Marketing Plan for H&M

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Running head: MARKETING PLAN
Marketing Plan
Name
Institution
Author’s Note

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MARKETING PLAN
MARKETING PLAN FOR H&M
Situational Analysis
H&M is one of the most reputable clothing brands that have been able to gain popularity
across various boundaries both at the regional, national and the international level. Moreover, it
is a Swedish multinational clothing brand that has gained popularity across large groups of
targeted customers as a result of coming up with quite a number of unique designs of various
types of fast fashion clothing that are mainly meant for both the men, women together with
children of different ages (Erevelles, Fukawa & Swayne, 2016). As far as the market
environment is concerned, the H&M Company is current facing quite a number of problems that
have even ended up making it very difficult to attain various goals within the stipulated time
frame. It is suggested that a certain group of consumers known to be situated in various locations
are capable of throwing out an approximation of 70kg of textiles on a yearly basis. This is a
situation that has caused quite a number of threats to the entire organization due to the losses that
they have been able to encounter within the market platform. Due to this, various consumers are
currently becoming concerned with all the sustainable nature that is known to be attached to fast
fashion consumption that is adequately spurred on by various shows like war on waste (Hofacker
et al., 2016). As a result of what is being experienced by the organization within the entire
market platform, there is the need to adequately come on board and be able to defend its image
across a wide range of personalities most so the ones who have emerged as some of the potential
customers. This can be best carried out through the implementation of various parameters like
the SWOT analysis together with the CDSTEP analysis that are capable of providing a clear

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MARKETING PLAN
picture of the entire marketing environment. Through the implementation of SWOT analysis, the
entire company will be able to come up with a perfect evaluation of its strengths, weaknesses,
opportunities together with some of the threats that are likely to exist within the market platform.
This is therefore likely to come up with a perfect condition of clearly evaluating some of the
areas where loopholes might exist thus coming up with some of the most appropriate and reliable
recommendations (see appendix 1). On the other hand, CDSTEP as a parameter is known to have
the capability of playing a crucial role as far as the marketing environment for H&M is
concerned (Xu, Frankwick & Ramirez, 2016). It has the capability of providing a perfect
opportunity to the top management officials for them to be able to adequately evaluate various
aspects of macro environmental factors that strongly relies on culture, demographics, social
factors, technology, and economic factors together with the political and legal factors. They tend
to give a clear picture of what is taking place within the market platform (see appendix 2). There
is the need to adequately solve the current situation of H&M for it to be competitive within the
market platform and be able to offer a stiff competition to several other companies that tend to
offer the same services to various groups of customers.
Marketing Goal
One of the best chosen methods of growth that is attached to the brand is product
development. Moreover, as far as the marketing goals are concerned, the entire company aims
towards increasing its sales volume by around 80% in the next two years.
Marketing strategy
The organization aims towards coming up with one of the most reasonable marketing
strategies that is capable of making sure that all the goals and objectives are attained within the

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MARKETING PLAN
stipulated time frame. Moreover, the marketing strategies to be implemented should be able to
conform to all the rules and regulations on the entire organizations thereby ensuring that various
operations are carried out in a smooth and reliable manner without encountering any barrier
related situations during operations. As far as the target consumers are concerned, the whole
company aims towards capturing a wide range of market segments that are known to be existing
within the market platform (Lamberton & Stephen, 2016). The targeting of the market segments
will be carried out through an adequate implementation of quite a number of essential procedures
that will be able to work hand in hand with all the goals and objectives of the entire company.
The three major market segments mainly include; age, gender together with interests obtained
from various personalities. Gender will be the major segment that H&M will be targeting thus
coming up with a wide range of products that are capable of capturing both the men, women
together with children of different ages. On the other hand, it is a market segment that will be
able to come up with a perfect evaluation of what is required by all the clients in relation to some
of the products being presented to them through the market platform.
Profile of the target segment
The target segment majorly consists of a group of personalities who are majorly
interested in keeping up with the current fashion trends thus giving them a perfect opportunity to
easily make any purchase of various outfits that are capable of keeping up with the latest trends.
On the other hand, the target segment consists of both the male and female genders that are
known to be located in various locations within the regional, national and even the international
boundaries (Hudson, Huang, Roth & Madden, 2016). At the same time, the target segment also
consists of children who are known to be falling in between various age groups. Additionally, the