BMP6001 Dissertation: Online Promotions for H&M Marketing Dept.

This dissertation, submitted for a BSc (Hons) in Business Management, investigates the advantages of online promotions compared to traditional marketing strategies within the context of Hennes & Mauritz (H&M). The research explores the concept of online promotions, their significance for businesses, and the specific benefits they offer over traditional methods like print and broadcast advertising. The study includes a literature review that examines various online promotion tools and techniques such as search engine marketing, social media marketing, and content marketing. The methodology section details the research process, approach, strategy, and design, including data collection methods like questionnaires. The findings, discussion, and conclusion sections analyze the data collected, interpret the results, and offer recommendations for H&M's marketing department. The dissertation aims to determine the concept of online promotions, analyze their benefits, and identify potential online platforms for H&M's international product and service promotion. The research highlights the cost-effectiveness and global reach of online marketing, contrasting it with the more time-consuming and expensive nature of traditional marketing approaches.

BSc (Hons) Business Management
BMP6001 Dissertation
Dissertation Title
Student ID Number
Supervisor: name
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Table of Contents
Abstract............................................................................................................................................4
Acknowledgement...........................................................................................................................4
Glossary...........................................................................................................................................5
List of tables.....................................................................................................................................5
List of figures...................................................................................................................................5
List of appendices............................................................................................................................5
Topic - “Benefits of online promotions over traditional marketing in context of Marketing
Department”.....................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background to research topic................................................................................................1
1.2 Background to research organisation....................................................................................1
1.3 Research rationale.................................................................................................................2
1.4 Research question (s)............................................................................................................2
1.5 Research aims and objectives................................................................................................2
Research aim...............................................................................................................................2
Research Objectives....................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction of literature review...........................................................................................3
2.2 Main body with heading and sub-headings...........................................................................3
2.3 Conclusion of literature review.............................................................................................9
CHAPTER 3: METHODOLOGY...................................................................................................9
3.1 Research process...................................................................................................................9
3.2 Research approach..............................................................................................................10
3.3 Research strategy................................................................................................................10
3.4 Research philosophy...........................................................................................................11
3.5 Research design...................................................................................................................11
3.6 Research instruments/tools.................................................................................................11
3.7 Data collection....................................................................................................................12
3.8 Sampling.............................................................................................................................12
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3.9 Data analysis.......................................................................................................................12
3.10 Ethical implications...........................................................................................................12
CHAPTER 4: FINDINGS (DATA PRESENTATION)................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................20
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................25
REFERENCES..............................................................................................................................28
APPENDICES...............................................................................................................................31
Appendix 1. A blank copy of questionnaires/ interviews....................................................31
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Abstract
Purpose–This research study aims to investigate the impact of organisational structure and
culture on its success, using case study survey methods within a quantitative research paradigm.
It explores how the organisational structure and culture have contributed to the Hennes and
Mauritz success within a very competitive industry.
Design/methodology/approach– This report is based on primary research. However, the
empirical framework for this research is founded on literatures on organisational structure and
culture. Primary data is collected through questionnaires to answer the research questions.
Findings– The picture of the findings are not straightforward and some variation have come out
which are quite different than general assumptions. The study has established that there are
strong correlation in between organisational structure & culture and its success. Should Hennes
and Mauritz knowingly choose not to modify their organisational culture and structure in line
with evolving external dynamics then there is no doubt that over time these systems will become
less and less suitable for the needs of the organisation, which is in agreement with literatures on
the topic.
Practical implications – This study finds the organisational structural and cultural factors that
hinder effectiveness of an organisation. It also has strategic management implications to
implement novel systematic organisational structural and cultural to improve organisations’
success.
Originality/value– This paper is the first academic study conducted at Hennes and Mauritz to
study its organisational structure & culture and their implication to its success.
Key word– Organisational structure and culture.
Acknowledgement
At first, I would like to thank God to make me capable enough to do something worthwhile.
I would especially like to thank my supervisor for his generous time and commitment.
Throughout my dissertation, he had taken his valuable time to help me whenever I needed; read
through my draft copies; listened to me patiently; quickly answered all my email queries and
supported me every step of the way. Starting from refining the research topic, he has encouraged
me to develop independent thinking and greatly assisted me with writing.
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Thanks to all of those Hennes and Mauritz employees who had taken time for filling in
the questionnaires in my research. Without their active participation it would not be possible to
carry out this research.
