Uniqlo: Re-Examining American Expansion
商品編號：9B18M067
出版日期：2018/11/04
再版日期：
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：global strategy, supply chain management, apparel industry, market entry
難易度：4 - Undergraduate/MBA
內容長度：15 頁
地域：Japan; United States
產業：Retail Trade
事件年度：1984
Japan's number-one apparel brand and retailer, Uniqlo Co. Ltd. (Uniqlo), built its business by delivering high-quality basic casual clothing at low prices. Uniqlo's founder and chief executive officer of Uniqlo's parent company, Fast Retailing, stated that his goal was to become the world's number-one apparel retailer. He argued that success in the U.S. market was crucial to meeting this goal; yet, Uniqlo USA was not doing well. In mid-2017, after more than a decade of efforts, Uniqlo USA had relatively few stores and continued to lose money. As the gap between its goals and performance continued to diverge, the company needed to re-examine its U.S.-based business and potentially its globalization strategy altogether.
教學手冊：Uniqlo: Re-Examining American Expansion - Teaching Note
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