Marketing Essentials 1: H&M Case Study, Concepts and Strategies Report

This report provides a comprehensive overview of marketing essentials, using H&M as a case study. It begins by explaining marketing concepts and their current and future directions, including the use of phone and online marketing strategies. The report then delves into marketing processes such as situational analysis, marketing strategy, and marketing decisions. The role and responsibilities of a marketing manager within H&M are thoroughly examined, highlighting the importance of coordination, market analysis, and strategy creation. The report further explores how marketing impacts and associates with other organizational departments like finance, human resources, and manufacturing. The value of the commercialism duty is also discussed. The report concludes with a comparison of two organizations in a similar competitive market using the 7Ps marketing mix and the development and analysis of a basic marketing plan for H&M.

Marketing
Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. Explain marketing concepts along with their current and future directions.......................3
2. Determine several processes in marketing. .......................................................................4
3. The responsibilities and roles of a manager in marketing in the relation of the organisation.
................................................................................................................................................5
4.An explanation of how marketing impacts and associates with another structural
departments of the organisation..............................................................................................6
5. The worth and value of the commercialism duty in association with organisation .........7
6. Draw a conclusion by focusing on importance of having an impelling interrelationships
between several departments of an organisation. ..................................................................8
7.Compare two different organisations within similar competitive market implements the
different elements of the 7Ps marketing mix..........................................................................8
8. Develop and analyse a basic plan for marketing in H&M...............................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
A study of exchange relationship and management is basically known as marketing . It is
basically a method of developing relations with service-users and satisfying them. It is the
primary component of business management as it is used to draw in ample amount of consumers
(Akbar and et.al., 2017). The prior objective of marketing is to fulfil goals and objectives of an
organisation. The following report is based on H&M which is a fashion merchandiser company.
It was based in 1947 and has almost 4000 stores worldwide. It is known for supplying fast mode
clothing to men, children,women and teenagers. In this report, current as well as future trends of
marketing along with its concept is going to cover. Furthermore, it will focus on role and duty of
a marketing manager in respect of H&M. At last, it will determine merchandising influences and
associate with other functional parts of the organisation.
MAIN BODY
1. Explain marketing concepts along with their current and future directions.
Marketing concept can be define as a strategy that could be implemented in an
organisation for fulfilling requirements of the consumers. The core concepts of marketing is to
identify the targeting customers and market. Through such marketing concepts, organisations can
improve their sale and can improve their productivity (Baker and Magnini, 2016). Respective
organisation is known to be largest fashion clothing retailer has some specific strategies for
satisfying the needs of customers and build connections. Being a fast fashion clothing company,
marketing department of respective organisation apply new trends and ideas for attaining a
position in market area. Future and current trends of marketing is discussed here.
Recent ways: It can be define as development or a change towards something different or
new. It effect the operations of the organisation directly or indirectly. H&M has their own
strategies in order to for getting attached with their specified consumers. Such ways are: Phone marketing: It is consider as highly ordinary as well as cost impelling area where
a company provide data of their services and products to service users by the means of
calls and messages. H&m could also implement such strategies in order to give updates
of new collection to the customers.
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 Online marketing: Respective company promote their brand through online
advertisements. The main reason behind this approach is nowadays, consumers mostly
grab information through online portals. Thus, respective company conducts
advertisements and activities of sales by means of online applications.
Upcoming ways: Technology plays a major role in the area of marketing. Thus,
modifications can be done in marketing aspects through advance technology. The prior objective
of this trend is to enhance productivity and profitability. Such trends could be helpful for the
companies who are indulge with service users at international areas and thus, it will help them to
get related to the customers easily and can fulfil the needs and wants of their consumers.
(Dessain, 2016). Physical techniques of marketing and advertisements are also getting attached
online so there are chances to analyse skill full modifications in upcoming ways of marketing.
2. Determine several processes in marketing.
It is a major idea which consist of analysis, promoting along with supplying of their
services and goods to the customers based on their requirements. Marketing procedure is need to
be conduct by marketing department of business for the improvement of analytical approaches.
In context to H&M marketing department works wisely for analysing customers demands and
requirements.
