UNIQLO Company, Global Marketing Analysis Essay

UNIQLO Company, Global Marketing Analysis - Essay Example 2. The Uppsala Model 8 Section Three 11 Macro environmental analysis 11 Market specific analysis 14 Section Four 16 Market Entry Modes 16 List of references 19 Section One Introduction Uniqlo Company limited is a Japanese clothing company. The name Uniqlo was as a result of the combination of ‘Unique’ and ‘clothing’ (Frankel, 2011). This company specializes in the manufacturing and retailing of casual wear (Uniqlo, 2012). It was first established in 1984 by Tadashi Yanai and opened its first shop in Hiroshima in that same year. The company was originally a division of the Fast retailing Company limited, a retail holding company. Fast retailing company owns many other brands that include Aspesi, foot park, National Standard and Princess Tam-Tam among others (Fast Retailing, 2010). Uniqlo has continued to be in existence in the fashion industry for a long period of time making impact and changing the perceptions people hold of the fashion industry. In 2005 its management restructured it and separated it from Fast Trading Company to form a new wholly owned subsidiary called Uniqlo Company Limited. It was during the same period of time that it became listed on the Tokyo Stock exchange (Fast Retailing, 2010). Uniqlo is currently headed by Yadashi Yanai who was its founder and president but has other managers in the various outlets of the company. History Uniqlo first began its operations in Hiroshima where it opened its first shop in 1984. ... The parent company continued its operations under its original name Ogori Shoji until 1991 when it rebranded to Fast retailing company. Unique began a spirited effort to expand its market and by the end of 1994 the company had over 100 stores in Japan only (Fast Retailing, 2010). The company was fast growing and therefore had to think of strategies that would enable it to continue serving its markets. This necessitated it to come up with the SPA strategies adopted from The Gap- an American retailing giant, which aimed at producing and selling their clothing exclusively (Fast Retailing , 2011). The company then set out for overseas expansion after sales turnover and gross profit from their operations in Japan peaked in 2001, boasting of over 500 stores in Japan only. In 2002, the company established Fast Retailing Apparel Company in china and began operating the first Uniqlo outlet in Shanghai China. Uniqlo then made a huge move in 2002 from the Asian market to venture into the Europe an market and established four outlets in London (Fast Retailing, 2010). The England market proved difficult to work in with as sales were below the company’s expectations. This caused a sharp drop in profits in 2003 and the company began working jointly with other Japanese companies and celebrities in order to boost its dwindling sales. Since 2005, the company has engaged itself in an aggressive expansion plan and has opened stores all over the world including, The United States with stores in New York City, In China with stores in Hong Kong and formed a joint venture with Lotte in order to enter the South Korean Market. It has continued its operations in Europe opening more stores since the profits and sales began to

-Outline and explain the relations between senders and receivers of Essay

-Outline and explain the relations between senders and receivers of communication, focusing on how messages are - Essay Example Communication is said to be complete when immediate feedback of the message is received involving matters speech, body language, emotions and gestures. This process involves at least two persons and it starts when one individual intends to pass a message to another person. Communication starts with crafting of images and ideas in the mind of a person who wants to send the message. This can be a feeling, an idea or even a concept. This part of the communication process is in reflection (Guffey et al., 2013). In order to pass this message to another person, the individual intending to pass the message must be able to translate the crafted images into signs that the intended person of the message will be able to interpret and understand. Signs in communication can be words, sounds and sense, and this is the only way the images in the mind can be expressed in the form of meaningful ideas and passed on to another person. This process is referred to as encoding. Upon encoding the message, it is expected to be transmitted to the person intended, and that is the recipient (Lehman et al., 2011). Transmission of the message can be done in various ways, for example, orally, and this may include one-on-one verbal interaction and use of telephone. The message can also be transmitted through non-verbal means, and this can be done through short messages services, newspapers and letters. Another form of medium includes visual media; finally, the process in which the recipient translates the symbols or wording into such information that he or she can understand is called decoding. Diagrammatic representation of communication process Medium Medium From the diagram above, we can see the process involved in communication right from its initial stage until it reaches the intended audience, i.e. the receiver. The letter X represents encoder while the letter Y represents decoder. This model represents communication process from the person sending to the person receiving it (Barker, 2 010). The relation between Encoder-decoder At this time, the message is interpreted as having a nonfigurative reality which encoding shapes into an actual form that can be conveyed. Decoding has the capacity to reinstate it to its inventive nonfigurative meaning. The two terms, encoding and decoding, mean that text is made up of a number of codes resulting from another text (Wood, 2003).   To deliver a message effectively, the sender and the receiver need to take care of: Maintenance of eye contact to increase message flow and interest in the information; it shows utmost attention and increases the likelihood that feedback will be received in the communication process. It also gives the urge to continue with the communication interaction in a bid to pass information consequently with the right encoding and decoding. Facial expressions, for example, in smiling, while conversing would mean an acceptance of the message by the receiver and vice versa if the recipient has, for instance , a sad face. Gestures should be part and parcel of communication; for example, if the sender is throwing her or his hand with a message like â€Å"Go away!† this should indicate a situation in which the recipient is not needed in that particular place. Proximity, i.e. reasonable distance between the sender and the recipient as regards the channel used. Body language and/or posture, for example, leaning towards the sender, gives a connotation that the