ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Planning and Processes

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Student Name Le Huynh Khanh Nguyen Student ID GBD210269

Class GBD1007A Assessor name Ngo Hai Quynh

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 Table of Contents
1. INTRODUCE ............................................................................................................................................................... 4
1.1 The purpose and main contents of the report ................................................................................................... 4
1.2 Introduction about UNIQLO ................................................................................................................................ 4
2. Marketing concept .................................................................................................................................................... 5
3. Marketing process .................................................................................................................................................... 5
3.1 Understand the marketplace and customer needs and wants .......................................................................... 5
3.1.1 Desires, needs and demands ....................................................................................................................... 5
3.1.2 Market offerings .......................................................................................................................................... 6
3.1.3 Value and satisfaction .................................................................................................................................. 6
3.1.4 Exchanges and Relationships ....................................................................................................................... 6
3.1.5 Marketplaces ............................................................................................................................................... 6
3.2 Design a customer value driven marketing strategy .......................................................................................... 7
3.2.1 Selecting customers to server...................................................................................................................... 7
3.2.2 Choosing a value proposition ...................................................................................................................... 7
3.2.3 Marketing management orientations.......................................................................................................... 7
3.3 Construct an intergrated marketing program that delivers superior value ....................................................... 8
3.4 Engage customers, build profitable relationships, and create customer delight ............................................... 9
3.4.1 Customer relationship management ........................................................................................................... 9
3.4.2 The changing nature of customer relationship.......................................................................................... 10
3.4.3 Partner relationship management............................................................................................................. 10
3.5 Capture value from customers to create profits and customer equity ............................................................ 11
4. Relationships of marketing with other functional departments in organization ................................................... 12
4.1 How marketing influences and interrelates with other functional departerments ......................................... 12
4.2 Example............................................................................................................................................................. 16
4.3 How Marketing supports the wider organizational context in terms of vision, mission and purpose ............ 17
5. Conclusion ............................................................................................................................................................... 18
6. References .............................................................................................................................................................. 18
1. INTRODUCE
1.1 The purpose and main contents of the report
In this report I will analyze the marketing processes that directly affect my business, to better understand the
marketing processes I will explain the concept of what marketing is and then analyze 5 basic marketing steps
in the business process as well as business maintenance activities. Finally, explain the factors that affect
marketing activities as well as the cooperation and coordination of departments to implement marketing plans
effectively.
1.2 Introduction about UNIQLO
UNIQLO is a Japanese fashion house founded by the parent company, Fast Retailing. In 1949, UNIQLO was
launched as a textile manufacturer in Japan and was established in Yamaguchi. To date, UNIQLO has more than
1000 stores worldwide, the main office of the company is located in Tokyo along with four additional
headquarters in Singapore, New York, Paris, and Shanghai. UNIQLO aims at the common goal of redefining the
style of clothing, putting the first criterion to focus on developing quality in textiles. In terms of age and
customer segment, UNIQLO's target is to provide simple everyday garments for all ages, regardless of gender,
of course. The famous Japanese retail apparel brand first opened its flagship store in Vietnam in Ho Chi Minh
City on January 6, 2019. The first store in Ho Chi Minh City was opened in the most crowded place and attracts
the most tourists in this large city is in District 1, which is a prime location in this densely populated city.

Feature 1. UNIQLO’s logo

2. Marketing concept
According to the American Marketing Association (AMA), marketing is the activity of organizations that create
processes to exchange and distribute products and services to customers, partners, and society. Besides, he is
also responsible for researching and surveying the market, then creating an advertising campaign and bringing
the product closer to all types of consumers. (Lamb, Hair and Daniel, 1992). Moreover, marketing also requires
the need to bring the value and benefits of the product to customers and consumers. (Kotler and Amstrong,
2012).

3. Marketing process

Feature 2. The Marketing Process

Above is a simulation image for five basic steps for what is a marketing concept. According to Armstrong and
Kotler, every business created must understand their customers while creating their own value and connecting
with customers are the first four steps in the marketing process. Besides, the business will gain the benefits
generated from those customers in the final stage of the marketing process. Going into more detail, I will
explain in detail every step of the operation in this process.

