Contents

• Executive Summary 2
• Introduction 6
• Situational Analysis 6
• Scope 6
• Company 6
• SWOT Analysis 7
• Core Competencies 8
• Marketing Capabilities 9
• Product and market review 9
• Company and product review 9
• Category and company Sales 10
• Behaviour and Trends 10
• Pricing 11
• Distribution 11
• Competitive Review 11
• Target Market Effectors 12
• Understanding the marketplace and customer needs 13
• Customer needs, wants and demands 13
• Market Offering 13
• Customer values and satisfaction 13
• Exchanges and relationships 13
• Market 14
• Barriers to entry 14
• Entry Strategy 15
• Designing a customer driven strategy 15
• Selecting customers to serve 15
• Choosing a value proposition 15
• Marketing Management orientation 15
• Company-wide strategic planning 15
• Market-oriented mission 15
• Company objectives and goals 16
• Business portfolio 16
• Planning marketing: partnering to build customer relationships 16
• Partnering with other company departments 16
• Partnering with others in the marketing system 17
• Customer driven marketing strategy 17
• Market segmentation 17
• Market targeting 18
• Differentiation and positioning 19
• Tactical marketing mix tools 20
• Product 20
• Branding 20
• Packaging 20
• Pricing 21
• Distribution 21
• Personal selling / distribution 21
• Promotion / events 22
• Advertising message 22
• Advertising media 22
• Merchandising 22
• Publicity 23
• Marketing plan budget and schedule 23
• Execution and Evaluation 24
• Conclusion 24
• Bibliography 25
• Appendices 28
• Appendix 1: Financial Performance 28
• Appendix 2: Corporate Governance of Fast retailing Co. Ltd. 29

Description

UNIQLO is a one of the well known apparel brand of Fast Retailing Co. Ltd. based in Japan and operating in several countries all over the world. However, it has not entered the UAE market yet to grab its potential. The report proposes the entry of Fast Retailing in the Dubai market, Dubai being a hub of fashion retailers. The people of UAE including both the UAE nationals as well as the expatriates from different parts of the country would be provided with the essence of the global fashion trends including the Japanese fashion apparel by this brand.
The report chalks out a marketing plan by undertaking comprehensive evaluation of the company and its offering and the market in which it is supposed to enter, UAE.