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Muji Marketing Plan

2460 Words10 Pages

Executive Summary
Muji, a Japanese company founded in 1980, offers variety of high quality products such as household goods, food and apparel. Muji has a concept in which it is based on simplicity and quality products. This marketing plan will show how is our brand and our product more superior by focusing on promoting our unique selling proposition compared to other common product available in the market. Furthermore, this will also provide insights on our new product and also our target market. Finally, we aim to increase awareness among the Malaysian market and increase market share by 5% by 1st July by introducing a new product into the market.

Objective
To increase awareness among the Malaysian market and increase market share by 5% …show more content…

Muji is using high quality materials such as organic cotton which are costly, therefore their price may be higher. Besides, in Malaysia, the awareness of Muji is low as not many people know about Muji. Lastly, their “No Brand Concept” in a brand conscious market is also one of their weakness. This is because the market in Malaysia is brand conscious and the consumers will be reluctant to buy a product with no brand.

Opportunity
One of the opportunity for Muji is the high consumer demand. This is due to the Malaysian spending pattern where Malaysian likes to spend a lot on physical items. (Prove?) In addition, the growing retail industry in Malaysia is also one of the opportunity for Muji. (Prove?)This is because when the industry is growing, there will be more consumers in the market for Muji to target and therefore, it allows Muji to increase their market share. Innovation of new products is also one of the opportunities as the consumer market in Malaysia is always looking for the latest products and fashion. (Prove?) …show more content…

This is due to the low barriers of entry in the clothing industry. Next, the implementation of goods and services tax by the government is also a threat to Muji. When the taxes are implemented by the government, it increases the prices of goods and therefore the overall cost of production of the products will increase as well. (One More)

Weaknesses to Strength
Muji can improve their weaknesses by having a set of strategy. As for high price, we should try to control the cost of the product in order to bring down the price of the product without compromising on the profit margin. In order to overcome the low awareness of the market, we should do more promotions so that our brand is known to more people which will increase their brand recognition.

Matching Strength to Opportunities
Muji should match their strength to their opportunities so that they can get the most out of the opportunities in the market. Firstly, they should take their chances to innovate new product and with their focus on high quality products, we are sure Muji will be able to produce a new product with a high quality standard. ( Not complete ) Besides, Muji should

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