Outline

I. Introduction
1.1
_ Introduce Uniqlo as well as its marketing situation and marketing environment
II. Overview
1. Define and explain “marketing” and “Marketing process’
1.1 Define “marketing” according to Philip Kotler
1.2 Describe “Marketing process”

III. The role and responsibility of Marketing in Uniqlo

_ The role and responsibility can be determined through five stages of the mentioned
process
1. Research the marketplace’s needs, wants, demands, marketing information, and
customers’ data of the chosen company
_ Identify five core marketplace concepts:
+ Needs, wants, and demand
+ Marketing offerings
+ Value and satisfaction
+ Exchanges and relationships
+ Markets
1.1 Needs, wants, and demand of Uniqlo’s customers
* Needs
_ Definition of needs of Uniqlo’s customers
_ What are the needs of Uniqlo’s customers
* Wants
_ Definition of wants Uniqlo’s customers
_ What are the wants of Uniqlo’s customers
* Demand
_ Definition of the demand of Uniqlo’s customers
_ What is the demand of Uniqlo’s customers
1.2 Marketing offerings of Uniqlo to its customer
_ Definition of marketing offerings
_ What has Uniqlo done to offer to the market to satisfy the needs and the wants.
_ Definition of marketing myopia
_ Uniqlo has marketing myopia mistakes or not. Without the products, Uniqlo enhances the
experience of its customers or not.
1.3 Value and satisfaction (which can be evidenced through the number of satisfied
customers buy again of Uniqlo)
_ Definition of value and satisfaction activity
_ How customers form expectations about the value and satisfaction of Uniqlo market
offerings
_ The number of satisfied customers who buy again Uniqlo’s products
1.4 Exchanges and relationships of Uniqlo
_ Definition of exchanges, the definition of relationships, and the definition of exchanges
relationships
_ How does Uniqlo create, maintain and grow desirable exchange relationships with the
target markets: attracting new customers and retaining customers to grow the business.
1.5 Market of Uniqlo
_ Definition of the market:
_ Conclude what Uniqlo does to satisfy its customers through marketing offerings, how it
manages markets to bring about profitable customer relationships
_ the consumers market of Uniqlo is found when consumers search for products, interact with
companies to obtain information, and make purchases
2 Design the marketing strategy of the chosen company including market segmentation and
targeting (targeting customers). How the chosen company makes its differentiation
_ Definition of designing the marketing strategy
_ Who are customers and what is the target market of Uniqlo in Vietnam
_ How Uniqlo can serve these customers best (what is Uniqlo’s value proposition)
_ Marketing Management Orientations of Uniqlo consists of Product, Marketing, and Societal
concepts (Should we define three concepts before giving example of how Uniqlo applies
them?)
3 Analyze the integrated marketing program of the chosen company: product, price, place,
promotion.
_ Define 4 features (4p)
_ 4p of Uniqlo
4 The way of building profitable relationships and creating customer delight of the chosen
company including chosen customers and marketing partners.
_ Definition of Customer relationship management
_ Customer relationship management of Uniqlo
_ Comparison of Customer satisfaction and Customer-perceived value of Uniqlo
_ Loyalty reward program of Uniqlo
_ Partner relationship management of Unqlo
5 Sum up how the chosen enterprise enhances the share of customers through creating
satisfied, loyal customers, and capturing customer lifetime.
_ Definition of Customer Lifetime Value (LTV)
_ Customer share of Uniqlo on the Vietnamese fashion market
_ How marketing influences the chosen company.
IV. Marketing environment
1 Microenvironment
_ Definition of Microenvironment
1.1 Company
_ Definition of Company
_ How does the C-level structure of Uniqlo and how does it influence marketing activity
(opportunity)
1.2 Suppliers
_ Definition of Suppliers
_ Use 1 supplier to give an example of how does it influences marketing activity (opportunity)
1.3 Marketing intermediaries
_ Definition of Marketing intermediaries
_ Use 1 Marketing intermediaries to give an example of how does it influences marketing
activity (opportunity)
1.4 Competitors
_ Definition of Competitors
_ Use 1 Competitor to give an example of how does it influences marketing activity (threat)
1.5 Public: finance, media, government, citizens, local community, general community (2)
_ Definition of Public, media public, and government public
_ Use 1 media public feature to give an example of how does it influences marketing activity
(threat)
_ Use 1 government public feature to give an example of how does it influences marketing
activity (threat)
1.6 Customer market: consumer, business, reseller, government, international
_ Definition of the Customer market, consumer market, and international market
_ Use 1 consumer market feature to give an example of how does it influences marketing
activity (threat)
_ Use 1 international market feature to give an example of how does it influences marketing
activity (threat)
2 Macroenvironment
_ Definition of Macroenvironment
2.1 Demographic
_ Definition of Demographic
_ Age structure (gen y, gen z) and gender ratio to give an example of how does it influence
marketing activity (opportunity)
2.2 Cultural
_ Definition of Cultural
_ Raising consciousness of fashion of customers is a cultural example of how does it
influences marketing activity (opportunity)
2.3 Political
_ Definition of Political
_ The political condition is stable in Vietnam influences marketing activity (opportunity)
2.4 Economic
_ Definition of Economic
_ Use GDP Growth to explain how does it influence marketing activity (opportunity)
2.5 Natural
_ Definition of Natural
_ Use evidence about the activity which develops friendly environmental products or
manufacturing progress and how does it influence marketing activity (opportunity, threat)
2.6 Technological
_ Definition of Technological
_ Give an example about Uniqlo using technology to enhance the quality of products as well
as customers’ experience and how does it influence marketing activity (opportunity)
V. The interaction between the marketing department and others.
1. Financial department
_ Definition of Financial department and its function in Uniqlo
_ Link between Financial department and marketing department (support, challenge)
2. Research and development department
_ Definition of Research and development department and its function in Uniqlo
_ Link between Research and development department and marketing department (support,
challenge)
3. Design department
_ Definition of Design department and its function in Uniqlo
 _ Link between Design department and marketing department (support, challenge)
4 Analyse and conclude how the marketing department contributes and follows the chosen
company’s mission and vision. 4.1
VI. Analyse some of the most influenced features of the chosen company
- Customers (Micro) influence products and marketing strategy
- Suppliers (Micro) influence products and marketing strategy as well as the capability of
understanding the market and competitors.
- Demographic (Macro) influence products and marketing strategy

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 Index of comments

1.1 Em nhớ giới thiệu cả report nữa nhé.

4.1 Also, how all departments work together to deliver the company's mission

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