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H&M Analysis Spain

In: Business and Management

Submitted By ancii
Words 3463
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Table of content 1.0 Intro 3 1.1 Problem proposal 3 1.2 Strategic questions 3 2.0 Internal analysis 3 2.1 Strategic capability 3 2.2 VRIN 5 2.3 VRIO 5 2.4 9 Strategic Windows 5 2.5 PLC 6 2.6 Boston Matrix 6 3.0 External analysis 6 3.1 PESTEL analysis 6 3.2 Porter’s 5 forces 6 3.3 Market Life cycle 7 3.4 Benchmarking 7 4.0 SWOT 8 5.0 Strategies 8 5.1 Generic Strategy 8 5.2 Growth strategy 9 5.3 Logistics and supplier strategy 9 6.0 STP 9 6.1 Segmentation 9 6.2 Targeting 9 6.3 Positioning 9 6.4 M-mix 9 6.5 Profile 10 7.0 2nd question 10 8.0 Conclusion 11

1.0 Intro
1.1 Problem proposal
How to develop H&M position on Spanish market and eventually create future growth?
1.2 Strategic questions
•What is the problem?
Define the demand for high end clothing for woman; increase the number of stores and the sales of products within each of 6 brands.
•Why are we doing this?
To be at the forefront of both fashion and sustainability
•Objectives and goals.
To bring fashion and quality at the best price in a sustainable way, with retention of values.
•Current performance and where we want to get.
There are 6 brands, 3600 stores in 58 markets worldwide and online shopping in 21 countries. Expansion target is to boost the number of stores, each year by 10-15%.
2.0 Internal analysis
2.1 Strategic capability
2.1.1 Resources and Competences 1. Tangible resources:
○ 80% of directly operated stores and 20% of franchising, mostly in North Africa and Asia.
○ Logistic and distribution model which is focusing on rising the investment on longer lasting and raw materials. Energy efficiency and sustainable process of production are very important for this company as well as high quality and natural fibres, especially cotton.
○ from financial part, H&M have good money stock assets and free…...

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