Marketing
The marketing strategy comparison between
H&M (in UK )and Metersbonwe company
CHENG YI
PSB Academy
Abstract
Clothing brand chain has been a trend over the world, which has gained much profit for the clothing retailers, such as H&M, ZARA, C&A and so on. They are very good at using their special marketing strategies to manage their brands. While in China, there are many brands try to use this manage model, whereas, they are still inexperienced, whose marketing strategies should be improved. So it is worthy to study. This paper introduces what marketing strategy is, and how important it is. It uses an international brand-H&M in UK and a Chines local brand Metersbonwe for example, by comparing their marketing strategies to find the differences between their pricing, placing, production and promotion strategies and their strengths and weaknesses. After that, the paper will give some appropriate suggestions to Metersbonwe that may help them expand their business aboard in UK.
Keyword: clothing brand chain, marketing strategy, H&M (UK) Company, Metersbonwe Company
Catalogue
Introduction 5 Background 5 Definition of marketing strategy 5 Brand Introduction 5 H&M Company 5 Metersbonwe Company 6 Purpose and Scope 6
Comparison between H&M and Metersbonwe 8 Product Strategy 8 H&M company (in UK) 8 Metersbonwe Company 9 Strengths and weaknesses in product 9 Price Strategy 11 H&M company (in UK) 11 Metersbonwe Company 11 Strengths and weakness in price 12 Place Strategy 13 H&M company (in UK) 13 Metersbonwe Company 14 Strengths and weaknesses in place 15 Promotion Strategy 16 H&M Company (in UK) 16 Metersbonwe Company 16 Strengths and weaknesses in promotion 17
Suggestion for Metersbonwe 19 Classify the Target Market 19 Widen the Production Line 20 Borden the way of
H&M (in UK )and Metersbonwe company
CHENG YI
PSB Academy
Abstract
Clothing brand chain has been a trend over the world, which has gained much profit for the clothing retailers, such as H&M, ZARA, C&A and so on. They are very good at using their special marketing strategies to manage their brands. While in China, there are many brands try to use this manage model, whereas, they are still inexperienced, whose marketing strategies should be improved. So it is worthy to study. This paper introduces what marketing strategy is, and how important it is. It uses an international brand-H&M in UK and a Chines local brand Metersbonwe for example, by comparing their marketing strategies to find the differences between their pricing, placing, production and promotion strategies and their strengths and weaknesses. After that, the paper will give some appropriate suggestions to Metersbonwe that may help them expand their business aboard in UK.
Keyword: clothing brand chain, marketing strategy, H&M (UK) Company, Metersbonwe Company
Catalogue
Introduction 5 Background 5 Definition of marketing strategy 5 Brand Introduction 5 H&M Company 5 Metersbonwe Company 6 Purpose and Scope 6
Comparison between H&M and Metersbonwe 8 Product Strategy 8 H&M company (in UK) 8 Metersbonwe Company 9 Strengths and weaknesses in product 9 Price Strategy 11 H&M company (in UK) 11 Metersbonwe Company 11 Strengths and weakness in price 12 Place Strategy 13 H&M company (in UK) 13 Metersbonwe Company 14 Strengths and weaknesses in place 15 Promotion Strategy 16 H&M Company (in UK) 16 Metersbonwe Company 16 Strengths and weaknesses in promotion 17
Suggestion for Metersbonwe 19 Classify the Target Market 19 Widen the Production Line 20 Borden the way of