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RISS 인기검색어
- 검색키워드
- 저자 : José Carlos Feliciano Nishikawa (검색결과 1 건)
- 무료
- 기관 내 무료
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Valery Alexandra Delgado Velásquez,Angelly Nayelli Fernández Bellodas,José Carlos Feliciano Nishikawa Academy of Asian Business (AAB) 2021 Academy of Asian Business Review Vol.7 No.2
This MINISO was founded at the end of 2013 as a Japanese-inspired lifestyle products retailer offering high-quality household items, cosmetics, and food at affordable prices. In such a short time, MINISO became a famous global brand. However, the firm is now at a critical stage, where it still must face the challenges that lie ahead after the ravages caused by the COVID-19 pandemic. This case study dives into the history of MINISO and attempts to explain why its business model has been successful. In addition to determining its competitive advantages, marketing strategies and other factors that have helped the company overcome several obstacles along its journey around the world. It will also help better understand differences between international markets and how the brand adapted to the public's requirements, especially to win the Latin American population's hearts, as evidenced by its rapid positioning in the region. For this purpose, this study can be divided into four parts. The first part explains what MINISO is and the business model that has allowed the company to expand globally. The second part analyzes the obstacles that the company has overcome to develop its strengths across its history. The third part will delve into success factors, the "heart of the brand”, allowing the company to connect with consumers worldwide. Finally, the last part describes the challenges that the firm must face to remain competitive in such an uncertain environment.
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