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MGMT7104_Marketing Management
Group 8: Joonie, Meng, Lillian, Chintan
MUJI
Source: Google
MUJI
(1980, Japan)
Mujirushi Ryohin: "no-brand quality goods"
3 core principles:
·Selection of materials
·Streamlining of processes
·Simplification of packages
·China is Muji’s largest market outside Japan.
Source: Google
SWOT
SWOT
Strengths
Strengths
- Corporate cultral
- Wide range of verity of products
- Strong identity in market
- Using 70% goods is recyclable
- Nice service in offline physical stores
Weaknesses
- Less awareness
Insufficient brand awareness
- Brand reputation
quality, Lost infringement case
- Price inconsistency between markets
the brand faces the difficulty to align its prices with the Japanese market
- Innovation drain
The standard range of MUJI products leaves definitely more to be desired.
- Delivery
Furniture delivery services and assembly services lagged behind similar companies.
Source: Google
Opportunities
Opportunities
· Develop in China's online shopping
· Leading product
· Growing preference for 'Affordable luxury'
· Participate in lots of online platforms.
· Big data analysis- user profile
Threats
Threats
- Competitors
MUJI has to face competition from a lot of similar retailer.
· High tariffs
- nCoV - Lockdowns & Self- isolation
- High costs
– High rental costs
– Rising raw material
- labour costs
Source: Google
The Marketing
Environment Scan
Environment Scan
Competitor
Competitor
- Apparel: UNIQLO, H&M, ZARA, GAP
- Household goods: DAISO, MINISO
- Food: Bravo Yh
- Furniture: IKEA, NITORI, Quanu, QM,
- Stationary: M&G, Deli, TureColor
- E-commerce: JD, Taobao, Tmall, Mi,
Kaola, Vipshop, Red
Source: Google
Politic/Legal/Regulation
Politic/Legal/Regulation
- Tax
- Import Tariff
- Company Law
- Labor Law
- Protection of Consumer Rights and Interests
- Copyright
- E-commerce legislation(January 2019)
Source: Google
Economic
Economic
- National GDP & Public Spending Power
(USD $3,947 bn, AU$ 8,584 bn )
- Exchange Rate
- Raw Material Costs
- Development of Online Marketing
(AU $2,217 bn, ↑16.5%, 26%)
- nCoV 2019 - Lockdowns & Self- isolation
Source: Google
Technical
- Big Data Analysis - user profile
- Logistics Technical
- Material Innovation & Recycling
Source: Google
Social Culture
Soci-culture
- Affordable luxury
- Minimalist & Nature (Culture of Zen and Tea)
- Environmental friendly & Healthy
Source: MUJI.com Google