals and the implementation of strategies (Kotler & Keller, 2009). The following SWOT analysis captures the key strengths and weaknesses within the company. and describes the opportunities and threats facing ESPN.