MID-TERM TEST INSTRUCTIONS Please answer all questions. Think carefully before you start writing your answers. Make sure that your answers do not exceed the word limits. Any words exceeding the word limit will not be marked. The total marks for this paper is 20. Introduction to Muji Founded in 1980, Muji is a global Japanese retail company selling a wide variety of household consumer items, furniture, clothing, and food products. Muji is most well-known for its philosophy of functional, quality design with a Japanese minimalistic aesthetic, offered at a reasonable price. The brand's relentless focus is on the product and does away with any unnecessary decoration or ornamentation. Muji is obsessed with minimalism, reflected in all its brand elements which embody "Less is More". Muji's no-brand strategy appeals to a unique group of consumers between 20 to 40 years old in the market who are tired of consumerism and prefer a refreshing alternative to traditional branded products. They are students, young adults, and housewives with middle to high spending power. Muji Brand Story Muji is the brand while its subset brands include Muji retail store, Muji Caf, Muji Home, Muji Outdoor and Muji Hotels. Muji has opened hotels in Shenzhen, Beijing, and most recently in Ginza, Tokyo on the 6th - 10th floors of Muji Ginza in March 2019. Muji acknowledges that travel has become a necessary part of the modern consumer's life and hence seeks to use its hotels to help consumers experience the Muji philosophy through its products and service. Another winning formula is Muji's ability to leverage digital in order to serve its customers' evolving needs. When it discovered that customers often browsed for products on its website before going down to purchase the products in-store, it developed a mobile app named Muji Passport in May 2013 to build a closer relationship with its customers and enhance in-store experiences. Muji's Chief Marketing Technology Officer, Kosuke Hamano has expressed that the primary objective of the mobile app is to promote brand communications and drive in-store traffic, versus only using it as another platform to push sales. MID-TERM TEST INSTRUCTIONS Please answer all questions. Think carefully before you start writing your answers. Make sure that your answers do not exceed the word limits. Any words exceeding the word limit will not be marked. The total marks for this paper is 20. Introduction to Muji Founded in 1980, Muji is a global Japanese retail company selling a wide variety of household consumer items, furniture, clothing, and food products. Muji is most well-known for its philosophy of functional, quality design with a Japanese minimalistic aesthetic, offered at a reasonable price. The brand's relentless focus is on the product and does away with any unnecessary decoration or ornamentation. Muji is obsessed with minimalism, reflected in all its brand elements which embody "Less is More". Muji's no-brand strategy appeals to a unique group of consumers between 20 to 40 years old in the market who are tired of consumerism and prefer a refreshing alternative to traditional branded products. They are students, young adults, and housewives with middle to high spending power. Muji Brand Story Muji is the brand while its subset brands include Muji retail store, Muji Caf, Muji Home, Muji Outdoor and Muji Hotels. Muji has opened hotels in Shenzhen, Beijing, and most recently in Ginza, Tokyo on the 6th - 10th floors of Muji Ginza in March 2019. Muji acknowledges that travel has become a necessary part of the modern consumer's life and hence seeks to use its hotels to help consumers experience the Muji philosophy through its products and service. Another winning formula is Muji's ability to leverage digital in order to serve its customers' evolving needs. When it discovered that customers often browsed for products on its website before going down to purchase the products in-store, it developed a mobile app named Muji Passport in May 2013 to build a closer relationship with its customers and enhance in-store experiences. Muji's Chief Marketing Technology Officer, Kosuke Hamano has expressed that the primary objective of the mobile app is to promote brand communications and drive in-store traffic, versus only using it as another platform to push sales