Benchmarking Marketing and Business Strategy of UNIQLO to Start-up a Retail Shop in Bangladesh

Abstract

The aim of this study is to let an apparel business entrepreneur recognize the initiatives, challenges, channels, business and marketing strategy to start up a new apparel store. This investigation has been conducted by benchmarking marketing and business strategy of UNIQLO through BPM, SWOT Analysis and Porter’s Five Forces Model in order to initiate a new retail shop. The BPM model scrutinizes the whole process of the organization like customer needs, management processes, core processes, support processes etc. in order to improve continuously. The whole process to build an apparel retail store as well as facilitate an entrepreneur to detect a way to establish an outstanding brand has been demonstrated by this model. Furthermore, a framework has been delivered by ‘Marketing Mix’ consisting of 4 elements: Product, Price, Place, Promotion to manage the market and cause it one into a business context. This research is a qualitative based study to explore the object in a reasonable manner. In this qualitative study, primary data are obtained through an interview with related respondents. Business goals, success factors, critical success factors, measurable process controls have been determined for the proposed apparel retail showroom. As sustainability plays a vital role to strengthen the brand image around the world, the probable means to generate it has also been conferred.

Keywords: BPM, location agnostic, apparels, retail-store, fitting room, omni-channel.

DOI: 10.7176/EJBM/12-2-01

Publication date: January 31^st 2020