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Study On H&M - International Growth & Strategies

   

Added on  2019-09-30

13 Pages3071 Words295 Views
H&M ExpansionH&M Internationalisation and ExpansionNameSubmitted toDate1

H&M ExpansionAbstractThe study focuses on the international growth of the world’s third-largest retailer by sales, H&M.The organization has grown into a profitable force and has pioneered the global apparel market by offering clothing which is reasonably priced and high fashionable. The paper will examine thevarious strategies capabilities of the company which has helped it to build the competitive advantage. As the position of the company is being challenged by its key competitors, there is a need to evaluate the sustainability of the competitive advantage and to assess the international growth of the company. In order to assess the international growth strategy of the company, the paper will discuss on the issues and will provide the quality recommendations for the improvement.2

H&M ExpansionTable of ContentsAbstract............................................................................................................................................1Introduction......................................................................................................................................3Company Overview and Current operating position...................................................................3Review of H&M’s International Competitive Strategy...............................................................4Existing organizational design structure and control issues........................................................6Entry Strategies used by H&M....................................................................................................7Operational Control, Production and Distribution/Supply Chain................................................7Management of Human Resources across borders......................................................................8Key issues or opportunities for management...............................................................................9Recommendations......................................................................................................................11References......................................................................................................................................123

H&M ExpansionIntroductionCompany Overview and Current operating positionH&M (Hennes & Mauritz) is a creative and design-driven global company which offers a wide range of fashion at an affordable price. The history of the organization begins from establishmentof Hennes women’s clothing centre started by a salesman from Vasteras (Sweden) named Erling Persson in 1947. In 1974, it was seen that H&M was listed on the Stockholm Stock Exchange. Since then, the organization has expanded their business to the European markets along with sales of cosmetics. In 2006, a designer collaborations was started by the company with Karl Lagerfeld in the US store. In the same year, H&M started a major expansion of online and catalogue sales. Since then, the organization has been continuously expanding its business to Oceania, Asia and South America and is considered as one of the largest fashion companies in the world and includes six independent brands, namely, H&M, Monki, COS, Cheap Monday, Weekday and Other Stories (H&M., 2017).Current operating positionThe organization has been offering shopping experience across 3,388 stores worldwide in the 55 global markets. After its expansion in the Middle East and Asia and the launch of its brand like Monki, COS, Cheap Monday and Weekday, the company was ranked as the twenty-first most-valuable global brand in 2009 and 2010 by the branding consultancy Interbrand and was considered as the highest-ranked retailer in the survey. By the end of 2011, H&M started operated 2,325 stores and by 2012 it expanded to 2,629. The company opened its 3,000th store in Chengdu, China in September 2013.According to the H&M Annual Report 2015 (H&M., 2017), the company owns a total of 3,924 stores in 61 markets and has e-commerce in various countries, giving a strong global position to 4

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