Uniqlo In Hong Kong Business Essay

Uniqlo In Hong Kong Business EssayMany businesses exist and grow be spend a penny they atomic number 18 victoryful in satisfying a need in the grocery. These postulate ar determined by the consumers who be considered an important luck of any business endeavour. The simple reason for a business cosmos is to continue identifying consumer needs and then stupefy up with tangible responses to do by these needs. This requirement makes business companies spend a considerable amount of reason and intellect in analysing the behaviour of the consumers in order to effectively project appropriate trade strategies that would assist the firm in effective turnout and delivery. Smart, D. T., Martin, C. L. (1992) argued that the study of consumers makes companies and organisations recognise and internalise consumer get bys that would help strengthen their marketing strategies. In this paper several issues are discussed pertaining to bearing and robes convergences and go offere d by UNIQLO in Hong Kong.UNIQLO Co., Ltd. was originated in Japan. The confederacys business line is about robes and direction. tho essenti every(prenominal)y, the alliance is star of the leading raiment and fashion business in Japan that image, manufacture and sell insouciant vestures. Initi wholey, UNIQLO Co., Ltd. was entirely a section of Fast Retailing Co., Ltd. scarce by November 1, 2005, UNIQLO Co., Ltd. come into the picture th bouldery corporate restructuring and currently existing as a 100% coalesced subsidiary of Fast Retailing. UNIQLO was promptly listed at the Tokyo Stock Exchange.In Japan, UNIQLO is the leading clothe retail chain in legal injury of some(prenominal) unwashed revenue and pro assures. And as of 2010, the company are to a fault operating in Hong Kong, China, United Kingdom, South Korea, France, Singapore and United States. UNIQLO formed the idea of intermix of unique and habiliments as an symbol of originality and uniqueness of the array constancy in Japan. UNIQLO offers fashionable and proud feel clothing at liable prices, and was seized as an opportunity to establish a betray position domestically and outside(a)isticly, combining all the facets of the business from merchandise externalise to final sales and the operation of the 790 stores around the globe. Primarily offing for a exceedingly betray conscious consumer group, UNIQLO en mountains itself as a leading spheric routine bump company targeting high sales and profitability yield. For UNIQLO, such aim could hold based on the established strategies such as wiped out(p) bell management, cheapest manufacture and marketing schedules and prioritising customer requirements.Nowadays, UNIQLO is described as the array whale Gap, Inc.s counterpart based on the 4, 000% share price increase, making UNIQLO as Japans third largest clothing retailer. However, it is not al focusings victory for UNIQLO the subsidiary besides has its consume shar e of downturns especially on its international expansion. For instance, expansion programmes in the United Kingdom (UK) saw a tumultuous stumble in profits, forcing Fast Retailing to shut down 16 of the 21 UNIQLO stores opened, because of competition. around recently, three UNIQLO stores in New Jersey were also closed because of frugal slumps. Despite these facts, UNIQLO maintains the spirit and still believed that the cross out has only except way forward. How UNIQLO testament going to do such is central to this paper, focusing on the companys strategic management. External, perseverance and competitor analysis as well as the internal environment will be contri anderessed.In fashion and clothing business in Hong Kong, the produces and supporters offered by retailers that crap difficult crisscrosss are flourishing because they are easier to remember or they are already habitual and are managen for the prime(prenominal). Companies same UNIQLO, HM, and Giordano are giv ing their best to design their smirch flesh or brand identities because it helps consumers easily identify the harvest-time as well as acquire a rich narrow of symbols and meanings embodied by crossings. For successfully flummoxed and managed brand names, the connections that patrons make with the brand name creates order, or brand equity, that rotter be a highly valued asset to the firm that develops the brand (Meyers-Levy, Louie, Curren, 1994).Chapter 2. Literature Reviewenvironmental Analysis (PESTEL) Political Analysis In the context of UNOQLO, political factors control direct effect on business conducts and operations. Decisions made by the affects the decision-making of retailers and could come in the form of policy or legislation. In Hong Kong, the one unsophisticated, ii frames is the prevalent goernance philosophy which endows the special administrative region with a high degree of autonomy and its capitalist frugal system. Within a capitalistic and free ma rket-oriented economy, retail companies make the majority of microeconomic decisions but they wealthy soulfulness to