소개글
[마케팅] 유니클로 성공요인 분석 및 20대 타겟 마케팅 전략(영문)에 대한 자료입니다.
목차
Issue
What is SPA brand
About UNIQLO
SWOT Analysis
STPG Analysis
4P Mix
Customer Analysis
Recommendation
Conclusion
본문내용
Since 1963, in Japan
No.1 SPA brand in Korea with profit
Inexpensive, but high quality
20s loves UNIQLO
Simple & Basic style
UT(T-shirt)
UJ(Jeans)
Heat-tech
Various products with many colors
S
Relatively lower price
Good product quality
Accessibility
Simple design of basic products
Mass production, less variety of product
(reduce the production cost)
Customer’s age covers from 10s to 50s
O
- Increasing domestic apparel market size
- Increasing market share of foreign launching SPA brand
- Modern man want Fashion, Acceptable price,
and Speed that can be provided by SPA brand
T
- Internal competition
- Threat of substitutes is large
- Increased raw material price
- Compared to yen(Japanese money) yuan’s (Chinese money) exchange rate revaluate
W
Low brand value
Lack of differentiation
UNIQLO provides good quality products with inexpensive price
Various Designs– Global R&D center in Tokyo, New york, Paris, Milano
Focus on Simple & Basic style – Beyond nationality, gender, age, class
High Quality Strategy – Strong connection with partner
참고문헌
자료출처
-패션채널 2007년 2월호. 유통업계 ‘패션사업’ 영토 확장 가속화(2-1)-백화점
-매경 이코노미 2007년 4월 13일 자 기사 ‘캐주얼 명품’은 나야 나!
-유니클로 홈페이지 (http://www.uniqlo.co.kr)
-패션비즈(www.fashionbiz.co.kr) 2006년 12월 10일 기사 ‘ISSUE3「유니클로」 도입 1년 지금은?’