Last but not the least, I thank to my family members, friends and relatives for their kind
help and cooperation during the research period.
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Topic - “Benefits of online promotions over traditional marketing in context of
Marketing Department”
CHAPTER 1: INTRODUCTION
1.1 Background to research topic.
Online promotion is considered to be an effective process which is considered to be very
useful in effectively using various internet platforms which in turn helps in promoting brand.
Online promotion is considered to be very useful in creating a brand exposure at a very
reasonable cost (Bala and Verma, 2018). It is considered to be as a measurable alternative in
relation with the traditional advertising. The key benefits of the online promotion is that it helps
in increasing authority and developing a long lasting relationship with the customers. Online
promotion helps in attracting large number of customers from across the globe. This in turn
eventually helps in gaining better advantage over the market which leads to higher profitability
(Hu and Xu, 2019, May). Online promotion can be done through Search engine marketing,
display advertising, pay per click, search engine optimization, video ads, re-marketing, affiliate
marketing, email marketing, content marketing, web designing, social media platforms, native
advertising, etc. On the other hand, traditional marketing is mainly associated with connecting
the business with the target customers by effectively providing information associated with the
products and services with the help of advertisement in local newspaper, radio broadcasting,
billboards, flyers, pamphlets, etc. this approach is more time consuming and a costly affair when
compared with online promotional marketing tools (Kumar, Choi and Greene, 2017).
1.2 Background to research organisation
Hennes and Mauritz (H&M) is considered to be one of the Swedish multinational retail
company for teenagers, children, men and women. This company was founded in the year 1947
by Erling Persson. This company is headquartered in Stockholm, Sweden. H&M company tends
to operate within 62 countries and also has 4500 stores. It is considered to be one of the second
largest global fashion clothing retailer. It has online presence in across 33 countries and give
easy and convenient online shopping experience to the customers. This company mainly deals in
various range of accessories and clothing. Over the years, H&M has been following traditional
marketing approach which in turn has affected their business operations. It is considered to be
the time consuming process which in turn has led to hue cost to the business. In recent year, the
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head of the marketing department has in turn adopted various online promotion techniques for
marketing there products and services. This in turn has led to long term operational growth and
efficiency for the future. H&M has developed its own website in order to deliver goods online to
the customers at their own convenience. This leads top greater sales and profitability for H&M.
1.3 Research rationale
One of the key reason for carrying out the specific research study is to effectively analyse
the importance and benefits of the online promotion techniques when compared with the
traditional marketing in relation with the marketing department. This is considered to be the
current issue currently because traditional advertising is a costly and a very time consuming
method (Sahu, 2017). The key reason for carrying out the specific research study, is to analyse
the importance of the online marketing to the retail company. This in turn helps company to
analyse the current market trends and also to gain advantage over increasing sales of the products
and services offered by the retail company. Another major reason for carrying out this study on
this research topic because of the academic interest. This will help the researcher in bridging the
gap on the particular subject matter. Another key reason for carrying out this research is because
of the self interest of the researcher. This helps the researcher to identify the trends of online
promotion and how it helps in targeting customers. The researcher of the study will find answers
to the research problem by carrying out thematic analysis in order to attain aim and objectives of
the research study.
1.4 Research question (s)
 What is the concept of online promotions and it's importance in context of a business
organisation ?
 What are the benefits of utilising online promotions over traditional marketing within
Hennes & Mauritz AB ?
 What are the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level ?
1.5 Research aims and objectives
Research aim
“To evaluate the role and benefits of online promotions over traditional marketing in
context of Marketing Department”. A case on Hennes & Mauritz AB.
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Research Objectives
 To determine the concept of online promotions and it's importance in context of a
business organisation.
 To analyse the benefits of online promotions over traditional marketing within Hennes &
Mauritz AB.
 To identify the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is an appropriate framework which in turn is based on a scholarly paper
associated with the thesis, journal articles, online sources and books (Todor, 2016). This study
tends to comprise of the substantive findings which helps in bridging the gaps on the current
knowledge related with the specific subject matter. It is considered to be as a theoretical
contribution which in turn tends to provide proper and appropriate overview on the particular
research topic. Literature review in turn are considered to be of the secondary sources that do not
contribute towards the original experimentation of the work (Tripathi and SGI, 2018).
