Swot H M
H&M Hennes & Mauritz AB
SWOT
Strength
1. They have 3,132 stores in more than 54 markets worldwide
2. High market share (The world’s No. 2 fashion retailer)
3. Strong brand name
4. One of the world’s largest fashion retailers
5. H&M employs around 116,000 employees in over 54 different countries worldwide.
The average number of employees in the Group, converted into full-time positions, was 81, 099 (72,276), of which 6,868 (6,220) are employed in Sweden.
6. Experienced fashion design team ( H & M comprises six independent brands: H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories)
7. Providing quality and fashion at affordable prices http://blogs.wsj.com/moneybeat/2014/06/18/zoopla-hm-alstom-siemens-are-europes-stocks-in-focus/ Weakness
1. Mass production ( Lack of uniqueness)
2. Product recall eg. Plastic belt https://www.hm.com/hk/en/customer-service/recalled-items 3. Less online market (Shop online is available in 12 markets only) http://about.hm.com/en/About/facts-about-hm/about-hm/expansion-strategy.html#cm-menu Opportunity
1. New technology: Apps, online shop
2. Concern of sustainable development (H&M is the world’s largest consumer of organic cotton)
3. More CSR conscious society
4. Growth in Asian markets, particularly in China
Threat
1. Competitive market eg.Uniqlo, Zara, Gap, Cutton on
2. Climate change (Goods are delivered to stores on the basis of normal weather patterns. Major deviations from normal conditions may affect sales. The effect will be greatest if there are major deviations at the beginning of a season.)
3. Minimum wage increase salary cost
4. The risk of foreign currency (Expanding globally introduces the risk of a devaluation of a currency. Eg. Exchange rate)
Marketing Objective
-Expansion includes both new stores and online sales. The target is to increase the number of stores by 10–15 percent each year while at the same time increasing sales in comparable units.
- Online expansion (open 8 – 10 new online markets in 2015)
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SWOT
Strength
1. They have 3,132 stores in more than 54 markets worldwide
2. High market share (The world’s No. 2 fashion retailer)
3. Strong brand name
4. One of the world’s largest fashion retailers
5. H&M employs around 116,000 employees in over 54 different countries worldwide.
The average number of employees in the Group, converted into full-time positions, was 81, 099 (72,276), of which 6,868 (6,220) are employed in Sweden.
6. Experienced fashion design team ( H & M comprises six independent brands: H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories)
7. Providing quality and fashion at affordable prices http://blogs.wsj.com/moneybeat/2014/06/18/zoopla-hm-alstom-siemens-are-europes-stocks-in-focus/ Weakness
1. Mass production ( Lack of uniqueness)
2. Product recall eg. Plastic belt https://www.hm.com/hk/en/customer-service/recalled-items 3. Less online market (Shop online is available in 12 markets only) http://about.hm.com/en/About/facts-about-hm/about-hm/expansion-strategy.html#cm-menu Opportunity
1. New technology: Apps, online shop
2. Concern of sustainable development (H&M is the world’s largest consumer of organic cotton)
3. More CSR conscious society
4. Growth in Asian markets, particularly in China
Threat
1. Competitive market eg.Uniqlo, Zara, Gap, Cutton on
2. Climate change (Goods are delivered to stores on the basis of normal weather patterns. Major deviations from normal conditions may affect sales. The effect will be greatest if there are major deviations at the beginning of a season.)
3. Minimum wage increase salary cost
4. The risk of foreign currency (Expanding globally introduces the risk of a devaluation of a currency. Eg. Exchange rate)
Marketing Objective
-Expansion includes both new stores and online sales. The target is to increase the number of stores by 10–15 percent each year while at the same time increasing sales in comparable units.
- Online expansion (open 8 – 10 new online markets in 2015)
-