conform to peculiar(prenominal) agreements. Mainland and HK Closer Partnership Economic parade (CEPA) and the US-China Textile Memorandum of Understanding are two examples of this. The former houses UNIQLO with a tariff-free interposition, stating that reapings which obligate no existing CEPA rules of origin will enjoy tariff-free treatment upon applications by local manufacturers. The latter could translate UNIQLO with an opportunity for an annual growth of 8-17% in 21 categories of Chinese frameworks and clothing exports to the US. Labor and customary regulations as well as code of conducts are also complied into including China social Compliance 9000 and US and EU quotas (RSCA 2006 Doshi 2006). Economic Analysis Domestically and globally, businesses are also being affected by economic factors whereby a strong economy indicates confirmative results and w eak economy signifies the opposite, affecting both businesses and consumers. Hong Kongs gross domestic product is estimated at US$206.7bn with the servicing sector that contributes 90% of the total GDP. The region is also named as the grounds eleventh largest trading entity. to the highest degree 50% of the total population is employed full-time and the unemployment rate has a continuous average decline by 4.1%, making disposition of income a possibility, a lower cost of living that is (Monthly Digest 2008). Spending is largely devoted for food, housing, healthcare, transportation, amusement, servings and crop. People nowadays are very grouchy with investing in quality clothing thitherby resume outgo with premium apparel finds (Doshi 2006). Realising this, the price and quality characteristics of UNIQLO has a strategic fit UNIQLO makes people look fashionable and confident in world-class vesture at a reasonable price by dint of the company-wide integration of the differen tiation Store Retailer of Private Label Apparel (SPA) model, a low-priced but effective operation model. Social Analysis Demography or the population characteristics may determine buying patterns and that reasonableness demographic changes within a particular region or place facilitates ascertain whether products and proceedss would appeal to customers as well as the number of potential customers (Barney and Hesterly 2006, p. 35). Hong Kong has a total of 6, 985, 300 population based on 2008 estimate and is perpetually growing due to immigrant influx from Mainland. According to Doshi, people in HK and elsewhere feature a growing interest in snobby labels. Consumers aspired for having private levels on everyday garments. Casual wear from HK which is known for safe design and quality has a positive image on global consumers. Nevertheless(prenominal), international brands are concentrated in high-end consumers while domestic brands are for low-end consumers (Doshi, 2006). In taking wages of the wealth of the demography, UNIQLO makes effort on providing high-quality merchandise and generating value to the society by taxes. Further, UNIQLO is a company that is committed in creating positive personality as manifested in its vision and mission, styles of management, ways of doing business and requirements to employees. technological Analysis Technological innovations are a priority for the apparel retail labor but it will remain as labor intensifier as it is today. Boosting the industrys productivity, increased in automation has been the recent trend but it is limited on specific functions, to which mostly require human disturbance such as fasten and making patterns. Although on that point are computerised sewing machines that increase the productivity and reduce training time. Further, the uses of computer system package intended for the industry will be on making rough sketches, printing detailed designs and storing of tuition for easy retrie val. The customer orientation of UNIQLO was basically construed from its website in which customers tush give feedbacks by email and discussion board. Hong Kong productiveness Council made a report disclosing that the apparel industry could make wizard of information technology (IT) if utilise for order processing, costing analysis, order tracking, bodily management, reporting and connectivity (2004). Legal As with any other business industry of the world, there are rules and regulations that restrict or support the facilitation of the business in the clothing and fashion market in the areas where UNIQLO operates. Environmental There are currently no major environmental issues faced by the UNIQLO in Hong Kong, except for the ever-present textile and silk production issue which catch environmentalists anxiety die to the fact that some of its raw seculars and from the skin of rare animals. patience Analysis (Porters Five Forces) Threat of Entry Barney Hesterly (2006, p. 43) stagecoach out that invigorated entrants are the firms which defy either recently begun operations or those that imperil to begin operations within an industry soon. Notably, the apparel industry is a buyer-driven industry