International Marketing Planning for H&M: Strategies and Tactics

International
Marketing Planning

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing mix of H&M...............................................................................................................3
Objectives of H&M.....................................................................................................................4
Strategies......................................................................................................................................4
Operational Strategy....................................................................................................................5
Capabilities to be created.............................................................................................................5
Processes to be opted...................................................................................................................5
Target customers and Demographics of H&M............................................................................6
Marketing tactics.........................................................................................................................6
Digital marketing.........................................................................................................................6
Marketing Automation.................................................................................................................7
Use of marketing automation in H&M........................................................................................7
Use of Gamification.....................................................................................................................7
Use of analytical tools.................................................................................................................8
Action..........................................................................................................................................8
Control.........................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Profit maximisation is the core aim for any business enterprise and marketing plan plays an
important role in defining success. Marketing plan may be defined as a document which layout
marketing efforts of a business in future period (Baines, Fill and Rosengren, 2017). It
encompasses objectives, mission and vision statement of company. This project report is based
on H&M, a Swedish multinational clothing company, headquartered in Stockholm. It majorly
focuses on fast fashion for men, women, children and teenagers. It operates in more than 74
countries with over 5000 stores. This report will cover situational analysis along with SWOT
analysis and PESTEl. It will also cover objectives, strategies and tactics along with action.
TASK
Every company wants to earn more profit and for that they uses various tools and tactics in order
to make company kore efficient by satisfying customer’s need by delivering quality products and
services. Marketing helps companies to build their brands and made customers aware about their
offerings (Ferrell, Hartline and Hochstein, 2021). It facilitates in making product into a brand.
There are various marketing tools tat helps company in making aware to their products> H&M
offers customers quality products at reasonable price. It is customer tendency to buy good quality
of products but by paying minimum price. So H&M provides better quality clothes and
accessories to their customers. The marketing strategy of H&M aligns with marketing mix which
helps in making products that is cost effective along with good quality in order to fulfil customer
needs. It helps company in brand succeed.
Marketing mix of H&M
Product – As company provides trending and latest fashion clothes for men, women, teenagers
and children. It have a wide variety of clothes such as for men, it have large option for shirts,
trouser and leather belts. It also provides everything from designer to yoga wear. It has
collection of denims and this brand is popular for music and hip-hop culture. This brands have
inspired with art and technology across the world and make clothes on that theme. It has on trend
lifestyle for young women.
Price – It is one of the most important factor in influencing customer. It opt price differentiation
strategy and offers quality clothing with reasonable price compare to its competitors. Price
influences customer to buy products. It provides discounts too on Christmas and new year eve. It

has a loyalty scheme in which it offers extra discounts to existing customers. This makes
customer to be loyal towards company. It focuses on minimising the overall price of clothes by
lowering down manufacturing and transportation cost. As compare to Zara, it offers quality
products and average price is 425 and in case of Zara, it has $45. This attracts youth and thus
company can able to boost its sales volume.
Place – H&M sells its products through its exclusive stores which are located across cities. In
some countries, it sells its products through franchising partners due to regulatory norms. It also
offers its products from online stores and it becomes easier for customer to choose from a variety
of list of products and can order online along with making payment. The products are
manufactured in those countries in which cheap labour is available. The clothes are
manufactured according to specific segmen6 that they are targeting. It has a strong supply chain
over the year.
Promotion –It is important for company to advertise their products and offerings in order to
make customer aware about product. H&M is having a wide range of products portfolio based on
different segments. It uses multi-channel marketing strategy to promote its products. It coeme up
with creative advertisement commercials on TV which helps in attracting customers to buy their
products and how it is unique from its competitors. These ads are advertised on regular basis and
mainly these channels are watch by youth and becomes easy to influence young generation.
Objectives of H&M
The main objective of H&M is to consider needs of present and future generational and to
provide better quality of products at an affordable price. Along with profit making, it wants to be
number one company in clothing and apparels across the world. The other objective of company
is to conduct it operations in such a manner that it yields economic, social and environment
sustainable. This is the main reason company sets clear and ambition goals in order to make
aware employees about company and its objectives so that their efforts contribute towards
fulfilling objectives.
Strategies
It is important to formulate effective strategies which provides positive impact on company’s
performance. Formulation of strategy is an essential step in making company more productive