1.
Corporate-level strategy 1.1 MUJI style of living
MUJI style of living, which is the retail store sells household and consumer goods.
The products range from stationery, clothing, food and kitchen appliances.
1.2 Café & Meal
Using natural and seasonal ingredients to create vegetable dishes.
1.3 MUJI Campsites
MUJI operates Tsunan Campsite(津南露營場) , Minami-Norikura Campsite(南乘 鞍露營場), and Campagna Tsumagoi Campsite(平原嬬戀露營場) managing a total of some 230 hectares of forest. Outdoor classes held at these camps are taught by people from the local communities to raise awareness of the natural environment.
1.4 MUJI House
Bringing the MUJI style of living to home design.
1.5 IDÉ E
Focusing on furniture’s design, manufacture and sale. Also, IDÉE sells original furniture, accessories, antiques, curtains, and rung.
Figure 1. Diversification
2. Business-level strategy
MUJI doesn’t overemphasis its brand, but focus on the quality and value of products and design. MUJI’s philosophy is to promote the simple and natural MUJI’s style life and provide functional and practical goods with reasonable prices, high quality to meet the needs of life.
The reason why we choose MUJI retailer are because:
It’s much easier for us to find the information and do the research.
Other businesses, like MUJI Campsites, MUJI House and IDÉE only operate in Japan, which means it’s relatively difficult for us to know the situation there.
3. Functional-level Strategy 3.1 Production
MUJI products in the production of products is not focused on low-cost factory costs, but choose the factories that can meet their expectations. Although most of the products are made by machine, but when necessary, some steps will still use handmade, the following is one of the R & D products’ example.
Figure 2. Production of the socks
3.2 R & D
understand the needs of consumers. The following is one of the R & D products for example.In 2006 "right angle socks", was wearing a comfortable praise, after five years, very much by the public support. Popular "right angle socks", so on September 30 re-debut. Because it is a goods that daily wear can feel comfortable, but also hope to continue to pursue higher quality. In this way, this is the more comfortable to wear as the goal of re-debut.
Focus of the re-debut
Fit the heel
Heel, foot weaving design to regain a better balance, to achieve the existing goods more "fit heel" at right angles.
Do not slide loose
Because the heel is completely covered, it is possible to prevent the socks from sliding loose due to the activity.
No sense of restraint
Improved support pressure points overall, reaching dress sense can prevent slippage but not bound.
Figure 3. Wearing reviews "socks" in the use of questionnaires
Figure 4. Determination of results (slippage and restraint pressure)
3.3 Marketing - 4P analyze 3.3.1 Product
First, “to show the essence” is the general principle of the design for the MUJI’s products. The material they select and the application of the appropriate process will be able to help achieve this ideal.
Second, lots of the products which you can see on MUJI’s shelves are design by famous designer. But the price of those products are much cheaper than most of the designer’s brand. “Simple” is the characteristic of MUJI. They that "environmental protection" is the trend, the life industry is the future. Rather than selling goods, they said it is a concept of life.
3.3.2 Price
Clear market segmentation and positioning. Most of the consumers of MUJI are office workers, students or young people. Most of those middle-level customers won’t blindly pursue with luxury products, but also they wouldn’t like to purchase products with super cheap price.
3.3.3 Place
They have bricks and mortar and online shop. You can see all the information on their website, and it attracts more customers. About stores overseas, their strategy is to make sure they earn some money from the first shop in that area, then they will open the second shop.
3.3.4 Promotion
Every year, MUJI will have their annual theme. It’s kind of way to give customers different visual experience and impression. Second way to promote the brand is their employees. Every employee in MUJI know their products well, so they can easily answer the questions from customers. Third, MUJI put a lots of attention on their advertisement. Compare with the advertisement of other company, MUJI's
advertising is clearly prominent, so MUJI's advertisement often win awards.
3.4 Human resources
Tadamitsu Matsui said that most of the businessman see their employees as private property, so they will make their employees keep working overtime or ignore their feelings. Then those companies can’t keep their employees and need to recruit and educate new employees again and again. This kind of situation makes a huge waste of time and money.
MUJI see their employees as human and capital. That why MUJI keep giving their employees new chances and training. Then the growth of their employee will be the prosperity of MUJI at the same time.
3.5 Finance
Although the principle of "opening a new store after making money ", it will be adjusted according to different market conditions. For example, the expanding business in Taiwan isn’t base on the old principle, but doing the flexibility of the store strategy according to the development of shopping district and customer attributes.
3.5.2 Reduce the pressure of inventory
Reduce the waste of financial and management caused by large inventories. The shops reduce the warehouse area from accounting for 20% of the store to 10%, and
adopt the open design of "inventory and store combination" to increase the exposure of goods and also reduce inventory pressure.
3.5.3 Evaluation of goods
In terms of commodity development, reduce the initial investment of goods to 80%, and evaluate the goods three weeks later. Sell the best 30% goods and stop selling the goods which are the worse 30%.
3.6 Public relations
Enterprises often promote their corporate through product launch, public speech and other activities to let people accept their corporate image, and continue to enhance the good impression of their corporate image. MUJI also holds activities to make consumers more familiar with the impression of MUJI.
3.6.1 MUJI 2010 spring and summer "natural origin"
MUJI looks forward to Slow Fashion style, not seek for rapid changes and mass production, but continue to develop the best quality of goods to customers.
Figure 5. Clothing show 3.6.2 Raise relief fund for Japan
The strong earthquake caused a serious disaster in Japan, MUJI started the fund-raising activities from March 18, 2011 in Taiwan.
Figure 6. MUJI’s activity of raising relief fund for Japan
3.6.3 Public sponsorship activities- To create a library like "home" in Jiasian elementary school
Figure 7. Public sponsorship activity for Jiasian elementary school
3.6.4 MUJI 2017 autumn and winter new products show
All the merchandise sold by MUJI has ingenuity. In order to let consumers understand the design ideas, MUJI hold the new products show and select a variety of selling well products to illustrate the design concept of "So it is", and expect that daily necessities can be closer to consumers’ demand, to achieve a daily comfortable
Figure 8. MUJI 2017 autumn and winter new products show