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
woman’s clothing, men’s clothing, children’s 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
SWOT (Strength, Weakness, Opportunity and Threat) Analysis
The study will mainly use the SWOT strategic management tool to analysis examines
the company’s 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
children’s 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.