< SARJANA MUDA PERAKAUNAN DENGAN KEPUJIAN>

<MAY / 2022>

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< PERNIAGAAN ANTARABANGSA>

NO. MATRIKULASI : < 940902045532001>

NO. KAD PENGENALAN : < 940902-04-5532>
NO. TELEFON : <010-215 1541>
E-MEL : < 940902045532@oum.edu.my>

PUSAT PEMBELAJARAN : <PUSAT PEMBELAJARAN MELAKA>

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NO TAJUK MUKA
SURAT

ISI KANDUNGAN

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TUGASAN 1:

1.0 Introduction of the selected company.

Website: www.uniqlo.com

Industry : E-Commerce, Fashion, Retail

Headquarters :Midtown Tower, Akasaka 9-chome, Minato, Tokyo, Japan
Operating Status :Active
Key People :Tadashi Yanai (Chairman, President & CEO), Takahiro
Wakabayashi (Senior Vice President)
Products :Clothing, accessories
Region Served :Worldwide
Type :Public
Founder :Tadashi Yanai
Number of employees :44,424
Founded :Ube, Yamaguchi, Japan 1949
Uniqlo Co., Ltd. is a Japanese clothing apparel company. It is focused on designing,
manufacturing and retailing casual wear. It was originally founded in Yamaguchi, Japan in
1949 as a textiles manufacturer. With presence in more than 23 countries worldwide, now it
is a global brand with over 1000 stores around the world. which makes it one of the biggest
fashion retailers. The company is a wholly owned subsidiary of Fast Retailing Co., Ltd.
Uniqlo’s origins go back in time to 1949, with a Yamaguchi-based company, Ogori
Shōji (which, until then, had been operating men’s clothing shops called “Men’s Shop OS”)
existed in Ube, Yamaguchi.
But it wasn’t until May 1984, when the brand really took off. The founder opened a
unisex casual wear store in Fukuro-machi, Naka-ku, Hiroshima under the name “Unique
Clothing Warehouse”. Initially, the brand was going to be registered as a shortened

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contraction of “unique clothing”. However, in 1988, during administration work between
Hong Kong in relation to the brand, staff in charge of registration misread the “C” as “Q”,
and that is how the brand name was born. From then, Tadashi Yanai changed the store name
to “Uniqlo” across Japan. In September 1991, the name of the company was changed from
“Ogori Shōji” to “Fast Retailing”, and by April 1994, there were over 100 Uniqlo stores
operating throughout Japan.
In 1997, Fast Retailing adopted a set of strategies from American retailer The Gap,
known as “SPA” (for specialty-store/retailer of private-label apparel), meaning that they
would produce their own clothing and sell it exclusively.They engaged the retail brand
consultancy, CIA, Inc. / The Brand Architect Group, to guide the company through the
realization of this strategy, including consulting on merchandise, visual merchandising and
display, store design and a new logo designed by Richard Seireeni and Sy Chen of The Brand
Architect Group’s Los Angeles office. Uniqlo had begun outsourcing their clothing
manufacturing to factories in China where labour was cheap, a well-established corporate
practice. Japan was in the depths of a recession at the time, and the low-cost goods proved
popular. Their advertising campaigns, clothing quality and new retail layouts also proved
fruitful.
In November 1998, they opened their first urban Uniqlo store in Tokyo’s trendy
Harajuku district, and outlets soon spread to major cities throughout Japan. In 2001, sales
turnover and gross profit reached a new peak, with over 500 retail stores in Japan. When
Uniqlo decided to expand overseas, it separated Uniqlo from the parent company, and
established Fast Retailing (Jiangsu) Apparel Co., Ltd. in China. In 2002 their first Chinese
Uniqlo outlet was opened in Shanghai along with four overseas outlets in London, England.
2005 saw more overseas expansion, with stores opening in the United States (New York
City), Hong Kong (Tsim Sha Tsui) and South Korea (Seoul).
By 2006 sales were $4 billion. By April 2007, the company had set a global sales goal
of $10 billion and a ranking among the top five global retailers, joining what at the time was
Gap, H&M, Inditex, and Limited Brands. Furthermore, on 2 September 2009, Fast Retailing
announced that the company would target annual group sales of 5 trillion yen (approx.
US$61.2 billion) and pretax profit from operations of 1 trillion yen (approx. US$12.2 billion)
by 2020. This means that the company is aiming to become the world’s biggest specialty
retailer of private label apparel with a continuous growth rate of 20% per year

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Uniqlo has established collaborations with some well-known designers like Jil Sander in
March 2009, Shiatzy Chen in 2010 and Alexander Wang in October 2018 to create a line of
Heattech layerable basics including tank tops, leggings, underwear and bodysuits.

2.0 Description of digital marketing.

Any marketing that uses electronic devices and can be used by marketing specialists to
convey promotional messaging and measure its impact through your customer journey. In
practice, digital marketing typically refers to marketing campaigns that appear on a computer,
phone, tablet, or other device. It can take many forms, including online video, display ads,
search engine marketing, paid social ads and social media posts. Digital marketing is often
compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly,
television is usually lumped in with traditional marketing.
Did you know that more than 3 quarters of Americans go online on a daily basis? Not
only that, but 43% go on more than once a day and 26% are online “almost constantly.”
These figures are even higher among mobile internet users. 89% of Americans go online
at least daily, and 31% are online almost constantly. As a marketer, it’s important to take
advantage of the digital world with an online advertising presence, by building a brand,
providing a great customer experience that also brings more potential customers and more,
with a digital strategy.
A digital marketing strategy allows you to leverage different digital channels–such as
social media, pay-per-click, search engine optimization, and email marketing–to connect with
existing customers and individuals interested in your products or services. As a result, you
can build a brand, provide a great customer experience, bring in potential customers, and
more.
The marketing industry has been forever changed with the introduction of digital
marketing. From the early days of pop-up ads to targeted placements based on viewing
history, there are now innovating ways companies can reach customers through digital
marketing.
1. Search Engine Marketing: This entails companies attempting to increase search traffic
through two ways. First, companies can pay search engines for placement on result pages.
Second, companies can emphasize search engine optimization (SEO) techniques to
organically place highly on search results.