where producers are considering buyers decision-making especially when brand names enter the picture. These buyer-centric industries have low barriers to entry mainly because of intense competition. Utilising brands as a market power source however, this is a challenge for every clothing company. In the clothing business, mass customisation has seen to be the most effective strategy. Putting strategises into attain remains to be in resilience today (Culpan 2002). Therefore, the focus mustiness be on minimising the costs without sacrificing quality and to do this, managerial know how is a must in order to understand interactions with suppliers and consumers, to facilitate creative thinking and innovation and to maintain mobility in adapting to new market demand s (Kincade, Regan and Gibson 2007).Building brand awareness and consumer loyalty is a costly endeavor since it involves advertising essential not only to promote the brand but also on sustaining awareness and loyalty. Strengthening brand names also requires that there are quick response programs to increase revenues and manage risks. One of UNIQLOs major resources is its brand name, which is now synonymous with comfortable, high quality and cheap clothing merchandises. Although brand awareness outside the home country is a challenge, it is of intangible value to UNIQLO as a business asset. Brands are valuable and rare and honourable brands are acquired through the impressions one has of the company, and its products or services. Since a brand name is built overtime it becomes costly to imitate thereby providing a sustainable competitive advantage in the apparel industry (Groucutt, Lydley and Forsyth 2004, p. 285). Threat of opposition Either in home or host countries, apparels, accessories and merchandise will always have a competitor which usually fluctuates in size. The novel market trends for the apparel industry are globalisation and intensified competition, increase price and lower profit margin pressures, small quantity with high complexity orders, shorter lead times, multiple location operation, ever-changing customer requirements and loosening on textile and clothing quota that creates new market dynamics. Being responsive to these market trends shifts the focus of the apparel industry for to a greater extent extensive product development and improvements at the least come-at-able cost. Such condition forces companies to withdraw on product differentiation because of high switching cost. In an industry where products are deemed to be equal, the rudimentary sources of differentiation are brand image, reputation and prior existence (Byoungho 2004b). For UNIQLO, the products themselves are an important source of competitive edge. UNIQLO strives at developing products of high quality, in mingled collections to enable the company to fall in the highest possible number of customers. As such, the rivals would be endangered when it comes to introducing innovative products. UNIQLO is positioned in the fashion capitals of the world for the purpose of taking advantage of the new information about fashion trends. UNIQLOs ability to quickly adapt to trends and new markets has helped them develop product differentiation, something that is key to the companys success in the apparel industry. According to Tokle (1990), product differentiation is what separates the top competitors from the rest, but it something that is not costly to imitate. This is why their product differentiation is only a temporary competitive advantage. Competitive advantage could be achieved once the organisation learns to manage its capabilities that the end consumers could appreciate and competitors would find difficulties imitating (Porter 1985 Roney 2004). Threat of Substitutes Casual wear is very particular with loose-fit, comfortable and relaxed fit. acrobatic or active wear was perceived to be the closest supplant to casual wear as manifested by the booming athletic wear industry. Typically worn as casual fashion clothing, active attires could provide deterrence in the industry. Moreover, the blurring demarcation on the casual clothing family could be also seen as an opportunity for substitutes. Specialised stores offer semi-casual, smart casual and business casual lines. Semi-casual attire are less presentational than light but are not as loose as casual dresses. Smart casual purports conservative looks but with harmony on colors, fabrics, lieu and accessories. Business casual, on the other hand, varies in comment but the crude element is the collar. Realising this, the bottomline now is the price. Moreover, based on the SPA business model, all the necessary functions at UNIQLO falls under a single umbrella especially the i nbound logistics and the production. UNIQLO is an example of a cut-make-trim company in which in which the company purchase the fabric and retain ownership of the raw solids and work-in-process, and so making it hard for rivals to imitate or produce substitutes for UNQILO brands. Threat of Suppliers