Journey to East Asia: What an iconic brand can do to have a better impact


After a journey to East Asia, I have a much better understanding of the iconic Japanese brand Muji. Recommendations for future strategy: As there are many areas that need to be improved, Muji would be well-advised to consider the following strategies carefully. The first strategy to consider is to shift production from Japan and China to other Asian countries such as India, the Philippines, Vietnam and Indonesia where salaries are significantly lower (Lung 2020). This strategy is recommended because Muji has to learn from their own mistakes. Clearly, this is the learning / ‘emergent’ approach which comes from trial and error. [...]