2.2 Main body with heading and sub-headings
To determine the concept of online promotions and it's importance in context of a business
organisation.
Wirtz and Lovelock, (2018) sought to determine the fact that, online promotion is one of
the most effective method of promoting goods and services of the company. There are various
online promotion tools and techniques though which marketing can be dome mainly comprise of
Search engine marketing, pay per click, search engine optimization, video ads, re-marketing,
affiliate marketing, display advertising, email marketing, content marketing, pay per click, search
engine optimization, video ads, re-marketing, affiliate marketing, web designing, social media
platforms, native advertising, etc.
Vinerean, (2017), reviewed that online marketing or promotion has become as more popular in
the present dynamic world within the businesses across the globe. After making discovery of the
wide range of the benefits relating to internet marketing are attached for promoting the services
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and the products at online channels or platform. This had seen as the leading and the largest
medium of marketing at a worldwide level. Through online promotion, business organisation
could deliver a content to its customers through the personalized and communication that is cost
effective. Along with all benefits that an online promotion could offer to the organisation is
developing of the professional online marketing campaign that could attract more and more
customers towards the company's product or the brand in growing the business with a high pace.
Hudák, Kianičková and Madleňák, (2017), analysed that Online promotion helps the
business organisation in making quick and convenience marketing of its products and the
services. It provides an easy accessibility with that of the consumers by making use of an internet
and in connecting with the different markets worldwide. This results in reducing the
transportation cost as it allows for purchasing the goods across the borders. It acts as the great
platform for the businesses because it facilitates a better and unique shopping experience to its
consumers.
It has been reflected by the Sathya, Preethi and Balakrishnan, (2017), online promotion
leads to lower amount of an operating cost for the businesses. An enterprise could advertise its
cheaper goods through an internet marketing as compared to its traditional methods of an
advertisement like ads in the newspaper, television and the radio. In online or digital marketing,
an entity could get free listing in the wide range of the business directories. In addition to this, it
allows the company in contacting with their customers on a large platform. Promoting the
products through online channels deemed as more affordable in comparison to the traditional
methods of communication like printing brochures, sending mails etc.
Roy, Datta and Basu, (2017), identified that an aspect of the online promotion is rarely
available with the traditional marketing is an ability in tracking and measuring the results. With
the help of online marketing business could make use of the varying tools for the purpose of
tracking the results of an advertising campaign. Making use of such tool, firm can not only
measure or track but can also illustrate a progress of the marketing campaigns in the detailed
graphics. By measuring & tracking the results provides for a better idea in respect of choosing
the marketing campaign. It facilitates an idea regarding the way in which a company could grow
the traffic, sales, conversion and leads in a better way. Thus, online marketing helps to modify
the marketing campaigns in order to deliver the best results as desired.
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As per Micu and et.al., (2017), Marketing the services and the products at online channels
facilitates an ability in targetting an audience on the basis of the demography. It allows the
company in concentrating the efforts on targetting an audience that an entity truly wants to offer
its goods and the services. It gives an ability to the firm in targetting its specific customers that
are likely in purchasing its products or in hiring its services. Thus, with a demographic targeting,
company can target its marketing efforts in an effective manner on a particular demographic
regions.
In accordance to Aggrawal and et.al., (2017), Online promotion enables in marketing the
products & services of an entity globally. Within a several months of an aggressive SEO, an
organisation could secure large number of the viewers and reaches a huge audience across the
globe. With an internet marketing, company could easily reach beyond the geography in offering
the products or the services to the customers around the world. By this the firm could easily
reach or connect with its target customers for 24/7 and from the any of the country on a global
level. In case an audience of an enterprise comprises of more than the local market, using global
marketing offers with a greater advantage.
It has also been presented by Ali and Anbarasu, (2020), online marketing helps in being
multi-tasking in terms of handling large number of customers at one time. Efficient
infrastructure of website help in taking out numerous transactions simultaneously. Though large
number of the transactions are taking place but through online website, company is capable in
providing a satisfactory services to each and every customer who makes for the purchase on
online channels without any risk of the diminished satisfaction. This kind of higher adaptability
with regards to an internet marketing counted as crucial for the businesses that could enjoy a
benefit in providing their respective customer with a comfortable and best shopping experience.
