strategic proposal

By Carlos Ruiz,2014-06-23 16:14
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industry and situational analyses Hennes and Mauritz (H&M) strategy analyses

Proposal: industry and situational analyses

     Hennes and Mauritz (H&M) strategy analyses


    Hennes and Mauritz was founded in Sweden in 1947, it is now the largest fashion

    retail chain and one of the largest manufacturers and selling of clothing commodity in

    all over the world. It is engaged in the production, distribution and marketing of

    womans clothing, mens clothing, childrens clothing, accessories and cosmetics

    products. More and more people like buy clothing, accessories and cosmetics because

    of the company caters to the popular, quality and price of three-in-one philosophy, as

    well as positive expansion policy. They have been jointly produced a large range of

    products with top designer, such as Adela McCartney and Matthew Williamson. H&M

    has over 1,500 stores where selling clothing, accessories and cosmetics in 28

    countries of the world.

This is an analysis which the marketing and development strategy of Hennes and

    mauritz (H&M) and offer some advices which are better for company development in

    the future.

SWOT (Strength, Weakness, Opportunity and Threat) Analysis

    The study will mainly use the SWOT strategic management tool to analysis examines

    the companys key business structure and operation, history and products and

    strategy of H&M.

    Strength: parity is the most prominent feature of H&M. they have multiple products

    in the H&M store, such as they provide male and female consumers and popular

    childrens basic apparel, and sale of cosmetics. Therefore, their slogan is the best

    price, popularity and quality(Thomassen, Lincoin and Aconis ,2006).

    Weakness: H&M bought the most cheap fabrics, some clothes is not very

comfortable when people to wear on the body. H&M does not have its own factory,

    The manufacture complete outsourcing gives 900 factories.

    Opportunity: Adapt to the market to efforts for consumer needs, and constantly

    updating their products to expand a more comprehensive sales target.

    Threat: Along with more and more brand and low price good enter marketing competition of clothes marketing is very intense. H&M brands began to shake in the

    continuous shocks. At the same time, customers’ brand consumption mind is

    gradually trend to rationality.

     Reference Thomassen, L., Lincoin, K., and Aconis, A. (2006). Retailization: brand survival in

    the age of retailer power. London: Great Britain.

Pahi, N., and Mohring, W. (2008). Successful Business Models in the Fashion Retail

    Industry : Strategic Audit of H&M compared to ZARA. Norderstedt: Demand GmbH.

Hooley, G.J., Saunders, J. A., and Piercy, N. F. (2004). Marketing Strategy and

    Competitive Positioning. Edinburgh: Pearson Education Limited.

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