Communication

of Change
management

AR
Program Manager
 UNIQLO
• Mission:
• UNIQLO’s Mission Statement states “we consistently provide fashionable, high
quality, basic casual clothes that anyone can wear anytime anywhere – and
always at the lowest possible market prices.' And it's certainly a mission
UNIQLO has rigorously stuck to.
• Values:
• Taking UNIQLO’s corporate culture global. When globalizing a business, there
is a tendency to think only of adapting to global standards. However, in the
case of Fast Retailing, a brand originating in Japan, their efforts to promote
understanding of Japanese culture and values abroad while taking on aspects
of established global business practices may offer another path to
globalization.
• Main Objective:
• Aiming for harmony, the sustainable stewardship of natural resources and
responsible development of human potential, we focus on planet, people and
community. We believe that our clothing has the power to change the world
for the better.
Identified Strategic
Changes Need

• Design cloths to use during the Pandemic

• Improve their Online Shop experience
• Create a loyalty program for their
customers
• Include the delivery cost in the purchase
• Provide the flexibility to the customers to
by outright or instalments
 Benefits
• If UNIQLO start designing cloth for people to wear during the
pandemic, their sales will increase in this period. Clothes such as
masks sweaters that cover their face or head. Clothes with anti-
bacterial material.
• If UNIQLO improve their online shop experience sales will increase, as
customer will feel more confident buying online. An app should be
developed where customer is able to type their measures and the up
will show how the cloths will look like and what would be the
preferable size for that specific piece of cloth.
• Creating a loyalty program, customers will feel more motivate to buy
online as they will be able to accumulate points that could be
redeemed in the Loyalty shop. The customer would have the
opportunity to redeem just with their points or points plus money.
• If the delivery cost is included in every single purchase, the customer
will feel more motivate to buy more stuff in the online shop, knowing
that the price will not be increased for the delivery.
• If UNIQLO provide the flexibility to the customer to purchase in
instalments, customer will feel more tent to buy in their shop knowing
that they have the facility to buy now and pay latter.
Stakeholders

SUPPLIERS OF DESIGNER EMPLOYEES PROGRAM TECHNOLOGY AREA CUSTOMERS

MATERIALS MANAGER. OF THE COMPANY.
 • Improve the Online Shop

What kind of change • Create a new Loyalty Shop.

• New designs to accommodate the style to the Pandemic
is required • The way customer buys online, changes with stakeholders such as PayPal or
Braintree to be able to give the facility to the customer to pay by instalmests
 Political factors: Economic factors:
Laws Market stability
Trade laws Money change
Online security Taxes
Policies and human rights Economy growth
   
 

PESTLE Social factors:

Social benefits
Technical / technological factors:
Innovation

Analysis Education
Human rights
Online communication
Social media
Social lifestyle Develop of technology
   

Legal factors: Environmental factors:

Employment laws Climate
Customer laws Weather
Health and safety laws Climate change
  Environmental factors
 Opportunities and Threats
Opportunities identified
By improving the online platform UNIQLO will have a
significant sales uplift as the opportunity to reach more
customers online is higher that their going to physical
stores due to the pandemic. With Social media the
marketing will be much cheaper and easier that using
newspapers or TV advertisements.
Threats identified
Using online platforms, they need to make sure the online
shop is set up according to the country in terms of laws and
currency.
If the online experience is not satisfactory, bad review will
appear and it will be spread extremely quickly, and it can
affect the sales.
 Item
Costs of high priority change
requirements
Cost Benefit
Benefits from high priority change
requirements (Tangible)
Analysis
 
 
 
Benefits from high priority change
requirements (Intangible)
Comparison of cost and various
benefits
Overall outcome of analysis
(Positive or Negative)
Individual or unit costs Total Costs
Social Media Marketing - $80,000 Total Costs AUD $290,000
Online Shop improvements -$ 60,000
Design and implementation of the
Loyalty Shop - $140,000
New designer that aligns with the
pandemic new style - $ 10,000
Cost savings in training - $ 20, 000 Total Benefits (tangible and
intangible) ADU $2,020,000
Cost savings in physical stores - $
1,800,000
Cost savings in utilities - $200,000
More satisfied customers who are
remotely located.
More market share and better brand
image.
The total cost of the changes will be approximately AUD $290,000
whereas the benefits will be approximately ADU $2,020,000 annually.
After the implementation of high priority change requirements, the
outcome will be positive meaning that the not only the increase in sales
will help to growth the company but the way they function after the
pandemic as well.
 Record of identified barriers and mitigation strategies
 
Barrier 1: Customer reluctance to buy online
Mitigation Strategy: Provide very high-quality experience in the online shop, so that, the customer do no hesitate in buy in UNIQLO online
shop and avoid looking somewhere else.
Barrier 2: No accurate budget allocates to IT changes
 
Mitigation Strategy: as IT is variable and many inconveniences can appear during the moment of coding. A +/- 30% must be allocated for
the budget agreed, so that, we mitigate extra costs that we may not have economical capacity to cover.
 
Barrier 3: Misleading Social Media Marketing
 

Barriers to
Mitigation Strategy: Social media marketing must me lead by some one super expert in this field as any misleading marketing can cause
huge problems to the brand. So 24x7 marketing will be monitored through social media.
 
Barrier 4: Failure in the Loyalty shop

change
 
Mitigation Strategy: Deep study of the online market, so that the customer feel they are getting something out of it. Also, the loyalty shop
must be very intuitive and easy for the customer to redeem the points gained with previous purchase.
 
Barrier 5: Designs that are not liked by the customers
 
Mitigation Strategy: Thinking on new styles due to the pandemic, keep the style and the quality standards of the brand is priority. A
intensive study of comfortability and styles need to be analysed, so that the customer feels identify with the new tendency taking after
their selves and others.
 
Barrier 6: Past bad experiences
 
Mitigation Strategy: being aware that the online shop is not new, and is not 100% focus on sales, people may have bad experiences
before. Previous experiences must be analysed so we don’t incur in the same mistakes and good reviews will increase.
 
 Campaign Objectives Campaign KPI’s
   
Increase online sales Uplift sales by 45% in the
  next quarter.

Improve customer experience in the online shop Increase customer

experience by 60%,
Communication measurable by comments
and reviews
and Education Create new Loyalty shop Engage 70% of our
Plan customer to the new shop

Introduce new pandemic designs In pandemic period

increase sales on specific
campaigns such as
personal care cloth.

Increase marketing campaigns Uplift marketing

campaigns by 32% in the
next semester
 Audience Communication tools to be used
 
Potential new Social media, website and online
customers discounted promotion for the opening
of online store
Target
Audience Old customers Social media and through the new
Loyalty store
Fashion Social media, TV propaganda, Radio
campaigns
Stakeholders Internal emails
Annual reports Internal email and portfolios
Thank you!