The Specifics of Marketing Mix Adaptation of Japanese Fashion Companies on the Russian Market

Student: Nemysheva Tatiana

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2017

The current research analyses the way marketing mix elements are managed by the Japanese Fashion companies on the Russian market. The example chosen for the current work is Uniqlo company. First, the marketing mix concept and specifics of its adaptation for the global fashion companies are identified. After that, the case of Uniqlo in Russia is investigated. The ways this company manages its marketing mix in different countries, and the way it adapts these elements in Russia are the main topics to study in the second part. Additionally, the results of Russian customers' questionnaire are provided. The result of the study is that Uniqlo adapts some elements of its marketing mix to the Russian market, but in general it has very standardized concept of marketing mix global management strategy.

Full text (added May 12, 2017)

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