ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Planning and Processes

Submission date 23/5/2022 Date Received 1st submission

Re-submission Date Date Received 2nd submission

NGUYEN THI PHUONG

Student Name Student ID GBH210439
THAO

Class GBH1111 Assessor name DANG SON TUNG

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Contents
I.INTRODUCTION. .............................................................................................................. 4
II. DEFINITIONS AND GENERAL ROLE OF MARKETING. ............................................ 4
1.Definition of Marketing. .............................................................................................. 4
2.The role of marketing. ................................................................................................ 4
3.The Marketing Process. ............................................................................................. 5
III. THE ROLE OR MARKETING DEPARTMENT AND RELATIONSHIP WITH UNIQLO
DEPARTMENT .................................................................................................................... 6
1.Role of marketing department................................................................................... 6
a.Segmentation targeting and positioning in the Marketing strategy of Uniqlo. ............................ 6
b.Competitive advantage in the Marketing strategy of Uniqlo ............................................................. 7

2.Relationship with other departments. ...................................................................... 9

V. CONCLUSION .............................................................................................................. 10
I.INTRODUCTION.
Uniqlo is a famous fashion brand trusted by many people. The founder and CEO of
Fast Retailing, which owns the Uniqlo brand, is Japan's richest billionaire Tadashi Yanai.
Uniqlo was born in November 2005 as a subsidiary of Fast Retailing. While most brands
follow fashion trends, Uniqlo is not, this brand only offers clothing designs. Anyone can
wear it every day. The fashion brand's outfits are simple, essential, yet universal, allowing
the wearer the freedom to combine them according to their personal style. Uniqlo has 160
stores spread across 40 countries around the world, including 10 stores in Vietnam. On
the other hand, Uniqlo has a wide influence on the public through charitable activities,
creating jobs for millions of people and especially helping orphans have a home. To have
a famous fashion brand named Uniqlo known and loved by everyone in the present and
in the future. That is the great contribution of marketing tactics. This report will present
the importance of marketing in development and define its role and relationship with other
units in the organization. ( Aleksandra, 2016)

II. DEFINITIONS AND GENERAL ROLE OF MARKETING.

1.Definition of Marketing.
Marketing is the operations of conception, pricing, promotion, and classification of
opinions, goods, and services to create substitution that face to face a person and
corporation aim. The two definitions above mostly refer to marketing as the proof of aid
interchanges. To be feasible, such interdependence must be mutual. All definitions
emphasize the importance of marketing. Value is the benefit that each exchange
partner seeks.(Drummond and Ensor, 2005)

2.The role of marketing.

Marketing is very considerable for the brand because it can make the sale and supply of
goods easier and more logical. Marketing in the service environment is closely linked to
customer satisfaction management, which must be emphasized as it will have a
profound effect on the field of marketing. Interacting and building close relationships.
(Spotts, 2015)
3.The Marketing Process.
The first step is to understand the market and the needs and wants of the
customer. Human need is to be able to create quality products at reasonable prices.
These consist of vital real necessities such as foodstuff, clothing reliability, as well as
social and personal needs such as knowledge and self-expression. Most of it is a
necessity for companies. (Armstrong, Adam, Denize and Kotler, 2015)

The next stage is to design a marketing plan based on customer value. First, the
brand must examine the target audience and segment the market into different
customer groups, based on marketing management. Will depend on the amount of
money spent in production, a factor that requires high value items and wants fair value
products. These things must be said in the price and product. (Armstrong, Adam,
Denize and Kotler, 2015)

The third step is to build an integrated marketing program that delivers

outstanding value. A brand marketing plan can be understood what needs to be
served to customers and how the brand can add value to those clients. Next, the brief
creates marketing planning with the aim of providing clients with what they demand. It
contains many sorts of marketing or sales tools that a brand uses to efficacious the
desire of its marketing strategy. (Armstrong, Adam, Denize and Kotler, 2015)

All of these processes serve as the foundation for the birth of the fourth step of Engage
customers build profitable, and create customer delight. Should include a clear
fathom of services of the product. Always affable, lovely, explain wishes and listening to
customers and always ready to help them when possible. Keeping a good relationship
with customers is very good because it is an important reason for the brand to advance.
Differentiation tools in marketing are divided into four categories of goods, cost, place,
and promotion. It requires a used commodity to meet a criterion in order to provide its
value. Finally, it must advise customers about the brand's offers and promotions when
they make a purchase. (Armstrong, Adam, Denize and Kotler, 2015)
Finally, by capture value from customers to create profits and customer the
ultimate aim of buyer rapport authority is bringing inherent results the brand to them so
that they understand the problems of the brand. If the trust of customers is greater, they
will help the brand go up and become profitable. Marketers cannot establish consumer
connections or create themselves. They must certainly find ways to expand their
relationships with different parts of the organization as well as other partners.
(Armstrong, Adam, Denize and Kotler, 2015)

III. THE ROLE OR MARKETING DEPARTMENT AND RELATIONSHIP WITH UNIQLO

DEPARTMENT
1.Role of marketing department.
Uniqlo started out into marketing a few years ago. The brand's customers are more and
more and quickly have a lot of customers. This is the driving force that makes the brand
more and more motivated to develop. The first thing to do is to solve the problems with
the new product expansion buy more cash registers at the cashier and plan the
necessary for production so that hundreds of new and completely different product
codes can be developed. When it comes to a choice, our brand creates a new
management function for the organization to oversee and guide all other activities, from
procurement services to advertising and sales. Products to market this is the role of
marketing. All of the above sets out goals to define and deliver products to customers.
What the company wants is to be able to fulfill all the requirements and desires of
customers now and in the future. (Keith, 1960)

a.Segmentation targeting and positioning in the Marketing strategy of Uniqlo.