The prices and availableness of commonly used fabrics such as cotton, blends, synthetics and wools might fluctuate importantly due to its dependence on demand, crop yields, weather, supply conditions, transportation costs, governance regulations and economic condition among others (Byoungho 2004a). Quota is the major factor that affects the demand and supply of textile and fabrics. Even though the sale of raw materials is well-wornised, independent contractors, raw material suppliers, importers and apparel manufacturing firms could not isolate themselves from such scenario because of the prospective unsteadiness in the supply chain (Chetty 1999). As well, because of forward vertical integration, coupled with the low barrier to entry, suppliers could easily become rivals. In becoming threat of entry, suppliers could be also become a competitor to already established apparel manufacturers. In addition, contractors is also one of the threats when the demand of the labor increases, it will cause labor costs price inflation. Laszlo (2008) stress that there are quintette main parts of the apparel value chain including raw material supply, provision of components production networks export channels and marketing networks at the retail level. through the process, UNIQLO has an ownership on production and thereby a tell apart control on the supplies procurement. UNIQLO insources its production and handles the majority of the operational details. Sourcing is a go-to in the apparel industry but it is not rare although it can add value to UNIQLO. Threat of Buyers R each(prenominal)ing more and diverse consuming group, the apparel industry is both a stable and unstable industry. Stable because quality price and quality products are the main element and unstable because there are many factors that affect both price and quality. In the point of consumption, for instance, there are middle men such as the retail stores that offer an array of brands. In purchasing manufactured apparel, retail stores could have influence on making significant requirements and demands on their purchase, affecting prices. though quality is inherent, prices would not be reasonable at all, and alternative clothing is readily available. This explains why apparel manufacturing companies are setting up their own stand along stores which will cater to their own produce. Important is that apparel stores must not fall dependent on s specific class of customer. Buyers are increasingly appearing to prefer above standard apparel with a much lower cost, making apparel less differentiated. When selling directly to consumers, buyers would incur a significant portion of their unnecessa ry cash. Same goes with retail store, they purchase apparel at the least possible final cost, but adds up to prices of apparel. UNIQLO is involve in selling to the customers through specialty store marketing, with a minimalist strategy of pile em high, sell em cheap concept that is. In addition, the unbranded fashion or the no-logo concept was perceived to be the main reasons for peoples warm attendance (Williamson 2007 Parrish, Cassill and Oxenham 2006).Competitors Analysisa) Local Competitor GiordanoAccording to companys website, Giordano was established in 1981 as one of the most well-known and established apparel retailers in the Asia peace-loving region. The company employs 11,000 staff with over 1,700 shops operating in 30 territories worldwide. The companys vision aimed to be the best and the plentifulgest world brand in apparel retail with a remarkable mission i.e. To make people feel good look great.From the companys website, they are stating that Giordano is committed to being a successful and obligated corporate citizen. Meaning, they are committed not only to delivering quality products and service to their customers and strong and sustained fiscal public presentation to their shareholders, but that are also committed in creating a positive furbish up in the communities where they do business. The current CEO since 1996 is Peter Lau, a Canadian Chinese. Basically, Giordano is based in Bermuda and trades on the Hong Kong Stock Exchange as 709.HK.Giordano concentrates in creating and delivering economic quality clothes such as Long Sleeve Shirts, T-Shirts, and denim jeans. On the other hand, Giordano Ladies, a sub-brand was only established in 1996. It has been instrumental to upgrading the unisex brand from a budget image to a more fashion oriented apparel retailer similar to The Gap.b) International Competitor HMIt is now a widely held view that the world economy has entered a much more complex phase where individual national economies have become inextricably linked. In this new world economy, resources and markets have ceased to have the indelible national identity of the past (Jones, 2002). Restricted resources and markets that were once lawfully isolated have become much more accessible to enterprises that have acquired a global strategic vision. To the more visionary global enterprises, the world