Market Analysis

By: Couto, Francine ID # 3622327
Mitma, Nadia ID # 3632580
Ollino, Pamela ID # 2254526
Pina, Frances ID # 2720652
Singman, Denise ID # 2245594

TABLE OF CONTENTS

Table of Contents ……………………………………………………………..……. 2

Introduction ................................................................................................................ 3

Firm History ............................................................................................................... 4

Current International Development ........................................................................ 9

Quantitative Analysis .............................................................................................. 12

Qualitative Analysis ................................................................................................ 25

References ............................................................................................................... 27

INTRODUCTION
H & M Hennes & Mauritz AB is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers, and children. H&M has been at the forefront of affordable chic for some time now. From its Swedish base, Hennes and Mauritz has grown into a major multinational clothes and cosmetics retailer. Just the place for fashionistas, it now has over 2800 outlets in 43 countries and a turnover in 2007. H&M was one of the first to challenge the retail clothing sector by delivering fast fashion at low prices. The company offers different concepts for women, men, teenagers, and children and includes everything from modern basics to high fashion. The collections are supplemented by matching accessories, nightwear, underwear and cosmetics. However H&M does not have factories of its own, but it has a multitude of designers and buyers and works with around 700 independent suppliers to produce clothing collections for almost everyone, all at affordable prices. H&M lives by its business concept, ‘fashion and quality at the best price'. H & M has extensive global coverage, but they are also constantly evaluating future growth opportunities into new markets.
In the light of the raging economic chaos, many international companies try to stay afloat by carefully planning their next steps. Our team represents a consulting company that specializes in finding new business opportunities for prospective ventures. H&M approached our consulting company with a request to conduct a market analysis and provide suggestions for their next best international market entry. The purpose of this study is to conduct a comprehensive international marketing plan for H &M to expand into new markets worldwide successfully.

FIRM HISTORY
Brief Introduction Retail company H&M Hennes & Maurits, known to consumers simply as H&M, started in 1947 with a single women’s clothing store in Västerås, Sweden. Since then the company has grown to house about 2800 stores in 48 different countries. These days, H&M doesn’t only offer customers women’s clothing, they also have men’s and children’s wear as well as a line of products for the home. Their business is based on the concept of quality goods at affordable prices, marketing good fashion to people of all incomes. Error: Reference source not found
Product Diversity
When the company started in 1947 they only offered women’s clothing. Nowadays, H&M offers a wide variety of products for all consumers, including men, children, maternity, plus-size, foot wear, cosmetics, lingerie and home items.
Men’s: The men’s line includes everything from plain everyday t-shirts to jeans, pants and even suits. Also included are special lines of swimwear and underwear, including the David Beckham Bodywear, which consists solely of men’s undergarments.
Children’s: The H&M children’s line has something for kids of all ages. The clothing sizes range from newborn to girls and boys 14 years old.