BUSINESS

International Marketing Plan on Uniqlo's expansion in Marseille

Executive Summary

We have designed an extensive marketing plan for Uniqlo in order to assist them in the process of successfully expanding towards Marseille in France. Different type of factors pertaining to marketing has been discussed at length. The decisions of standardization or adaptability pose a huge implication in the context of globalised marketing and thus have been analyzed in a profound manner. In addition, since the marketing and distribution mechanisms have been responsible for the decline in performance, we have discussed the steps needed for a successful expansion.

With an implementation of the marketing guidelines, Uniqlo would be able to successfully enhance their coverage of Marseille. They need to adopt the strategy of market penetration in order to successfully sustain their entry in a foreign market like Marseille. They must have a strategic view of the overall marketplace as an expansion requires allocation of appropriate resources as well as major strategic decisions. International Marketing Plan on Uniqlo's expansion in Marseille

Introduction

The society is rapidly being characterized by the utilization of technology to a great extent. Globalization has completely transformed the way organizations used to operate. The field of marketing has been revolutionized with the concept of globalization. The field of global marketing has been emerging at a rapid pace in the context of professional workplaces. Many of the successful organizations have adopted the concept of globalized marketing with a view to further enhance its clientele across diverse geographies and boundaries. The concept of nationalized or domestic organizations is increasingly giving way to the concept of multinational organizations. Many organizations look to cater to a globalized market in order to further diversify attractive profitable opportunities. Uniqlo has been one of the most renowned apparel manufacturer and retailer. It has been pursuing expansion plans and has entered into a variety of markets. We would look to explore the options possible for Uniqlo to successfully enter France. Although Uniqlo has opened some outlets in France, we would discuss the feasibilities for Uniqlo to further enhance its stranglehold in the context of France. Since there are a lot of intricacies associated with international expansion, we would focus on addressing the vital components that are responsible for shaping up the success and failure of organizations looking to pursue globalized marketing (Cushman & Wakefield, 2013).

Marketing Objectives

To gain 30% market share for apparels in Marseille by 2014.

Identifying and addressing the distinct needs of new target market by 2014.

Target Market

The potential target segment in the case of Uniqlo is women aged 25-35. They cater to the target audience that prefers trendy clothes which are of the highest quality characterized by a low cost. These women do not have a substantial income but also prefer to buy high quality casual clothes that satisfy their needs of having fashionable and top quality apparels. Since France is considered as being the fashionable hub, there are ample opportunities for Uniqlo to successfully cater to this target ...