![]() This is can been seen in the fact that H&M offers the same collection in all the countries where it has a presence. The use of a global campaign aligns with the fact that the company belongs to the fashion world, where there is a homogenization of tastes and consumer demand is greater than in other sectors.Īll of this means that H&M, to a greater extent, implements marketing campaigns at a global level. Thus, companies offer an international consistent image: the company can project a single universal image among all the citizens of the world. Meaning that, despite the differences between nations, companies offer the same product in all markets. Global marketing involves the implementation of a standardization strategy that consists in considering that the market of a product is global. Strategic marketing proposal at a global level Based on this, we will analyze its marketing strategy: In addition, it employed approximately 123,178 people in 2017. H&M Group has six fashion brands – H&M, COS, Monki, & Other Stories, Weekday and Cheap Monday -, with more than 4,100 stores in 63 markets and presence in the electronic market in 32 countries. ![]() This fact will allow us to better analyze the marketing mix own strategies and to have a broad picture of how marketing works at a business level.įirst, H&M is one of the most relevant fashion companies in the world, with sales reaching up to 210 billion SEK in 2015. H&M carries out elaborate advertising campaigns and marketing actions that combine global and local elements. To understand how these concepts work, we are going to study the marketing strategy of H&M, one of the world’s leading clothing and accessories’ retailer. ![]() When a company wants to elaborate its international marketing plan, it is necessary to take into account the traditional 4 P: product ( or service ), price, place and promotion. ![]() ![]() According to the American Marketing Association, marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. ![]()
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