MUJI - company overview

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Nga Man Carmen Yeung

Business Assignment 2                                          date: 25/11/2002

                                 MUJI

About MUJI

Muji , has existed over 20 years, establishing itself as a producer of simple, affordable quality goods that are relevant to the modern living worldwide. The principle and the objective of the company is ‘Good Value for Money’. They bring quality goods to the customers at affordable prices together with simple and functional design. No excessive decoration or cosmetic features. They provide daily necessities from the customer’s viewpoint, including apparel household goods, stationeries, clothes, as well as food. Through the provision of such products, the company is trying to enable people to make choices about their living environments and their lifestyles. The company gives consideration to the natural resources as well as recycling, based on the idea of which are desirable for the future. The popularity of its products, sold under the MUJI brand, is sweeping the world, a global trend originating from Japan

Company’s Objective

        For their ongoing objectives, first, they want to strengthen the customer response channels so as to produce the products according to the customer’s views. Secondly, to foster local (Japan) community growth and develop MUJI on a global scale. And the last one is to strive for improved communication at every level of the staff.

        For the medium –term objective, MUJI want to improve the shopping environment from shops to shops, to take maximum advantage of chain-store-operation responsiveness and efficiency.

The History and the Growth of MUJI

Muji products were initially developed as a company brand called Seiyu in December 1980.At that time, the world is suffering from economic downturn as a result of the oil crises. Consumers were becoming much more critical about the quality and the price of the products. Under such circumstances, MUJI products were introduced to the market in Japan with the aim of providing the best value for customers while maintaining the highest quality.

        

The first MUJI shop was opened in Aoyama in Japan in the year 1983.They are opened in several department stores including the Seibu Department store in Japan. There are not many varieties of products for consumers to choose at that time, only around 700 products including household goods and apparel. The concept of ‘lower priced for a reason’ is reconfirmed during the year between 1983 and 1985. In 1986, overseas product development was initiated in order to expand the international MUJI network and the number of MUJI product items produced overseas. In 1987, MUJI noticed the importance of overseas production and procurement, including the factory-direct ordering and individual distribution routes .A campaign is held to boost ‘ global procurement’ for materials from all over the world in the following year and therefore the number of MUJI items furthered increased.

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        MUJI came to its independence from the Seiyu, Ltd in the year 1989, a large-scale MUJI store is opened as a model store for future store development. MUJI opened the first overseas store in London in partnership with Liberty Pic of the U.K in the year 1991. The number of items sold increased to 2000 items at that time. The first MUJI store opened in July, 1991 in U.K. and in November in Hong Kong. Four years later, a MUJI outlet was opened in Japan , the company’s shares are registered on the over-the –counter market, the first MUJI ...

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