Lesson 4.3 - Case: Uniqlo Expansion into Canada
Learning Goals: By the end of this lesson you will be able to
1. Explain the importance of understanding consumer differences when marketing globally.
2. Describe the modifications made to goods and services to adapt them to the cultures of other countries.
Independent Work Before Class:
1.Glossary Quiz2.Analyze the Uniqlo case using the Case Analysis Template3.Exit Card4.Homework Forum post5.Read Summative Assignment Instructions on the Summative Assignment Page6.Tell the teacher your group members for the Summative AssignmentDo this quiz before class and after you study the glossary.
- Analyze the case using the template provided.
Do this quiz after class to reflect on how class went for you.
Post your case analysis here by 1 hour before class.
During Class:
Prepare a presentation to Tadashi Yanai, CEO of Fast Retailing.
Talk about
1.What do different customer groups want, and which customer group should Uniqlo target?2.Who are Uniqlo’s direct and indirect competitors? What is Uniqlo’s competitive advantage?3.How should Uniqlo adapt the 4P’s to suit their target market? (product adaptations, commercial ideas, pricing strategies, locations)- You can check your homework answers here after class.