Situational analysis: Being a well known organisation, H &M usually implement unique
methods of their organisation. They generally focus on external and internal factors which can
effect their enterprise directly or indirectly and can impact decisions of their business. Respective
organisation need to work on it partially as such factors may have negative as well as positive
impacts on their business. It will help them to build strategies for future perspectives.
Marketing strategy: Management of H&M work on planning practices after analysing
the situations. Market research will help respective organisation by providing marketing data,
that will facilitates the firm to select the specified customers and to attain a position in market.
Marketing strategy involves positioning of products within the market, targeting customers and
enhance productivity of organisation.
Marketing decision: Manger plays a significant role in decision making process by
analysing business and market demands for doing additional improvements (Griffitts, 2015). In
H&M, mangers and supervisors analyse customer demands and produce their products according
to that. Such decision making process aims to build a optimistic as well as extended term
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relationship between organisation and customers. Thus, marketing operations and decision
making can be beneficial for both customers and organisation.
Control and implementation: Application of a judgement is the most prior aspect of an
organisation. Such factors of organisation are are dependent on research market where services
and products are produced for the requirements of service users. An impelling application of a
market planning gives particular goals and objectives of the firm. However, organisation also
needs to focus on approaches of working for controlling them well.
3. The responsibilities and roles of a manager in marketing in the relation of the organisation.
Supervisor of the respective organisation, performs a number of functions for managing
procedure of customer relationship (Lane, 2016). The prior objective is to deliver services and
quality products to the service users after analysing their demands. Managers perform a most
crucial role in an organisation in order to increase profitability and productivity. Responsibilities
and roles of a manager in marketing are discussed here.
Coordinate and supervise activities: Marketing manager of H&M has to bring an
effective coordination among different organisational tasks such as packing, sales, purchase,
promotion, transportation, storing, aftersales services and many more. Responsibility of the
manger is to look after all there business activities and to ensure that everything is going
accordingly.
Analysis of market: It is the most prior aim of a manger in marketing. In order to
increase the demand of the products marketing manger is responsible for identifying new
potential markets and also need for developing relations with established markets for their
organisation and products.
Create market strategies: Being a fast fashion retailer, mangers of the respective
organisation is need to develop a plan of action for determine how different business activities
like sales promotion, advertisements, distribution of products is being carried out in the business
for aattaining objectives and goals.
Pricing: Manger plays a most important role in a business organisation by holding major
decisions in an impelling way (Larson and Draper, 2015). They even perform for deciding
pricing of their products in context of different groups of service users. Cost effective strategy
of the mangers help to develop a healthy relation with service users for a long duration.
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Distribution: The distribution of goods and services in H&M weather through retailers,
wholesalers and many more is decided by the marketing manger only. AS per the requirements
of the firm, manger selects particular paths and and then deliver the finished product from
suppliers to consumers.
Creation of employment: Employees of the H&M are responsible for providing quality
products to their customers and to develop a long term relationship with them. Manger of the
respective organisation focus on providing occupation possibilities for skilled and talented
members. It can be an opportunity for the people who wish to be indulge with H&M.
4.An explanation of how marketing impacts and associates with another structural departments
of the organisation.
Hennes & Mauritz is an international clothing retail company which render their superior
facilities and variety of products as well as offers to all consumers. The part of missions and
objectives which are set by the company are handled by the department of management for
buying and selling the goods efficiently to increase the fruitfulness of the troupe (Muralidharan
and Raval, 2017). Such department is interrelated and influences other functional divisions either
directly or indirectly for smooth functioning of the enterprise. Such departments and their
influence are discussed below.
Finance – This department deals in providing funding and capital to the company and
manage the flow of money in each sector. By undergoing financial analysis, the finance division
observe the working and assure that every task of the business guarantee smart money
management. Such practice act as a way to enhance the developed revenue. The finance division
of H&M has been seen to interrelated with management, it render funds and money to the
employee for promoting the business through advertisements and assist in market analysis.
Human Resource – This department concerns with the management practices of H&M.