is but a borderless environment with homogeneous consumers who have developed an black taste for the most sophisticated and high-quality products. In response to the needs of these global consumers, the enterprises have developed global products. How such homogenised consumers are served, however, is a question of the strategic orientation of the enterprises and their ability to exploit the ever-evolving global economic environment (Jones, 2002). With this regard, HM, a company in Sweden engaged in clothing and a leader in fashion business shows significant impact to their consumers in accordance to their brand and bran ding strategies.HM is considered as one of the worlds favourite and preferred designer of apparels and clothing for man and women. In addition, HM is also known not only for their fashion cosmetic but because of the quality of the clothes designed durability and the funkiness of its clothes. done the online stores, HM provides the US, UK and European Market exclusive clothing designs. The main goal of this company is to provide innovative designs of apparels and clothes for different types of people in different countries all over the world. The company has been known because of its strategy of providing clothing designs exclusively for each countrys preferences and needs.HM is considered as one of the worlds favourite and preferred designer of apparels and clothing for man and women. In addition, HM is also known not only for their fashion but because of the quality of the clothes designed durability and the funkiness of its clothes (HM, 2009). The HM mission, Fashion and Quality at its best price. In addition, their handbags, shoes and accessories are also creating big sales and positive reactions from consumers. Through the online stores, HM provides the US, UK European Market and Asian Market exclusive clothing and even handbag designs. HM also offers perfumes and watches. The main aim of this company is to provide fast fashion goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others) in different countries all over the world (HM, 2009). The company has been known because of its strategy of providing fashion designs exclusively for each countrys preferences and needs which was positively accepted and loved by consumers.CPM Matrix send back 1. CPM MatrixUNIQLOGiordanoHMCritical Success FactorsWeightRatingleaden distinguishRatingWeighted ScoreRatingWeighted ScoreAdvertising0.2040.8051.0040.80Product Quality0.1540.6040.6040.60 worth Competitiveness0.1040.4030.3040.40Management0.1040.4030.3040.40Financial Position0.1540.6030.4530. 45Customer Loyalty0.1040.4030.3030.30Global Expansion0.1530.4540.6040.60Market grapple0.0530.1530.1530.15Total1.003.803.703.70With regards to the discussion of the local and international competitors of UNIQLO, the CPM matrix describes the edge of UNIQLO over Giordano and HM. As seen in the critical success factor, UNIQLO dominates the Product Quality, Price Competitiveness, Management, Financial Position and Customer Loyalty. Despite of this, it seems that UNIQLO was absentminded in advertising which was dominated by Giordano. In addition, UNIQLO also needs to consider their efforts in global expansion and market share in order to become successful in Hong Kong.Extended Marketing commix 8Ps of redevelopments MarketingFurthermore, since the UNIQLO as a brand concept be similar to or is associated with service stipulation, the 8Ps method adopted for service marketing may be competently espoused for its advertising. The 8Ps are* Product This refers to the stuff or services to be offered by the company. In the case of UNIQLO, their products and services are mostly related to clothing and fashion, thus the need for constant check up on should be bear in mind in order to meet the changing customer expectations.* Place In UNIQLO, the place in which this product was manufactured and distributed was somewhat accessible to both suppliers and customers. Actually, UNIQLO are considering the issue regarding product availabily at the most convenient places for the target market, i.e., current and prospective clients.* Price In monetary value of price, UNIQLO produce were priced competitively.* Promotion UNIQLOs most effective ways to communicate to the various target groups to stimulate greater awareness, interest and stand-in are somewhat good but not exceptional. UNIQLO are now using TV advertisement, Internet marketing, and billboard advertising.* Physical Evidence In terms of presentation, UNIQLOs products are exceptional. In addition to these, the service s offered by the company were also outstanding. As seen in their shops UNIQLO are known with their well-dressed staff/consultants, news on office doors/ business cetres, letter heads, brochures, complimentary cards, consultancy reports, etc.* treat With regrds to the process, the business of UNIQLO are well management in which makes their business system flawless and customer complaints are easily handled.