Assessing Marketing Strategy of H&M in the Fashion Industry

Your Tasks As an
independent
consultant you are
required to choose an
organisation from the
fashion, food or
cosmetics industry
and assess the effe

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................4
Analyse STP strategy, providing and insight into how segmentation, targeting and positioning are
currently applied by chosen organisation...........................................................................................4
Examine their marketing mix, focusing on the 4Ps that your chosen organisation is currently
applying.............................................................................................................................................6
Assess their relationship marketing strategy with an emphasis on their current tactics.....................9
Recommendations...........................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12
Books & Journal:.............................................................................................................................12

INTRODUCTION
In business sector, marketing strategy plays important role as because without
implementation of strategy and tactics it is not possible to achieve goals and objectives.
Marketing strategy is defined as a set of actions which are used to achieve competitive benefit
in market (Andaleeb, 2016). The concept of marketing management is wider and broader
which is needed to be understood with proper considerations. Main purpose of this report is
to critically understand the importance of marketing management and strategy used to
achieve objectives. H & M, multinational retailing company headquartered in Sweden. Firm
deals in cosmetics, apparels and fashion etc. There are many competitors such as Zara,
Forever 21, Macy's etc. This report comprises of STP strategy, marketing mix, relationship
marketing strategy and recommendations.
MAIN BODY
Analyse STP strategy, providing and insight into how segmentation, targeting and positioning
are currently applied by chosen organisation
In marketing, strategies and tactics are implemented by enterprises to achieve
competitive advantage with the marketplace. STP, which is also known as segmentation
targeting and positioning is a marketing approach which is used by company to determine
and analyse the market sector. It is a statistical approach which is needed to be adopted in
effective manner. (Andaleeb, 2016). In retailing and fashion industry, competition has been
increasing at rapid scale and it is becoming important to be aware about market potential
customers so that profit and sales can be increased. Moreover it has been also stated that to
survive in this competitive market marketing approaches and methods are needed to be
adopted by corporation. It is a time consuming process as because it requires a deep level of
market information and analysis so that it is easy to uses approach of marketing in most
efficient manner.
Overview of H & M
It is the largest manufacturing and retailing company which deals in clothes cosmetics
and other consumable items and products. It is located at global level and has larger customer
base. Competitors such as GAP, Macy's, Forever 21 etc. Impact upon enterprise sales and