3.1 Understand the marketplace and customer needs and wants

The first thing in marketing is to understand the needs and wants of customers as well as the market in which
they operate. Therefore, market researchers have proposed five core concepts about consumers and markets,
including desires, needs, and demands; what the market offers (products, services and experiences); Value and
customer satisfaction; Exchanges and relationships; Market. (Kotler and Armstrong, 2012).

3.1.1 Desires, needs and demands

Human needs are the first thing that comes to mind when we refer to marketing services as well as business.
So the human need is the state of feeling deprived. Typical human needs include material needs (food, clothing,
safety, ...), social needs such as affection and belonging, and finally personal needs. as knowledge and self-
expression. What customers want is a form of human need and they will be based on the social culture,
individual personality of each person and have the desired form. From there, the desire will be shaped by the
society itself. And when that desire is supported by purchasing power, the want itself becomes the want.
(Kotler and Armstrong, 2012).
3.1.2 Market offerings
What the market provides is the satisfaction of the wants and needs of consumers, the market will provide
services, products, information and experiences to meet the needs of consumers. according to their wishes.
The supply market will not be limited to physical products, but they will also include services, more specifically
they are activities of offering, advertising and of course including the advantages of selling the product. product
but does not result in ownership of anything. On the other hand, the services provided by the market also
include other entities such as people, places, organizations, ideas and information. (Kotler and Armstrong,
2012).

3.1.3 Value and satisfaction

Customers tend to build quite a lot of expectations about the value and satisfaction that the different products
and services the market will provide. Sometimes customers will be faced with situations where the item or
service will not meet their needs, and partially. Customers who are satisfied with their previous shopping
experience, are more likely to return and spread their positive experiences about that service and product.
Conversely, those who are not satisfied will switch to experience other rival businesses in the same product
segment. (Kotler and Armstrong, 2012).

3.1.4 Exchanges and Relationships

People decide to fulfill their needs and want through exchange relationships then this is marketing. The act of
getting something you want from someone in exchange for what you need in exchange. In a deeper sense, the
marketer's goal is to create consumer reactions to the products they have created. Responses here are not
based solely on the purchase and sale of goods and services. Marketing includes the activities of building and
maintaining positive exchange relationships with target audiences through the use of a product, idea, or
possibly something else. Besides recruiting new human resources or expanding business markets, businesses
must also focus on customer care stages to bring optimal value and the best benefits to customers. (Kotler and
Armstrong, 2012).

3.1.5 Marketplaces
A market is a gathering place for groups or individuals to buy and sell products and services. Marketing is
considered a great and important source of market management to create positive exchange relationships.
However, establishing these connections requires considerable effort, such as sellers having to find people
who want to buy, find what they need, then create something right for them. in line with market trends, then
set prices to suit income levels, promote and transport that product to consumers. Not only that, but they also
have to research and survey consumers, thereby developing products on communication platforms, prices and
services are equally important. (Kotler and Armstrong, 2012).
Example UNIQLO's goal before entering any market is always to understand deeply what the essential needs
of customers are as well as to survey the market research that the business is aiming to expand. . It is for those
same goals that UNIQLO has listened to the opinions of customers in the first market operating in Vietnam -
Ho Chi Minh City, UNIQLO has followed the call of consumers in Hanoi capital. which opened its first store in
the North at Vincom Pham Ngoc Thach. After that, a total of 6 stores in busy locations in Ho Chi Minh City and
Hanoi were opened according to people's consumption needs. What makes UNIQLO decide to open across
chain stores in prime locations is the annual economic growth rate of up to 7% of the young and dynamic
population, in line with the products that UNIQLO is targeting. The economic market in Vietnam is also full of
promise in the future, so this is the reason why UNIQLO chose Vietnam as a place to develop its business. One
year after UNIQLO entered the Vietnamese market, it was also a year when the whole country was affected by
the Covid-19 pandemic. To meet the needs of customers far away, UNIQLO has launched a shopping website
and mobile application, offering more than 15,000 products for men, women and children. Huge variety of
sizes, from XS to XXL, and this is also exclusive to the UNIQLO online store. (vietnamnet.vn) (baotintuc.vn).

