MUJI’s goal

Figure 8. MUJI 2017 autumn and winter new products show

Figure 9. The concept of “So it is” in MUJI

VI. MUJI’s goal

Making profit

1. Globalization 1.1 Culture

When MUJI enter the international market, it will start from a country with similar culture, such as the Asia-Pacific region, and now Asia-Pacific region accounted for the bulk MUJI overseas locations, but MUJI also apply the World plans to break the culture distance. The appreciation of Japanese culture is one of the advantages to open the European and American markets.

1.2 Geography

The selection of channel, manufacturing location, MUJI will choose from the places that are close to port and freeway.

1.3 Economy

When assessing overseas branches, the local economy will be included in the evaluation project. For example, when entering the European countries, MUJI chose to go to the high incomes countries first.

1.4 Legal and political

When enter other countries, of course, will face the local legal and political factors, such as MUJI entered the Chinese market, encountered trademark plagiarism, and later resolved through the Chinese court certification.

1.5 Strategic expansion

MUJI’s strategy is after the first store is making money, then open the second one.

MUJIGRAM and Business Standards are produced in an overseas version, which lists the four major criteria for an exhibition: the market, the surrounding environment, commercial facilities, and the store environment, and scores them in sequence. If the total score reach the threshold, but the establishment of the exhibition shop turnover is not as expected, MUJI will immediately amend the forecast project, so no matter who is responsible for the operation who can use the same precision exhibition shop, continued overseas

2. Cost control 2.1 Strategic expansion

After the first store is making money, then open the second one.

2.2 Reducing inventory

Use the POS system to understand the market trend and link to the production line to do a reaction on production. The target is to reduce the inventories to minimum.

2.2.2 Product evaluation

Reducing the initial investment of goods to 80%, and evaluate the goods three weeks later. Increase order to the best 30% products and stop selling the worse 30%.

2.3 Staff training

Personnel management would affect the efficiency and competitiveness of the company, do a good management on the personnel will reduce the production costs, improve work efficiency, and ultimately for making profits.

MUJI emphasizes on the personnel training of store staffs, the company think seasonal ingredients and try to bring out the original taste in nature by hearty recipes to enrich the flavor. They offer a variety of delis are available daily for a balanced menu. And hope consumers can enjoy the natural and healthy in-season flavor at Meal

& Café MUJI.

3.1.2 MUJI Campsite

MUJI camp was born in 1995, a total of three are located in Niigata Prefecture, Gifu County, Gunma County. MUJI, designed by the advantages of natural terrain, is the most important feature of MUJI camp.

3.1.3 Flower MUJI

Flower MUJI hasn’t developed stores in Taiwan so far. In Japan, Flower MUJI is the store selling flowers, potted plants and gardening supplies. The shop also combines with mobile communications so that customers could order the product online, and could receive the product within 13 hours.

3.1.4 House

MUJI HOUSE since 2000, aiming at different functions, and has launched three styles of MUJI products. Now there are "Wooden house" and "Window house", and the "Vertical house" designed for the small city with a lot of people.

3.1.5 IDEE

The local pioneer brand, which is famous for its home-based lifestyle and design in Japan, has 40 years’ experience in Japan. Focusing on furniture’s design, manufacture and sale. Also, IDÉ E sells original furniture, accessories, antiques, curtains, and rung.

3.2 Product differentiation

The product design of MUJI is simple and use simple style to design products, no excessive decoration and the purpose is to allow customers to understand the function and value of goods.

 Collaboration with famous artists 3.2.2 Questionnaire investigation

MUJI will also use the questionnaire to understand the needs of customers, and to modify or design the product.

4. Image building

MUJI holds an activity of outfit collocation on Valentine's Day. The modeling

consultant would help give some dressing advices to customers. Customers could come with their mate, friends or family and enjoy the activity.

4.2 Exhibition

 Spring and summer clothing fashion show

 Fall and winter clothing fashion show 4.3 Enterprise ranking

In 2016, MUJI ranked in Top 100 the most desirable enterprises by Cheers magazine, and MUJI obtained No.5. And in the same year, in the investigation of gold medal service industry, MUJI obtained No.1 in living department store by

CommonWealth magazine.

4.4 Store presentation

Following the MUJIGRAM to design each of the stores and using similar tone of color and layout to enhance the customer’s impression.

4.5 Staff training

MUJIGRAM records the standard of the store presentation, staff training and anything related to brand. In this way, both manager and staff can implement the style of MUJI. In addition, employees do not have to spend lots of time asking for

manager’s advices, they could directly implement according to the guidelines in MUJIGRAM.

 MUJI creates a library like “home” to help the students in Jiasian elementary school study in a comfortable place.

 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 10. Strategy map