The employees in HR division hire talented and skilled individuals for performing the tasks and
aims in the company according to their roles and responsibilities. The hired employees also work
in the management department and contribute in bringing business and promoting the brand
(Pappas, 2017). They also assist in resolving the issues that are raised between the staff members
of management and other associates. Thus, both of the divisions are interconnected with one
another in prosperity of organisation.
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Manufacturing and production – The organisation's marketers team has straightforward
relation with manufacturing and production divisions. The amount of produced and
manufactured goods is directly proportional to the demand of the customer. Thus, so as to fulfil
the desires and demands of the costumer, the smooth flow of production is required. This ensures
high sales and also lead in invention of new products for the growth of H&M.
5. The worth and value of the commercialism duty in association with organisation
The role of commercialism is quite important and assist the company to sell and buy the
merchandise and goods (Perry and Pyatt, 2015). They actually generate the revenue and drag the
business towards bright future. Marketing has been considered as a necessary passage to achieve
the focussed goal. Some of the importance and values of the marketing role have been elaborated
below.
Help in engaging customers – Marketing has been considered as an efficient way in
engaging the consumers. The marketing department employees provide relevant and basic
information of the new products they are rendering to the customers and also provide basic
information about the benefits they can get if they connect to their organisation. Thereby, the
customer gets engaged to the H&M brand by the marketing strategies.
Maintains the reputation of organisation – The development and positive growth of
the company is being judged by the values and reputation of the enterprise in the market. There
are majority of the plans and activities that influences the brand name, which helps in generating
loyal customers. Marketing team use branding, advertisements, public relation strategies to
maintains and improve the reputation of business.
Marketing boosts sales – The team of marketing utilise and builds various ways to
promote the products so as to trigger the sales (Pike, 2015). The product which are old or
recently introduced, once advertised gets on the radar and provide a clear chance in getting sold
out. The quality and brand name which were promoted by the marketers, influences the choice of
customers and they begin to spread such information in the world through social media or by
mouth to mouth popularity, such practice assist in increasing the sales of the H&M products.
The importance of commercialism is huge in H&M and has been considered as a
backbone of the company when it comes to increase the revenue and sales. They actually
introduce the products and services to the world and constantly bring new offers and policies
enhance the success of company.
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6. Draw a conclusion by focusing on importance of having an impelling interrelationships
between several departments of an organisation.
In an organisation, there are different departments that give their share for achieving
goals and objectives in an effective manner. All these departments re related to each other
internally as a supportive team for accomplishments of goals (Uncles, 2018). However, a
collaboration between departments is more important than casually coordinating with each other.
It brings mutual respect, shared vision and an understanding of each others role in a particular
project with a n aim to achieve effective desirable business outcomes. One of an example of
interrelation of department is department of marketing is responsible for collecting data and
information. After gathering information, they transfer it to production department for the
manufacturing of services and products. Finance department is responsible for proving funds to
these organisation in order to conduct manufacturing process effectively. Thus, different
departments of business connect together for better servicing and for fulfil the neds of targeted
customers. interrelationships between different functional departments help to build trust through
way of effective communication (Purvis, 2015). Trust between departments help to deliver
accurate information which eliminate the extra checking step which can slow down the overall
productivity. However, it is the responsibility of departments to ensure that only reliable
information is being pass to improve the efficiency of operations within business. It introduce
better customer service. Thus, interrelationship between customers are the key component for
overall success of an organisation.
7.Compare two different organisations within similar competitive market implements the
different elements of the 7Ps marketing mix
H&M Zara
Product: It is a clothing retail company and
offers fast fashion clothes to women, men,
children and teenagers. The range of the
clothes include everyday basics, yoga wear,
gym wear, designer clothes along with other
accessories like bags, shoes, beauty and many
more.
It is a fashion retailing company an provide
men and women wear cloths including
varieties of other accessories like bags, shoes,
perfumes and many more.
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Pricing: It offers a high quality of clothes and
pricing is generally premium. As compare to
Zara, pricing of products of H&M is relatively
low as per the strategy of market mix. It offers
a large variety of clothes as compared to Zara.
