NSU Research Contributions

Title : Grameen UNIQLO: Social Business Initiatives in Bangladesh

Authors : Jashim Uddin Ahmed & Wahida Shahan Tinne

Abstract : This case is about Grameen UNIQLO, a joint venture of Grameen Healthcare Trust and UNIQLO, a popular Japanese clothing company. This venture was conceived of as a corporate social responsibility (CSR) project for UNIQLO in Bangladesh, a country the Japanese clothier had relied upon for its ready-made garments. Grameen UNIQLO primarily targets middle-income earners and young people as customers in the emerging and competitive Bangladeshi fashion industry. In 2013, it opened its first store in Dhaka city, the capital of Bangladesh. Dhaka is currently home to eleven Grameen UNIQLO outlets, all operating in prime retail locations. While Grameen UNIQLO has established its operations procedures, product line, and customer profile, leading it to achieve a competitive advantage in the Bangladesh fashion industry, the company still faces several challenges. The primary challenge is for Grameen UNIQLO to sustain its market share in the competitive fashion industry of Bangladesh. This case examines the social business framework of Grameen UNIQLO and the need to promote the CSR aspect of the project to improve market share. The case also investigates the challenges Grameen UNIQLO may face in future. How Grameen UNIQLO can, or will, overcome these challenges to sustain its market share remain to be seen and are a major point of discussion for students.

Journal : Sage Business Cases	Volume :	Year : 2017	Issue :
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