3.2 Design a customer value driven marketing strategy

After going through the steps of researching the needs of customers and the market, next, they will have to
make a pre-determined plan that the business will serve and what value it will bring for customers. According
to Kotler and Armstrong, marketing management is defined as the art and science of selecting market targets
and thereby building beneficial relationships with them. By demonstrating, communicating, and creating value
to attract customers, the main goal of a marketing manager should be to position, attract, retain, and besides,
do not forget to expand. consumption market. (Kotler and Armstrong, 2012).

3.2.1 Selecting customers to server

The first step businesses need to determine who they will serve by dividing the market into customer segments
and choosing which segments to set out plans and goals. Businesses know that they may not be able to best
serve all customers, so they will choose the best consumers and fit the company's development direction to
serve and generate profits. (Kotler and Armstrong, 2012).

3.2.2 Choosing a value proposition

Businesses must also determine from the outset how they will use to serve those fixed customers, which is
also how the business differentiates and positions itself in the market. When a business gathers benefits or
value that a company provides to its customers to satisfy their needs, it is called a value proposition. (Kotler
and Armstrong, 2012).

3.2.3 Marketing management orientations

Marketing managers want to design tactics that help them form beneficial relationships with target customers.
There are five principles that most companies usually apply to planning and executing marketing strategy:
production, product, sale, marketing, and social marketing. (Kotler and Armstrong, 2012).
Example Currently, Uniqlo's target market is both men and women, between the ages of 18-40. The brand is
aimed at people who tend to use trendy, casual, and comfortable clothes, of course, a garment company
specializing in the production of affordable products but the quality is not inferior to a brand name like UNIQLO
can't be denied. UNIQLO clothing is not only for people with high economic conditions, but even middle-
income households can own good quality products at a relatively affordable price. Because of this, UNIQLO has
shown a strong consumer appeal of the brand. This strategy has enabled the brand to expand its target market
as all consumers are trying to find high-quality clothing at affordable prices. Above all, UNIQLO always listens
to the needs and understands the desires of customer segments, and cooperates with prestigious textile
technologies to produce products suitable for each customer segment.

3.3 Construct an intergrated marketing program that delivers superior value

A business's marketing plan describes what customer segments it will serve and what value and business the business
provides to its customers. Next, marketers will devise an integrated marketing program, which will provide targeted
customers with their desired value. By implementing marketing strategies, businesses will rely on them to build
relationships with consumers. It is the tool that companies use to execute their plans and strategies. (Kotler and
Armstrong, 2012).

The marketing mixes commonly used are divided into four broad groups, known as the four Ps of marketing:
product, price, place, and promotion. To deliver business value, the company must create a product that meets
the needs of consumers. After that, they have to decide the asking price of that product to match the income
that the customer segment they are targeting. Next, they have to find the right place to bring that product
offering service to customers. Finally, it must communicate with the target customers about the offer and
convince them of its value (promotion). (Kotler and Armstrong, 2012).

Example

Product UNIQLO is known in the fashion market as a casual clothing brand that does not come from trendy
designs, does not take inspiration from trendy catwalks or only produces products. Trendy clothing, UNIQLO
only focuses on producing basic and essential products for urban people. Regarding the quality of products,
UNIQLO always wants to bring the best quality possible but at an affordable price for everyone. Not only that,
UNIQLO is constantly innovating models and styles of all ages and genders. Regarding the Vietnamese market
in particular, UNIQLO always researches the needs and preferences of consumers, besides learning about the
weather, climate and the average size of consumers in Vietnam such as Spring Summer collection with
LifeWear style suitable for the weather in Vietnam or safe products for the skin with AIRism technology,... To
meet the needs of customers far away, UNIQLO has launched a shopping website and mobile application,
offering more than 15,000 products for men, women and children. Huge variety of sizes, from XS to XXL, and
this is also exclusive to the UNIQLO online store. (vietnamnet.vn) (baotintuc.vn). In terms of product
development, the company has a very clear philosophy of “creating superior quality products”, with the given
philosophy, UNIQLO is not only focused on understanding sewing technologies and good fabrics, but the
company also puts the needs and satisfaction of customers first. This is also the foundation for UNIQLO to build
the company's marketing plan.

