Introduction
In this proposal, we are going to enter into a new market with an existing product. In the case, we use UNIQLO as our topic. We try to analysis and prove UNIQLO to enter the Italy market. First of the proposal, we will analysis the existing products of UNIQLO with BCG matrix to see which products are belong to their relative segments. Then, we will analysis the company’s internal and company’s external. We use marketing assets such as Value Chain, PLC and Marketing Mix to find out the company internal situation to see whether the company has a standardized product. On the other hand, we use PESTLE framework or SWOT analysis to analysis the company external situation. Moreover, we will analysis the new market: Italy in different aspects: accessibility, profitability, market size and competition. Finally, we will make the conclusion to see whether UNIQLO can enter Italy.

Company background
UNIQLO was founded in 2 September 1984 in Japan by Tadashi Yanai and enter Hong Kong in 31 March 2005. Their full name of the brand was UNIQLO Hong Kong Limited. In 1984, the first UNIQLO store was opened in Hiroshima, Japan. Since then, the brand has evolved from a chain of roadside stores to an international leader in style, quality and fun. UNIQLO clothing is made for all with highly finished elements of style in cloths that suit your values wherever you live. This unique concept sets us apart from apparel companies whose sole purpose is the pursuit of fashion trends. Until September 2015, there are 25 shops located in Hong Kong and Macau. UNIQLO has its own slogan and that is “Life Wear, Simple Made Better.” UNIQLO believed that a perfect shirt is always being made more perfect. It never stops evolving because ypur life never stops changing. Simple apparel with a not-so-simple purpose is the core of the design of UNIQLO’s clothing. UNIQLO sells all the wears you