andrew wood marketing logistics retailing analysis
TRANSCRIPT
-
8/3/2019 andrew wood marketing logistics retailing analysis
1/20
MUJIco familiarization
Candidate : andrew wood
-
8/3/2019 andrew wood marketing logistics retailing analysis
2/20
MU J Ivalues
Candidate : andrew wood
M ore simple -- Lean manufacturing and Lean Logistics
U nited -- United Staff and United Shop Display - Consistence
J ustice -- Fair system and provide instant feedback
I nitiative -- Proactive Involvment
: ,
-
8/3/2019 andrew wood marketing logistics retailing analysis
3/20
T able of Content
I. Seek Multiple suppliers for clothingproduct lines to keep the options openand avoid any tardiness
II. MUJI stores visits : Oct / Nov 2005
[APM Langham LEE T heatre ]
merchandise setting maps of each store
III. ClienteleIV. Store ambianceV. Customer Service
-
8/3/2019 andrew wood marketing logistics retailing analysis
4/20
Manage the supplierSeek exclusivity
Continuous improvement Use open book costing
Seek and approve alternative sourcesIf supplier complacent,introduce leverage
Blanket order Auto routeBundle itemsStandardize
Reject price increases Aggressive negotiation
Drive continuous improvement
C A
S L
Suggested recommendations
Identify appropriate Supplier Interface:seek multiple suppliers for the same category i.e. for same product line
F ollow the high MUJI specificationsSeek Alternatives sourcing
for fashionable itemsDevelop generic equivalents
Consolidate with leverage itemSet targets from suppliers
Secure supply
-
8/3/2019 andrew wood marketing logistics retailing analysis
5/20
Visiting MUJI stores visiting day / visiting time
APM store Sunday 21:00 20:00[ APM ]
Langham Place store [ LAN ] Friday 16:00 17:00
Lee T heatre store [ LEE ] T uesday 20:00 21:00
-
8/3/2019 andrew wood marketing logistics retailing analysis
6/20
G eneral Perception of all
the MUJI stores in HKPretty spacious in store size occupies 1 single floor each
Neat and ComfyProduct Differentiation: clear layoutof the cosmetic, clothing, fabricslinen sections
Brightly lit with high clarity for easynavigation
-
8/3/2019 andrew wood marketing logistics retailing analysis
7/20
Store Layout -- [ APM ]
REMARK: Clothing items in APM store could beminimised further
ClothingIT EMS
Cashier AT RIUM
$$BulkyItems
Stationery
Cosmetic
-
8/3/2019 andrew wood marketing logistics retailing analysis
8/20
Store Layout -- [ LAN ]
ClothingIT EMS
Cashier AT RIUM
$$
BulkyItems
Stationery
Cosmetic
KitchenUtensils
ClothingIT EMSBulky Items
-
8/3/2019 andrew wood marketing logistics retailing analysis
9/20
Store Layout -- [ LEE ]
ClothingIT EMS
Cashier AT RIUM
$$
Bulky Items
StationeryCosmetic
KitchenUtensils
-
8/3/2019 andrew wood marketing logistics retailing analysis
10/20
Comparison report on each individualstore according to its chosen prioritise area and the way it
highlighting its adaptability to its own niche of customer mix
A) Clientele in the corresponding Mall
Store>> Store visitors[ bar chart ( ]
Age Group
of the mallspenders
People who do
shop **Carrier ba g s
[ APM ] ( ( ( ( ( ! 15 35couples >>85%
40% -- Mid
[ LAN ] ( ( ( ( ! Well mix for Diff age group
35% -- Mid
[ LEE ] ( ( ( ! 20 30female
10% -- Low
-
8/3/2019 andrew wood marketing logistics retailing analysis
11/20
Store>>Spacious level[ bar chart ( ]
Store Desi g n merchandisin g settin g s
Customer Servicefrom theClothin g section
[ bar chart ][ APM ] ( ( ( ( ( ! 15 35
couples >>85%40% -- Mid
[ LAN ] ( ( ( ( ! Well mix for Diff age group
35% -- Mid
[ LEE ] ( ( ( ! 20 30female
10% -- Low
B) Store atmosphere / Ambiance in the Mall
-
8/3/2019 andrew wood marketing logistics retailing analysis
12/20
C) Customer Service
Methodology :Informative -- whether the staff are informative about their product lineNeatness how fast do they
fold the clothes back after customer unwrap it
-
8/3/2019 andrew wood marketing logistics retailing analysis
13/20
C) Customer Service
Storesstaff attitude
Time to wrap upan unfolded
clothes
Comment /Service Attitude
Neatness /Service Quality
[ APM ] 5 sec ! T he male staff wrap up theclothing / linenright in front of the customer --BAD
ExtremelyHigh
[ LAN ] > Best < 3 min!
Good timing[after customer
left that area] Medium
[ LEE ] 5 min ! G ood timing[after customer left that area]
High
-
8/3/2019 andrew wood marketing logistics retailing analysis
14/20
-
8/3/2019 andrew wood marketing logistics retailing analysis
15/20
Methodology of enhancing
customer experienceT here are various dimensionsin benchmarking the customer
services deliverablesInformation Information includes quality and variety;Since diff. market segment requires diff.
information about MUJI products
Perception MUJI products are aesthetic pleasing andmulti-functional, staff should able tochannel the essence to the customer [APM ]
Performance How well does the staff promptly deliver quality service to our customer whilemaintain store ambience ?!
-
8/3/2019 andrew wood marketing logistics retailing analysis
16/20
From the leasing officers of eachshopping centre, we should able toget a profile about the Demographicand Disposable income of each store
APM has got the best customer base with high disposable incomethat they will spend $200 - $800in the shopping centre [ APM ] duringany weekend. Besides, about 1/5 of the customer in APM will spend their pocket money in the mall
Profit Centre and space productivity
-
8/3/2019 andrew wood marketing logistics retailing analysis
17/20
Profit Centre and
space productivityT he visual display area of each sectionshould reflect the Profit Centre capability[ i.e.which MUJI section ] in each storee.g. APM could increase the size of cosmetic section while reducing theclothing section area
e.g. LAN could increase the snack section[putting 2 LCD computer screens showingMUJI Japanese lifestyle] because mostpeople will have some snack whilewatching T V, this will increase their appetite for purchasing more
-
8/3/2019 andrew wood marketing logistics retailing analysis
18/20
Store should provide relaxing ambience
to allow customer navigate easily
-
8/3/2019 andrew wood marketing logistics retailing analysis
19/20
Performance Measures for strategicBusiness Units -- with my previous experience,I find that these parameters are the most useful ones
MUJI brand loyalty and recognitionCustomer satisfactionEmployee satisfactionInventory turnover and modify sectionspace accordingly [profit centreorientated] Reflect simplicity, durability and multi-functionalityWe could put more signages about MUJIvalue in Lee T heatre stores, may havesome back-issue of MUJI magazine on thetables and sofa of each store
-
8/3/2019 andrew wood marketing logistics retailing analysis
20/20
URL resources web URL
T o translate Japanese to English / ChineseG o to H TT P : // bablefish.altavista.comChoose [Japanese to English] at the bottom of the web page
Copy and paste the following URL URL resources>> www.MUJI.netRyhhin-keikaku.jp/engwww.mujiyurakucho.comwww.muji.fr www.mujionline.com