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2. E-mail Marketing: This entails companies obtaining customer or potential customer e-
mail addresses and distributing messages or newsletters. These messages can include
coupons, discount opportunities, or advance notice of upcoming sales.
3. Social Media Marketing: This entails building an online presence on specific social
media platforms. Like search engine marketing, companies can place paid advertisements
to bypass algorithms and obtain a higher chance of being seen by viewers. Otherwise, a
company can attempt to organically grow by posting content, interacting with followers,
or uploading media like photos and videos.
4. Affiliate Marketing: This entails using third-party advertising to drive customer interest.
Often, an affiliate that will get a commission from a sale will do affiliate marketing as the
third-party is incentivized to drive a sale for a good that is not their own original product.
5. Content Marketing: This entails creating content, whether eBooks, infographics, video
seminars, or other downloadable content. The goal is to create a product (often free) to
share information about a product, obtain customer information, and encourage customers
to continue with the company beyond the content.

3.0 Discussion on digital marketing practised by the selected company.

The marketing strategy helps you with how you will communicate with your audience.
And, Uniqlo adopted its marketing strategy with a special set of tactics.
Uniqlo focuses on the brand’s unique functional performance, with a focus on apparel
design and innovation. The brand also provides a superior shopping experience for customers
through impressive store management and design, a positive employee culture, and in-store
technology that includes video tutorials describing product designs.
For businesses of all sectors, social media marketing is a great method to reach out to
prospects and consumers. SMM is a type of internet marketing that entails developing and
sharing content on social media networks to meet marketing and branding objectives.

Uniqlo is present on Facebook, Instagram, and Twitter. Let’s have a look at the digital
marketing strategy of Uniqlo in the coming section with respect to its social media accounts.

A. Uniqlo’s Facebook Account

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The brand is present in this biggest social media with more than 1.13k followers.
Here, Uniqlo handles it by posting its new products and its unique ideas of campaigns.

In the below image, we can see the new product launched by Uniqlo. Like this, the brand
posts its new products with different portfolios.

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B. Uniqlo’s Instagram Account

On Instagram, Uniqlo has 2.3 followers with 2,336 posts. It posts about its campaigns,
and also about its collaborations with other brands.
In the below post, recently Uniqlo has posted its collaboration with Theory for its new
Spring and Summer collections in 2021. It also had more than 5k likes and it grasped a lot of
attention among its consumers. If you want to learn the best practices for Instagram, you can
browse through this blog.
C. Uniqlo’s Twitter Handle

On Twitter, Uniqlo doesn’t have a global account; instead, it only has an account that
is handled by each country. Below is the account handled by the USA of Uniqlo which has
91.7k followers.
In the below post of Uniqlo, the image depicts one of the important features of Uniqlo
– Minimalism. The brand posted the image by tagging its most famous campaign #LifeWear.
The corporation, as a brand, wants to attract the audience’s attention, therefore it
develops and targets content to advertise its products via digital channels.

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These are the marketing techniques used by the Uniqlo company to help to achieve its
firm goals, as marketing is critical to the company’s growth, and it can be summarised as
follows.
Uniqlo was founded on the Japanese philosophy of simplicity and essentiality. The firm
recognizes that its product is one of the most powerful marketing tools for its brand.
The corporation emphasizes delivering a good customer care experience and
communicating on causes that the customers care about. From the stories behind the goods to
the influencers the brand works with all thanks to localized social media content – this is a
brand that has a clear and strong brand story and makes sure that its content interacts and
expresses with the audience better.
If you found this case study interesting and want to learn how to create a strong digital
marketing campaign, all you have to do is be a part of IIDE’s Online Digital Marketing
Course which will help you upskill in all aspects of digital marketing.
Want to learn more about such interesting case studies? Check out our knowledge portal
to know more!

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4.0 Ringkasan

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BAHAGIAN II: ONLINE PARTICIPATION/PENYERTAAN DALAM TALIAN

(10%)

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RUJUKAN / REFERENSI

Nama Pengarang, (tahun), Tajuk Buku, Penerbitan

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III. Zahra, F. (2021, September 15). Cara Mencegah Penyakit Jantung: Amalkan 7 Tip
IniUntuk Lebih Sihat. Hello Doktor.
IV. Hall, C.S and Lindzey, G (1978). Theories of Personality. New York: John Wiley &
Sons
V. Harter, S. (1983). Development perspective on the self-system. In M. Hetherington
(Ed.). Becoming A Person. New York: Wiley.
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Heinemann (Malaysia ) Sdn. Bhd.
VII. Beehr, T.A. & Newman, J.E. (1978). Job stress, employee health and organizational
effectiveness: a facet analysis, model and literature review. Personnel Psychology, 31,
665-699.
VIII. Rachmat, S. (1996). Amalan Hidup Sihat : Nasihat Perubatan dan Kesihatan untuk
Anda, Keluarga Dan Semua. Kuala Lumpur : Dewan Bahasa dan Pustaka

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