Introduction

The International Marketing Plan of Uniqlo Co. Ltd

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Table of Contents

Introduction. 2

Discussion. 2

Conclusion. 6

References. 7

Introduction

Uniqlo is a manufacturer of casual wear in Japan. Clothing lines are formed to explain the values and quality. That’s the reason these clothes are made in a very natural and simple way. Uniqlo’s main focus is mass appeal. However, Uniqlo is not only the retail market’s fast fashion leader but also is increasing its reach to other Asia countries as well. The reason for this fantastic growth only occurred for the 2022 revenge goal in the international market. The sources or the elements that build this business internationally will be discussed in the below sections.

Discussion

Product and Pricing

Uniqlo Co Ltd is basically a Japanese company that was established in 1949. Its products go to many Asian countries. Uniqlo took a strategy by outsourcing the other countries’ labour and started to produce their own clothes by appealing to their private label (Kwok, Tang & Yu, 2020). Uniqlo made three strategies like marketing strategy, analysing the situation and planning with control to make it successful. Uniqlo set the marketing objectives and tried to conduct the STP analysis so that it will be helpful for this marketing strategy. It also started to work on the preference of a customer, the behaviour that can provide a good market, and controlling plans without risk.

Research

An additional benefit of purchasing all products can extend Uniqlo internationally. The services like warranties, helpline or phone call services after delivery services can be added to it. However, on the basis of research, Uniqlo has to introduce or produce new products with the latest fashion trends that can increase the international market (Hayat et al., 2019). The improvement of product packaging and visually appealing products can attract a customer and can get an opportunity to extend the international marketing. The use of email or any social media, and notifying national newspapers can be an improvement for international marketing. The discounts with limited offers, new seasonal fashion with cheap ranges are something that is loved by the customers from any nation they belong to.

Marketing localisation

It can be said that marketing localization is something where international marketing works like black magic. This is a strategy that Uniqlo can leverage or extend. The opportunity to increase cultural expectations can beat so many markets. The localisation marketing considerations are the translation inappropriate way, the imagery that combines appropriately, choosing the colour selection and many more (Hayat et al., 2019). Apart from this the brand has their own label, to avoid all silly mistakes; the comfort zone in local language is the strategy to build Uniqlo successfully in the international market. The reduction of percentage in price can attract the customers and gain a market base. The strategy of introducing new fashion can increase the international demand but on behalf of that, it should be clear that the new products that are used for international marketing strategy are trending and cheap in cost for the local customers.

Infrastructure

Infrastructure is something that is definitely implemented for an international grab. It can be said as a dry set of administrations. Uniqlo should be secure with high-level domains. The optimization of search engines to prevail over the competitors and to focus on the local engine can work as a plan in the international market (Moqiseh, Kazerani & Shekofteh, 2020). The product packaging should be more convenient so that it can be transported easily. One important infrastructure is, it should be planned that the trademarks should never be registered with local agent names. It should always be the only name of the company. However at the time of packaging, always have to use the label language.

Outbound marketing

A bunch of tools like emails, messages, or infomercials is the basic combination of outbound marketing. However, in target marketing, the broadcast messages that Uniqlo is using to build or follow the international market is such a minor step. The other steps like high return, reducing risk and many more things can prevent the challenges of the requirement to iterate in another market (Ravangard, Khodadad & Bastani, 2020). Apart from this if one wants to successfully internationalize business then the business always needs some good resources like personal, assets, or income. Outbound marketing has a very cheap relative cost and a unique number to fit in. Actually, it can be deferred as virtues. The proper strategic use of this element in international marketing gave a gateway to enhance the products as well as the services worldwide.

Communications

There are so many elements for a marketing strategy. Communication is one of them. It clearly signifies the marketing communications between Uniqlo and the customer. Communication requires localization so that it can make a strong connection (Ngarava & Mushunje, 2019). However, if one needs a perfect marketing strategy for a business environment, then the business first needs to strengthen the community path. The help of this dynamic path makes the breeze that can define naturally between the customer and the service as well.

Figure 1: Advantages of international marketing plan with the help of elements

Source: (Ravangard, Khodadad & Bastani, 2020)

Inbound marketing

In the form of international marketing, the inbound strategy always approaches localisation for the buyers as they can search the product or the service in their own language. Otherwise with the help of any search engines they can find the business or can find the accessibility too. Inbound marketing in an international way can actually be defined as SEO steroids (Kwok, Tang & Yu, 2020). Nowadays buyers are too friendly with marketing messages and if a buyer receives a good service then they definitely acknowledge it in the marketing. Otherwise, the use of the internet or any website is very common for them. Customers nowadays always observe the ranking or reviews of sites they are purchasing the products from, so basically for a market-based business work on these methods can give a wonderful result to Uniqlo.

Conclusion

Uniqlo is a company that is already working with some international countries but instead of this, there are some strategies that can make Uniqlo more popular in some other countries. This is actually a clothing company. It manufactures and designs the clothes and sells these products in the market. Uniqlo sells a large number of designer fabrics and some basic items too. However, the proper direction of these seven elements will guide this business to increase and grow in the international market.

References

Hayat, K., Jan, S., Ali, F., Nadeem, A., & Raza, W. (2019). Impact of Green Marketing Mix (4Ps) on Firm Performance: Insights from Industrial Sector Peshawar, Pakistan. Sarhad Journal of Management Sciences, 5(1), 143-156. Retrieved from: https://journal.suit.edu.pk/index.php/sjms/article/view/362/html

Kwok, L., Tang, Y., & Yu, B. (2020). The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb. International Journal of Hospitality Management, 90, 102616. DOI: https://dx.doi.org/10.1016%2Fj.ijhm.2020.102616

Moqiseh, M., Kazerani, M., & Shekofteh, M. (2020). Identifying and analysis of marketing mix in medical libraries. Journal of Medical Library and Information Science, 1(1). DOI: https://doi.org/10.22037/jmlis.v1i1.31747

Ngarava, S., & Mushunje, A. (2019). Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe. Acta Commercii, 19(2), 1-9. DOI: http://dx.doi.org/10.4102/ac.v19i2.600

Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1), 1-8. DOI: https://doi.org/10.1186/s42506-020-00052-z