1.

Discuss how issues of culture, language, climate, and religion would affect
marketing programs for UNIQLO clothes in international markets.
Due to the rapid pace at which globalization is currently occurring, Uniqlo must concentrate
on comprehending the aforementioned problems in each location in order to minimize risk as
much as possible when undertaking market penetration.
- Culture: Because every country has its own unique culture, Uniqlo will fail if it does not fully
comprehend the culture of the nation in which it want to conduct business.
For instance, Chinese consumers do not use Facebook, Uniqlo will promote its products on
Douyin, Weibo, Wechat, and other social media channels.

- Language: For example, before Uniqlo can send a collection message, it must determine
whether the message is incomprehensible in the language of the country receiving it.

- Climate has an impact on Uniqlo since the company will employ appropriate fabrics and
shirt styles if it pays attention to the local weather. Uniqlo, for example, uses high-tech
materials to keep people warm in some frigid places.

- Religion: There would be multiple subcultures within each religion, with one religion
existing in each nation and region. In order for its products to respect local cultural norms,
Uniqlo aims to better understand the religion of the community.

2. Which segments should UNIQLO target to avoid failure in new markets?

Geographic: People living in big cities in VietNam can go to Uniqlo’s store or though the
internet
Demographic:
- Age: 18 to 40 years old
- Occupation: College students or office worker,..
- Finance: Financially independent
Behavioral:
- Reason to buy: Find clothes that suit your need (for work and daily life)
- Occasions: often purchase clothing for different occasions.
Psychographic:
- Lifestyle: Rushing, busy with work, prefer convenient and comfortable life
- The influence of the reference group: buy according to trends, times, consult colleagues

3. How could UNIQLO market its clothes to local and global consumers?
Uniqlo employs very rigorous marketing techniques in order to greatly contribute to the
brand's global expansion under the slogan "Made for all".
- Sponsor world-class athletes to raise brand recognition and get attention from consumers
on a global scale.
- UNIQLO has encouraged people to participate in its communication strategy by using
digital marketing to assist items and brands become more visible and popular.
- A strategy that establishes a personal connection between customers and brands. Uniqlo
is aware that regional differences in local customs and standard of living exist. With each of
its unique social media strategies, Uniqlo has successfully tapped into a number of local
target markets. For instance, Uniqlo sales are promoted on social media sites that are
popular with customers in the nation.
- Providing basic things as "components" that buyers can combine with additional
components, while yet providing high-quality items at a reasonable price.
- UNIQLO's designs are bright and free of logos, making them appealing to a wide spectrum
of customers.
- The goal of the brand is to provide low-cost clothing with a high-fashion sensibility,
resulting in outfits that can be worn with both a faded pair of jeans and a fancy coat.

4. What potential market segments can you identify from the information provided in
this case?
Some potential market segments I can identify in this case:
- Demographics: UNIQLO offers high-quality casualwear for men, women, and
children at reasonable prices. It's for people of all ages and genders.
- Psychographic: people who like high-quality product at a low price
- Geographic area: UNIQLO is a global fashion retailer which was originally founded in
Japan. It targets urban and suburban areas like Shanghai, London,....

5. Would there be a market for bottom-of-the-pyramid customers? Why or why not?

In fact, many companies have recognized the potential of the BoP market and have
developed products and services specifically tailored to this segment. By focusing on
affordability, accessibility, and scalability, businesses can tap into the BoP market and create
value for both the customers and themselves.
However, UNIQLO isn’t for bottom-of-the-pyramid customers. The main goals of Uniqlo were
to target middle-class and above consumers; bottom-of-the-pyramid customers were not
acceptable. Because these clients have little financial resources and purchasing power. On
the other hand, Uniqlo has taken action to demonstrate its concern for this group by
launching a product recycling program through which it collects used items from customers
and distributes them to those in need all around the world.