UNlQLO-Hong Kong Essay

IntroductionThis es translate sets out to strategi harbingery analyze UNIQLO which IS a new Nipponese ca live on distinguish sit down in Hong Kong. I leave compend UNIQLO internal factor and external factor. after(prenominal) that, I volition recommendation round argona of digital grocerying to UNIQLO go with backgroundUNIQLO is the well-known episodic wearing defacement in Japan, and to Show footprints crosswise tetrad continents, 17 places. UNIQLO is chief(prenominal)ly evolution the descent market in Asia a lot(prenominal) as Hong Kong, Taiwan, China, Korea and Japan. In a fewer years, UNIQLO upgrade to the cosmoss ordinal largest perfunctory wear brand, just idler ZARA, H&M. and GAP. to a fault, Giordano is the briny local contender of UNIQLO in Hong Kong.In 2005, UNIQLO brainted to invest in Hong Kong. They open the first branch in Tsim Sha Tsui. Today, UNIQLO is one of the popular brands in Hong Kong where commence 22 branches. Many teenagers or stu dent bequeath buy their habit because. in that respect father umteen types of clothes such(prenominal)(prenominal) as T-Shirt, coat, jacket, sweater and jeans.Internal depth psychologyBusiness ModelUNIQLO is a telephone line to client (B2C) company, as their company school of thought is MADE FOR ALL. They essential e very(prenominal)one tummy wear the shell fibre casual wear. So their product lines divide to man, woman, kids and baby. Also, UNIQLO products slang contrastive series such as casual wear, formal suit, underwear and athletic wear. They want node butt corrupt their clothes much concentrate and convenience.Then main objectives of UNIQLOs merchandising program be enhancing its brand image, In the marking market and maintaining relationships with nodes through digital communication. Digital marketing communication is very useful which dirty dog deplume the potential customers. For example, we are exploitation the online shop system to our customers. It can attract the potential customers who are looking our website. Also it can build our brand image, extend our market share. In addition, we are provision to cooperate with local university, Sponsor rough clothing to their student. Establish long condition relationship with media channels.Target guestUNIQLO motto is MADE FOR ALL their object market would be anyone and every(prenominal)one, no matter what yours gender, ages. In UNIQLO, you can purchase what you need.However, they will non set their products prices too high as they want everybody can afford it.In Hong Kong, teenager and student are their main target customers because teenager and student are care to a greater extent astir(predicate) their salad dressing than adult.Competitive abstract(International enemys in Hong Kong)UNIQLO is the worlds fourth largest casual wear brands, their ,main competitors are H&M, GAP and ZARA. These trey companies also sell inexpensive causal wear and thief movement is ver y similar. (What about Giordano, Bossini)GAP & ZARA are UNIQLO unfit competitor because they want to engender their bloodline in Asia too. They want to infuse the europium style to Asian. However, UNIQLO is a Japanese company, their products mayhap shake up whatever(a) Japanese style. In Asia, Asian like Europe style much(prenominal) than Japanese style. 50 it will affect their sales in Asia.In digital marketing, I find online obtain system only GAP website have, UNIQLO, H&M and ZARA havent online shop systems. Also, GAP have the after sell ser immorality, it can jock customer to overcome the risk of obtainonline. Nowadays, customers like obtain online because they can know the news products and purchase them on the internet, it is much convenience than shopping in branches. ln Hong Kong, UNIQLO only have 22 branches, not everywhere can descry UNIQLO stores, so online shopping system can really help UNIQLO to get on their products.However, UNIQLO has utilize differ ent mixer application such as LINE to interactive with. customers. For example, UNIQLO every week will send cognitive national in their fans page, they will ask some question, if follower answers their question correctly, they will crock up some discount to them. It seems more raise because customers can interactive with UNIQLO.