Segmentation most of the time there is not only one way to categorize the market, but
it is always necessary to check and regularly evaluate the relationship between the
market and the product. What customers the product will be suitable for. Such grouping
may be easier to envision based on how it is built, acted upon, and delivered. Should
have a good understanding and knowledge of customers in many different fields. In
short, capturing the data and separating the objects will bring a lot of benefits.
(Andaleeb, 2016)
Uniqlo is one of the most popular brands, with high product quality and stable prices.
Uniqlo was one of the first brands to combine all parts of the brand from a product to the
consumer. ( Aleksandra, 2016)

Target a brand is opened they will have to take the most necessary segment or. But
always have to fulfill the goal that is to see the segment competitiveness, see the
current situation of the segment size and development situation. A probability of
matching the aggregate goals of the brand and exposure to the audience is the goal of
success. (Andaleeb, 2016)
Uniqlo is purpose is to be able to try to offer simple products, good quality clothes and not
too high prices compared to the market. At the same time, Uniqlo also only designs items
suitable for everyone from children to the elderly. Uniqlo always tries to bring customers
the best possible. ( Aleksandra, 2016)

A Market positioning the market must always be segmented clearly and understand
customers with appropriate criteria, it must be emphasized that brand assessment must
be considered in the minds of shoppers compared to competing brands, carefully
selected. Brand strengths and weaknesses. (Andaleeb, 2016)

Most of Uniqlo is stores in Asia, including Vietnam. Products are very suitable for Asians,
so the presence in Asian countries helps Uniqlo grow stronger. Moreover, Uniqlo grasped
very quickly, making the number of customers known more and more. ( Aleksandra, 2016)

b.Competitive advantage in the Marketing strategy of Uniqlo

Sustainability in focus is often relied upon in many areas of monitoring for brands. It
was created in a single template to outline a brand's marketing strategies to merge with
its advertising, consulting and consumer guidance objectives and also the brand's good
opportunities for growth develop. (Fuxman, Mohr, Mahmoud and Grigoriou, 2022)
Minimalist is becoming more and more important these days with some customers
adopting this concept. Health, happiness and quality of life go up that is minimalism.
There are different ways, each with its own advantages for each consumer. (Pangarkar,
Shukla and Taylor, 2021)

Brand strage in the present degree of consolidation of a brand in many different areas,
it is certain that the prestige of a brand is very important to them. This has been
recognized in most countries in Asia and is extremely well known in the field. (Abimbola,
2010)

Product development approach and efficient supply chain merchandise

development needs to test the performance of designs for engines and investigate
product availability upon launch limited prior notice customers without due diligence .
(van Hoek and Chapman, 2006)

Distribution is judged to be not very important for savvy marketing relationships in the
distribution sector. But it will be related to the draft contract with the relationships of
individuals in the brand.(Nevin, 1995)

Brand equity is a great utility or value addition to a branded product. Convenience

products are crucial for the brand to differentiate itself from its competitors based on the
cost of the product. But need to focus on development and not affect the customer is
thinking. (Yoo, Donthu and Lee, 2000)

Competitive analysis brands make different strategic decisions because the product
characteristics are not the same. This is to avoid conflicts between brands. Consumers
expect brands to be able to offer complementary products and that is mutually beneficial.
(Sarvary and Parker, 1997)
Customers analysis the number of customers in each year will be different and so will t
sales revenue. It comes from the fact that the brand is constantly concerned with
customer satisfaction. (Campbell and Cunningham, 1983)

Acting as a media officer almost any brand will experience inconveniences about
employees in front of customers if they behave improperly with customers. Therefore,
the employee plays the role of a person who must be knowledgeable about the field to
be able to advise buyers. (Foxman, Tansuhaj and Wong, 1988)

Promotion Strategy and communication strategy these two components are

different, but it is both a necessity for those who need inbound advertising. Brands
describe sales strategies to advertise within a certain range and this may not be
necessary. However, brands must always carefully examine the factors that influence
success. (Foxman, Tansuhaj and Wong, 1988)

2.Relationship with other departments.

The first is the interaction of marketing and customer service. Most pre-and post-sale
must be supported. Marketing activities are often understood as activities that greatly
determine the development or decline of a brand but are difficult to control. Therefore, it
is necessary to regularly check the quality of the service and at the same time measure
the values achieved by the different components that must be involved, that is customers,
employees, and managers. If a customer complains about commercial service, it should
be reported to the service department so that it can be resolved in the most reasonable
way possible, which is important to the brand. (Wind, 1979)

Marketing and human resources considered two independent agencies, each funded by
business owners to achieve its own goals. HR marketing brochures are becoming
increasingly popular as organizations look for innovative strategies to stay regarding and
advance. Therefore, marketing activities and human resources are tighter connected than
ever. Both missions do based the marketing ideas and include actual marketing
 components. Marketers are often described as open-minded, optimistic, and great at
persuasion. These characteristics contribute to the reputation of the brand. (Wind, 1979)

The finance marketing Interaction can be understood as sharing, techniques to make

selection easier. Marketing is also recognized as a technique for achieving business
goals, such as drafting a business plan. Business to sell and release products to
customers. More than that, it's imperative that go-to-market for nearly all of the brand's
finance and marketing is increasingly being used as a guided strategy to unlock other
services and programs. indispensable. As a result, most financial disciplines and
departments can be involved in new marketing initiatives. Employees have always
acknowledged the relevance of finance as many components of marketing. (Wind, 1979)

IV. CONCLUSION
Nutshell, marketing is an essential component of every organization. It facilitates the
company's achievement of its objectives. A marketing strategy will assist firms in identifying
their own and rivals' strengths and shortcomings, allowing them to improve their goods. Uniqlo
is marketing has helped them solidify their position in the Vietnamese and international
fashion industries.
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