MKT303 - H&M International Marketing Strategies Poster Presentation

This presentation addresses the international marketing challenges faced by H&M, specifically focusing on a controversial advertising campaign and its impact. The analysis begins by outlining the need for H&M to operate in international markets, followed by a discussion of pre-launch strategies and promotions, including the importance of understanding consumer behavior and preferences. The presentation then proposes solutions to the brand's challenges, emphasizing the need for ethical marketing practices, diverse representation, and inclusive campaigns. It provides recommendations for future market entry strategies, such as incorporating sales promotional techniques, redesigning ad campaigns, and aligning operational activities with corporate social responsibility frameworks. The document references the importance of aligning marketing strategies with ethical and social considerations to ensure consumer trust and continued purchasing. The presentation highlights the importance of understanding the implications of marketing communication and the need for a multi-channel approach to ensure consistency and value attainment. This assignment offers valuable insights into effective international marketing strategies and crisis management within the context of a real-world brand.

INTERNATIONAL MARKETING
NEED FOR OPERATING IN INTERNATIONAL MARKET FOR H&M
SOLUTION FOR THE ISSUE
STRATEGIES FOR ENSURING PURCHASE POST ISSUE
STRATEGIES BEFORE NEW PRODUCT LAUNCH AND PROMOTION
INTRODUCTION
The process involving
construction and
implementation of
transactions through the
national boundaries with the
help of business marketing
strategies is known as the
process of International
marketing. International
marketing is the business
performance constructed by
planning, setting prices,
promoting and directing the
stream of products and
services of organizations to
the customers by targeting
more than a nation for the
purpose of making profit
(Morschett, Schramm-Klein
and Zentes 2015). The
purpose of the paper is to
discuss the international
marketing strategies which
needs to be formed after the
promotional issues of H&M.
 Competitive advantage- To gain competitive edge
over its competitors, Zara, Forever 21, ASOS and
Gap.
 For targeting a broader, more diverse customer
base.
 For facilitating the process of increasing market
share
 For market diversification of H&M
 For achieving economies of scale as expansion of
operational activities internationally reduces the
total cost involved with the products
 For increasing the market size of H&M stores.
Quick withdrawal of the product line and that
specific ad campaign.
Planning ad campaign and incorporating
initiatives for reflecting the principle of
inclusion and diversity in the organization
(Fletcher and Crawford 2017).
Publishing the restructured framework of
policies and regulation reflecting the
alignment with ethics and social
responsibilities.
Pushing the existing product ranges by
designing strategic advertisement campaigns
through selective media.
.
 Scenario- The popular brand H&M introduced a new product, printed
hooded top by incorporating controversial and unethical content in the
promotional strategy. The sweatshirt was advertised by back child and
the content of the ad was "coolest monkey in the jungle", which was
displayed in the website.
 Expected strategies and steps before launching the product and
promotion:
 The brand should have evaluated the campaign based upon the policies
of diversity and inclusion.
 The brand should have aligned the new marketing strategies with the
ethical and social background (Varadarajan 2015).
 The brand should have planned the product launch by understanding the
behavior and preferences of target consumers.
 It should have evaluated the buying journey before deciding on the
implementation of promotional strategy (Varadarajan 2015).
 The ads should be planned before launching the actual product and by
ensuring the validation of the product (Varadarajan 2015).
 Getting everyone in the similar page through every channel of the
organization for ensuring consistency and value attainment.
 Incorporating sales promotional
techniques for pushing the existing
products to the consumers through the
platform of physical stores and online
application of H&M.
 Designing the product availability on
the basis of customer demand and
preferences.
 Acceptance of the misconduct on a
public platform by recognizing the
sentiments involved with the marketing
and promotional strategies (Fletcher
and Crawford 2017).
 Redesigning the theme of most of the
ad campaigns for reflecting the policy
of inclusion and respect for diversity.
 Alignment of operational activities with
the Corporate Social Responsibilities
framework (Grayson and Hodges 2017).
 Sales promotional techniques can be incorporated for
pushing the existing product ranges.
 Redesigning the theme of all the ad campaigns for
depicting the practice of inclusion and respect for diverse
culture.
 Restructuring the policies and guidelines for ensuring the
alignment with the operational and marketing guidelines.
 Structuring the marketing communication campaigns
based on the factor of sustainability.
 Constructing the product range availability on the basis
of consumer demand and preferences.
 Designing campaigns by forecasting the social
implications of the communicated content.
 By improving the multi-channel approach of H&M
through the incorporation of technological
advancements.
 By introducing Point of Sales Displays (POS), for
facilitating push marketing strategy (Madanoglu, Alon
and Shoham 2017).
 Digitalized and interactive campaigns in the website,
mobile application and physical store.
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References
• Fletcher, R. and Crawford, H. (2017). International Marketing: An
Asia-Pacific Perspective. 7th ed.
• Grayson, D. and Hodges, A., 2017. Corporate social opportunity!
Seven steps to make corporate social responsibility work for your
business. Routledge.
• Madanoglu, M., Alon, I. and Shoham, A., 2017. Push and pull
factors in international franchising. International Marketing
Review, 34(1), pp.29-45.
• Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic
international management (pp. 978-3658078836). Springer.
• Varadarajan, R., 2015. Strategic marketing, marketing strategy
and market strategy. AMS review, 5(3-4), pp.78-90.