H&M (in UK )and Metersbonwe company
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
Definition of marketing strategy5
Purpose and Scope6
Comparison between H&M and Metersbonwe8
H&M company (in UK)8
Strengths and weaknesses in product9
H&M company (in UK)11
Strengths and weakness in price12
H&M company (in UK)13
Strengths and weaknesses in place15
H&M Company (in UK)16
Strengths and weaknesses in promotion17
Suggestion for Metersbonwe19
Classify the Target Market19
Widen the Production Line20
Borden the way of promotion20
Limitation and Suggestions for Further Research22
Definition of marketing strategy. According to Michael (2008), in “The Strategic Marketing Plan Audit”, marketing strategy is a process in which for gaining competitive advantages, a company combines its resources and biggest opportunities with the goals it planned. Meanwhile it is a plan in which marketing themes are included, such as the development of product, the way of promotion, pricing and delivering goods. Finds out what your company’s marketing strategy is; and gives the plan how you will achieve these goals.
A good market strategy should get its main points from market research and pay attention to the correct construction of product, so that more profit can be gained. The article “Marketing basics marketing strategy based on market needs, targets and goals” (n.d.) recommends that marketing strategy is the foundation of marketing plans. It illustrates the way how to satisfy the needs of market and complete the objectives.
H&M Company. The woman’s clothes store Hennes was established in 1947, which landed in Vasteras of Sweden. After Persson purchased a men’s brand named Maruitz Widforss, Erling Persson changed the name of store to Hennes & Mauritz, and abbreviated it as H&M. Nowadays, H&M Company has become one of the most successful clothing brand chains in Europe. It expanded substantially in recent years. Until now, almost 2800 stores are spread across 48markets. In 2012, there are 226 and 134 retail stores in UK and China separately. The expansion target is to increase the number of stores by 10-15 percent per year with high profit, at the same time, the sales increase continually in comparable units.
Metersbonwe Company. Metersbonwe is a casual clothing brand in China, whose first retail store...