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Abstract
Being the world’s third largest manufacturer and retailer of private label apparel that offers high-quality and
reasonably priced clothing, Uniqlo is preparing to increase its presence in the Southeast Asian and Oceania
market. The company has a goal of doubling its stores to around 400 stores by 2022 (Inside Retail Asia,
2017). After successfully opening stores in several countries in Southeast Asia, Uniqlo’s next move is to
penetrate Vietnam’s retail market by 2019, since Vietnam’s economic outlook proves to be a viable choice for
Uniqlo to invest in. Vietnam is chosen as the target market because of its good relationship with Japan; one of
its biggest investors, high density of population, stable political condition, and inexpensive labor but good
quality production. Moreover, in the recent years, Vietnam’s economy has increased significantly, which
resulted in the increase of customer’s demand, especially for the fashion industry.
Our main marketing objective is to open two first retail stores in Ho Chi Minh and Hanoi, two big cities in
Vietnam. Our main target customers are the middle income class, mainly the young generation. Currently
there are four main competitors in the market. For local brands, there are Canifa and Viettien, and for global
brands, there are Zara and H&M. Based on the perceptual map, Uniqlo is currently the leader of the functional
casual clothing brand, with price as affordable as the local brands. Our marketing strategy is based on the
marketing mix, which includes product, price, place, and promotion. We will differentiate our products by
providing functional products for different uses and special designs tailored for Vietnam customers,
introducing our special service in the stores, and establishing online store with direct shipping to customer’s
location. We will use three strategy methods for the affordable pricing; first, targeting price resulted from our
economy of scale from our factories and suppliers in Vietnam and from experience curve; second, reducing
total supply chain cost; and third; mark-up pricing. For the place strategy, we are planning to open our stores
at Vincom Mall, Hanoi, and Saigon Center, Ho Chi Minh. We will also launch a bilingual online store with
the English and Vietnamese languages. We are planning to do our promotion by advertising in media like TV,
radio, magazine, and billboards; distributing discount coupons; doing digital advertising like search engine
optimization and social media marketing; and collaborating with other brands.
With the 15% revenue growth each year, we estimated that we will reach break-even point and net income in
our second year of operation. Our marketing budget is estimated to $3,696,250 and will be realized in the 3
years, with marketing programs focused on promotional coupons, search engine advertising, billboards, brand
ambassador, magazine and newspaper advertising, television and radio, flyers and posters, website, and