Introduction

1.0 Introduction objectives, scope and limitations of the report

Introduction

2.0 Background to the organisation

1.1 Authorization
This assignment is about the strategic analysis and formulation business report. The assignment was
assigned by Mr. Afandi bin Yusof to analyze strategic of the retail company. The company selected
for this report is the apparel store from Japan which name is UNIQLO. This report will examine
UNIQLO Malaysia environments and how the company response to the competitors action in order
to gain further competitive advantages. Lastly, thanks again to Mr Afandi because of assist a lot in
solving the skepticism about the report and guide us to the right track.
1.2 Objective
The objective of the report is to examine the general business environment of UNIQLO Malaysia to
analyze the strength, weakness, opprotunity and threat of the company in order to provide
recommendations for UNIQLO to gain further competitive advantage.
1.3 Scope and Limitation
The report is based on the operational function of UNIQLO Company in Malaysia and how they
works to provide services to their customers, delivery the products, expand their plan in order to
increase the long term profit, reputation, and product awareness of the UNIQLO. In order to examine
the general environment, the PEST model will use in this report to know the external factors that
affect UNIQLO. Beside that, the industry conditions will be identified by using the Porters Five
Forces. Therefore the strength, weakness, opportunity and the threat of the company can be identified.
Several strategic options will proposed to UNIQLO and the benefit, cost and risk are key criteria to
select the alternatives.
There are some limitations of the report. Due to time constraint, we not able to interview with store
manager or the supervisor to get the primary data for this report. So, it is hard task to prove all the
information on the necessary segment which might make our report more resourceful and outstanding.
Another limitation of this report is the UNIQLO is a new brand in Malaysia. So, most of the important
information such as analysis and research information cannot get from websites, which could be very
much useful in report.
2.0 Background to the Organization
UNIQLO Malaysia Sdn Bhd is a retailing store which distribute the casual brand clothing to
customers. UNIQLO Malaysia Sdn Bhd owned by the japanese company call UNIQLO Co. Ltd
which is japanese casual wear designer, manufacturer and retailer faunded at Yamaguchi Prefecture in
1949. The company was one of the divison of the Fast Retailing Co. Ltd. In Japan, Fast Retailing
listed as a public Japanese retail holding company.
Before year 2002, UNIQLO had thier business within Japan. After sales and gross profit reached a
new peak, the company started to expand thier business to oversea. The countries which expanded by
UNIQLO were China, France, HongKong, Korea, Malaysia, Philippines, Russia, Singapore, Taiwan,
Thailand, UK and United Stated. The company started their first UNIQLO in Malaysia on June 2010
at Kaula Lumpur and it was the largest UNIQLO retail store in South East Asia.
UNIQLO employ the philosophy which are about constant change, diversity and challenging
convetional wisdom to guide the company achieve the goals. The company is confident that thier
product can fit to everyone needs and wants. The company makes theclothes that transcend all
catefories and social groups, the clothes are made for all. Furthermore, UNIQLO believe that design,
technology and aspring to excellent in quality are the keys to penetrate to the market. Beside that the
offering of UNIQLO is affordable and accessible to everyone, thus it will get well responses from the
customers. Hence everyone can benefit from simple, well-designed clothes. The example of apparel
selling in UNIQLO is showing in the exhibit 1 on page 23