Access over 20 million homework & study documents

Marketing Management Hennes & Mauritz AB

Content type
User Generated
Type
Study Guide
Rating
Showing Page:
1/16
Marketing Management
Hennes & Mauritz AB

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/16
2
Contents
1. Introduction of H&M 3
1.1 History 3
1.2 Mission 3
1.3 Vision 3
1.4 Product Portfolio: Apparels, Accessories 3
1.5 Target Audience 5
2. Market research of H&M - Annual Report of H&M 6
3. SWOT Analysis
Micro-environment 7
3.1 Strengths 8
3.2 Weakness 8
Marcoenvironment 9
3.3 Opportunities 9
3.4 Threats 9
3.5 Competitors 10
3.6 Marketing Strategy (4P) 10
3.6.1 Product 11
3.6.2 Price 12
3.6.3 Promotion 12
3.6.4 Place 12
4. Target marketing and positioning 13
4.1 Market Segmentation 13
4.2 Target Market Strategies Differentiated Marketing 13
4.3 Positioning Branding 14
5. Recommendations 14
5.1 Marketing Objectives 14
5.2 Marketing Mix Strategies 14

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/16

Sign up to view the full document!

lock_open Sign Up
End of Preview - Want to read all 16 pages?
Access Now
Unformatted Attachment Preview
 Marketing Management Hennes & Mauritz AB Contents 1. Introduction of H&M 3 1.1 History 3 1.2 Mission 3 1.3 Vision 3 1.4 Product Portfolio: Apparels, Accessories 3 1.5 Target Audience 5 2. Market research of H&M - Annual Report of H&M 6 3. SWOT Analysis Micro-environment 7 3.1 Strengths 8 3.2 Weakness 8 Marco–environment 9 3.3 Opportunities 9 3.4 Threats 9 3.5 Competitors 10 3.6 Marketing Strategy (4P) 10 3.6.1 Product 11 3.6.2 Price 12 3.6.3 Promotion 12 3.6.4 Place 12 4. Target marketing and positioning 13 4.1 Market Segmentation 13 4.2 Target Market Strategies – Differentiated Marketing 13 4.3 Positioning – Branding 14 5. Recommendations 14 5.1 Marketing Objectives 14 5.2 Marketing Mix Strategies 14 6. Conclusion 15 References 16 1. Introduction 1.1 History Hennes & Mauritz AB (H&M) is a multinational company based in Sweden. It was founded by Erling Persson in 1947 and was initially called Hennes, the Swedish word for “hers” and sold only women’s clothing. It was remaned to Hennes & Mauritz in 1968 and since then it has diversified over the years and it includes menswear, children’s wear, footwear, accessories, cosmetics and home furnishings. In 1950s, H&M began global expansion by penetrating its neighbouring countries ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Nice! Really impressed with the quality.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4