Places As mentioned, Vietnam is considered a valuable and promising market, which is assessed through
market research by UNIQLO and evidence that this garment enterprise has opened large and small stores in
turn. in the two cities with the most developed economies in Vietnam, Ho Chi Minh City and Hanoi (tuoitre.
With a large population size and a significant proportion of young population, UNIQLO has started with two
large stores in the two largest cities of Vietnam, concentrating most of the busy commercial areas, namely
Vincom Mall in Hanoi. Noi and Saigon Center in Ho Chi Minh City. Because of the strong attraction of UNIQLO,
tourists from near and far visit the big stores in these two cities every time they visit and play here, in order to
create favorable shopping conditions for consumers in these two cities. distance and at the same time saving
costs, UNIQLO launched an online store on November 5, 2021 with both Vietnamese and English language
versions. Customers will be able to shop, make complaints and ideas, and inquire about the status of their
orders. (uniqlo.com).

Price UNIQLO is known as a successful retail chain in terms of both sales and popularity. This is a fashion brand
that is not too expensive but still offers modern, simple, and unique product designs. UNIQLO targets
customers of all ages, including babies, so the quality of fabrics is very focused on by UNIQLO, and at the same
time, the prices are very affordable and suitable for the individual spending of consumers. Therefore, UNIQLO
is always facing increasing competition from other brands. As a result, the company implemented penetration
pricing approaches to increase sales. Although the product price is low, it is still competitive with the prices of
competitors. The company offers lower prices for its products to promote traffic, and because of this, has
attracted the attention of the consumer market a lot. This has resulted in increased sales, resulting in higher
sales and profit margins.

Promotion Regarding product promotion, UNIQLO is known through various mass media as well as popular
social networking platforms. Besides, the company also uses traditional advertising methods such as on
television and radio. To save money for businesses, UNIQLO has taken advantage of its promotion on social
networking platforms so that it can be less expensive. Taking advantage of the large percentage of consumers
using social media, the company advertises on a variety of social media channels, focusing on YouTube,
Facebook, and Twitter which are popular with a sizable number of people worldwide. track and use. To affirm
its recognition, UNIQLO has cooperated with Next Marketing to deploy advertising campaigns on cars in Ho
Chi Minh City and Hanoi. The image of the fashion brand Uniqlo will be spread everywhere and reach potential
customers through this advertising campaign while giving UNIQLO a significant impact on customers and
increasing sales for the brand. (NextMarketing, 2021).

3.4 Engage customers, build profitable relationships, and create customer delight
3.4.1 Customer relationship management
The most important concept in modern marketing is customer relationship management. This requires the
most accurate management of customer information to maximize customer loyalty. Customer relationship
management in a broader sense refers to the process of establishing and maintaining customer relationships
by providing superior value and customer satisfaction. (Kotler and Armstrong, 2012).

3.4.2 The changing nature of customer relationship

The way businesses interact with customers is changing dramatically. Large enterprises in the past used to
focus on mass marketing to all customers at a distance. Today's companies are forming deeper, more direct
and longer lasting relationships with a smaller number of carefully selected customers. (Kotler and Armstrong,
2012).

3.4.3 Partner relationship management

Marketers today understand that they can't do it alone when it comes to delivering customer value and
building customer connections. They must work with many marketing partners, and marketers must be
proficient in customer and partner relationship management in addition to customer relationship
management. Big changes are happening in the way marketers collaborate with colleagues both inside and
outside the company to deliver more value to customers. (Kotler and Armstrong, 2012).