To analyse the benefits of online promotions over traditional marketing within Hennes &
Mauritz AB
In view of Yang and et.al., (2017), it has been assessed that online promotions offers a
higher return on the small investments as compared to the traditional marketing because email
marketing and an advertising on online channels cost very little that traditional approach of
promotion. The success of the digital campaign could be easily ascertained in comparison to the
traditional technique where company need to wait for the months or the weeks in evaluating
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veracity of the campaign with a digital marketing. Online marketing is considered as easy in
adjusting because it juts require one click, however, traditional marketing is counted as more and
more rigid as the mountain of the paperwork need to be signed and such arrangements are based
on longer and medium term.
Thomas, Jose and Upadhyay, (2019), depicted that businesses could make use of the
digital platforms in building brand and reputation of the company. It means a well developed
online website, quality of blog featuring and the useful articles seems as highly interactive which
in turn helps an organisation in building its brand image. In comparison to traditional marketing,
online promotion helps in making precise targetting as it helps in reaching to larger customers
that in turn assist the firm in increasing its market share and customers base efficiently and
effectively within an overall market.
Chaffey, and Ellis-Chadwick, (2019) sought to examined the fact that, businesses these
days are becoming increasingly aware about the various facts and figures which is considered to
be very useful in promoting the goods and services with the help of electronic digital media.
Advertising and marketing is considered to be one of the biggest burden which business has to
bear. Marketing with the use of digital platform tends to offer one of the most affordable
alternative when compared with the traditional method. This helps in gaining attention of large
number of customers with the help of digital marketing. Online promotion of business offers
high degree of substantial return. Social media platforms and email marketing tends to cost low
amount than traditional marketing techniques. Traditional marketing techniques takes several
months to critically evaluate the success of the project. On the contrary, online platforms is
useful in ascertaining the veracity of the campaign. This helps users to track the performance of
the business with the help of Google analytics and Google AdWords. Online platforms helps in
the development of the brand and developing the reputation of the company. This way it helps in
assessing that, social media channels are very interactive which is very useful in building high
degree of brand image and goodwill of the organization.
Veríssimo, and et.al., (2017) investigated that, online platform is useful because it helps
in featuring various set of sharing capabilities which eventually helps in sharing articles, blogs
and campaigns to its followers. This creates multiplier effect which has the tremendous
capabilities to improve the revenue results of the organisation. Social media platforms are
considered to be one of the most smart algorithms which is useful in collating the preference of
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the customers. Showing advertisement to the customers who have specific inkling in turn helps
in increasing the sales and likelihood by cutting down the higher cost associated with marketing.
Online platforms helps in providing greater engagement with the audience with the use of
various digital platforms. There are various sets of e-commerce stores which helps in launching
various new offers for the clothing of the women. Online platforms helps in segmenting their
marketing to the specific market of the area.
Yang, and et.al., (2017) analysed the fact that, traditional marketing is considered to be
one of the most conventional methods in order to promote the brand of the specific company.
Traditional marketing can be done through commercials, posters, advertisement on newspapers,
radio, television, billboards, flyers, brochures, etc. Marketing over online digital platforms helps
in targeting the specific audience which eventually leads to higher sustainable productivity and
performance of the specific business. Social media platforms is very relevant in increasing the
likely-hood of the sales. Online marketing allows various ad campaigns to be visible across any
part of the globe. It helps in going global with the help of immense exposure which has been
provided within the business. This helps business to become successful over the specific period
of time with the help of digital platforms.
To identify the different potential online platforms that can be utilised by Hennes & Mauritz
AB to promote products and services at international level.
Pappas, (2017) sought to examined the fact that, online platform is one of the effective
platform which helps in marketing various set of products and services of the company. Online
platforms mainly comprise of search engines, applications, social media platforms, creative
content outlets, payment system, etc. This way it helps in defining various digital services which
is very useful in facilitating interaction among distinct independent users. Hennes & Mauritz AB
tends to focus on promoting their business by complying with various connotative digital
technology such as social media platforms, application, website of the company, e-commerce
platforms, search engine optimization, email marketing, influencer marketing, per pay per click
advertising, content marketing, viral and influencer marketing, etc. Wu and Li, (2018)
investigated that, Hennes & Mauritz AB collaboration with the Myntra is considered to be very
useful in strengthening the omni- channel strategy. They are available at 42 physical stores
across the globe and the application of website helps in getting higher access to the products and
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