Running head: MUJI ANALYSIS
MUJI brand was started in the year 1980 as a private brand under a Japanese supermarket, The
Seiyu. During its formation, Japan was a brand conscious country. In other words, foreign brands
at the time MUJI formed were becoming more popular among the Japanese and economy in
general. In response to the status quo, Masuda (2019) asserts that the MUJI brand was found to
make it the antithesis to consumer habits during the time. Besides, he explicitly affirms that the
company was taking advantage of the gap in the market to provide affordable and quality goods.
Although the company has competitors that are doing similar things like IKEA and Uniqlo, the
company strives at owning their 'no brand' brand to create a niche in the market for themselves
(Masuda, 2019). In light of this, the paper delves into giving an in-depth analysis of MUJI in
regards to competitors, current digital communication strategies, digital marketing strategies, and
existing brand positioning.
MUJI's main competitors are IKEA and Uniqlo. For this paper, IKEA, as a competitor of MUJI,
is explored in detail. IKEA is a furniture leader, which gives it the most definite advantage as far
as the brand is concerned. Their brand awareness makes them leaders, command respect, and
trust in the furniture industry and market. Besides, the company has sustainable goals. Using its
programs called IKEA's People and Planet Positive strategy, the company has been able to create
a positive brand image since 2013. The company also has an aggressive marketing strategy,
which uses digital marketing and social media as tools to market itself further. Disloyalty from
price sensitivity is one main weakness of the company. The company delivers good at lower
prices, which brings a long term consumerist attitude. They also compromise quality, which is
caused by their low pricing or competitive pricing.
Digital Marketing Strategies and Brand Positioning
According to Zou & Zou (2020), MUJI stays up to date with new developments in the field of
digital marketing. Currently, the company has several vital concepts and trends that they have
identified to be at the center of marketing in Japan as well as the whole world. The development
of a mobile app is the primary digital marketing strategy the company uses. According to MUJI
Chief Marketing Technology Officer, Kosuke Hamano, the company is actively engaged in
leveraging digital marketing tools. This is used as a winning formula in serving customers'
evolving needs. MUJI has developed a mobile app that enables its customers to browse products
from its website and purchase them with ease. Besides, the mobile app promotes the company's
brand communication and drive in-store traffic (Zou & Zou, 2020). The MUJI mobile app has
over two million active users today and has undeniably increased the success of the brand and
enhanced the experiences of customers significantly. In regards to brand positioning, MUJI was
selling over 7,000 different brands by the end of the 2000s. In other words, the company's brand
positioning is priced reasonably because the retail prices...
15 Million Students Helped!
Sign up to view the full answer