Example Stemming from the gratitude culture in Japan's long tradition, Thank You Week was introduced by
UNIQLO with the goal of aiming at a series of meaningful activities, connecting with the community and
customers. With the goal of contribution and sympathy, in April 2020, UNIQLO donated 500,000 masks and T-
shirt products with the message "Vietnam, Together we will win" to encourage the spirit of doctors and nurses.
frontline medical staff. Specifically, UNIQLO cooperates with local organizations and communities to raise the
level of RE.UNIQLO program with the goal of encouraging 1,000 customers to join in donating UNIQLO clothes
that are no longer in use and send them to where they are needed. Especially, the first 1,000 customers
participating in the RE.UNIQLO program will receive recycled products with meaningful messages about the
environment. Through these meaningful activities, UNIQLO continues to affirm UNIQLO's long-term
commitment to bring positive contributions to society, along with the orientation to promote sustainable
development in all its activities of Fast Retailing Group as of 2030. (baodautu.vn). Through customer
appreciation programs or social-oriented public activities that UNIQLO organizes, which often bring about the
above spiritual gifts of environmental protection, the company has also emphasized the aspect of
environmental protection. Building relationships between businesses and customers must be good in order to
build solid trust for customers in the future. Always caring about customers and creating conditions for
businesses to be closer to customers through gratitude events also show that this business has succeeded in
always attaching importance to the issue of strengthening relationships with customers.
 Feature 3. RE.UNIQLO of Thank You Week

3.5 Capture value from customers to create profits and customer equity
The final step requires capturing value in the form of current and future sales, market share and profit. The
company develops high-satisfaction consumers who stay loyal and buy more to deliver superior customer
value. As a result, the long-term profitability of the company will be higher. Customer loyalty and retention,
market share, and customer equity are all results of customer value creation. (Kotler and Armstrong, 2012).

Example Marketing adds value to a company's bottom line. Moreover, marketing helps increase the ability to
bring products closer to consumers and Uniqlo's successful marketing methods have helped businesses
improve sales with increasing customer trust. Uniqlo's parent company, Fast Retailing, recently revealed
Uniqlo's sales in Japan of 842.6 billion Yen per year, up 17.7% year-on-year in fiscal year 2021. Uniqlo's revenue
and profits in overseas markets increased significantly in fiscal 2021, with sales reaching 930.1 billion yen and
profits soaring to 111.2 billion. On the other hand, the regions hardest hit by the Covid-19 pandemic including
South Asia, Southeast Asia and Oceania recorded a 15% drop in operating profit compared to 2021. With
strategic planning was defined by UNIQLO, the business also successfully implemented marketing plans as well
as listened to customers' opinions, which led to a significant increase in revenue and profit for the company
later when the world changed. The world is slowly recovering from the COVID-19 pandemic.
4. Relationships of marketing with other functional departments in
organization

Feature 4. Organizational Structure of UNIQLO

4.1 How marketing influences and interrelates with other functional departerments

Influence to marketing Influenced by marketing Conflicts

dept. dept.
Dept. of Businesses must A strong financial When there is any
Finance promote its services or foundation is needed for problem in the
products widely. successful marketing preparation stage
Therefore, marketing and because through and the cost
advertising are important finance, the company cannot be
expenditures for any sets marketing goals measured, the
business. The finance such as sales targets, finance
 department advises selling prices based on department will be
management with product costs, salaries responsible for
information regarding and bonuses for sales reprimand of the
advertising costs and the staff, make a plan and Marketing
relative effectiveness of make sure that department for
costs relative to total everything goes those damages.
revenue. Another reason according to plan. (Vinish Because the cost
why the finance Parikh, 2014). did not meet the
department is so requirements that
influential and linked to the two had
marketing in the business discussed before.
is that it works closely Moreover, the
together to prepare a finance
budget for future department will be
expenditures in the areas reprimanded by
of marketing and the marketing
advertising. department for not
(RowanTonkin, 2021). fulfilling the target
related to the
stimulus call thus
reducing the
focused revenue.
(Danish Naeem,
2014).
Dept. of The benefit that the In this respect, Conflicts often
Purchasing Purchasing department marketers will have to be arise when
brings to the marketing solution-oriented, not Procurement
department is that it product-service- cannot
helps the marketing oriented. They will have demonstrate a
 department better to find reputable sources return on
control the costs used to of goods from third investment in
promote products. It is parties and this stage Marketing's
the responsibility of the requires the presence of activities, while
purchasing department the Purchasing Marketing is
to assist the marketing department. willing to go to any
department in ensuring (Piercy, 2009) lengths to get the
that agents are closely support required
managed at every stage by this
of their operations. department.
(Shweta Aglawe, (Emelyn Bagatsing,
2015). 2015).

