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H&M
International Marketing Success Story
The Start of Presentation
International Business
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INDEX
Question 1
Question 2
Question 3
Question 4
Question 5
H&M Case
Hanyang University school of business
Introduction
Q&A
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H&M Case
INTRODUCTION
Second largest global Clothing retailer(followed by Zara)
Founded in Sweden , 1947(named as ¡®Hennes¡¯selling Womens¡¯ clothes)
Merged with¡®Mauritz Widforss¡¯ and became ¡®H&M¡¯
2500 stores in 44 countries
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01
Question
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Visit H&M¡¯s Web site at www.hm.com.
What are the characteristics of H&M¡¯s global market segments
How does H&M position itself in the mind of target customers around the world
H&M Case
H&M Case
Hanyang University school of business
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H&M Case
H¡¦(»ý·«)
s
Question.1
Question.2
Question.3
Question.4
Qusetion.5
How does management at H&M use global branding and global product
Global branding
Symbolizes ¡°fashion and quality at the best price¡±
Emphasize innovative styling
Global product
Company designers at headquarters collect idea from key markets.
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¢ºLocated in the high traffic
¢ºOnline shopping mall
Place
¢ºFocus on fashion
sense
¢ºFast turn around
Product
¢ºNot expensive
¢ºEconomic of scale
Price
¢ºConventional strategy
¢ºSNS marketing
Promotion
H&M Case
H&M Case
4P analysis of H&M
Question.1
Question.2
Question.3
Question.4
Qusetion.5
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03
Question
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A key aspect of H&M strategy is to provide value to customers by maximizing perceived product benefits, minimizing prices, or both. Given this, how can H&M further increase the value of its offerings to customers