优衣库市场营销.docx

Develop a marketing planfor new UNIQLO Kids TAFE121 魏嘉立Wei Jiali 梁烨文Liang yewen 陈岳萍Chen yueping 陈铛琪Chen dangqi 杜婉施Du wanshi林欢Lin huanContents1. Background..................................................P12. Situational Analysis.....................................P13. SWOT Analysis............................................P24. Objective.......................................................P25. Target market...............................................P26. Marketing mix for new UNIQLO Kids.....P3~57. Budget...........................................................P6~98. Implement.....................................................P9~119. Evaluation.....................................................P11~1210. Conclusion...................................................P1211. Appendices...................................................P13~1512. References....................................................P161. BackgroundUNIQLO is a famous brand of leisureclothes in Japan. It adheres to providemodern, simple, natural, high quality and easy to mix products to customers.What it advocated, the ‘all-match’ concept is well-known in the world.The full name of UNIQLO is ‘UniqueClothing Warehouse’, which means that isdiscardsunnecessarydecorationandprovide customers what they want atreasonable price at a self-service way as ina supermarket.2. Situational analysis UNIQLO has processing centers in China, southeast Asia, Europe, and many other areas. A variety of processing enterprises in China as many as several hundred. UNIQLO has 90% of the goods is made in China. The following is the sales of UNIQLO from 2010 to 2013. YearAmount of sales （Billion yuan ）20106800201164002012632020136000From the chart we can see the total sales of UNIQLO declined year by year. Because now clothing industry competition is more and more serious. The clothing style update quickly