R&D Improve product quality In terms of cooperation, Through research

more efficiently and cut R&D and marketing and survey, R&D
the development process cooperate in the R&D staff agrees that
in half to fit within process. It can assist the most of the
available budgets. R&D department in Marketers give
Develop marketing improving product them poor data,
programs that are more quality and accelerating specifically
aligned with product the development Marketing
characteristics and assist process. The business department insists
in driving the success of can still produce on product
the marketing program products that do not benefits and
to increase sales. meet the market attaches
(Scientific Research, 2014) demand if the marketing importance to plan
department is not development.
involved. This could be launch rather than
because it will waste launching a new
 resources and the product officially.
business may miss out Meanwhile,
on marketing remarketing has its
opportunities. (Scientific power: R&D
Research, 2014). doesn't
understand
marketing or what
it brings to the
process, R&D takes
credit for product
success, and
blames marketing
if The product is
not for sale. ((Philip
Kotler, 2009).
Production The marketing Manufacturing and Conflict can arise
department will work marketing can use when the
and cooperate closely reports, discussions, and Production
with the production strategy sessions to department does
department to ensure predict production not recognize the
that the product research capacity needs to tailor pressure and
and development is products. Marketing can competition of the
carried out as planned to assist in determining market. The
meet the needs of production schedules factors that are
customers, external and quantity likely to be
parties. Besides, the requirements. A well- affected are
created product must established production changes in
ensure quality and then plan can eliminate consumer needs or
hand it over to the unnecessary costs while tastes leading to
 marketing department to increasing revenue. To increased
plan promotion and ensure enough product competition and
budget through the availability, production facing impacts on
finance department. departments may the company's
(Peter Drucker, 2021) increase quantities prior sales. Conflict can
to the sale. arise if the
(Sienna Kossman, 2018) Production
department is only
focused on doing
things the way
they used to,
without preparing
plans to prevent
problems if any. .
(Kevin Johnston,
2016).

4.2 Example
4.2.1 Marketing and Finance
UNIQLO's goal is to promote on multiple digital platforms, always striving to develop promotional strategies through
popular social sites as well as other mass media. Because of this, the Finance and Marketing departments have to work
together to develop promotional plans that fit the company's budget, but still have to bring attractive programs to
attract customers. Store openings or simply launching a new collection in Vietnam also attract a lot of media attention
and are attended by KOLs and influencers. Not to mention, fashionistas are also excited every time UNIQLO opens any
more stores. Because of this large attraction, customers have helped boost UNQLO's revenue as well as profits.

4.2.2 Marketing and Purchasing

The marketing and purchasing departments of UNIQLO always work together to ensure that the sources of raw
materials are of the highest quality but at an affordable price to keep costs to the business by negotiating directly with
the suppliers. raw material supply. For the best results, UNIQLO has partnered with Toray Industries, a renowned
worldwide synthetic fiber manufacturer, to develop groundbreaking new fibers and fabrics, including Heattech,
AIRISM, that are available to consumption of the highest quality. (tokyomall.store).