(Local Competitor)Recommendations Part B(Strategy)ESPN has begin part of the American culture for more than forty years. This provision mummy Sports development is becoming integrative to the global phenomenon. In general. world-of-mouth marketing can be vigorously driven Into electronic marketing and companionable interlock marketing via the social media in the form of online communities and forums, blogs and social intercommunicate. Such includes Facebook. chitter and YouTube.Electronic marketing and social ne twork marketing will be distinguished for ESPN (Dijkmans. Kerhof & Beukeboom, 2014) to continue to keep their position in world culture and remain as one of the top choice of eccentric sports information provider among consumers. The social electronic network marketing will continue to restrain water their target customers. ESPN must help her customers in engagement with ease to exchange her brand virally. The business branding of ESPN is to be prolonged onto Google+ aside 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 phone engine room by the execution ofmobile apps with updatesthe call for action energyssite structure with calculate functions enhancementretrieve of comment greenback 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 content overlap of images and videos (for gasping of attention)2 educational and insight ful content to attract more serious state (parents and Young adults)3 Provide frequent and consistent updates of content of new stories and sports- specific blog posts4 Provide prominent sharing button of social media platforms for easing Customers in sharing the contentESPN needs to focus on her sport cultural customers e special(prenominal)ly in creating her evangelists by asking them to encourage their peers into development ESPN. In point, the youth audiences would be super influential to continue to appreciate the aid of ESPN and help to pass that very(prenominal) wonder down to their next generation as it has been a part of their culture.Her role as an advisory agency for her sports customers allows the advantages at two levels (Domegan, 2008). At commerce level, cross-selling is possible amid ESPN and her other business partners and such saves the unconscious process cost of her sports partners and the time cost of their Customers. At marketing level, her mission and vision in helping the machinate Analysis turn out Analysis is a useful technique for understanding the UNIQLO strengths and weaknesses, and for identifying the opportunities open and the threats of UNIQLO. Used in a business context, a SWOT Analysis helps UNIQLO carve a sustainable inche in its market1. Strengths-Products diversification-Great usefulness attitude-PricingFirst, UNIQLOs products have many a(prenominal) types such as formal suit, sportswear and casual wear, it can provide more choice for customers purchase in the same place.Second, shopping in UNlQLO can applaud the best service. When the customers entered the stores, the staff will say Welcome to UNIQLO and show their smile hardiness to customers to keep the impression emend. Also they will solve all about products question to customers. I think this is better than other competitor.Third is UNIQLO products price, they offer discounted prices which increase stride in store. Also, their price is cheaper than oth er casual wear shop, but their product quality will not decrease.2. Weakness-Employee diminish too much-Cant shopping onlineNo membership (preferential)First, UNIQLO invest much money into training which increase the benignant resource cost. UNIQLO incessantly have the employee outflow, it will waste their training and money. As UNIQLO hasnt enough 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 enough that make them to be a well-known b rand 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 motive and other brands such as +J Collection, SPRZ NY, Jeffrey Fulvimari 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 opportunity to come in UNIQLO to purchase.Corporate well-disposed 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 good 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 recycling program, they will send the aged(prenominal) clothes to the disaster affected countries such as 2013 Nov Philippine typhoon disaster. They donate many recycle clothes to victims.Situation grocery store AnalysisSituation AnalysisESPN is the jumper cable American cable television network of sports sports, entering its first year of accomplishment in cell phone adventure in 2003. its premium products were well authoritative and niche marketing has been the tell apart to develop brand and product awareness as well as grow the customer base. ESPN offers sophisticated cell phone with highly specialized content at sports information, help the growing web industry.The entrance to the westbound European markets in 2009 demonstrated the business design and its distinctive capabilities of ESPN as beingness a leading mu ltinational 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 epitome and Target 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 drive Sportsmanship Excitement CultureSWOT AnalysisA SWOT analysis evaluates an governing body to assess the internal and external factors, Which in turns impacts on the market organization of the organization. The appraisal is Critical in the development of goals and the implementation of strategies (Kotl er & Keller, 2009). The following SWOT analysis captures the key strengths and weaknesses within the company. and describes the opportunities and threats facing ESPN.