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분야
docxINTRODUCTION
5 DRIVING FORCES
• Suppliers
• Buyers
• Potential Entrants
• Substitutes
UNIQLO’s STP STRATEGY
• Segmentation
• Targeting
• Positioning
• SWOT Table
4P MIX
SPA MARKET COMPETITION EVALUTION
Consumers that are price-sensitive and want mid-low cost for basic clothing. The company does not want to constrict the market age range, therefore, the essence of the company is to cover all age range, but the resulting buyer age is emphasized from teenagers to mid-thirties (16 ~ 35 years old).
Consumers that want semi-casual attire for work and daily activity.
Potential Entrants:
There are many SPA brands in the world market. In the domestic market, Shimamura, a famous clothing brand in Japan has not entered the Korean market yet. And also TopShop from UK can be a potential entrant as well.
Substitutes:
Substitutes for UNIQLO would be the other competitors within the SPA market. If the consumers do not want to go to UNIQLO for personal reasons, they can visit H&M, ZARA, and GAP to buy similar clothing.
3) UNIQLO’s STP STRATEGY
Segmentation:
UNIQLO’s segmentation is unique from other SPA companies. Rather than specifying and restricting the basic, simple clothing to an age limit, instead, the company aimed for age limitless market for their design, quality, and affordability. With the age limitless segmentation, UNIQLO categorizes the market.
