MUJI was founded in 1980 as a private label for Japanese supermarket The Seiyu. At the time, foreign brands were becoming increasingly popular as the economy grew. As a result, cheaper, low-quality imitation goods became attractive alternatives for budget-conscious consumers. MUJI goods were created to fill the growing market for quality goods that were affordable and long-lasting. MUJI started with 9 household and 31 food products, which were advertised with the slogan “lower priced for a reason.” Products were packaged in simple materials such as clear cellophane and brown paper. Over the next couple of years, MUJI expanded its product line to include stationery, clothing, kitchen appliances, and home furnishings. It also began opening its own stores across Japan.......

1. What are the key drivers of MUJI’s market success?

What are MUJI’s points of parity and points of difference relative to the competition?

2. What are the pros and cons of using the “no brand” strategy?

3. How should MUJI grow its brand?