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When people think of Muji, there will come up with a clear picture of the simple, natural style of its products. Plain design and natural color is the brand image of Muji, which give consumers different experiences with other chain brands by simplifying the product design and giving proposal of living style.
In this study, we will be focused on the representative company in retailing industry, Muji, and use the case study method and second data research method to summarize the material we’ve found. Then be based on the resource-based view, we will analyze the secondary data of muji by Porter’s strategic positioning, competitive strategy and competitive advantage architecture.
Muji is a well-known Japanese grocery retail company in Taiwan, but there are only few researches have complete investigation about it. Therefore, through this study, we hope to give more information and knowledge about the case. By the case of Muji, from the beginning success till it overcame the recession, we hope to conclude the main success factors to become the reference for over businesses
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