Ch. 2 - Strategic Planning for Competitive Advantage

 Strategic planning is one of the most important parts of selling you products in a very competitive market. That being said Uniqlo uses a couples of strategic planning tactics to make the customer chose their store over the other major retail companies.

 One of the strategic planning tactics that Uniqlo uses is Product Development. They use this towards many of their products, when its summer they develop their Airism products to be even more effect or to have more benefits. When its winter time they develop their Heat tech product as well and now they have the Extra Warm Heat tech which is said to be even warmer. But the product that they developed the most would be the Ultra Light Down Jacket.This Jacket is known for being super light and easy to carry because its compactable and comes with its own little bag. Now Uniqlo designers and developer decided to make the Ultra Light Down Jackets “Water Defenders”. These jackets are not water proof but the do defend against the rain.

  Another tactic used would be the Market Penetration Tactic. Uniqlo offers free alterations for bottoms such as jeans and dress pants. This is a service for our existing customer as well as future ones. The alterations are free if the item price is over 19.99. The customers love this because not everyone is the same length and some people have problems looking for petite in stores, so it is very helpful.

 The use of Portfolio Matrix is used in Uniqlo as well. They have the Stars in the company which would the Ultra Light Down Jackets. These Jackets are what brings in the most amount of profit and traffic. The Uniqlo stores are known internationally so there would be customers that would travel to different countries and buy the Ultra Light Down Jackets in those countries as well.