Research On The Marketing Strategy Of Fast Retailing Co., Ltd. In Thailan

With the continuous development of Thailand’s economy,its consumption index has also been rising,making it one of the most potential clothing consumption countries in the world.Many enterprises are optimistic about Thailand’s clothing consumption market.At the same time,Thai people’s consumption concept began to change,consumption structure also changed,and people were more willing to spend on clothing,which prompted Thai clothing market to enter the era of consumption upgrading,and consumer demand also jumped to a higher level.At the same time,economic globalization makes Thai garment enterprises begin to face the competitive pressure of foreign garment industry.With the challenges and opportunities of domestic and foreign garment industry coexisting,Thai garment enterprises want to improve their market competitiveness,change the disadvantages of being big but not strong in the past,and remain invincible in the fierce market competition.Therefore,it is particularly important to study the promotion of enterprise development strategy.Therefore,based on the basic research paradigm of strategic management,this paper studies the marketing strategy of Thailand Fast Retailing Co.,Ltd.,a typical clothing enterprise,which has good practical and theoretical significance.Fast Retailing Company is a retail holding company in Japan,and its brands include well-known UNIQLO and ASPESI.In 2011,Fast Retailing Company settled in Thailand,and developed rapidly for more than ten years.Nine brands of Fast Retailing Group have 232 branches in Thailand,ranking first in Thailand’s clothing retail industry and sixth in the global clothing retail industry.Since the brand settled in Thailand,it has always maintained a positive growth rate in Thailand,created many achievements in the field of Thai clothing retail,and became a unique and attractive clothing retail brand that attracted the attention of Thai consumers and investors.However,the company is also facing many difficulties:weak marketing and sales ability,less training of labor resources,weak inventory ability,weak project management ability and less research and development activities.Therefore,under the new competitive conditions and international situation,it is necessary to systematically sort out the marketing strategy of Thailand Fast Retailing Co.,Ltd.,so as to provide reference for the future development of the company.Firstly,this paper analyzes the external marketing environment of Thailand Fast Retailing Co.,Ltd.from both macro and industry aspects through PEST model and five forces model,and makes the corresponding EFE(External Factor Evaluation Matrix)analysis;Secondly,it combs the internal marketing environment of Fast Retailing Company Limited of Thailand,and makes IFE(Internal Factor Evaluation Matrix)analysis.Then,SWOT analysis is used to make a strategic choice,and based on 4Ps theory,the specific marketing strategy choice of Fast Retailing Thailand Limited is expounded.Finally,according to the theory and research in the previous chapter,this paper analyzes other problems and related countermeasures of marketing strategy of Fast Retailing Thailand Limited.This study can provide ideas for the future marketing strategy formulation of Fast Retailing Company Limited in Thailand,and can also provide reference for the marketing strategy formulation and implementation of similar companies in Thailand.