Analysis of Business Strategies of the Casual Apparel

Business: A Focus Group Study of AL-Siyabi, Abdullah Ali Solo Herimanitra, Andrianoelinirina Montalvan, Ayack (Master’s Program in Business Administration and Public Policy) Advisor Professor MATSUDA, Noriyuki Submitted to the Graduate School of Systems and Information Engineering in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration The University of Tsukuba


Our research analyzed the current business strategies of UNIQLO, as part of Fast Retailing Group Co. , LTD with the main focus on Pricing Strategy, Human Resource (HR) Strategy, and R;D strategy. In Chapter 1, we provided a brief overview of UNIQLO in comparison with some of its competitors at a domestic and international level. We also performed a market analysis, showing UNIQLO strengths and challenges within the current business environment.

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In Chapter 2, we studied consumer’s perceptions about price and quality for UNIQLO and its bearings on their buying behavior as reflected in the specially arranged Focus Group (FG) Interview. The data were subjected to Graph/Network analysis for visual inspections and extracting sub-graphs called communities. The identified communities are expected to provide the company with valuable information for formulating better pricing strategies compatible with the wide-range consumer preferences.

In Chapter 3, Human Resources (HR) practices of UNIQLO were analyzed in light of Herzberg’s Two-Factor theory, following a brief examination of the organizational structure and hiring practices of UNIQLO. The information obtained from former part-time worker was classified either as motivator or hygiene factors both of which were comprised of five elements. The Hygiene factor included salary, supervision, physical working conditions, personal factors, and job security, while the motivator factor included sense of achievement, recognition, advancement, the work itself and the growth opportunity.

In Chapter 4, the history of UNIQLO was first reviewed with particular interest in its innovativeness and partnership with material providers. Then, the data obtained from the Focus Group interview on HEAT-TECH and the products that use it were subjected to Graph/Network analysis. From this Network analysis, for Heat-tech products three specific areas were studied: Physical attributes, Functional attributes, and Non-physical attributes. These findings can provide the company with valuable information for developing innovative and suitable products for its consumers.

In chapter 5, we provided a general conclusion summarizing the main findings for each of the chapters mentioned above.

i UNIQLO 1 UNIQLO UNIQLO UNIQLO 2 (FG) 3 UNIQLO 5 UNIQLO 4 UNIQLO UNIQLO FG 3 5 ii Analysis of Business Strategies of the Casual Apparel Business: A Focus Group Study of UNIQLO Table of contents: