Scribd Logo
Upload

Welcome to Scribd!

  • 96 views

    International Marketing Strategy of Uniqlo in Vietnam & India

    Uploaded by

    K58-Anh 06-CLCKT NGUYỄN THỊ PHƯƠNG
    Uniqlo is expanding its international marketing strategy by entering new markets in Vietnam and India. In Vietnam, Uniqlo analyzed factors such as demographics, economy, and lifestyle to select it as a target market. Uniqlo then entered Vietnam through a joint venture partnership and is utilizing marketing strategies such as product adaptation, competitive pricing, expanding its store presence both online and offline, and promotions on social media to succeed in the Vietnamese market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    International Marketing Strategy of Uniqlo in Vietnam & India

    Uploaded by

    K58-Anh 06-CLCKT NGUYỄN THỊ PHƯƠNG
    96 views28 pages
    Uniqlo is expanding its international marketing strategy by entering new markets in Vietnam and India. In Vietnam, Uniqlo analyzed factors such as demographics, economy, and lifestyle to select it as a target market. Uniqlo then entered Vietnam through a joint venture partnership and is utilizing marketing strategies such as product adaptation, competitive pricing, expanding its store presence both online and offline, and promotions on social media to succeed in the Vietnamese market.

    Original Title

    MKTQT-GROUP-7-1

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Uniqlo is expanding its international marketing strategy by entering new markets in Vietnam and India. In Vietnam, Uniqlo analyzed factors such as demographics, economy, and lifestyle to select it as a target market. Uniqlo then entered Vietnam through a joint venture partnership and is utilizing marketing strategies such as product adaptation, competitive pricing, expanding its store presence both online and offline, and promotions on social media to succeed in the Vietnamese market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    96 views28 pages

    International Marketing Strategy of Uniqlo in Vietnam & India

    Uploaded by

    K58-Anh 06-CLCKT NGUYỄN THỊ PHƯƠNG
    Uniqlo is expanding its international marketing strategy by entering new markets in Vietnam and India. In Vietnam, Uniqlo analyzed factors such as demographics, economy, and lifestyle to select it as a target market. Uniqlo then entered Vietnam through a joint venture partnership and is utilizing marketing strategies such as product adaptation, competitive pricing, expanding its store presence both online and offline, and promotions on social media to succeed in the Vietnamese market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 28

    International marketing

    strategy of Uniqlo in Vietnam


    & India
    Group 7 – MKTE401.2
    u
    MSc. Pham Thi Minh Cha
    Group Members

    Nguyễn Thị Bích Hà Bùi Gia Khiêm


    1911150248 1911150038

    Nguyễn Trọng Hùng Nguyễn Thị Phương


    1911150032 1911150059
    Table of contents

    01 02
    Uniqlo Uniqlo in Vietnam
    & India markets

    03 04 05
    Market entry method in Potential marketing mix Conclusion
    Vietnam strategies
    01
    Uniqlo
    Brief background of Uniqlo and
    its progress of “global marketing”
    Background
     Fast Retailing Co. - Asia’s largest clothing retailer
     High-quality, minimal items at an affordable price to
    people of all ages.
     2,312 stores in 25 countries across Asia, Europe and
    US.
     "Customer-centric" marketing strategy.
     Globalization strategy (key link) and localization
    strategy (supplement)
     Absorb and promote national identity values and
    follow global trends when entering to foreign
    markets.
    ”
    At first, Uniqlo was a casual chain on the back
    streets of Hiroshima. Then... we became a
    national brand in Japan. So, the next step is to
    become a global brand.

