Uniqlo Swot Malaysia

In: Business and Management

Submitted By Kumsan
Words 5020
Pages 21
UNIQLO Marketing Research Report

GBMP 509 – M1 December 2, 2013 Mike Assad Victoria Markowski Adam Mawer Cecilia Setiawan Timothy Wong

Executive Summary
The purpose of this study is to research, analyze and evaluate proposed pilot retail locations in the GTA for Uniqlo’s entrance into the Canadian market. Methods of analysis include quantitative secondary research using the geographic information system (GIS) SuperDemographics to examine key demographic data corresponding with Uniqlo’s primary and secondary target group. The use of qualitative formal studies including consumer traffic data from commercial shopping malls, a competitive environment analysis, as well as an online audit of websites containing relevant location information were also been employed. The research draws attention to the key demographics and psychographics of Uniqlo’s target groups as they compare with the demographic data collected from specified geographic locations within the GTA. Results of the data analyzed indicate that Uniqlo’s direct market share and target group competitors have positioned themselves in high traffic retail areas in close proximity to one another capitalizating on the traffic created in the competitive environment. These centralized shopping hubs reveal a correlation between mall patron statistics and the surrounding trade area population. Of the 7 locations examined, those closely aligned with Uniqlo’s target market group were ranked to evaluate their merits based on weighted dimensions including: age range, income level, competitive environment, and the distance that prospects live from the retail location. Yorkdale Shopping Centre, Square One Shopping Centre, Queen West, and the Toronto Eaton Centre performed well and scored high on the ranking model. Based on the data accumulated and research conducted, it is recommended that Uniqlo launch its brand in the…...

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