4.2.3 Marketing and R&D

UNIQLO has focused a lot on training its human resources for the R&D process in order to enhance the brand and
provide the best products to customers. UNIQLO's R&D and Marketing departments will focus on researching materials
and fashion trends worldwide, as well as continuously updating product development to meet customer needs. Typical
are products that combine with modern technologies such as LifeWear, HeatTech and AIRISM that UNIQLO has
launched. The marketing and R&D departments are also responsible for determining the direction of emerging needs.
For example, the Heattech line of products, founded in 2003, has sold 1.5 million products due to the effective
cooperation between the two divisions. This call is reinforced by the fact that Uniqlo sold 130 million Heattech
products in 2012. (VinaTex, 2022).

4.2.4 Marketing and Production

Businesses can adjust the quantity to meet the needs of customers in advance by designing a marketing strategy for
each season. About a year before production begins, meetings will be held to discuss which products have the most
potential and consumer tastes. Several employees will then visit and inspect the production sites to ensure quality and
deal with any problems that may arise. The customer's needs are always checked together by the production and
marketing departments and the production trends are created to ensure that the customer's needs are met. (ElleMan,
2018)

4.3 How Marketing supports the wider organizational context in terms of vision, mission and
purpose
All departments of Uniqlo play an important role in the growth of the company. Uniqlo's vision and mission is
to keep up with current styles and fashion trends and produce products that are not based on current trends,
but always with a focus on LifeWear style. Instead of following fashion trends, UNIQLO only focuses on the
brand philosophy of “Make for all”. The majority of profits and revenue are based on market expansion in the
US, China and on online sales channels, UNIQLO also aims to become the world's largest clothing retailer in
2020 and future.

With the combination of the corporate finance department, UNIQLO has a stable and stable financial
foundation, so its strategies and marketing programs have been successfully implemented by UNIQLO. public,
bringing consumers closer to the product more and more. The finance department has also helped the business
in particular and the marketing department in general to estimate the budget, and consider what to put that
amount of money into first to save the company's budget. With the advertising and marketing programs that
UNIQLO has implemented, there is almost no such thing as using too much of the company's budget or
unnecessary, besides using that budget to work for the benefit of the company. such as donating VND 11 billion
to the Covid-19 vaccine fund during the difficult economic times of the country or donating more than 30,000
products with AIRism and DRY-EX technology at a total price worth up to 11 billion VND to medical staff,
frontline volunteers,... Not only with the benefits that UNIQLO has contributed to the Vietnamese market as
above, but also that UNIQLO always listens to ideas. From there, the company offers many attractive
promotions and changes to suit the majority, so the company has partly built more trust and increased prestige
for consumers all over the world. country. Thanks to the growing trust, UNIQLO has become more known, and
revenue and profit have also increased significantly. The trust and satisfaction of customers is the premise to
help the vision and mission of UNIQLO increasingly reach success.
The Manufacturing Department works with the Marketing department to achieve the common goal of
providing high quality products at affordable prices to their target audience. UNIQLO has introduced simple
yet technologically advanced clothing lines into designs such as HeatTech and Airism, which are their most
popular product lines to date and are chosen by consumers. consume much. In addition to products that
integrate modern technologies, UNIQLO continues to launch its simple everyday product lines at reasonable
prices despite the costs of the production process and types of products is overpriced. In addition, to avoid
shortages, the purchasing department will have to ensure that the quantity of goods is met as quickly as
possible.

5. Conclusion
Through the above analysis, I realize that UNIQLO is a very worthy fashion company for us to invest in and
experience. Although it has been through a period of time when the Covid-19 pandemic affected the
company's profits and revenue, UNIQLO still stands firm in the market and consistently launches high-quality
products but the selling price is still low. change. With the vision and mission to become the leading retail
enterprise in Vietnam and provide the best services and products to customers of all ages, I highly appreciate
the purpose and development orientation of UNIQLO through revenue ratios and community-oriented social
activities. Worth mentioning is the close cooperation between the R&D, Finance, Procurement and Production
departments that always accompany the company's goals to help UNIQLO grow more and more successfully,
generate more profits and revenue attracts customers. At the same time, the company has been building trust
for customers in particular and society in general

6. References
Uniqlo chính thức khai trương cửa hàng đầu tiên tại Việt Nam. (2019 December 6). Congthuong.vn. Accessed: 2022 July
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