    —Tadashi Yanai
    02
    Uniqlo in Vietnam
    & India markets
    Market selection criteria, compare two markets
    and the reason to choose them
    An image is worth a thousand words
    2.1. Market selection criteria of Uniqlo

    01 02 03
    Demographics Political factors Language

    04 05 06
    Economy Religion Lifestyle
    2.2. Compare 2 international markets: Vietnam & India

    Vietnam India

    • Total population: 97.34 million • Total population: 1.38 billion


    • Urban population: 37.3% • Urban population: 34.9%
    • 50.1% female – 49.9% male • 48.0% female – 52.0% male
    • 68.9% population ages 15-64 • 67.3% population ages 15-64
    Demography
    • Adult literacy rate: 95% • Adult literacy rate: 74.4%
    • Consumption expenditure per capita: • Consumption expenditure per
    $1,800 capita: $1,068
    2.2. Compare 2 international markets: Vietnam & India

    Vietnam India

    • Lower-middle-income country • Lower-middle-income country (GNI


    (GNI per capita: $2,660) per capita: $1,900)
    • GDP: US$271.2 billion • GDP: US$2.6 trillion
    • Average annual GDP growth rate • Average annual GDP growth rate
    Economy
    (2011-2020): 5.0% (2011-2020): 5.9%
    • Retail market: US$170 billion (2020) • Retail market: US$883 billion (2020)
    2.2. Compare 2 international markets: Vietnam & India
    Vietnam India

    • Vietnamese: national language • Hindi and English: official languages


    (mother tongue of 85% of the total • 22 scheduled languages
    Language population) • Many states have their own official
    • English: most popular second
    languages
    language

    • Non-religious: 86.32% of the total • Hinduism: 79.8% of the total population


    population • The next 2 largest religions are Islam
    Religion • Christianity: significant presence (14.2%); Christianity (2.3%)
    • Cultural beliefs: affected by
    Confucianism and Buddhism
    2.2. Compare 2 international markets: Vietnam & India
    Vietnam India

    • Socialist republic with a one-party • Federal republic with a multi-party


    system system
    Political factors
    • Doing business score: 69.8 (70th) • Doing business score: 70 (63rd)
    • Corporate tax: 20% • Corporate tax: 22%

    • The family: crucial part in people's • The family: most important social
    lifestyle. unit.
    • People choose simple, convenient • Many people wear bright and colorful
    Lifestyle
    and fashionable clothes daily; traditional costumes on a daily basis.
    traditional costumes on special
    occasions.
    2.3. The reasons to choose Vietnam & India markets

    Vietnam India

     High economic growth rate & market size  Large market & growth of domestic
     Young and dynamic population retail industry
     Manufacturing plants and partner factories  Huge population
     Growing middle class and lifestyle  Production office in Bengaluru
     Diverse and evolving consumer base
    03
    Market entry method in Vietnam
    Analyze method Uniqlo used to enter Vietnam market
    3.1. Factors affecting the choice of method

    Internal factors External factors Desired


    characteristics
     Firm size  Sociocultural distance
     International experience Stable and high
     Country risk/demand uncertainty control
     Product  Market size and growth
     Intensity of competition
    3.2. Method of Vietnam market entry

    Uniqlo entered Vietnam market in


    2019 by the joint-venture method
    and open its first store in HCMC.
    • Fast Retailing: 75%
    • Mitsubishi Corporation: 25%
    04
    Potential marketing
    mix strategies
    Review the marketing mix strategies that were
    used to ensure success in Vietnam market
    Uniqlo not only absorbs and promotes national identity values
    but also integrates with global trends by 4 marketing mix
    strategies:

    Product
    Place
    Adaptation

    Price Flexible
    Promotion
    Product Adaptation

    Variety of functional items


    for people of all ages

    Specific designs for


    Vietnamese customers

    “All products recycling


    project”
    Price

    Lowest prices, affordable for all


    classes of consumers

    Price slightly higher than the


    Japanese market

    More competitive than other


    formidable competitors (H&M, Zara)
    Place

    Offline Online
    9 stores in Hanoi UNIQLO.com online
    and HCM store
    The 10th Uniqlo store in Vietnam will be grand opened at Aeon Mall Binh Tan on 12 Dec.
    Flexible Promotion

    Facebook: most popular platform in VN

    Promotional coupons

    Promotion campaigns on environmental


    protection
    05
    Conclusion
    Do you have any
    questions?
    Thank you!
    CREDITS: This presentation template was created by
    Slidesgo, including icons by Flaticon, infographics &
    images by Freepik and illustrations by Storyset

    You might also like