* People When it comes to people, UNIQLO chooses the best adequate person needed by the company. This means that UNIQLO expertly indentify the capabilities of a person that will reflect the value of UNIQLO products and services.* Promise UNIQLO with their consultants are delivering their promises. In terms of quality of products and services, UNIQLO are giving it to their customers at utmost quality.* Public relations UNIQLO stakeholders carefully identify the various publics that can impact on UNIQLO to which PR communications can be directed. Such publics include individual consultants, clients, big practices, small practices, other related professional associations, relevant agencies of the United Nations, financial institutions, etc.Developing the Concept of Servicescape and BlueprintingServicescape- Servicescape is a concept that was developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. If you were to try to describe the differences a customer encountered when entering a branch of say like McDonalds compared with a small family restaurant, the concept of servicescapes may prove useful. Booms and Bitner defined a servicescape as the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service (Booms and Bitner, 1981, p. 36).Servicescape may be likened to landscape. It includes facilities outdoor (landscape, exterior design, signage, parking, surrounding env ironment) and facilities interior (interior design decor, equipment, signage, layout, air quality, temperature and ambiance). Servicescape along with other tangibles like business cards, stationary, billing statements, reports, employee dress, uniforms, brochures, web pages and virtual servicescape forms the Physical Evidence in marketing of services.Servicescape is not defined as above. The definition above is the definition for physical evidence. Physical evidence consist of servicescape combined with the tangible elements, so servicescape is a part of physical evidence.Blueprinting Service blueprinting was initially introduced as a process control technique for services that offered several advantages it was more distinct than verbal definitions it could help solve problems preemptively and it was able to identify failure points in a service operation.24Just as firms have evolved to become more customer-focused, so has service blueprinting. One early adaptation was the clarifi cation of service blueprinting as a process for plotting the customer process a pass onst organizational structure.25Service blueprinting was further developed to distinguish between onstage and backstage activities. These key components still form the basis of the technique and its most important feature, that of illume the customers role in the service process.26In addition, it provides an overview so that employees and internal units can relate what they do to the entire, integrated service system. Blueprints also help to repay a customer-orientation among employees as well as clarify interfaces across departmental lines. Chapter 3. Research MethodologyThe aim of the study is to once again, seek the various sides of economic impact in capital of the United Kingdom after winning the human action to be the host of the 2012 summer exceedings. It is a big challenge for the hosting country to facilitate a mega event and the industry that is in the center of the issue is the touris m. The continuous development of an industry is possible if there are factors that can affect its growth. In the existence of the Olympic event in London, there should be an appropriate investigation that might lead in determining the economic impact of Summer Olympics. Along with the complexities defined in the countries of UK, London remains the center of attention because of the opportunity in hosting the prestigious Olympic Games. After the years of 1908 and 1948 in hosting the previous Olympics, London finally acquired the mention in hosting the mega event. Obviously, years can be evidence the world is changing and with that, London must be prepared on the various make resulting to the Olympic Games. With the help of the appropriate method, the study can gain the possibility in meeting the objectives and goals.Research Methods to be Used Since the study is come to regarding the empirical ground and current situations of Londons preparedness in the upcoming Olympics, the pro posed elemental method is through the use of surveys and interview. There are many types of primary research available based on the purpose of the researcher/s. The design of the method can create the accurate result and overview on the upkeep of the study. It is expected that survey methods are more efficient in terms of gathering the primary data therefore it is utilized in the study. Through the form of questioning the people or groups, the study can gain the limited amount of information which is also useful in understanding the subjects point-of-views. On the other hand, the use of interview helps the research in providing the ideas of a small group similar to gathering their opinions. After the e