It mostly depends on the stores where some of
the stores are highly premium and others will
be quite affordable. Pricing is made through
advanced development. Overall it mostly have
premium pricing strategy.
Place: There are around 4135 stores globally
and the organisation sells their products
exclusively on these stores. However, in some
of the country due to regulatory norms, H&M
sells their products through franchising
partners. It also sells its products through
online platforms where customers can view list
of available products and can buy them
through online payments.
It is one of the leading Spanish fashion
retailing company. Stores are present in 30
different countries and its expansion is gong on
continuously. Almost 90% of the stores are
owned by organisation only, rest are owned by
some joined franchisees.
Promotion: In its marketing mix, H&M uses
multi channel promotional strategy. It come
with creative advertisement strategies. Such
ads are then telecast at regular intervals. It has
its own channel on YouTube where it has its
unique ad campaigns in order to engage with
customers.
ZARA generally does not invest in promotions.
Instead of investing in marketing they utilize
their money in opening new stores. The
company highly depend on word of mouth
strategy of advertising.
People: Employees within the organisation are
well trained at every level. Culture of work is
very modern and employees are on rotation
basis at every department and keep motivated
to innovate and then come up with best
clothing wear. Organisation has a tie up with
different clothing designers at global level in
order to make latest trends.
The employees in the ZARA are quite friendly,
knowledgable and approachable. They have
skill to bring innovation and creativity in the
organisation in order to come up with latest
trends.
Process: In respective organisation, high Procedure which is utilized by ZARA is to
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importance is given to the customer
relationship management. Employees of H&M
are trained to give best services to their
customers. Quarries of customers re solved
through customer care number. Staffs in the
stores help customers to select clothes.
perform with their full potential and is planned
with global strategies.
Physical evidence: Stores of H&M has a great
ambiance and a humble staff. There is an
excellent quality of merchandise and it is
diversifying its portfolio to enter into a new
market.
It is the world's largest apparel retailer. It is
present over thirty different places and
expansion is still gong on.
8. Develop and analyse a basic plan for marketing in H&M.
plan for marketing is the most crucial concept for an organisation and which aims to develop a
specific for a new product within the organisation. The prior thing in producing a marketing plan
is to conduct a situational analysis (SHUKLA, 2016). For this, a SWOT analysis is required in
order to know the weakness,strength and threats. Thus, SWOT analysis of H&m is as follows.
Strength:
 It has a wide range of products such as shoes, cosmetics, clothes etc.
 It has a strong brand name.
Weakness:
 It is depend on third party suppliers.
 It has a high turnover rate.
Opportunities:
 Being an international organisation there is an opportunity for high success.
 It needs to be expand more on Online platform.
Threats
 It has number of competitions in market area.
After analysing all such factors,it is important to develop a target market profile in order to know
the targeted customers and to do basic market research. It is important to set clear marketing
objectives of the respective organisation. Objective are as follows:
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 To provide latest trends of clothings to the individuals.
 To expand its markets in more areas.
Determining marketing strategies is the next step of plan which includes Ps of marketing mix.
The last step is to create a marketing budget which include all the major aspects of finance
involve in plan (Simkin and Dibb, 2013).
CONCLUSION
From the so far report it can be concluded that, the term marketing is a business term which
revolves around the management and examination of exchange relationship. It is the procedure
of keeping healthy relationship with customers and satisfying the desires. The main aim of
marketing is to carry out the organisational objectives. The term marketing has been refers to the
trends of recent and future trends of H&M organisation. Situational analysis, Marketing strategy
and decisions are some process of marketing which assist in determining the demands and needs
of the market. The marketing department influences other divisions also and aids in increasing
the reputation and brand name.
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REFERENCES
Books and journals
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Handbook of Human Resources Management. pp.3-21.
Dioko, L.D.A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
Griffitts, M., 2015. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management. pp.1-12.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.23-52.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1), pp.107-114.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
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Springer, Cham.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management. pp.1-19.
SHUKLA, P., 2016. Essentials of marketing research.
Simkin, L. and Dibb, S., 2013. Marketing essentials. Cengage Learning EMEA.
Uncles, M.D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ). 26(2). pp.187-193.
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