H&M 국제경영 사례 (영문)
 H&M 국제경영 사례 (영문).pptx |      |
목차
1.Mission & Vision
2.SWOT
3.Market & Competitors
4.Segmentation & Positioning
5.Marketing Mix
6.Increasing Value & Reducing Price
본문
Mission statement: ‘fashion& quality(meaning environmentally, socially sustainable) at the best price’
Vision: to be run in a way that is economically, socially, environmentally sustainable, meaning that the needs of both present and future generation must be fulfilled
- World-wide recognition
- Fast turnaround(design to store in 3 weeks)
- Fast restoring
- internalization proceed with mis-steps
- Outsourcing- apparel manufacturing(to 700 independent suppliers)
- Strong brand image
- Collaboration with famous designers
- Media connection based on strong financial source
- Factories in asia
Limited brand image
- Not innovative fashion products but copy of the luxury or high fashion brands
Too wide a range of targeted customers without focus
- Produce in limited sizes only
- People caring more about fashion(both men& women)
- Growing market at a worldwide level
- Fast changes in trends
- Increasing number of other SPAO brands
- Competitor with shorter turnaround(Zara- 2 weeks turnaround)
- Economic slowdown
- Price wars
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